For some young people, niche online communities do more good than harm by building and redefining community.

Originally published in print and online by The Straits Times on 27th September 2024.

If you scroll through TikTok or Instagram, at some point you would encounter the colourful world of Gen Z subcultures. Videos embodying trends or concepts like “BookTok”, “Dark Academia” and “BarbieCore” come to mind, each representing a unique aesthetic or lifestyle that resonates with specific groups.

BookTok, for instance, isn’t just a hashtag – it’s a thriving literary movement that has revived interest in reading among young people, catapulting certain books to bestseller status. Dark Academia is more than a trend; it’s a community steeped in a romanticised view of classical education, gothic architecture and intellectual pursuits. Meanwhile, BarbieCore taps into a playful, nostalgic love for all things pink and plastic, blending fashion with a sense of empowerment and self-expression.

Despite the vibrant array of niche communities, Gen Z often gets painted with one big, broad brush. We’re seen as this monolithic group with set-in-stone traits – whether it’s our passion for social causes and demand for work-life balance, or less flattering labels like “uncommitted”, “poor work ethic” or “entitled”.

But the truth is, Gen Z is far more fragmented than its predecessors through the diverse digital subcultures that have emerged. And these groups have an important role to play in their lives.

Finding common ground online

The term “subcultures” refers to groups that share niche values, beliefs, behaviours and lifestyles distinct from mainstream culture – think jocks, goths or hippies.

This idea of unity through difference also brings to mind scholar Homi K. Bhabha’s “Third Space Theory”, which explores how identity and community are shaped through language.

According to Bhabha, the first space is domestic (home and family), the second is civic (school, work and public spaces), and the third space is where we let our “real” selves free. These are our go-to hangouts: where we pursue hobbies, interact with strangers and chat with friends. These spaces may seem secondary to daily life, but they play a crucial role in fostering social connections, building community and creating a sense of belonging.

So where are the third spaces and subcultures of today?

As at April, an astonishing 5.07 billion people (that’s 62.6 per cent of the world’s population) are active on social media. With more of us spending time online, online platforms like TikTok, Reddit and Instagram have become breeding grounds for unique identities.

With algorithms curating content to match our interests, these subcultures emerge in feeds worldwide, making it easier to find and connect with like-minded individuals.

While digital subcultures might seem superficial compared with traditional communities, they represent a new form of belonging and identity-building that is both genuine and adaptive to the digital era.

These virtual spaces offer young people a platform to explore and express their identities in ways that are meaningful to them, even if they don’t fit the traditional mould of community. Such subcultures exist outside media trends, providing a haven for those marginalised by mainstream culture.

According to a 2023 Horizon Catalyst report, Gen Z places a higher value on a wide array of interests rather than a few deep ones, with 30 per cent of Gen Zers affirming that a diverse set of small interests is more fulfilling.

This generation champions the idea that “master of none is better than master of one”, viewing their varied passions as integral to their identity. This shift also highlights a broader trend where individuality is defined by the flexibility to navigate and adapt between various cultural codes, continually shaping and redefining one’s sense of self.

All style, no substance?

Critics argue that the digital spaces occupied by these communities are often superficial, leaving young people craving authentic, lived experiences – especially in the wake of the pandemic.

The rise of hyper-specific subcultures, which are often confined to Gen Z’s digital devices, leads some to believe that young people are searching for ways to express themselves but might be experiencing it vicariously only through screens rather than in real life.

Moreover, subcultures that spawn from trends like “tradwives”, “feral girl” and “girl math/dinner” might seem subversive at first glance, but they often end up reinforcing outdated, regressive views of women. For instance, “tradwives” glorifies traditional domestic roles, “feral girl” romanticises chaotic, unrefined behaviour, while “girl math/dinner” can trivialise the complexities of women’s decisions. These trends might look quirky or edgy, but critics point out they can mask a return to conventional stereotypes rather than promoting genuine progress.

However, these trends can also provide a counterbalance to the hyper-individualism that often leads to isolation. We need to look deeper and consider the bigger picture. At the heart of these trends is a desire for authenticity, connection and belonging. Trends often serve as a microcosm of broader sociocultural shifts and reflect the sentiments we might not necessarily express out loud.

Female-driven trends showcase how women are building communities through shared experiences, ambitions and quirks, ultimately finding their tribes. Critics who label these trends as subversive may be reinforcing the very stereotypes they aim to challenge, missing the opportunity to appreciate the genuine conversations and expressions these trends foster.

But let’s not conflate trends and subcultures. While certain trends can evolve into subcultures and become community-driven, subcultures are more than just passing fads and hashtags. They represent niche, meaningful forms of self-expression and help us discover our identities and communities, much like hobbies do.

Additionally, being open on social media has empowered individuals to resolve trauma and build safe havens.

According to the Horizon Catalyst report, Gen Z is nearly twice as likely as older generations to be diagnosed with physical or mental conditions. Despite slow societal adjustments, this generation is taking matters into their own hands and addressing taboos with pride and transparency. Online communities like r/DecidingToBeBetter provide a space for self-improvement and mental health recovery, for example.

Ability Heroes is a rising TikTok sub-community where users openly share their experiences with both visible and invisible disabilities. Their videos go beyond the norm – they actively foster genuine inclusivity and education. 

The key is to recognise that while the forms of connection and community may have evolved, the underlying human need for belonging and identity remains as strong as ever. 

Defying the generational divide

Across generations, we have more in common than we think. Social media subcultures and self-expression aren’t exclusive to Gen Z. They matter to many because they reflect how we navigate identity, interests and relationships in a digital age.

People are increasingly drawn to subcultures because these communities offer a profound sense of identity, belonging and purpose. Unlike traditional social media platforms such as Facebook or WhatsApp, which focus on personal connections and private interactions, subcultures on platforms like TikTok and Reddit flourish through shared interests and collective identities.

A 2022 Pew Research Centre study reveals an intriguing insight: participants consistently highlight the profound sense of community, support and connection they experience on social media. This isn’t just a trend among Gen Z; individuals in their 30s, 40s and 50s also report deeply engaging with these platforms to forge meaningful relationships and networks. 

People of all ages are connecting over the most unusual interests. These connections, which might have taken longer to form in real life, are happening quickly and broadly online, bringing together people who might not have met otherwise.

In a world where generations often seem to speak different languages, these subcultures may be the bridge we need. They break down barriers between age groups, demonstrating that there’s always common ground to be found.