The relationship between countercultures and the mainstream culture has intrigued consumer culture researchers for decades (Marcuse 1964; Frank 1993; Holt 2002). In the literature on this relationship there are three different theories. The classic co-optation theory (Ewen 1988) conceptualizes this relationship as a confrontational one and assumes a doomed fate of countercultures. In contrast, the hip consumer variation of co-optation theory (Heath and Potter 2004) conceptualizes this relationship as a symbiotic one. But the re-politicizing co-optation theory (Thompson and Coskuner-Balli 2007) argues that by creating countervailing markets, a counterculture can re-politicize its cultural meanings co-opted by those corporations who stand for the mainstream culture. Despite their differences, these three theories implicitly assume that countercultures avoid becoming mainstream, that only corporations depoliticize countercultures' subversive ideologies and practices, and that the focal relationship is either confrontational or collaborative.
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机译：逆向文化与主流文化之间的关系有几十年来消费的消费者文化研究人员（Marcuse 1964; Frank 1993; Holt 2002）。在这种关系的文献中，有三种不同的理论。经典的协同选择理论（EWEN 1988）将这种关系概念化为对抗的一个，并承担了反型的注定命运。相反，共选理论（Heath和Potter 2004）的髋关节消费者变化将这种关系概念化为共生之一。但重新编程的共同化学理论（Thompson和Coskuner-Balli 2007）认为，通过创造反补化市场，反正能够重新定治其由代表主流文化的公司共同选择的文化意义。尽管他们的差异，但这三种理论隐含地认为，反特化避免成为主流，只有企业将反文化的颠覆性意识形态和实践代理，并且焦点关系要么是对抗或协作。
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