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Redheads: Identity, Community, Subculture or Culture a look at the development of digital groups into physical groups
Brewer, Mikayla
Brewer, Mikayla
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2019
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2019-05-19
Abstract
Redheads have been collecting as groups on digital platforms steadily for the last ten years, these groups have manifested into the physical world in the forms of festivals, parades, and marches. Companies and organizations are using redheads to garner attention and to sell products. In addition, companies formed by redheads selling products for redheads have developed online, shipping physical goods to a geographically diverse group of consumers. As this niche market has developed, it created an active community sharing common experiences, jokes, and goals. This development has given light to redheads being an identity, community, and digital subculture. Redheads have not become a physical subculture or culture. There is a difference between the digital and physical world. The digital world can develop into the physical world in both positive and negative ways and the journey of the redhead is a good example of this phenomenon.
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Strategic Communication