Hebidge is a British media theorist, as well as a sociologist and he focuses on the study of subcultures within society. He believes against Adorno's theories, taking a more modern approach and that the consumers are not as easily manipulated than Adorno may think and they have a choice about what they consume and can choose whether to reject it if they want.Hebdige suggested that:
- consumption is an active process where the differences in the idealogies and social construction of the audience led to different reading and interpretations of the same products
- the audience are free to resist large conglomerate companies by:
- undermining them
- finding different products to consume
- this can take the form of the audience forming a subculture
- major conglomerates will try to stop this from happening by attempting to create products that the subcultures will consume, drawing them in
- the audience has the decision to consume these products or ignore it futher
- the audience can fully reject the media and create their own
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