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"a cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture."

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Over time, there have been a range of sub cultures which have been created as a result of political movements. They also stem from musical influence, with groups such as Rockers, Ravers and Emos

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Many theorists looked into subcultures and their links  to the media

1) Dick Hebdige (1980's)
His work focused on Postwar subculture styles as a symbolic form of resistance.

2) Yiu Fai Chow (2017)

Looked at subcultures from outside of the Western male lens that is most often portrayed.

3) Paul Cohen (1972)
States that "subculture is a tool that some young people use for shaping [these] contradictory and confusing ideological forces in such a way that a young person has room to act and to live."

4) Gordon Tait (1992)
Does not believe in the unification of subcultures “there is no unified culture, when language, dress styles, music and other cultural elements display a high level of cohesion and needs evidence.”

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The Meaning of Style is a 1979 book by Dick Hebdige, focusing on Britain's postwar youth subculture styles as symbolic forms of resistance. Drawing from Marxist theorists, literary critics, French structuralists, and American sociologists, Hebdige presents a model for analyzing youth subcultures.
In Subculture: The Meaning of Style, Hebdige argues that the styles of Britain's postwar working-class youth subcultures challenge dominant ideology and social normalization through symbolic forms of resistance.
The Meaning of Style is viewed in cultural studies as one of the most influential theories and analyses of youth subcultures