انفعال مخاطب درنظریه صنعت فرهنگ و تقابل مکتب بیرمنگام با آن

The Frankfurt School and specifically, its pioneers such as Max Horkheimer and Theodor Adorno, while theoretical commitment to Marxists, but due to the studies they had on the views of Max Weber, Sigmund Freud and Hegel, they paid more attention to superstructure institutions such as culture than the classical Marxists. they did. Hence, they recognized that what caused the failure of Marx's predictions in the occurrence of political and social revolutions in powerful capitalist countries such as England, Germany, and France was the capitalist's resort to tricks such as the use of cultural industries to divert The working class was about realizing self-awareness in them and carrying out the revolution. Through mass communication media, these societies publish a kind of low-level and degrading culture that lowers the audience's taste, as a result of which their high-level thinking and activism turn into low-level and worthless behaviors. For example, according to Adorno, in classical music, it is innovation, the listener's mind is deepened, but in pop music, it is just repetition. According to the main members of the Frankfurt School, especially Aderno and Horkheimer, the audience of the mass communication media is passive, impressionable and lacks the ability to resist the domination of the government and the dominant class. Another characteristic of the Frankfurt school is their criticism of positivists. They believe that the methods of experimental sciences do not have the ability to analyze and deepen social phenomena, although this was not absolute among the members of the Frankfurt School, and in some cases they used positivist methods. In a book called Dialectic of Enlightenment, Adorno and Horkheimer talk in detail about the culture industry and pop music and the ways in which this music can distract minds from addressing important issues such as deep political and social issues. But while they clearly define the nature and nature of domination in capitalist systems, they only pay attention to the sender and the intentions of the sender of the message and consider the receiver of the message to be completely passive and effective. But the Birmingham School of Cultural Studies, while being critical of contemporary societies and the dominance of capitalism, offers a more subtle analysis of the relationship between the media and the audience and the audience with the media. Birmingham School of Cultural Studies is multidisciplinary in nature and is influenced by sciences such as sociology, communication, psychology, language and literature, etc. On the one hand, this school is strongly influenced by the thoughts of Antoni Gramsci, the Italian neo-Marxist philosopher. In the theory of hegemony, Gramsci believes that the state and the capitalist system, not only through direct domination such as the use of force through coercive forces, but through the production and reproduction of a type of culture that creates citizenship in citizens and especially the inner working class. does, continues to survive. This culture is internalized by the civil society institutions such as family, school, church and mass communication media in the people of the society and especially the working class and it keeps them away from the revolution. But the thinkers of the Birmingham School of Cultural Studies, while accepting this Gramsci theory, also believe in the resistance of the society. Stuart Hall, who is one of the pioneers of this school in the theory of encryption and decryption, believes that while the media serve the domination system and have hegemonic goals, what they intend is not always influenced by the audience. Audiences are not necessarily passive and depending on their individual, psychological, cultural and social environment, they may decode media messages in a different way. For example, the Islamic Republic of Iran Radio and Television may talk about the legitimacy of Russia's attack on Ukraine in its news messages, but some audiences may not decipher the message as intended by the media, considering their previous cultural and political backgrounds. Do not give the right to Russia. Another researcher of the Birmingham school is Dick Hebdaij. Hebdaij refers to subcultural resistance. In the research he conducted on working class youth in England, he found out that these youth use the messages of mass media such as pop and rock music in the direction of their desires and to protest against the ruling system. they give. They intelligently and purposefully mix popular culture products with their dissenting thoughts and use them as a tool to express their protest against the government and the capitalist system. Based on this theoretical approach of Hebdaij, young people in Iran who use special clothes to cover themselves, listen to special music and use special dialects in order to resist the ruling system, these behaviors They do. Finally, it should be said that although the theoretical approach of the Frankfurt school, and specifically, Adorno and Horkheimer, is accurate and meticulous in identifying the nature of the capitalist system and the methods of exercising its domination, but it seems that this school is a place for the resistance of the audience in Compared to mass communication media, it has not left and assumed the audience to be too passive. On the other hand, the Birmingham school, while accepting the existence of domination in contemporary societies, also acknowledges the existence of a subtle form of resistance by the audience.