Do audiences need protection?

Audiences do need protection because with the way commodities are being marketed, the lines between morality, status and economic turnover are becoming extremely blurred. “They fail to recognise the social differentiation that still exists between wearers of “really” old torn jeans and Macy’s customers.” (1) It is easy to put forward that it is ultimately up to the consumer but companies are using dominance to outride any form of opposition, making it the norm to accept these products. It’s no longer about the meaning then the ideology which when adopted by the masses can lead to a potentially dangerous and capitalist environment.

(1) John Fiske, “Understanding Popular Culture” The Audience Studies Reader (eds) Will Brooker & Deborah Jermyn (2003): 112-116.