How does the emergence of counter-cultures challenge the prevailing cultural norms, particularly in the context of technological advancements, according to sociological theories of culture?

Counter-cultures are groups that develop beliefs and behaviors that go against the mainstream culture. They often arise in response to changes in society, especially when technology advances rapidly. For instance, the rise of the internet and social media has allowed counter-cultures like digital nomads or environmental activists to grow and spread their ideas more easily. According to sociological theories, these groups challenge the prevailing norms by promoting alternative lifestyles and values, which can inspire others to question the status quo. This process of challenge and change shows how culture is not static but evolves as people respond to new technologies and social issues.