Dress, transformation, and conformity in the heavy rock subculture
研究重摇滚音乐节中消费者如何通过着装从日常身份转变为仪式身份，发现这种转变既体现与主流差异，又在群体内形成严格的从众规范，从而获得暂时释放。
While the relationship between clothing and the construction of identity has received considerable attention, less attention has been given to identity shifts through acts of consumption. This paper explores the role of dress in a ritual experience during which consumers temporarily shift from one identity mode to another. The qualitative study conducted at two heavy rock music festivals shows that consumers use dress to transform themselves physically which in turn facilitates escape from everyday life. Through this transformation participants gradually enter the ritual community where a leveling process occurs based on difference from the mainstream, but paradoxically, strict conformity and adherence to the codes of dress and behavior of the festival group. This uniformity acts as a collective ‘disguise’ which breaks down barriers and allows individuals to participate in expressive, more primal behaviors which act as a temporary release before a return to the mundane.