The diffusion of style: a qualitative investigation of australian hip hop culture

Abstract

This paper proposes a conceptual model of the evolving roles of style and brands, and the diffusion of subcultural styles based on a qualitative investigation of Australian Hip Hop culture. Drawing on subcultural theory and diffusion research, the author uses ethnographic and interview data to provide a detailed explanation of the evolving roles style and brands play within the Australian Hip Hop culture, and examines the diffusion of subcultural style.