Subculture for Sale

Mgr. Roman Nikolaenko

Diplomová práce

Abstract:

The aim of thesis is to research the youth subculture of hipsters, to construct the image of a modern hipster and to explore their material and cultural preferences in order to understand hipster as a consumer. The first two chapters are dedicated to cultural and subcultural studies. Third and fourth chapters are concentrated on hipster subculture that is constantly evolving, each time changing its values and views. The last includes practical part of the thesis, where by observation, the theoretical part is being proved. It is followed by a conlcusion, in which implication for marketing are proposed.

Keywords

Hipster, subculture, youth subculture, youth marketing, identity, authenticity

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 27. 7. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 8. 2015
• Vedoucí: Mgr. Zdeněk Sloboda
• Oponent: PhDr. Marie Koubová

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication