Popular Culture

How do Adorno & Hebdige perceive popular music?

Adorno believed that capitalism fed individuals with “culture industry” in order to keep them satisfied and politically showing attitude that they don't care. It is said that capitalism fills those who are proletariat with false consciousness, making them believe something in order to earn the profit for their company. Industries uses different plans in order to make sure they target their audience the right way, this can be by persuading them to make something as they may need it. However, behind closed doors it is a way for the industries to up their market and profits and actually have the interests of not only the target audiences but also themselves.

Theodor Adorno says the ideology of Art has turned into a money worthy investment because of him, rather than it being a form of expression of adding your thoughts and emotions on paper. His ideology can be referred to music, as music industries believe that adding emotion into your music allows the audience to connect with their icons as well as giving something different to the audience. However, the emotions being implemented into the music will not be genuine emotions as it is produced in order to place the needs of the buyers which they have been lured into accepting.

On the other hand, Richard Hebdige had an alternative belief in this. He emphasised the truth by saying that it all depends upon the consumers whether they like it or not, if their taste in music suits the music which has been or is being released. Hebdige strongly believes that consumers have the power of ignoring what the music industry feeds us and that it does not need to be accepted by the consumers. This is where the partition in subculture forms. It is said by Richard Hebdige that huge industries including the music industry, produce different things around the areas of subculture and target a niche audience. Hebdige disagrees and argues that consumers and can reject the suggestion made, meaning music companies looking into a smaller subculture to focus on.

I believe that my music video for ‘its ok’ will develop a realistic form of emotion of the lyrics to emphasise this to the audience, so they are able to relate to the artist. And portray the sadness of the song, without giving false emotion. My music video will exclude Theodor Adorno’s ideology, as I want to be genuine with my whole music video as well as the emotions. However my music video will include the ideology of Richard Hebdige, as I believe that my music video is aimed at a certain target audience and does not focus a wider target group. I know that some consumers may not like the genre and style of my music video and that is why I have focused my target audience at a smaller subculture as every individual has a different taste in music.