![]() “When you have a niche community of people, you have a shared bond, as opposed to the much larger crowd where you feel sort of lost.” “These subcultures are trying to differentiate themselves from the everyday,” says Ari Lightman, professor of digital media and marketing at Carnegie Mellon. Especially with the rise of TikTok in 2020, these subcultures have popped up in feeds across the globe, thanks to the platform’s algorithm and easily digestible videos. Followers of these trends use social media to express themselves and build a community-whether it’s via their love for baking and pressing flowers, or something a bit moodier, like reading a gothic novel by candlelight in a library. ![]() The latest niches coming out of Gen Z, from cottagecore and dark academia to e-boys, e-girls, and VSCO girls, are all thriving virtually, especially in the wake of the COVID-19 pandemic.
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