“…Such tensions arise from individual and subgroup differences in background, goals, and levels of participation (Martin, 1992). For example, subcultures often consist of debates about authenticity of membership (Leigh, Peters, & Shelton, 2006;Wood, 2000), in and out groups (Widdicombe & Wooffitt, 1990;Quester, Beverland, & Farrelly, 2006), and contests over the meaning of authoritative texts (Brown, Kozinets, & Sherry, 2003;Kozinets, 2001). Cultural researchers propose that unpacking these differences will present a richer understanding of subcultures and communities (Martin, 1992;Schouten & McAlexander, 1995;Thompson & Coskuner-Balli, 2007).…”