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| Theodor Adorno (1903 - 1969) |
Adorno was a strong believer that we, as the audience, didn't have choice in the media we consume and that it was controlled by capitalists, whose aim was to control the public through media. He had a very Marxist view on the whole industry and said that people had a false need generated by the industry which was then satisfied through the capitalistic system, which made people forget about their actual needs.
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| Richard 'Dick' Hebdige (1951 - present) |
Hebdige
Hebdige has a totally opposite view to Adorno. He believed that the audience had their own say in what we choose to consume. He argues that consumption of media is an active process in which different audiences' social and ideological construction lead to different readings of the same media products. Therefore, the audience can resist the power of large companies by ignoring, undermining or finding alternative products to consume.
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| Richard Dyer (1945 - Present) |
Dyer
Dyer wrote extensively about the role of stars in film, TV and music. he believes that stars have key features in common; A star is an image, not a real person, that is constructed out of a range of materials; Stars are commodities produced and consumed on the strength of their meanings. Fundamentally, he believed the star image is incoherent which, according to Dyer, is because it is based upon two key paradoxes. Firstly, the star must be simultaneously ordinary and extraordinary for the consumer. This lets the audience look up to the star while also letting them aspire to be like them. Secondly, the star must be simultaneously present and absent for the consumer. This means that the audience needs to feel like they connect with the star even though they will most likely never meet them.
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