When it comes to joining an alternative culture, I think people are driven by the rewards of belonging to that culture. Rather than wanting to alienate or be anti-social, I think people who want to be part of alternative culture generally exist in an environment where major trends is alienating them or their interests to some degree. Major trends outcompete minor trends, pushing them to the fringes.
Some people probably enjoy being part of a cultural movement partly because it is minor and that can be viewed as anti-social, but the dominating incentives are pro-belonging, pro-social and pro-whatever it is about that culture that appeals.
Generally speaking, we're social creatures before we're anti-social creatures (but of course there's the always the odd nut job).
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