People are beings that in their existence build a particular way of seeing the world around themself and in which the different relationships that they establish with others to build society. However, society is an aspect that is relationed with culture. According to Mcveigh and Wintergerst (2011), it refers to everything that constitutes the life of a group of individuals and how they create the reality according to their beliefs, emotions, ideas, and attitudes that are learned in the socialization process and transmitted from generation to generation. The above refers to the basic that distinguishes a community of individuals from others and which constitutes their differentiation with others. However, exist within these communities share ideas, feelings, and conducts in common with marked patterns of conceiving the ideas some different to the dominant social sector. The reason to bring up it is because the subcultures have own thoughts, attitudes or expressions specific to a smaller group of individuals that have to be recognize.
Therefore, it becomes eminently necessary to recognize within the culture of the existence of subculture. Brewer (2019) claims that subculture aim about some individuals who share values and norms that create the interaction between individuals through some aspects in common as art, music, hierarchy and other points to indoctrinate all people who are not in a community. It is for this reason that the present essay will seek to show how the subcultures of two countries can undeniably present the very different forms in which the realities of people are presented. The above, because each one has its systems of beliefs, values, conduct, emotions, ways of expressing oneself and other dimensions of life. In this case, special emphasis will be placed on two subcultures from music, rap in the United States and reggaeton in Colombia.
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The subculture understood from music shows values, rules, labels, attitudes, notions of beauty, and many other themes that are not easy to see with the naked eye. For example, in the case of reggaeton as a subculture in Colombia and rap in the United States, there are similarities in the extravagant forms in which those belonging to these particular communities tend to dress. Even, Lopez and Hancock (2009) affirm that some “elements of hip‐hop fashion seen as part of the reggaeton style include baggy jeans, striped polo shirts, large or shorter length T‐shirts, zip‐up hoodies, belts with large decorative buckles, gold or platinum chains, bandannas, fitted caps, and sneakers”. This determines the forms in which the subjects want to be seen, as the use of clothes “provocative' in girls and wide clothes in boys determines their way of showing themselves to the world. However, in the same manner, the rappers with their clothes seek to communicate the feeling that characterizes them. This is similar to the reggaetoners who want to be recognized in their existence as people different from the rest of society with gigantic jewels mostly gold or silver.
On the other hand, machismo is present in both subcultures through the degradation of women with practices that take for granted the erroneous belief that women are inferior to men or the establishment of stereotypes about feminine beauty. Although, it should be clarified that such appreciation becomes more evident in reggaetoners by the social representations that create on the ideal of the woman seen from the seduction or a way to sell the concept of sexuality. According to an investigation of Hudson (2017) in which the author found that in the reggaeton culture of Colombia women are reduced to objects to benefit the man. It does not mean that this phenomenon of female degradation does not happen with the subculture of rap. For example, in American society, African-American women suffer most from this phenomenon by not representing the country’s standards of beauty (Shelton, 1997; Rozie-Battle, 2002a, 2002b; Stephens & Few, 2007a, 2007b).
One aspect that sets these subcultures apart is that rappers seek to create a critical social impact. On which they base their beliefs about multiple political failures, economic and social factors that are generated in the daily life of the United States, which was more deeply rooted in the 1990s. For this reason, Rose (1991) asserts that the subculture of rap arises in part because of the reply of Public space, ways of expression and their meaning in the social context to can be interpreted. As if it were a protest through their conceptions and cultural expressions, the rappers cry out for the defense of human rights, equality and many other dimensions of life. In contrast, the reggaetoners prefer to promote fashion styles, giving prominence to aspects of love, sexual and trivial nature of small significance about the positive transformation of the social phenomena that befall the country. The above, because according to Craig and Douglas (2006,) Some elements of culture that exist in the dominant societal values determinate the orientation of behavior and beliefs in the society.
The importance of these types of subcultures is to show how rappers and reggaetoners being small groups into a large culture are relevant at the moment to create the social representations of some people in the USA and Clittleolombia respectively. Even, Plato (BC, mentions for Martiniello and Lafleur, 2008) considers that Music is an important factor in the education of children and it can mean that the genre is not the most transcendental now to communicate the situation of a determinate place. The most important is the message who people transmit and how this affects the values, customs, feelings, thoughts, and the way of action of some people in two different countries.
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