Digital subcultures: Why Gen Z finds meaning in the margins

If you scroll through TikTok or Instagram, at some point you would encounter the colourful world of Gen Z subcultures. Videos embodying trends or concepts like “BookTok”, “Dark Academia” and “BarbieCore” come to mind, each representing a unique aesthetic or lifestyle that resonates with specific groups.

BookTok, for instance, isn’t just a hashtag

– it’s a thriving literary movement that has revived interest in reading among young people, catapulting certain books to bestseller status. Dark Academia is more than a trend; it’s a community steeped in a romanticised view of classical education, gothic architecture and intellectual pursuits. Meanwhile, BarbieCore taps into a playful, nostalgic love for all things pink and plastic, blending fashion with a sense of empowerment and self-expression.