Alt Erasure: Has TikTok Killed Alternative Subcultures?

Social Medium examine the impact of TikTok on Alternative Subcultures

The History of Subcultures

Subcultures have long been a refuge for those seeking to define themselves outside mainstream society. From the leather-clad rebellion of punk in the 1970s to the dark, introspective aesthetic of goth in the 1980s, and the raw emotionality of emo in the early 2000s, these movements offered more than just a style; they provided a sense of belonging and an outlet for self-expression.

Punk emerged as a response to societal and political discontent, with its DIY ethos and anti-establishment mindset. Bands like the Sex Pistols and The Clash inspired a generation to create their own music, fashion, and spaces. Goth followed, rooted in post-punk music and influenced by literature, art, and a fascination with the macabre. Emo, an evolution of hardcore punk, channeled deeply personal and emotional themes into music and culture. Each of these movements carved out distinct identities in opposition to the norm, fostering tight-knit communities.

However, as these subcultures grew, they inevitably attracted mainstream attention. This paradox—seeking authenticity in opposition to mainstream culture while being co-opted by it—has always been a tension for alternative subcultures. But in the age of social media, and particularly TikTok, this tension has taken on new dimensions.

The TikTok Obsession with Aesthetics and Subcultures

TikTok, with its endless scroll of short, visually captivating videos, has become a breeding ground for aesthetic trends. The platform’s algorithm-driven content pushes certain looks and styles to viral status, often reducing subcultures to easily digestible fragments. Instead of being understood as complex social movements with history and ideology, subcultures like goth, punk, and emo are often distilled into curated outfits, makeup tutorials, and 15-second soundtracks.

This obsession with aesthetics on TikTok has given rise to terms like “E-Girls” and “Alt Girls,” which borrow heavily from subcultural styles but often lack the ideological underpinnings. While this has introduced alternative aesthetics to a broader audience, it has also led to accusations of superficiality. Subcultures that once thrived on rebellion and authenticity now risk being commodified and consumed as fleeting trends.

Are Alternative Subcultures Now Only Performed for an Audience Online?

One of the most contentious debates surrounding TikTok’s influence is whether it has transformed subcultures into performances for online audiences rather than authentic communities. In traditional subcultures, membership was often earned through participation in real-life spaces: attending shows, contributing to zines, or immersing oneself in the music and ethos. Today, these markers of authenticity are increasingly replaced by social media metrics.

For many, TikTok provides a way to explore and connect with alternative styles, especially for those who might not have access to local scenes. This accessibility is a double-edged sword. While it democratises participation, it can also dilute the meaning of subcultures. When anyone can adopt a subcultural aesthetic with the right hashtag, what does it mean to truly belong?

Moreover, the performative nature of TikTok encourages creators to cater to an audience. This can create pressure to conform to a specific “look” or trend, rather than exploring subcultures as a form of genuine self-expression. As a result, the platform risks turning subcultures into mere costumes, stripped of the values and ideologies that once defined them.

TikTok Shop

The rise of TikTok Shop has further blurred the lines between subculture and commerce. With 41% of TikTok’s user base engaging with the shop feature, alternative aesthetics have become products to be bought and sold. The platform’s influencers often market prepackaged “alternative” looks, turning subcultural style into a commodity. This commodification can erode the authenticity of subcultures that traditionally resisted capitalist norms, replacing genuine engagement with transactional relationships.

TikTok Shop exemplifies how subcultures are increasingly shaped by consumerism. From goth-inspired jewellery to punk-style jackets, the accessibility of these items through TikTok’s marketplace can make alternative styles feel less exclusive and more mainstream. While this democratisation has benefits, it also raises questions about the loss of depth and originality in subcultural expression.

Alternative Roots

At their core, many alternative subcultures were founded on principles that stood in direct opposition to societal norms. Punk’s anti-establishment ethos, goth’s introspective critique of consumer culture, and emo’s raw, emotional authenticity all carried messages of resistance. Environmentalism and anti-capitalism were often intrinsic to these movements, with a focus on sustainability and rejecting corporate influence.

TikTok’s commodification of alternative aesthetics undermines these roots. The platform’s emphasis on virality and consumption often prioritises appearance over ideology, leaving little room for the deeper values that defined these movements. While some creators use TikTok to promote alternative values, they are often overshadowed by the platform’s commercialised trends.

Alternative Politics

Subcultures have always been intertwined with politics. From punk’s anarchist leanings to goth’s critique of societal norms, these movements have historically engaged with political ideas. Today, TikTok provides a new arena for political expression, but it also complicates the relationship between subcultures and politics.

On one hand, TikTok has amplified voices advocating for alternative political perspectives, allowing creators to share resources, organize, and raise awareness. On the other hand, the platform’s algorithm often favours catchy, superficial content over nuanced discussions, making it difficult for complex political ideas to gain traction. This tension highlights the challenge of maintaining alternative subcultures’ political relevance in a digital age dominated by aesthetics.

Culture Shifts

The digital age has fundamentally shifted how culture is created and consumed. TikTok epitomises this shift, turning culture into a constant stream of trends. For alternative subcultures, this has meant adapting to a new reality where their styles and symbols can be rapidly co-opted and transformed.

This cultural fluidity can be both liberating and disorienting. While it allows for innovation and cross-pollination between subcultures, it also risks erasing the unique identities that made these movements meaningful. The challenge for alternative subcultures is to navigate these shifts without losing their essence.

Subculture Policing

As alternative subcultures become more visible on TikTok, they are also subject to increased scrutiny. Subculture policing—the act of gatekeeping who can and cannot belong—has become a contentious issue. Longtime members of subcultures often criticise newcomers for lacking authenticity or understanding of the movement’s history.

While some gatekeeping aims to preserve the integrity of subcultures, it can also create barriers to entry for those genuinely interested in exploring alternative styles. TikTok’s emphasis on aesthetics exacerbates this tension, as newcomers are often judged solely on their appearance rather than their commitment to the subculture’s values.

Real World Implications

The digitalisation of subcultures has real-world implications. As alternative styles become more mainstream, they lose some of their countercultural power. This shift can make it harder for subcultures to serve as spaces of resistance and refuge for those who feel alienated by mainstream society.

However, the rise of digital subcultures also offers new opportunities. Online communities can provide support and connection for individuals who might not have access to local scenes. The challenge is to balance these benefits with the need to maintain the authenticity and depth that make subcultures meaningful.

So What?

Has TikTok killed alternative subcultures? Perhaps it’s more accurate to say that it has transformed them. The platform has brought alternative styles to a wider audience but at the cost of commodifying and diluting their meaning. Whether this represents the death of subcultural authenticity or its evolution into something new depends on one’s perspective.

As digital culture continues to shape our world, the future of subcultures will depend on their ability to adapt while staying true to their roots. Cultural independence—the ability to define oneself outside mainstream norms—remains a vital goal. Whether this can be achieved in the TikTok era is a question that will continue to inspire debate and reflection.

For Everyone (On + Offline)