Revista Latinoamericana de Ciencias Sociales, Niñez y Juventud
Print version ISSN 1692-715X
ESPINOSA ZEPEDA, Horacio. ¿Is transgression consumed? An approach to the "indie" performative identity through its images. Rev.latinoam.cienc.soc.niñez juv [online]. 2009, vol.7, n.1, pp. 321-354. ISSN 1692-715X.
This article results from a series of several virtual meetings with young male and female creators of images in the context of the indie culture in Guadalajara, México. Through the use of the "Narrative Productions" technique, collective texts were created in conjunction with these young collaborators. It presents some reflections about the connection between the style of the images and the identity strategies that permeate them. In my point of view, it is possible to show how, in these images, produced throughout the indie scene, there are some elements that disrupt the classical essentialism of the juvenile cultures hegemony. The ambiguity in the style of images, the use of some elements that I call "intersectionals", as well as some tensions between the meaning of "the authentic" and "the false" make the indie culture favor the conformation of performative identities. This flexibility exhibited by the performative identities crashes with the narrow identities typical to traditionalist societies like "tapatío's" culture, thus generating new categories and symbolic resignifications. On the other hand, although the indie culture could become a "disruption" of the socially accepted "youth identity", it is not necessarily a disruption from the logic of "the market". The identity as a product, and essentially a performative product, is becoming one of the principles of a society entirely inclined to consumerism and merchandising, with the idea of the everlasting searching of the "self".
Keywords : youth cultures; style; performativity; identity; images; consumption culture.