Introduction: It is important that we know each theory and know who made each theory because these theories show us how music videos work and how we can make the video successful. It is important we know this information as it is key to enabling us to make a successful music video.
Popular culture: Popular culture is all the mainstream and conformist ideas, perspectives, attitudes, memes, images, and other phenomena that there are that people follow in todays culture. What is popular culture is hugely influenced by the mass media so they control what is popular the culture for the masses. As this is controlled this can also relate to what music is popular at different times as if it becomes popular culture then it will be seen as something that makes you cool and in turn will make that form of music popular culture.
Antonio Gramsci and Hegemony: Antonio Gramsci introduced the idea of Hegemony this is when ruling class values and ideas are dominate what we see. The control of media influences everything we see such as what shows are on TV an which are cancelled and what news stories are covered and not covered on the news. This is done so that everyone who watches the shows and the news will be seeing the same thing so will have the same ideas and wont question the dominant views in society. This had been challenged through people being able to create their own music and videos on media formats such as YouTube and sound cloud as mainstream media cant control them.
Frankfurt School: Frankfurt school believe that popular music is the end product of a production line where everything sound similar. This means that the music that we listen to is manufactured the way that the mainstream media want it to sound so they control what we see as mainstream music so they can control what we like.
Adorno: Adorno was German sociologist, philosopher and musicologist. He was a leading member of the Frankfurt school of critical theory he argued in 1903-69 that capitalism fed people with products of a culture industry. Adorno is the one who brang the argument up that the music we listen to is manufactured to the way that mainstream media want it to sound. by doing this they can make all of us think the same way by the way they want the music to sound so that we will all have the same ideologies and they can control what ideologies they want us to have.
The Birmingham school: A group of theorists from Birmingham England who wanted to challenge the Frankfurt school and said the audience are more active than passive. It says the Frankfurt school is making the audience seem very passive than it really is the audience are more active as they choose the type of music they want to listen to and what they listen to is the in demand so then that music will got more backing so will become more popular.
Dick Hebdige: Hebdige said that Adorno's theory is very one minded and is saying that people are easily manipulated. consumption is the different ways that people consume a product. He says that the audience would be free resist the consumption of larger products. This will then cause there to be different sub cultures which the media will then cater too to make sure that their tastes are satisfied as well. The audience can then continue to resist and not consume the products or conform with their sub culture they have been given. This then shows that the audience are the more active ones as they control what the media are doing.
Adorno: Adorno was German sociologist, philosopher and musicologist. He was a leading member of the Frankfurt school of critical theory he argued in 1903-69 that capitalism fed people with products of a culture industry. Adorno is the one who brang the argument up that the music we listen to is manufactured to the way that mainstream media want it to sound. by doing this they can make all of us think the same way by the way they want the music to sound so that we will all have the same ideologies and they can control what ideologies they want us to have.
The Birmingham school: A group of theorists from Birmingham England who wanted to challenge the Frankfurt school and said the audience are more active than passive. It says the Frankfurt school is making the audience seem very passive than it really is the audience are more active as they choose the type of music they want to listen to and what they listen to is the in demand so then that music will got more backing so will become more popular.
Dick Hebdige: Hebdige said that Adorno's theory is very one minded and is saying that people are easily manipulated. consumption is the different ways that people consume a product. He says that the audience would be free resist the consumption of larger products. This will then cause there to be different sub cultures which the media will then cater too to make sure that their tastes are satisfied as well. The audience can then continue to resist and not consume the products or conform with their sub culture they have been given. This then shows that the audience are the more active ones as they control what the media are doing.
Conclusion: In conclusion all the theories have their points and they can be seen to be true in many ways. In my opinion I do swing more toward the Birmingham school as their theory makes more sense and sounds less like a conspiracy theory. I will make sure that my artist will appeal to large audience so that I will be more mainstream so that it will make it easier to be successful.
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