In today's society, where various subcultures thrive alongside mainstream sports like basketball, this thesis examines how people find their place in urban street culture and athletics, focusing on how graphic design helps shape individual identities within these groups. As an athlete and creative immersed in these subcultures since childhood, my passion for this topic stems from a desire to comprehend how my own style has evolved under the influences of the groups I've associated with and the environments I've navigated. Drawing on Social Identity Theory and Maslow's Hierarchy of Needs, my research explores how people form their identities through group connections and examines how personal expression fits into group belonging. It challenges the idea of a single, dominant popular culture and suggests a need for understanding different audience groups and the influence of design on specific subcultures.
My approach encourages a do-it-yourself attitude, using methods like collage and layering to blend different identities and interests into cohesive visual stories that resonate with niche subcultures. Through this hands-on method, I aim to capture the essence of personal expression while embracing the authenticity of imperfection and experimentation.
This body of work underlines the close link between graphic design and subcultures, stressing the importance of recognizing and engaging with diverse cultural expressions throughout the design process. Ultimately, this thesis argues for a shift away from designing for mass appeal, urging designers to focus on fostering belonging and self-fulfillment within smaller communities, thus promoting a more inclusive and genuine design practice.
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