Introduction……………………………………………………….
Chapter I: Counterculture as part of the cultural development process …...
1.1. The concept of culture, subculture and counterculture………………………
1.2. Historical background of counterculture……………………………………
1.3. The causes and functions of the counterculture ……………………………
Chapter
II:
Countercultural
communication
and
the
society……………………………………………………………………………
2.1. The role of youth movements and religious organizations in the development
of counterculture………………………………………………………………….
2.2. Types of modern counterculture…………………………………………….
2.3. The impact of counterculture on contemporary culture……………………..
Conclusion………………………………………………………………………..
List of literature………………………………………………………………….
Introduction
Countercultural movements have played an important role in shaping
cultural practices and values throughout history. From the Beat Generation in the
1950s to the Hippie movement in the 1960s and the Punk subculture in the 1970s,
countercultural movements have challenged dominant cultural narratives and
representations, and have often been associated with social and political activism.
In the modern world, countercultural movements continue to emerge and
evolve, and their communication strategies reflect the ways in which cultural
norms and values are negotiated and contested across different cultural contexts.
Moreover, the globalization of communication technologies has facilitated the
spread and influence of countercultural movements across national borders and
cultural boundaries, highlighting the importance of studying countercultural
communication in the context of intercultural communication.
The theme of "Countercultural Communication in the Modern World" in
intercultural communication is therefore highly relevant, as it allows us to explore
the ways in which countercultural movements and their communication strategies
intersect with cultural diversity, power dynamics, and social change in different
cultural contexts. By examining the role of countercultural communication in
promoting social justice, equity, and cultural diversity, we can gain insights into
the complex and dynamic nature of intercultural communication in the modern
world.
The purpose of studying "Countercultural Communication in the Modern
World" in intercultural communication is to gain a deeper understanding of how
countercultural movements communicate and negotiate cultural meanings, values,
and practices across different cultural contexts. This includes exploring how
countercultural movements use different communication strategies, such as
language, symbols, music, art, and media, to challenge dominant cultural
narratives and representations, and to promote alternative cultural perspectives
and practices. Furthermore, studying countercultural communication in the
context of intercultural communication allows us to examine how power
dynamics, cultural diversity, and social change influence the ways in which
countercultural movements are perceived and received in different cultural
contexts. By examining the interplay between countercultural communication and
intercultural communication, we can gain insights into how countercultural
movements can facilitate cross-cultural understanding, cultural exchange, and
social transformation. Overall, the purpose of studying countercultural
communication in the modern world in the context of intercultural
communication is to contribute to a more nuanced and complex understanding of
the ways in which cultural diversity, power dynamics, and social change shape
the communication strategies and practices of countercultural movements, and
how these movements can influence broader cultural and social transformations.
Subjects of study for "Countercultural Communication in the modern
orld"in intercultural communication might include:
1. Language and communication: Analyzing how countercultural movements use
language and communication strategies to engage with audiences across different
cultural contexts, including issues of language proficiency, translation, and
interpretation.
2. Cultural norms and values: Investigating how countercultural movements
challenge or reinforce dominant cultural norms and values in different cultural
contexts, and the ways in which these movements shape intercultural
communication.
3. Power and privilege: Exploring how countercultural movements negotiate
power and privilege in intercultural communication contexts, including issues of
cultural hegemony, social justice, and equity.
Objects of study for "Countercultural Communication in the modern
world" in intercultural communication.
1. Intercultural communication strategies: Analyzing the communication
strategies that countercultural movements use to engage with audiences across
different cultural contexts, including issues of language, cultural norms, and
values.
2.Cross-cultural reception:Investigating how countercultural messages and ideas
are received in different cultural contexts, including the ways in which cultural
norms, values, and beliefs shape the reception and interpretation of these
messages.
3.Intercultural conflict: Exploring how countercultural movements navigate
intercultural conflicts, including issues of power, privilege, and cultural
hegemony.
4.Globalization and localization: Examining how countercultural movements
respond to processes of globalization and localization, including the challenges
and opportunities presented by the spread of cultural values and practices across
different cultures contents.
5. Intercultural identity: Investigating the role of countercultural movements in
shaping intercultural identity, including the ways in which they challenge
dominant cultural norms and institutions, and how they contribute to the
development
of
new
forms
of
intercultural
identity.
Relevance:The theme of "Countercultural Communication in the Modern
World" is highly relevant in the context of intercultural communication. The
study of countercultural movements and their communication strategies can help
us to better understand how cultural norms and values are negotiated and
contested across different cultural contexts, and how social change and innovation
occur in international spaces.Moreover, countercultural movements often emerge
as responses to cultural hegemony and power imbalances, and their
communication strategies reflect efforts to challenge dominant cultural narratives
and representations. In this sense, the study of countercultural communication can
contribute to efforts to promote social justice, equity, and cultural diversity in
intercultural communication.Finally, the global nature of many countercultural
movements and the role of communication technologies in facilitating their
spread and influence highlight the importance of studying countercultural
communication in the context of globalization and localization. By examining the
ways in which countercultural movements engage with and transform cultural
practices and values in different cultural contexts, we can gain insights into the
complex and dynamic nature of intercultural communication in the modern world.
The term paper consists of two chapters, a conclusion and references; In the first
chapter there is information about communication, the concept of culture,
subculture and counterculture, historical background of counterculture and the
causes and functions of the counterculture. The second chapter examines
Countercultural communication and the society, the role of youth movements and
religious organizations in the development of counterculture, types of modern
counterculture, the impact of counterculture on contemporary culture.
Chapter I: Counturculture as part of the cultural development process.
The development of counterculture is an important aspect of the overall
cultural evolution of society. Counterculture can be defined as a subculture that
operates outside of the mainstream and often challenges the dominant values and
beliefs of society. This type of cultural movement can emerge in response to In
various social, political, or economic factors, such as generational conflicts,
politica oppression or social inequality.Many cases, counterculture movements
have had a significant impact on the broader cultural landscape of society. For
example, the countercultural movement of the 1960s in the United States
challenged traditional values and beliefs related to gender roles, sexuality, and
race, leading to significant changes in cultural norms and social attitudes.
The development of counterculture is often driven by a desire for social
change or a rejection of mainstream values and beliefs. Counterculture can take
many different forms, including music, art, fashion, and lifestyle choices. These
movements often attract young people who feel disillusioned with the status quo
and are looking for alternative ways of living and expressing themselves.
While counterculture can be seen as a challenge to the dominant culture, it is also
an important part of the overall cultural development process. Countercultural
movements often introduce new ideas and perspectives that can eventually be
integrated into mainstream culture. As such, counterculture can be seen as a
driving force for cultural innovation and progress. Overall, the development of
counterculture is a complex and dynamic process that reflects the evolving social,
political, and cultural landscape of society. While countercultural movements
may sometimes be viewed as controversial or disruptive, they play an important
role in shaping the cultural values and beliefs of society as a whole.
1.1.The
concept
of
culture
,subculture
and
counterculture.
Culture (/ˈkʌltʃər/) is an umbrella term which encompasses the social
behavior, institutions, and norms found in human societies, as well as the
knowledge, beliefs, arts, laws, customs, capabilities, and habits of the individuals
in these groups.A cultural norm codifies acceptable conduct in society; it serves
as a guideline for behavior, dress, language, and demeanor in a situation, which
serves as a template for expectations in a social group. Accepting only a
monoculture in a social group can bear risks, just as a single species can wither in
the face of environmental change, for lack of functional responses to the
change.[5]
The concept of culture is central to understanding intercultural
communication. Culture can be broadly defined as the shared values, beliefs,
customs, behaviors, and artifacts that characterize a group or society. These
elements of culture are transmitted from generation to generation and shape the
way that individuals within that society perceive the world, interact with others,
and make sense of their experiences. In the context of intercultural, it is
it is important to recognize that every culture has its own unique set of values,
beliefs, and norms. These cultural differences can impact communication in a
variety of ways, such as language use, nonverbal communication, and the
interpretation of social cues.
Effective intercultural communication requires an awareness and
understanding of these cultural differences, as well as the ability to adapt one's
communication style to effectively communicate across cultural boundaries. This
may involve learning about the cultural practices and communication styles of
others, as well as recognizing and challenging one's own cultural biases and
assumptions. One challenge in intercultural communication is the potential for
misunderstandings and misinterpretations due to cultural differences. For
example, a gesture or facial expression that is considered friendly or polite in one
culture may be perceived as rude or disrespectful in another culture.[3]
Understanding and respecting these cultural differences is key to successful
intercultural communication. Overall, the concept of culture is fundamental to
intercultural communication. Recognizing and understanding cultural differences
can help to bridge communication barriers and promote more effective and
meaningful communication across. A subculture is a group of people within a
cultural society that differentiates itself from the conservative and standard values
to which it belongs, often maintaining some of its founding principles.[23]
The Oxford English Dictionary defines subculture, in regards to
sociological and cultural anthropology, as "an identifiable subgroup within a
society or group of people, esp. one characterized by beliefs or interests at
variance with those of the larger group; the distinctive ideas, practices, or way of
life of such a subgroup.Subcultures, however, are not only the result of alternative
action strategies but also of labelling processes on the basis. Subcultures can exist
at all levels of organizations, highlighting the fact that there are multiple cultures
or value combinations usually evident in any one organization that can
complement but also compete with the overall organizational culture.[19]
Subcultures in intercultural communication can be divided into the following
types.
1. Youth subcultures: include groups of young people who share common
interests
in,
for
example,
music,
fashion,
sports
or
technology.
2. Religious subcultures: include groups of people who share a religious faith and
practice
rituals,
rituals
and
traditions
related
to
their
faith.
3. ethnic subcultures: include groups of people who share a common ethnicity
and
practice
traditions
and
customs
related
to
their
ethnic
group.
4. Professional subcultures: include groups of people who share a common
professional field and use specific terminology and communication practices.[14]
Characteristics of subcultures in intercultural communication may include:
1.Language and communication practices: each subculture use specific terms,
jargon and communication practices that may be unfamiliar to other groups.
2. Norms and values: Each subculture may have its own unique norms, values
and
beliefs
that
may
differ
from
those
of
other
subcultures.
3. interests and hobbies: Each subculture may have its own unique interests.
Relationships with mainstream culture.
Potato chip packages featuring hip hop subcultural designs in a case of
mainstream commercial cultural merging. It may be difficult to identify certain
subcultures because their style (particularly clothing and music) may be adopted
by mass culture for commercial purposes. Businesses often seek to capitalize on
the subversive allure of subcultures in search of Cool, which remains valuable in
the selling of any product. This process of cultural appropriation may often result
in the evolution of the subculture, as members adopt new styles that society.
Music-based subcultures are particularly vulnerable to this process; what may be
considered subcultures at one stage in their histories – such as jazz, goth, punk,
hip hop, and rave cultures – may represent mainstream taste within a short period.
Some subcultures reject or modify the importance of style, stressing membership
through the adoption of an ideology which may be much more resistant to
commercial exploitation. Like Duchamp's 'ready mades' - manufactured objects
which qualified as art because he chose to call them such, the most unremarkable
and inappropriate items - a pin, a plastic clothes peg, a television component, a
razor blade, a tampon - could be brought within the province of punk (un)fashion
Objects borrowed from the most sordid of contexts found a place in punks'
ensembles; lavatory chains were draped in graceful arcs across chests in plastic
bin liners. Safety pins were taken out of their domestic 'utility' context and worn
as gruesome ornaments through the cheek, ear or lip ... fragments of school
uniform (white bri-nylon shirts, school ties) were symbolically defiled (the shirts
covered in graffiti, or fake blood; the ties left undone) and juxtaposed against
leather drains or shocking pink tops.
Countercultural groups can arise for various reasons, including political,
social, and economic factors. They often share a sense of identity, purpose, and
values that differentiate them from the larger society. Examples of countercultural
movements include the hippie movement of the 1960s and 1970s, the punk rock
movement of the late 1970s and early 1980s.Research on the phenomenon
of counterculture in the context of intercultural communication has been
conducted by many scholars in different disciplines such as sociology, cultural
studies, anthropology, and communication sciences.
One of the most influential theorists of counterculture in intercultural
communication is Edward Hall. He developed the concept of "contextual
communication", which explains how different cultural contexts can affect
communication between people from different cultures. Hall believed that
countercultures are the result of different cultural contexts, which can lead to
conflicts between different groups of people. Another famous countercultural
theorist is Michel Foucault, who explored the impact of power on culture and
identity. He argued that countercultures can be free from power and the dominant
culture, enabling the creation of alternative identities and practices.[11]
It is also important to mention the work of Stuart Hall, who explored the
relationship between cultural identities, including countercultural identities, and
globalization problems.
Definitions of counterculture in intercultural communication may vary
depending on which aspect is investigated and which methods are used. In
general, however, countercultures in intercultural communication are understood
as groups of people who reject dominant cultural norms and practices and create
alternative identities and practices that may contradict the norms and practices of
the dominant culture.
Countercultures in intercultural communication can
manifest themselves in different forms and have different characteristics. Some
common
types
and
characteristics
of
countercultures
in
intercultural
communication may include:
1. Ethnic countercultures: groups of people who differ in their ethnicity from the
dominant
society
and
create
their
cultural
practices
and
identities.
2. Political countercultures: groups of people who reject the political norms and
practices dominant society and create their political ideologies and practices.
3. Religious countercultures: groups of people who reject the religious norms and
practices of the dominant society and create their own religious ideologies and
practices.[15]
In intercultural communication, counterculture can present unique
challenges in terms of communication and understanding. Members of
countercultural groups may have different communication styles, values, and
beliefs that can clash with those of other cultures. As such, it is important for
intercultural communicators to be aware of the existence and influence of
countercultures and to approach communication with members of countercultural
groups with openness,respect and empathy.
2.2.Historical
background
of
counterculture.
The counterculture movement has its roots in the mid-20th century,
particularly in the United States and Western Europe. The term "counterculture"
was first used by sociologist Theodore Roszak in his 1969 book "The Making of a
Counter Culture." The counterculture of the 1960s emerged in response to the
political, social, and cultural changes of the time. The civil rights movement, the
Vietnam War, and the sexual revolution were all major factors that contributed to
the growth of the counterculture movement. The movement was characterized by
a rejection of mainstream values and a desire for personal freedom,
experimentation, and self-expression. The hippie subculture was one of the
most visible and influential parts of the counterculture movement. Hippies
embraced a lifestyle that emphasized communal living, environmentalism, and
spirituality, and rejected materialism and consumerism. The music of the time,
including rock, folk, and psychedelic music, was also an important part of the
counterculture movement.[17]
3.1.The
causes
and
function
of
the
counterculture
.
The cause of the counterculture; There are several reasons for the
emergence and mass deployment of youth counterculture. Firstly, it is the
transition from the “economics of scarcity” to the “economics of abundance” (F.
Slater), ensured as a result of the modernization of Western society on the basis of
scientific and technical progress. According to the American philosopher F.
Slater, in the West (especially in the USA) after the Second World War, in the
conditions of the revolutionary influence of scientific and technological progress
on the system of social production, the opposition of the value orientations of the
pre-war generation of “fathers” and the post-war generation of “children” was
outlined, because.“The older generation comes from the economy of scarcity, and
the younger generation from the economy of abundance, excess ”The high
standard of living of the leading countries of the West, based on the scienceintensive "economy of abundance", caused in them a value-worldview conflict of
generations of "fathers and children".[22]
Production and technological shifts in Western countries have made it
possible to “remove a significant part of young people from the labor market,
from the field of work ethics and created a sector of the “upper middle class” with
a “secondary” (alternative) value system” The social base of the counterculture
was the student intelligentsia of the "upper middle class", its intellectual
subcultural environment. “The childhood of the future rebels took place in unique
conditions of freedom from the restrictions associated with involvement in the
labor concerns of their parents. The humanistic skepticism instilled in young
people in the family, coupled with the devaluation of external rewards in the
"affluent society", weakened the impulses for vertical advancement. This is how
“the classic youth movement of the industrialized countries of the West arose,
proclaiming the democratic slogans of anti-authoritarianism, equality, social
transformation and the moral superiority of youth”The second reason for the
emergence of the counterculture movement was the use of higher education.
Universities as sources of knowledge and scientific and technical
innovations in the era of modernization began to play a crucial role in all social
life. “As universities acquire a leading role in the development of a “higher”
culture in the United States and Europe, in so far as the trends that exist within
universities become the trends of all intellectual life”. It is no coincidence that the
protagonists of the counterculture were students from the families of the
American and Western European “upper middle class”. Abundance undermined
the motivation for vertical advancement, as a result, a new social type emerged, a
new subculture of youth - "humanistic youth".
The third reason is the rapid development of technical means of mass
communication and information or mass media, which led to an increase in the
dynamics of sociocultural life in the West, which, in turn, had a great influence on
young people as a social stratum of modern society. The growth of the sociocultural dynamics of social life under the influence of mass media took place
within the "time frame" of one generation (50s - 60s of the XX century).[5]
New information technologies as a means of mass communication began
(for the first time in history) to have a decisive influence on the socialization of
the younger generation.
Counterculture arises as a response to a variety of causes and influences,
including:
1.Social, Political, and Economic Upheavals: Countercultural movements often
emerge during times of social, political, or economic upheaval, such as the civil
rights movement and anti-war movements of the 1960s.
2.Generational Differences: Counterculture can arise as a result of generational
differences between older and younger generations.Young people reject the
values of their parents and seek to create their own identities and ways.
3.Cultural Hegemony: Counterculture can also arise as a reaction against cultural
hegemony, where a dominant culture imposes and norms on other cultures.
4.Consumerism and Materialism: Counterculture can also arise as a rejection of
mainstream consumerism and materialism, which can be seen as shallow and
meaningless.
5.Dissatisfaction with Mainstream Institutions: Counterculture can also arise as a
response to dissatisfaction with mainstream institutions such as religion,
government, and education. It can represent a desire to create alternative
institutions that better reflect the values and needs of the community.[2]
Overall, counterculture can play an important role in intercultural
communication by providing alternative perspectives, fostering dialogue and
understanding, creating spaces for cultural expression, and promoting social
change and inclusion.
Chapter
II:
Countercultural
communication
and
the
society.
2.1. The role of youth movements and religious organizations in the
development of counterculture.
Youth movements and religious organizations played significant roles in
the development of counterculture in the 1960s and 70s.Youth movements, such
as the student movement and the anti-war movement, were central to the
countercultural movement of the time. These movements represented a rejection
of the values and norms of the older generation and sought to create new ways of
living and organizing society. They challenged established institutions, including
government and education, and advocated for social change through protests, sitins, and other forms of activism. Religious organizations also played a significant
role in the countercultural movement of the time. Many young people turned to
spirituality and alternative forms of religion as a way of expressing their
dissatisfaction with the dominant culture. These alternative religions often
emphasized communal living, environmentalism, and social justice, and they
provided of community and belonging that was lacking in mainstream society.
Overall, youth movements and religious organizations played important
roles in the development of counterculture in the 1960s and 70s[1]. They
provided a sense of community and belonging for those who felt alienated from
mainstream society, and they helped to create alternative ways of living and
organizing society that challenged the dominant culture. The "classical" youth
movement of the West covered three decades: from the end of the 40s. and until
the end of the 70s. 20th century
and included three stages of its historical
genesis: beatniks ("broken generation"; late 40s - 50s), hippies ("independent
generation"; 60s - first half of the 70s) and "new left"("radical generation" resolute, holding strong views; late 60s - 70s). In the 70s. 20th century
the
youth movement in all the variety of subcultural forms and manifestations has
acquired an international character and has become the most important factor in
modern socio-cultural life. In our country, for a long time, the only youth
organization was the Komsomol, officially authorized and supported.
However, already in the 70s, informal youth groups began to take shape,
from which, as a result, a counterculture grew, due to the general socio-political
situation in the country.[2]With the beginning of the processes of glasnost and
perestroika, these groups, having legalized their activities, quite loudly declared
themselves, thereby significantly increasing their numbers.A certain place among
them was occupied by groups that formed around different musical tastes and
styles (metalheads, rollers, breakers, Beatles, etc.
The first of which is formed by young people engaged in small business
(majors). They are focused on "easy" money making and "beautiful life". They
are characterized by business acumen, a fairly well-developed sense of
corporatism. They are characterized by moral relativism, as a result of which the
activities of associated with illegal business and offenses.[11]
Groups of this kind, as a rule, are well armed, and not only with chains,
knives, brass knuckles, but also with firearms.The youth criminogenic
associations described above in conditions of political instability pose a
significant danger, since they are quite plastic material, and at any moment can
become an instrument of activity of political organizations of radical and
extremist orientation. Modern youth, however, consists not only of informals .
The third category is the so-called "yuppies" and "neo-yuppies". They come from
middle- and low-income families, distinguished by purposefulness, seriousness,
pragmatism, independent judgments, assessments and activities.
They are characterized by the desire to "make money" and a successful
career as businessmen, bank employees, lawyers. At present, the anti-
globalization movement can be considered a manifestation of the counterculture
in the West.They oppose economic and cultural globalization, transnational
campaigns, the sharp division of countries into rich and poor, social division in
the modern world. The fact that the modern world is divided into social classes is
confirmed by the fact that the 358 richest people on the planet receive as much
income as 3 billion people, that is, half the world's population
The most receptive to countercultural innovations turned out to be precisely the
youth, due to the unadaptable features of the generally accepted worldview
caused by youth consciousness. The very same prefix "counter-" does not mean
the denial of cultural heritage.
Moments of denial of certain conservative
elements of culture, of course, take place, but as an initial stage, as a means of
preparing countercultural innovations that have the nature and meaning of
establishing new value and worldview guidelines for human life.
2.2.Types
of
modern
counterculture.
Modern counterculture in intercultural communication refers to the
subcultures and groups that challenge or resist mainstream cultural norms and
values in the context of cross-cultural interactions. This can include various youth
subcultures, alternative lifestyles and beliefs, and social movements that aim to
challenge dominant cultural practices and power structures. In the context of
intercultural communication, modern counterculture can play a significant role in
shaping how individuals from different cultures interact with each other. It can
provide a space for marginalized communities to express their identities and
perspectives, and to challenge dominant cultural narratives and stereotypes.
Understanding modern counterculture in intercultural communication
requires a nuanced and critical approach that recognizes the diversity and
complexity of subcultures and their relationship to mainstream culture. It also
requires an openness to learning about and respecting different cultural
perspectives and practices, as well as a willingness to engage in dialogue and
collaboration with individuals and groups from different backgrounds.
Counterculture refers to a subculture that opposes the mainstream culture of
society. In modern times, there are various types of counterculture that exist, each
with their unique characteristics and beliefs.
These types of counterculture can have an impact on intercultural
communication, as they may influence the values, beliefs, and behaviors of
individuals from different cultures. Some examples of modern counterculture
include:
1.Environmentalism: Environmentalism is a counterculture that emphasizes the
importance of protecting the natural world and the environment. This
counterculture promotes sustainable living, reducing carbon footprint.
2. Hipsterism: Hipsterism is a counterculture that is associated with indie music,
vintage clothing, and alternative lifestyles.
3.Veganism: Veganism is a counterculture that promotes a plant-based diet and
opposes the consumption of animal products. This counterculture values animal
rights and personal health.
4.Hacker culture: Hacker culture is a counterculture that emphasizes the
importance of free and open access to information and technology. This
counterculture values creativity, innovation, and the right to privacy.
Each of these countercultures can influence intercultural communication in
different ways. For example, environmentalism may encourage individuals to
adopt sustainable practices, which can affect communication about consumerism
and the environment. Meanwhile, hacker culture can affect conversations about
the importance of privacy and data security. It's important to understand these
countercultures and their values when engaging in intercultural communication,
as it can help foster better understanding and respect between individuals from
different cultures.
3.2.The impact of counterculture on contemporary culture.
The counterculture of the 1960s and 70s had a significant impact on
contemporary culture, influencing everything from music, fashion, and art to
politics, social movements, and lifestyles. Here are some specific ways in which
counterculture has impacted contemporary culture:
Music: The counterculture of the 1960s and 70s was characterized by a vibrant
music scene, which saw the rise of rock, folk, and psychedelic music. This music
has had a lasting impact on contemporary culture, with many contemporary artists
drawing inspiration from the countercultural music of the past.
Fashion: The counterculture of the 1960s and 70s also influenced fashion, with
the rise of bohemian, hippie, and punk styles that rejected mainstream fashion
trends. These styles continue to influence contemporary fashion, with many
designers drawing inspiration from the countercultural fashion of the past.
Social Movements: The counterculture of the 1960s and 70s was also
characterized by social movements advocating for social and political change,
such as civil rights, women's rights, and the anti-war movement.
Lifestyles: The counterculture of the 1960s and 70s also represented a rejection of
mainstream lifestyles.These alternative lifestyles have had a lasting impact on
contemporary culture, with many people continuing to seek alternative ways of
living and consuming that challenge mainstream norms.[20]
Overall, the counterculture of the 1960s and 70s has had a profound impact
on contemporary culture, influencing everything from music and fashion to social
movements and lifestyles. Its legacy continues to shape contemporary culture,
with many people drawing inspiration from the countercultural movements of the
past in their efforts to challenge and transform the dominant culture. In the history
of civilization, situations arise when certain subcultural phenomena, their local
ideas and values begin to claim some kind of universality and go beyond the
boundaries of their own subculture environment, promoting new spiritual and
practical strategies for individuals and broad social communities. In this case, we
can no longer talk about subcultural, but about countercultural or even cultural
trends. Analyzing the influence of the counterculture on modern sociocultural
life, “Professor of the University of California Bennett Berger believes that in the
60s. 20th century. A new post-material culture emerged in the West.She managed
to fully reveal the potential of an alternative culture” “Bennett Berger notes that
the counterculture, embodying the cumulative effect of an active spiritual and
practical search for a new benchmark for the development of civilization, gave
rise to a real “value revolution” One of the prominent counterculture theorists,
Professor of Law at Yale University, Ch. Reich, presents youth movements as a
kind of cultural “revolution of consciousness”.According to Reich, the "new
consciousness", initially formed among young people,will then become
widespread and automatically cause revolutionary changes in the structure of
modern Western society.[13] It will carry out the revolution not by direct political
means, but by changing the culture itself”
Many researchers testify that “a
“revolution of consciousness” is taking place in modern Western society, marking
the birth of a new cultural model. This is written by such well-known Western
scientists as E. Tiryakyan, W. Bainbridge, M. Gardner, M. Dilinger, P. Russell,
R. Stark, M. Ferguson. They note such important signs of a new spirituality as
the formation of an orientation towards personal experience, a passion for various
techniques of self-development, an interest in the phenomena of extrasensory
perception and parapsychology, the significant popularity of Eastern religious
teachings, magic, astrology, which are penetrating deeper and deeper into mass
culture" It can be stated that many significant public initiatives of the 20th
century - the ecological movement in defense of the natural environment, the
pacifist movement for the prohibition of wars, the movement for the limitation of
the arms race and for the prohibition of nuclear weapons tests, the movement for
the democratization of socio-political life and the entire system of world politics
and international relations, the movement of religious renewal and the moral
revival of mankind, the latest artistic and aesthetic trends born from bold creative
experiments, and other movements were the result of the desire of young people
to improve the natural and socio-cultural spheres of human life in the world. For
example, the ideas and values of the counterculture had a great influence on
Western artistic culture in the second half of the 20th.
The active social propaganda of its ideological principles inherent in the
counterculture has led to the emergence of many types of art (rock music, protest
song and bard song, happening, graffiti, performance, etc.). The development of
counterculture in the course of youth movements indicates that this phenomenon
is a powerful catalyst for cultural and historical creativity, which marks the
process of developing a new cultural model that can be compared with the
prospects for the development of civilization.
Ancient Indian monastic Buddhism, and the Hellenistic Cynic movement,
and apostolic Christianity, and medieval Christian mysticism, and the bohemian
humanism of the Renaissance, and the Reformation movement, and the
romanticism of the Enlightenment, and the bohemian modernism of the Newest
Age had features of the counterculture. [16]
As a universal phenomenon, counterculture has a huge creative potential
for developing value-semantic models for the development of civilization,
stimulating the course of human history at its critical and fateful stages. This
means that counterculture constantly manifests itself in the history of civilization
as a dialectical mechanism of value-worldview innovations. The birth of new
cultural models that stimulate the historical progress of civilization is impossible
without the phenomenon of counterculture, which is born as a result of the loss of
its meaning by the previous cultural model and, at the same time, as a result of the
search for new value-semantic guidelines as an adequate "response" to the
"challenges" of those circumstances which are associated with the conditions,
results and prospects of human life. All cultural models significant for human
history go through the stage of countercultural assertion, when the former value
system has already lost its significance, and the new one has not yet become
dominant, starting to unfold within the subcultural framework.
Conclusion
Countercultural communication in the modern world refers to the various
forms of communication used by countercultural movements to express their
ideas, beliefs, and values. Countercultural movements arise in response to the
dominant culture's values and norms, seeking to challenge them and promote
alternative ways of living and organizing society.In the modern world,
countercultural communication takes many forms, including social media
activism, alternative news sources, independent music and art movements, and
grassroots organizing. These forms of communication allow countercultural
movements to spread their message and connect with like-minded individuals
across the world. Social media has become a powerful tool for countercultural
communication, allowing activists to connect and mobilize across borders and
share their message with a wider audience.
Hashtags and viral campaigns can quickly spread across the internet,
raising awareness and bringing attention to social issues that may not have been
covered by mainstream media. Alternative news sources, such as independent
media outlets and citizen journalism platforms, also play an important role in
countercultural communication. They offer perspectives and coverage of events
that may be ignored or distorted by mainstream media, providing a platform for
marginalized voices and promoting critical thinking and media literacy.
Independent music and art movements are another form of countercultural
communication that has a significant impact on contemporary culture. These
movements provide a platform for artists to express their ideas and challenge
dominant norms and values, inspiring new generations of artists and shaping the
cultural landscape.
Grassroots organizing and community-building efforts are also important
forms of countercultural communication. They provide a space for individuals to
connect and mobilize around shared values and beliefs, creating alternative ways
of living and organizing society. countercultural communication in the modern
world serves as a vital force in contemporary culture, challenging dominant
norms and values, promoting social change, and shaping the cultural landscape
for generations to come.
Counterculture as a phenomenon can be considered in two aspects:
concrete historical and universal.
As a specific historical phenomenon,
counterculture represents a complex of youth subcultures that have unfolded since
the second half of the 20th century in the leading Western countries, and then
throughout the civilized world (including Russia), and expressing the features of
youth socialization in the context of technogenic modernization of society and
global
problems of the present.
The most receptive to countercultural
innovations turned out to be precisely the youth, due to the unadaptable features
of the generally accepted worldview caused by youth consciousness. The very
same prefix "counter-" does not mean the denial of cultural heritage. Moments of
denial of certain conservative elements of culture, of course, take place, but as an
initial stage, as a means of preparing countercultural innovations that have the
nature and meaning of establishing new value-ideological guidelines for human
life. On the one hand, youth subcultures cultivate a protest against adult society,
its values and authorities, but, on the other hand, they are called upon to help
young people adapt to the same society.
Considering counterculture as a universal phenomenon, one can trace the
historical dynamics of the development of civilization in the form of cultural and
countercultural interaction, against the background of which the dominant type of
culture is assigned the role of a stabilizing - synchronous beginning, and the
counterculture - the role of a dynamically renewing beginning, with which
cultural innovations are associated, first of all,value-semantic. At the same time,
the creative and dynamic potential of the counterculture marks the course of
sociocultural changes, and the stabilizing beginning of culture marks the
adaptation of the positive results of countercultural innovations. At the end of
certain historical stages in the development of civilization, this dialectical
mechanism of counterculture reproduces itself again and again.
In conclusion, countercultural communication continues to play an
essential role in shaping contemporary culture and promoting social change. The
concept of counterculture has its roots in history and has emerged in response to
the dominant culture's values and norms.In the modern world, countercultural
communication takes many forms, from social media activism to alternative news
sources and art movements. These forms of communication allow countercultural
movements to spread their message and connect with like-minded individuals
across the world.As countercultural movements continue to challenge dominant
norms and values, they push for cultural evolution and transformation. They have
a significant impact on contemporary culture, influencing everything from music
and fashion to social movements and lifestyles.Youth movements and religious
organizations continue to play an essential role in the development of
counterculture, providing a sense of community and belonging for those who feel
alienated from mainstream society. They continue to shape contemporary culture
and promote social change, inspiring new generations to challenge the dominant
culture's values and norms.
Overall, countercultural communication serves as a vital force in
contemporary culture, challenging dominant norms and values, promoting social
change, and shaping the cultural landscape for generations to come.
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