Deconstructing Emo lifestyle and aesthetics: a netnographic research

Purpose – The aim of this paper is to analyse the role of creative re-appropriation of goods, symbols, and other manifestations of the dominant material culture in the Emo subculture identity construction process. Design/methodology/approach – The authors conducted an ethnographic study on a purposive sample of social networks, blogs, discussion forums and online platforms for images sharing. Verbatim and visual texts as photos, drawings and moodboards were qualitatively content analysed in order to understand the network of meanings underlying the ambiguous amalgam of signs composing the Emo style. Findings – Consistent with the literature, the qualitative content analysis of texts, images, videos, drawings and other forms of fan art typical of this micro culture revealed four key areas of semantic value: the aestheticization of inner pain, the sense of alienation and isolation from socio-cultural mainstream, the search for authenticity, and the need for emotional connection. Research limitations/implications – The research followed a quite new research method, the netnographic approach, originally developed to analyse brand communities. Practical implications – Emo creative practices of re-appropriation of goods, symbols and icons of the dominant culture reveal a subtle message of protest against the consumer society and the commodification of everyday life. Originality/value – The paper presents the deconstruction of Emo Lifestyle and Aesthetics analysing the system of meanings underneath the rituals Emos share through the Web.