Culture industry

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Culture industry

  1. 1. THE  CULTURE  INDUSTRY  :     ENLIGHTENMENT  AS  MASS  DECEPTION  THEODOR  ADORNO  AND  MAX  HORKHEIMER  (1944)   A  Project  By  –     Adi?  Jajal   Ja?n  Mehta   Jaishree  Bansal     Shru?  Dua  
  2. 2. THE  THINKERS   COLLABORATIVE  WORK  :     THE  DIALECTIC  OF  ENLIGHTENMENT   (1947)    THEODOR  ADORNO  (1903  –  1969)     MAX  HORKEHIEMER  (1895  –  1973)  SOCILOGOIST,  PHILOSOPHER,  MUSICOLOGIST   PHILOSOPHER-­‐SOCIALOGIST  MEMBER  OF  FRANKFURT  SCHOOL  OF  SOCIAL   MEMBER  OF  FRANKFURT  SCHOOL  OF  SOCIAL   RESEARCH   RESEARCH  1  NOTED  IMPORTANT  WORK  –  MINIMA   1  NOTED  IMPORTANT  WORK  –  ECLIPSE  OF   MORALIA  (1951)   REASON  (1947)    
  3. 3. THE  CULTURE  INDUSTRY  –  THE  CRUX     A  CRITICAL  CONCEPT  THAT  STATES  THAT  THE   ENTERTAINMENT  BUSINESS  PRODUCES  PRODUCTS   THAT  ARE  MEANINGLESS,  MASS-­‐PRODUCED  AND  ARE   AIMED  AT  DECEIVING  THE  MASSES  AT  SEVERAL   PSYCHOLOGICAL  LEVELS  –  BY  CREATING  ILLUSIONS   AND  STEREOTYPES,  BY  MANUFACTURING  DESIRE  FOR   COMMODITIES  THAT  ARE  PRODUCTS  OF  CAPITALISM.     PRE-­‐DETERMINED  NORMS  OF  WHAT  “SHOULD  BE”     MAJOR  CONCEPTS  UNDER  THE  THEORY  –     1.  STYLE  OVER  CONTENT   2.  PSEUDO-­‐INDIVIDUALITY   3.  PASSIVE  CONSUMERISM   4.  ADVERTISING  AND  THE  CULTURE  INDUSTRY  
  4. 4. STYLE  OVER  CONTENT    REPETITION  EVERYWHERE    PACKAGING  DIFFERS      “READY  MADE  CLICHES”    CONFORMISM  OF  THE  BUYERS    EFFRONTORY  OF  THE  PRODUCERS   RESULT  :  THE  SAME  THING  
  5. 5. PSEUDO-­‐INDIVIDUALITY   YOU  WANT  THAT   VERY  UNIQUE   PHONE?    
  6. 6. PSEUDO-­‐INDIVIDUALITY     A  CONSUMER  SAYS  :  BECAUSE  IT’S   VERY    “ME”       ILLUSION?  YES.  IT’S  NEVER  ONLY   YOU.  IT’S  THE  MILLION  OTHERS   THAT  THINK  IT’S  VERY  “ME”      “PSEUDO  INDIVIDUALITY  IS  THE  PREREQUISITE  FOR  COMPREHENDING  TRAGEDY  AND  REMOVING  ITS  POISON:  ONLY  BECAUSE  INDIVIDUALS  HAVE  CEASED  TO  BE  THEMSELVES  AND  ARE  NOW  MERELY  CENTERS  WHERE  THE  GENERAL  TENDENCIES  MEET”  (HORKHEIMER  &  ADORNO,  1976).   THE  INDIVIDUAL,  LIKE  A  PRODUCT,  IS  MASS-­‐PRODUCED.”    
  7. 7. PASSIVE  CONSUMERISM  “THERE  IS  NOTHING  LEFT  FOR  THE   CONSUMER  TO  CLASSIFY.   PRODUCERS  HAVE  DONE  IT   FOR  HIM”  “LANGUAGE  IN  COMMUNICATION   SIMPLY  BECOMES  A  MEANS  TO   TRIGGER  CONDITIONED   RESPONSES”  
  8. 8. ADVERTISING  AND  THE  CULTURE  INDUSTRY     TECHNICAL  AND  ECONOMICAL  MERGER  BETWEEN  THE  TWO     BOTH  SEEN  EVERYWHERE     BOTH  MECHANICAL  REPETITIONS  TIME  AND  TIME  AGAIN     BOTH  VIEWED  AS  MANIPULATIVE     “IN  BOTH  CASES,  STANDARDS  ARE  THE  STRIKING  YET   FAMILIAR,  THE  EASY  YET  CATCHY,  THE  SKILLFUL,  YET   SIMPLE”   OBJECTIVE  OF  BOTH  :     OVER  POWER  THE  CUSTOMER,  WHO  IS  CONCIEVED  AS   ABESNT  MINDED  OR  RESISTANT      
  9. 9. SOME  MODERN  CRITICISMS  OF    THE  CULTURE  INDUSTRY  THEORY    WHAT  ABOUT  CURRENT  DIVERSITY   AND  MARKET  SEGMENTATION?      WHAT  ABOUT  NICHE  PRODUCTS?      WHAT  ABOUT  THE  FACT  THAT   CONSUMERS  ARE  NOT  TOTALLY   PASSIVE?      ILLUSION  OF  REALITY  –  WHO  DEFINES   REALITY?    
  10. 10. THANK  YOU    “…  BEAR  WITNESS  TO  MAN’S  ATTEMPT  TO  MAKE   HIMSELF  A  PROFICIENT  APPARATUS,  SIMILAR  (EVEN   IN  EMOTIONS)  TO  THE  MODEL  SERVED  UP  BY  THE   CULTURE  INDUSTRY.”  

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