‘Swagger’: Urban Youth Culture, Consumption and Social Positioning

Abstract

Sociological studies of youth culture have often focused on processes of social identification. Though some of this work has explored the importance of consumption within young people’s identity practices, much has foregrounded the effects of economic marginality and neglected the importance of ‘race’. This article explores the role of clothing and embodied dispositions, popularly referred to as ‘swagger’, within the ways that young people position themselves in relation to each other. Drawing on field notes and focus group data with a predominantly Somali sample of teenage boys, in a northern English city, this article elucidates the centrality of these seemingly mundane cultural signifiers within everyday processes of ‘racial’ and classed positioning. In doing so, the article seeks to extend contemporary studies of youth culture, consumption and identification by evidencing how marginalized young people simultaneously challenge and reaffirm their positioning, through the performance of stylized masculinity and swagger.