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Hebdige was a British cultural and critic scholar who studied under Hall at the Birmingham School of Cultural Studies. His model builds from Hall's idea of [[subculture]]. He is most known for his influential book ''[[Subculture: The Meaning of Style]]'', where he argues that younger generations are challenging dominant ideologies by developing distinct styles and practices that manifest their separate identity, and subversions. His exploration of the punk subculture outlines the potential causes and influences of the punk movement, especially for the youth. His extensive study on subcultures and its resistance against mainstream society showed that the punk subculture used commodification to differentiate themselves from, or become accepted by, the mainstream. Hebdige believed that punk was incorporated into the media in an attempt to categorize it within society, and he critically examines this issue by applying Hall's theory of encoding and decoding.{{Cn|date=October 2021}}
David Morley is a sociologist who studies the sociology of the television audience. Known for being a key researcher in conducting [[The Nationwide Project]] in the late 1970s, Morley took this popular news program that aired daily on BBC. It reported on national news from London and the major events of the day, and was broadcast throughout the UK. He applied Hall's [[reception theory]] to study the encoding/decoding model of this news program. This study focused on the ways this program addressed the audience member and the ideological themes it presented. Morley then took it a step further and conducted
[[Janice Radway]], an American literary and cultural studies scholar, conducted a study on women in terms of romance reading. In her book ''[[Reading the Romance|Reading the Romance: Women, Patriarchy and Popular Literature]]'', Radway studied a group of midwestern women that were fans of romance novels. She argued that this cultural activity functioned as personal time for women that didn't typically have any personal time to themselves.<ref name="Media & Culture" /> Although her work was not seen as scientific, and her study applied only to a small group of women, she was interested in interpreting how women could relate their everyday life to a fiction book.<ref name="Media & Culture" /> As a result, her study demonstrated that these studies define culture in very broad terms, because in the end culture is made up of the symbols of expression that society uses to make sense of everyday life.<ref name="Media & Culture" /> Radway's audience research worked off of Hall's theory of encoding/decoding. Studying how specific individuals receive and interpret messages based on their backgrounds was something that played a huge role in Radway's study on women. Some women related to the book and some identified as though they were characters in the book; but the meaning, dependent upon their backgrounds, identities and beliefs, circulates within society and is reinforced by Hall's theory of encoding/decoding.
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