Music subculture as a source of conspicuous consumption practices: a qualitative content analysis of “altered movement” songs and music videos

Castillo-Villar, Fernando Rey [Universidad Popular Autonoma del Estado de Puebla (Mexico)] Cavazos-Arroyo, Judith [Universidad Popular Autonoma del Estado de Puebla (Mexico)] Kervyn de Meerendré, Nicolas [UCL]

Purpose – The purpose of this study is to focus on analyzing the role of music subcultures in the communication and promotion of conspicuous consumption practices. The object of study is the “altered movement” as the music style of the drug subculture in Mexico. Design/methodology/approach – A qualitative content analysis of 78 lyrics and music videos of “altered movement” was carried out between August and December 2018. Findings – The analysis of lyrics and music videos leads to the identification of four narratives (from poor to rich, power through violence, lavish lifestyle and power over women) and diverse symbolic markers (luxury brands mainly) that together, display messages aimed at promoting conspicuous consumption practices. Originality/value – The current research expands the body of literature of music subcultures in the consumer research area by contesting the common conception of this phenomenon as a healthy source of self-identity formation and deepening into its role as a source of conspicuous consumption practices.