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Sally Stockbridge claims that the meaning of rock videos varies depending upon the context in which they are viewed and the context or positioning of the viewers or fans It may be apparent that music video is a social institution where record companies manipulate listeners by using an all-embracing ideology of consumption and where listeners are expected to unconditionally accept the constant ideological meanings of the labels bands but listeners simply wont respond in a pre-determined manner Wicke 199079 Music is placed in the context of their everyday life and leisure and within this context they interpret it using their own meanings and values based on the background of their own social experiences which they have developed over a lifetime As consumers react to music in a class-specific manner the contexts they place the music in have become more and more densely packed varied The music industry has recognised the diversity of the listening audience and have comprehensively surrounded rock music with a cultural context made up of fashion magazines media images and the aura of its stars Wicke 199079 Thus these contexts develop into sub-cultures which with their deliberate signs of being different play an important role in the social conflict over the cultural meaning and value of rock music Wicke 199080 Youth subculture is positioned in opposition to parent culture and thereby is at odds with societys norms as it is perceived by society as a delinquent culture However this undermines its importance as a legitimate expression of the fans attitudes beliefs and values Leonard 1997240 Youth culture is influenced by music video as it is a vehicle for the issue of youths social and moral obligations Madonna is an extremely socially conscious performer who has noticed this and has addressed the most traditionally hidden part of music culture by allowing fans to adopt her persona as seen in her music videos Consequently Madonnas most visible fans in the first
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