Counterculture

From MarxWiki

Countercultures are cultures which work against the dominant ideology--they hold values which are in opposition to the dominant ideology. With countercultures, the emphasis is more on beliefs and values, as opposed to subcultures such as punks and skinheads where, although beliefs and values often give birth to the culture, style is extremely important as well.

An example of a counterculture movement today would be the animal rights movement, which believes that non-human animals should have the same moral rights as humans. This value is directly opposite to our mainstream, meat-eating society, and the norm of an animal rights activist being vegetarian fights against the dominant ideology directly.