POPULAR CULTURE

UNDERSTANDING OF ADORNO  AND HEBDIGE, HOW DO THEY PERCEIVE CULTURE?

Adorno (1903-1969) was a German philosopher and critical theorist. Hebdige in the context of culture argued that " capitalism gave people the product of a 'cultural industry', which is the opposite of communism, this in his eyes has made people undeservedly satisfied ." Adorno thoroughly studied the concept of sub-culture. Since he hada background on studying philosophy ( understanding general life style issues, such as values, concerns, societies ) he understand this concept and that's why his theory still has value to the present day.

Richard ''Dick'' Hebdige is an expatriate (someone who lives outside their native country), he looked at music through the representation of 'meaning of style'. He valued what the 'resistence' of subcultures effected the society he lived in and how it would develop in the future. He argued that " punk emerged as a mainly white style when Black youth became more separatist in the 1970s in response to discrimination in British society" ( Wikipedia - Dick Hebdige ).

YOUTH AND SUB-CULTURE 

Sub-culture is a group within within a larger culture, often having beliefs or interests at variance with those of a larger culture. Sub-culture is illustrated within within music through disposition and separation of cultures into groups. For example, within music videos gender and age can create subcultures through different character functions and representations ( Mise en scene/subculture image) such as clothing, ethnic relations, political representations such as the governments laws and rules and social realism which cause different sub-cultures to be created.  One sub-culture is a 'sense of belonging'. This can be shown through a genre-related music video. My group and I are creating a sub-culture of teenagers/young adults primarily females. These female audiences who are contained within this multi-ethnic American representation; is a emotional song which expresses the power of woman's emotions.