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Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
Culture industry powerpoint
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Culture industry powerpoint

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  • 1. Horkheimer & Adorno“The Culture Industry”Colin Rolfe & Tamatha Williams
  • 2. “To Write Poetry After Auschwitz“TO WRITE POETRY AFTER isAUSCHWITZ IS BARBARIC” Barbaric” (ADORNO) (Adorno)
  • 3. Max Horkheimer Theodor AdornoBoth born in Germany around the turn of the centuryBoth were Marxist scholars & philosophers
  • 4. Max HorkheimerTheodor AdornoHorkheimer fled Nazi Germany to Los AngelesAdorno was denied a teaching position at a universitybecause he was Jewish.Dialectic of the Enlightenment written 1944, published1947
  • 5. The Culture Industry“Movies and radio need no longer pretend to be art. The truth that theyare just business is made into an ideology in order to justify the rubbishthey deliberately produce. They call themselves industries; and whentheir directors’ incomes are published, any doubts about the social utilityof the finished products is removed” (1111) Product of capitalism Art no longer exists for the purpose of the connection on an individual level, its purpose is to connect with as wide an audience as possible Andy Warhol The original Toy Story grossed $361,958,736
  • 6. “People know what they want because they know whatother people want” (Adorno)“It is alleged that because millions participate in it,certain reproduction processes are necessary thatinevitably require identical needs in innumerable placesto be satisfied with identical goods” (1111) “Needs” implies a strong, pre-determined response The culture industry plays on insider/ outsider dynamic De-individualization
  • 7. ...But can it deliver?“The culture industry does not sublimate; it represses. Byrepeatedly exposing the objects of desire, breasts in aclinging sweater or the naked torso of the athletic hero, itonly sublimates the unsublimated forepleasure whichhabitual deprivation has long since reduced to masochisticsemblance” (1117-8). The culture industry hooks and maintains control over the consumer by stimulating desire It is a desire that does not exist within reality, so it can never truly satiate the needs of the consumer
  • 8. Gesamptkunstwerk“The sound film, far surpassing the theater of illusion, leaves no room forimagination or reflection on the part of the audience, who is unable torespond within the structure of the film, yet deviate from its precise detailwithout losing the thread of the story; hence the film forces its victims toequate it directly with reality” (1113) Blend of visual and audio medium leaves no space for imagination by the viewer The culture industry tells us how we should feel about a product by blending seamlessly with reality Product placement Recoding of reality; turning life into a big shopping mall
  • 9. The Illusion of Individuality“The ruthless unity in the culture industry is evidence ofwhat will happen in politics. Marked differentiationssuch as those of A and B films, or of stories inmagazines in different price ranges, depend no so muchon subject matter as on classifying, organizing, andlabeling consumers” (1112) We desire to see our reflection in the goods we purchase, but these are arbitrarily predetermined distinctions made by the culture industry itself
  • 10. Toy Story 2Scene at 41:00 Buzz encounters hundreds of reproductions of himself at Al’s Toy Barn
  • 11. Futility of the Utility BeltBuzz considers himself to be above the influence ofthe culture industry, he knows he is a toy, but is drawnin by the utility belt; it is a product he did not know hewanted until he saw it on the others just like him Buzz cannot tell the difference between representation perpetuated by the culture industry and the realThe utility belt does nothing, it is a mere marker ofdifferences by the culture to bring in higher profit
  • 12. De-IndividualizationThe “other” Buzz uses the same rhetoric as the“real” Buzz from the first film Both voiced by Tim Allen Anything can be replaced because it is mass produced resulting in a loss of sentimentality We don’t expect meaning to be in anything
  • 13. BarbieVarieties of Barbie; distinction only in clothes/ haircolor Demonstrates the manipulation of the consumer
  • 14. Merchandizing“Back in 1995 short sighted retailers did not orderenough dolls to meet demand” Commerce based on the film is incredibly popular in toys, games, costumes, etc. The blending of film and real life as indistinguishable is seen here

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