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 "", 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.