Youth Subculture and “Postmodern Axiology”
Youth Subculture and “Postmodern Axiology”

Summary/Abstract: Youth is a social category that marks a very dynamic entity, especially nowadays in the era of global transformations, when we face a large scale of changes, even in the sphere of the culture and values. So today's social anthropology cannot be written without consistent and deep analysis of interaction between different kinds of culture, produced by economic actors and media, and their impact to mentality and lifestyle of the young. One of the products of the post-modern society is popular or youth culture, which is linked to cultural economy, pleasures, idleness, style and identity forms, relationships, meanings and social and cultural texts. Some of the question that we face in the beginning of the 21st century are: Why the traditional values day by day are being relativized and new values are being affirmed by different TV, IT and social network tools? How they create a new profile of consumerist, hedonist and individual(ist) young and ignorant parallel society?Why the youth is attracted by computopia and what are its moral reflections? Is pop culture a new (pseudo)religion? This paper, that uses different research methods, especially ethnography and content analysis, is about the triangle of youth, consumerist culture and postmodernism as a stimulating condition for life variety and a relativizer of social values.

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