Abstract
The relevance of the research topic is that global youth culture is an interdisciplinary category, with the help of which analysts try to understand the emergence of complex forms of cultural identity and hybridity, which can be found more often among young people around the world and that is directly related to the media (cinema, television, popular music, Internet). To use the analogy with K-pop and Brony youth subcultures, the authors show the similarities between two subcultures on specified grounds, where values define manners and norms of behavior, which are valuable in youth subcultures, gained its worldwide popularity through like-minded friends in online communities where fans are an integral part. The inductive method encourages philosophize about the general picture of two modern youth subcultures to particular moments, i.e. dominant social values in their public actions in both subcultures. Using the method of generalization, the authors consider the value concept of “loyalty” for young people in the context of the phenomenon of fans using the example of K-Pop and Brony subcultures. The most important characteristic of group life is that it has a set of values that govern the behavior of members of the entire group.
Highlights
The values of K-pop and Brony subcultures are an important component in the construction of identity, and the peculiarities of the positive characters are that its representatives do not highlight drugs and violence to the forefront
It was established that fans, despite the language barrier and the values of dominant cultures, experience not a negative, but a positive impact in the process of interacting with other members of their fan clubs
This is determined by comparing fans of his / her real rewards with the costs of fan clubs
Summary
The values of K-pop and Brony subcultures are an important component in the construction of identity, and the peculiarities of the positive characters are that its representatives do not highlight drugs and violence to the forefront. The Ipsos MORI Institute for Social Research cited the following data: where 77% of Millennials, known as generation Y use the Internet more than 1 time per day, generation X – 68%, and the Baby Boomers generation ( known as boomers) – 49%, i.e. only 16% of the pre-war generation are online [1], [5] This percent shows that the intergenerational gap is connected with digital technologies and depends on the stage of continuum of the adulthood, where one is considered to be the generation digital natives and others are immigrants or even foreigners. Appearance plays an important role for "idols", which indicates the "changes the value of consciousness" of youth in the last decade [20]
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