The Making of Monsters

A few weeks ago we talked about sub-cultures and their forming. One example of this subculture that as gone mainstream is Lady Gaga's little monsters (a.k.a her fans).

The bases for Gaga's success and relation to so many subcultures is her honestly, because she is very selling out to anyone. She is Gaga 100% of the time (Rolling Stones). This allows so many people to relate and feel excepted by Lady Gaga. Just some of the subcultures Lady Gaga is the LGTB community, fashion enthusiasts, and rebel teens. Although these are very broad subcultures, they can all find something in common with Gaga.

One example of her true honesty and transparency towards fans was the announcement of her eating disorder. Instead of hiding imperfections, she confronts and announces them publicly. This allows fans to see her imperfections and relate to the overcoming of hard times.

Another angle of Lady Gaga's leading of subcultures is the use of social media to positively and genuinely encourage fans to get involved in special causes and charity.

A key to this following of these multiple subcultures is it low-context of culture. Being able to accept and relate to groups from the underground club scene, the Beverly Hills Housewives (who were featured in her recent G.U.Y. music video), and even old school stars such as Tony Bennett (He even commented that Lady Gaga is "the Picasso of the entertainment world.") shows that Gaga can connect with many groups of people.

Although these subcultures were in existence before Gaga's fame, they can relate to the celebrity's characteristics, honesty, and acceptance. These characteristics also relate to fans extended selves which they highly value to their identity. This has made Gaga's subculture of little monsters into a mainstream following and fan base.

Overall, by Gaga's low-context of culture and sincerity, she was able to take her little monster's from many different subcultures create a strong mainstream fan base.