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  Early theorists such as these saw no agency whatsoever for audiences of the culture industry, claiming instead that this industry was founded on mass deception and that the average consumer was a cultural dupe being inculcated into the values of the ruling classes without realizing it.Many critics of this school feel that this represented a reintroduction of Marx's ideas about mediation, or media as purveyors of a dominant ideology that destroyed the possibility that audiences for mass media were able to work against these ruling ideas.