Theodor Adorno
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Postmodernism presentation
Postmodernism rejects the central tenets of modernism, namely that knowledge is certain and objective. It is skeptical of grand narratives and universal truths, instead focusing on relative and local interpretations. Postmodernism celebrates difference and rejects rationality and science. In literature, postmodern works employ techniques like pastiche, parody, intertextuality and self-reflexivity. They question notions of reality, genre and the separation between high and low art. While postmodernism dominated from the late 20th century, more recent trends suggest a partial return to sincerity and meaning in a movement called post-postmodernism or new sincerity.
Adorno
The document discusses the Frankfurt School and the concept of the culture industry. The Frankfurt School was an institute founded in Germany in the 1920s that included thinkers like Theodor Adorno, Max Horkheimer, and Herbert Marcuse. They criticized capitalism, fascism, and Soviet communism. Adorno argued that Marx underestimated the power of culture. He and Horkheimer analyzed the culture industry, which standardized mass cultural products to create conformity. It used pleasure to reinforce capitalism by making people forget reality and stifling political change. Today, the highest grossing films and rated TV shows are largely produced by a few major media companies and centered around familiar franchises, showing the ongoing standardization of mass culture.
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The document discusses postmodernism and how it differs from modern thought. Postmodernism rejects universal truths and objective reality, seeing them as social constructs. It emphasizes relativity, fragmentation, and skepticism of grand narratives. Postmodernism has influenced many fields by challenging traditional concepts of knowledge, truth, identity and values.
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Adorno and Horkheimer argue that cultural production has become standardized and industrialized like other manufacturing industries. They call this the "culture industry" which treats creative works as mass-produced commodities. It produces homogeneous, undemanding content through organized procedures aimed solely at profit. This standardized cultural output in turn creates passive, uniform consumption that is easily manipulated for commercial or political ends.
Theory postmodernism
1. Jean Baudrillard was a postmodern philosopher known for his concepts of hyperreality and simulations, where he argued that society has replaced reality with simulations and signs that no longer refer to any deeper reality.
2. Michel Foucault analyzed power relations and argued that knowledge is always produced through power, so what counts as truth depends on social relationships and changes over time and place.
3. Postmodernism more broadly questions universal truths and meta-narratives, emphasizes marginalized groups, and sees history as non-linear rather than progressive. It influenced fields like philosophy, literary criticism, and cultural studies.
Critical theory
Critical theory originated as a radical social theory that critiqued how science had become an ideology that shaped social action. The intellectual project of critical theory sought to integrate social values, judgments, and interests into social science. Key principles of critical theory include critiquing rationality and capitalism, and examining how overly rational and technical philosophies detract from reflection on moral and ethical issues. Critical theory was established by the Frankfurt School theorists Herbert Marcuse, Theodor Adorno, Max Horkheimer, Walter Benjamin, and Erich Fromm. In education, critical theory has been integrated through social learning practices that use online networks to support knowledge development in diverse, open, autonomous and connected ways, with teachers taking on more of a facilit
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This document provides an overview of postmodernism and some of its key thinkers. It discusses:
- Postmodernism emerged as a critique of modernity and challenged ideas like universal truths, objective knowledge, and historical progress.
- Key postmodern thinkers included Derrida, Foucault, Lyotard, and Baudrillard. They analyzed how power shapes knowledge and questioned foundations of knowledge.
- Foucault argued that knowledge is a form of power and that what counts as truth is determined by prevailing power structures in society rather than objective facts. He analyzed how power operates in subtle ways through social institutions and practices.
Marxism, Gramsci and Hegemony
This document discusses Marxist and Gramscian concepts of ideology and hegemony. It explains that according to Marxism, the dominant ideology in a society supports the interests of the ruling class and is promoted through institutions like the media. Gramsci expanded on this by introducing the concept of cultural hegemony, where the ruling class maintains power by promoting ideologies through institutions and making them seem universal. The document provides examples of dominant ideologies like capitalism and patriotism, and explains how the media can reinforce these ideologies and create "false consciousness" among subordinate classes.
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Postmodernism presentation
Postmodernism rejects the central tenets of modernism, namely that knowledge is certain and objective. It is skeptical of grand narratives and universal truths, instead focusing on relative and local interpretations. Postmodernism celebrates difference and rejects rationality and science. In literature, postmodern works employ techniques like pastiche, parody, intertextuality and self-reflexivity. They question notions of reality, genre and the separation between high and low art. While postmodernism dominated from the late 20th century, more recent trends suggest a partial return to sincerity and meaning in a movement called post-postmodernism or new sincerity.
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The document discusses the Frankfurt School and the concept of the culture industry. The Frankfurt School was an institute founded in Germany in the 1920s that included thinkers like Theodor Adorno, Max Horkheimer, and Herbert Marcuse. They criticized capitalism, fascism, and Soviet communism. Adorno argued that Marx underestimated the power of culture. He and Horkheimer analyzed the culture industry, which standardized mass cultural products to create conformity. It used pleasure to reinforce capitalism by making people forget reality and stifling political change. Today, the highest grossing films and rated TV shows are largely produced by a few major media companies and centered around familiar franchises, showing the ongoing standardization of mass culture.
Introduction to postmodernism
The document discusses postmodernism and how it differs from modern thought. Postmodernism rejects universal truths and objective reality, seeing them as social constructs. It emphasizes relativity, fragmentation, and skepticism of grand narratives. Postmodernism has influenced many fields by challenging traditional concepts of knowledge, truth, identity and values.
Adorno and Horkheimer - The Culture Industry
Adorno and Horkheimer argue that cultural production has become standardized and industrialized like other manufacturing industries. They call this the "culture industry" which treats creative works as mass-produced commodities. It produces homogeneous, undemanding content through organized procedures aimed solely at profit. This standardized cultural output in turn creates passive, uniform consumption that is easily manipulated for commercial or political ends.
Theory postmodernism
1. Jean Baudrillard was a postmodern philosopher known for his concepts of hyperreality and simulations, where he argued that society has replaced reality with simulations and signs that no longer refer to any deeper reality.
2. Michel Foucault analyzed power relations and argued that knowledge is always produced through power, so what counts as truth depends on social relationships and changes over time and place.
3. Postmodernism more broadly questions universal truths and meta-narratives, emphasizes marginalized groups, and sees history as non-linear rather than progressive. It influenced fields like philosophy, literary criticism, and cultural studies.
Critical theory
Critical theory originated as a radical social theory that critiqued how science had become an ideology that shaped social action. The intellectual project of critical theory sought to integrate social values, judgments, and interests into social science. Key principles of critical theory include critiquing rationality and capitalism, and examining how overly rational and technical philosophies detract from reflection on moral and ethical issues. Critical theory was established by the Frankfurt School theorists Herbert Marcuse, Theodor Adorno, Max Horkheimer, Walter Benjamin, and Erich Fromm. In education, critical theory has been integrated through social learning practices that use online networks to support knowledge development in diverse, open, autonomous and connected ways, with teachers taking on more of a facilit
Postmodernism (Foucault and Baudrillard)
This document provides an overview of postmodernism and some of its key thinkers. It discusses:
- Postmodernism emerged as a critique of modernity and challenged ideas like universal truths, objective knowledge, and historical progress.
- Key postmodern thinkers included Derrida, Foucault, Lyotard, and Baudrillard. They analyzed how power shapes knowledge and questioned foundations of knowledge.
- Foucault argued that knowledge is a form of power and that what counts as truth is determined by prevailing power structures in society rather than objective facts. He analyzed how power operates in subtle ways through social institutions and practices.
Marxism, Gramsci and Hegemony
This document discusses Marxist and Gramscian concepts of ideology and hegemony. It explains that according to Marxism, the dominant ideology in a society supports the interests of the ruling class and is promoted through institutions like the media. Gramsci expanded on this by introducing the concept of cultural hegemony, where the ruling class maintains power by promoting ideologies through institutions and making them seem universal. The document provides examples of dominant ideologies like capitalism and patriotism, and explains how the media can reinforce these ideologies and create "false consciousness" among subordinate classes.
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The document discusses cultural hegemony and related concepts from Gramsci, Althusser, Barthes, and Hall. It defines hegemony as a ruling class establishing authority over other social groups through consent rather than force by presenting its ideologies as universal and beneficial. Hegemony is temporary and must be actively maintained through common-sense worldviews that subordinate groups are persuaded to accept. Barthes' concept of myth describes how meanings become naturalized through connotation. Hall discusses how the media constructs reality rather than just reflecting it, serving ruling class interests by defining events and viewpoints as consensus.
Post modernism powerpoint
1. Postmodernism emerged in the period following World War II and is characterized by a shift away from modernist paradigms.
2. Key aspects of postmodern art discussed include the rejection of notions of progress, originality, and the death of the artistic aura. Postmodern artists sought to transfer the aura through performance, installation, and conceptual works.
3. The document traces the development of modern art movements like cubism, abstract expressionism, and conceptualism and discusses how postmodern theorists have analyzed language, culture, and the mind.
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3. Lyotard also analyzed the relationship between narrative knowledge and scientific knowledge, and criticized the growing "mercantilization" and performativity of knowledge in industrial societies.
Jean françois lyotard
Jean-François Lyotard was a French philosopher known for articulating postmodernism after the 1970s and analyzing its impact on the human condition. He opposed universals, meta-narratives, and generality, rejecting grand theories like progress of history. Most famously, in The Postmodern Condition, Lyotard proposed an "incredulity towards meta-narratives," arguing we no longer believe grand narratives adequately represent us all.
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2. Key aspects of postmodern art discussed include the rejection of notions of progress, originality, and the death of the artistic aura. Postmodern artists sought to transfer the aura through performance, installation, and conceptual works.
3. The document traces the development of modern art movements like cubism, abstract expressionism, and conceptualism and discusses how postmodern theorists have analyzed language, culture, and the mind.
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Marxism consists of three components: a political doctrine, a philosophy of history, and an analysis of the economy. Marx believed that the economic base of society, or how wealth is produced, determines the social and political superstructure. As productive technologies change, new class relations emerge between workers and owners. Capitalism relies on wage labor and private control of production, creating an inherent conflict of interests between workers and owners. This leads to capitalism's inevitable collapse due to falling profits, overproduction, and unemployment as workers cannot afford the goods they produce.
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1. The document discusses key terms and ideas related to postmodernism, including modernity, postmodernity, modernization, modernism, and postmodernism.
2. It outlines Jean-Francois Lyotard's views on the postmodern condition, including his ideas that knowledge is being impacted by technological transformations and will be a major factor in global power competitions.
3. Lyotard also analyzed the relationship between narrative knowledge and scientific knowledge, and criticized the growing "mercantilization" and performativity of knowledge in industrial societies.
Jean françois lyotard
Jean-François Lyotard was a French philosopher known for articulating postmodernism after the 1970s and analyzing its impact on the human condition. He opposed universals, meta-narratives, and generality, rejecting grand theories like progress of history. Most famously, in The Postmodern Condition, Lyotard proposed an "incredulity towards meta-narratives," arguing we no longer believe grand narratives adequately represent us all.
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Jurgen Habermas is a German philosopher and social theorist born in 1929. He is known for his work on the foundations of social theory and analysis of advanced capitalist societies. He challenged social science by arguing that humans have the ability for rational communication. His major achievement was developing the theory of communicative rationality, which rests on the idea that humans possess communicative competence developed through evolution. However, he believed contemporary society has suppressed this competence. He had hope for the future in the development of an active public sphere in political communities. Habermas' defense of modernity and civil society has provided an alternative to poststructuralism.
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Karl Marx was a 19th century philosopher, economist, and revolutionary socialist. He developed the theory of Marxism which analyzes history and capitalism through the lens of class struggle and proposes communism as the solution. Marxism was further developed after his death by others like Engels into a more codified ideology to suit the needs of the growing socialist movement. There are three main forms of Marxism - classical Marxism focused on overthrowing capitalism through revolution, orthodox communism as practiced in the Soviet Union and other communist states, and modern interpretations that have adapted Marx's theories in new contexts.
Introduction to post modernism
Postmodernism is difficult to define but can be understood through three approaches: historical, stylistic, and theoretical. Historically, it emerged as a reaction against modernism and its ideals of progress, reason, and objective truth. Theoretically, thinkers like Lyotard, Baudrillard, and Jameson analyzed postmodernism's rejection of "grand narratives" and emphasis on surface and pastiche over depth. Stylistically, postmodern texts play with conventions, embrace uncertainty, and reference other works through parody and pastiche.
Gramsci and hegemony
Gramsci introduces the concept of hegemony to explain how the ruling class maintains dominance over society through ideas and values, not just coercion. He argues the proletariat must develop its own counter-hegemony through organic intellectuals and a political party to overcome the ruling class's hegemony and lead society. Gramsci believed change comes through new ideas that affect individuals, not just economic forces, and the ruling class relies on consent through influential institutions to maintain control, even during economic crises, until society no longer accepts their hegemony.
Phenomenology by husserl
Phenomenology is the philosophical study of conscious experience. Edmund Husserl founded phenomenology in the early 20th century and argued that it seeks to clarify our experiences of the world without denying the world's existence. Husserl developed the phenomenological method of bracketing away assumptions to study phenomena as directly given to consciousness. This involves suspending judgment of the natural world to focus on the essence of experiences. Phenomenological reduction helps detach observers from presuppositions so they can encounter things as they are independent of context or meaning. Husserl aimed to establish philosophy as a rigorous science through phenomenology's descriptive study of pure consciousness and intentionality.
Michel Foucault Panopticon
One of the revolutionary ideas put forward by Foucault is the various measures of surveillance, to ensure discipline in a society. Such a consented voyeurism always has a panopticon structure. Foucault talks about the age old prison, and how such surveillance structures are employed in other institutions from mental asylums to public schools to ensure discipline. The 184 idea of a big brother watching has gained prominence today with the internet, satellites giving rise to a virtual panopticon today.
Walter Benjamin
Walter Benjamin (1892-1940) was a German philosopher and cultural critic whose life was greatly impacted by the rise of Hitler and the Nazi party in Germany. Facing arrest, Benjamin fled to Spain in 1933 hoping to travel to the United States, but was detained by police at the border and committed suicide out of fear of being sent back to Germany and into the hands of the Gestapo. His influential essay "The Work of Art in the Age of Mechanical Reproduction" analyzed how technological developments like photography and film disrupted traditional notions of artistic authenticity and experience. Benjamin viewed these changes through the lens of Marxist literary theory to understand their implications for political and social structures.
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APPLIED SOCIAL THEORY: Frankfurt School and Critical Social Theory
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The document summarizes the theories of Max Horkheimer and Theodor Adorno on the culture industry. They argue that popular culture produced by large corporations, such as films, radio, and magazines, has replaced the church as the dominant socializing institution that establishes societal norms. The culture industry maintains conformity and order by producing content that is identical, artificial, formulaic, and reflects the interests of wealthy media owners rather than consumers. This dominant ideology presented by the culture industry serves to keep society ordered in a way that can make oppressive political systems seem legitimate.
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The Culture Industry
The document provides a critical analysis of the culture industry. It argues that the culture industry produces standardized cultural products that perpetuate the power of capitalism and dominate the minds of consumers. All mass culture produced by the culture industry is identical and aimed solely at profit. It forces all technical elements of production into uniformity, eliminating individual style and genuine artistic expression. The culture industry manipulates consumers by appealing to their base desires while offering the illusion of pleasure and fulfillment. Ultimately, it functions to repress consumers and reinforce the status quo of an alienated society.
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Horkheimer and Adorno were Marxist scholars who analyzed the culture industry. They argued that mass produced art forms like films and radio presented identical content to satisfy identical consumer needs. This de-individualized people and repressed true artistic expression. The culture industry also manipulated consumers' desires to maintain control over them. It presented superficial differences between products to disguise the lack of meaningful individuality and choice.
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Popular culture can have both positive and negative effects depending on its content. It influences people's lives through movies, music, television and other media. Studies have shown that upbeat music can reduce depression, while violent content in games and movies can negatively influence children. The document concludes that while popular culture always has some influence, it is up to individuals to use good judgment to choose media with positive rather than negative impacts.
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The document discusses several theories of media effects:
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The document discusses the purpose and goals of media according to John Reith, the founder of the BBC in 1922. Reith stated that the BBC's core mission is to inform, educate, and entertain. It also discusses journalism ethics around principles of truth, accuracy, objectivity, impartiality, fairness, and public accountability. The document then examines how tabloid newspapers may or may not uphold these principles in their reporting. It asks questions about whether certain headlines or covers respect rules of law and if they are informative, truthful, objective, fair, and hold the newspaper accountable. Finally, it discusses media audience theories like uses and gratifications theory and how audiences interact with and interpret different media texts.
Caspar libero-sp-media-literacy
The document discusses media competence as a public value and category of social practice. It examines media competence from multiple perspectives, including constructivism, cultural theory, cultural studies, knowledge theory, and system theory. Media competence involves abilities, capacities, responsibilities, and morality in navigating today's complex media environment. It is important for building trust and managing identity, cohesion, and diversity in society.
Audience theories
The three views of audiences according to Stuart Hall are:
1. The reflective view - The audience passively accepts the preferred meaning encoded by the media producer.
2. The intentional view - The media producer encodes the meaning into the media text and the audience decodes it as intended.
3. The constructionist view - The audience plays an active role in determining the meaning. The audience does not just accept the preferred meaning but can negotiate or oppose the meaning based on their own experiences and point of view.
Audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School proposed the "Hypodermic Needle" theory that audiences passively accept media messages without question.
- The Two Step Flow theory developed by Lazarsfeld and Katz found that opinions leaders first receive information from media and then pass it along to others in their social networks.
- Users Gratifications theory states that audiences actively choose media to fulfill certain needs and purposes, such as diversion, social interaction, identity, or surveillance. Different users may consume the same media for different reasons.
Media Theorists
Uses and Gratification theory proposes that people actively seek out specific media to satisfy certain needs. It was originally introduced by Lasswell in 1948 and further developed by Katz, Blumler and Gurevitch in the 1970s to include components like an active audience and audience-initiated media choices. The Hypodermic Needle Model viewed audiences as passive and unable to resist media messages that were directly "injected" into their minds. The 2 Step Flow Model suggests ideas spread from mass media to opinion leaders and then to the wider population, so media effects are indirect through personal influence. Semiotics, pioneered by Saussure, studies signs and their meanings, focusing on the signifier/signified relationship and
Audience theory
The document discusses theories of audience from the 1920s to present. It covers:
- The Frankfurt School's "effects model" viewed audiences as passive receivers of media messages.
- The two-step flow theory found opinion leaders influence others by interpreting media for them.
- Uses and gratifications theory proposes individuals actively consume media to fulfill purposes like diversion, social interaction, identity, and information gathering.
- Later theories recognize audiences can have dominant, negotiated, or oppositional readings of media influenced by their own perspectives.
Postmodernism for the beginners and for the school of media
Postmodernism rejects the idea of a single rationality or objective reality. Jacques Derrida developed concepts like deconstruction and logocentrism to critique foundations of knowledge. Jean Baudrillard argued that contemporary society has moved beyond production and Marxism into a phase dominated by consumerism, media, and information. He believed these forces create a hyperreality that replaces reality. Postmodernists challenged concepts of truth and objective knowledge.
Postmodernism : Theoretical perspective.
Postmodernism rejects the idea of a single rationality or objective reality. Jacques Derrida developed concepts like deconstruction and logocentrism to critique foundations of knowledge. Jean Baudrillard argued that contemporary society has moved beyond production and Marxism into a phase dominated by consumerism, media, and information. He believed these forces create a hyperreality that replaces reality. Postmodernists challenged concepts of truth and objective knowledge.
Unit 6 Glossary
This document defines key terms used in Unit 6 of the Cambridge Technicals in Digital Media Level 3 course. It provides explanations for over 30 terms related to social media and globalization, including censorship, collaboration, crowdfunding, distribution, global reach, memes, multimedia, production, social networks, streaming, subcultures, user generated content, viral marketing and more.
F soc lecture week 9 the media and sociology theories
This document provides an overview of media theories in sociology. It discusses traditional theories like Marxist and pluralist perspectives that view the media as either propaganda for the ruling class or a reflection of diverse societal groups. It also covers contemporary theories like moral panic theory, which sees the media as scapegoating certain groups. The document notes debates around media influence and ownership concentration. It questions whether new media truly offers more freedom or risks narrowing perspectives. Traditional theories focused on media effects while newer models emphasize how audiences interpret and shape media.
Revision notes
This document provides guidance for writing an essay about media in the online age. It suggests introducing the topic and providing some historical context before incorporating two theoretical references. It recommends focusing the essay on two media forms, with case studies to analyze how they have changed. The document outlines discussing present developments in the bulk of the essay by cross-referencing other media and incorporating debate. It suggests speculating about future developments and mapping theories to possible futures. A number of relevant theorists are provided along with notes on incorporating their ideas and challenging whether they remain applicable.
Audience theory
This document discusses several theories of audience analysis:
- The Frankfurt School proposed the "effects model" which viewed audiences as isolated individuals susceptible to media messages without question.
- The two-step flow theory developed the idea that opinion leaders receive information from media sources and then pass it along to others in their social groups.
- Uses and gratifications theory sees audiences as active consumers who choose media for different reasons like diversion, social interaction, identity, or information gathering.
- David Morley's work identified three types of audience readings - dominant, negotiated, and oppositional - based on the degree to which audience members accept or reject the preferred meaning of a media text.
The hypodermic needle theory
The hypodermic needle theory proposed in the 1930s suggested that mass media had a direct, powerful, and immediate effect on passive audiences. It was based on the assumptions of the time when radio and films were the only media and all received the same messages. During World War II, the theory was supported by the Nazi use of propaganda to influence the German public. However, the theory is now largely disregarded because media and audiences have changed dramatically with new technologies allowing people more choice and interaction with information. While outdated, the hypodermic needle theory was an early attempt to understand media effects.
Lim Jus394 Internet Publicsphere
The document discusses Jurgen Habermas's concept of the public sphere as a space where citizens can gather and engage in discussion and debate about matters of common concern. For Habermas, the public sphere first emerged in the 18th century with the rise of the bourgeoisie and spaces like coffee houses and salons. However, the public sphere has declined with the rise of mass media controlled by governments and corporations. The Internet is now discussed as a potential new public sphere that could facilitate more equitable and uncensored discussion among citizens.
ESMOD Berlin Annual Panel - (What Comes After) Metamodernism - Digital Booklet
ESMOD Berlin is pleased to present a digital publication from our inaugural Annual Panel held in May of this year. The panel discussed (What Comes After) Metamodernism, a term coined to describe the shift in contemporary culture away from the trademarks of post modernism. The panels’ brief was to explore the dominant oscillation in culture between disillusionment and meaningfulness, between apathy and empathy with key questions such as; In what direction are the globalized youth going and why? Where is there an overlap with the recent past? Where do we find a combination in the analog and digital in designing individual concepts of life?
Bringing together experts from across various cultural fields the panel discussion was led by Paul Feigelfeld from the Digital Cultures Research Lab Centre, Leuphana University, and included special guests speaker Alex Lieu, Chief Creative Officer and Lead Design Director of 42 Entertainment based in California. 42 Entertainment are one of the leading companies in transmedia marketing whom blur the boundaries between marketing and entertainment. 42 Entertainment are most well known for their innovative campaign for American industrial rock band Nine Inch Nails for their album Year Zero, which extrapolated the theme of a dystopian future beyond the album through leaking unreleased recordings online, and planting USB sticks in the toilets of concerts venues, which lead fans down a thrilling rabbit hole into a world of online and offline acts of underground resistance.
Dealing with the life and work of digital dissents, German Author and Director Angela Richter also participated in the panel discussion. Richter spoke about her time working with Wikileakers Founder and digital activist Julian Assange, of whom she wrote a play Assassinate Assange, premiering in 2012. Other notable panelists included Joerg Koch, Founder and Editor-in-Chief of German culture magazine 032c, as well as Dutch cultural philosopher Robin van den Akker, whom with his colleague Timotheus Vermeulen, coined the term metamodernsm and founded the online magazine Notes on Metamodernsim.
Traversing topics such as sci-fi literature, digital hacktivism, sustainable architecture, fashion and DIY maker culture, the publication aims to capture some of the intense and surprising discussions that took place. The ESMOD Berlin Annual Panel is a program conceived for students from a number of international schools, including L'Institut Francais de la Mode, Paris; ESMOD Berlin International Masters Programme – Sustainability in Fashion, Berlin; and Dessau Institute of Architecture. The booklet also aims to deliver an insight into how the students negotiated the concepts and questions raised during discussion.
Download the digital booklet HERE and for further information please contact Lizzie Delfs, Public Relations Manager, International Masters Programme – Sustainability in Fashion, ESMOD Berlin International University of Art for Fashion, m
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Theodor Adorno
- 2. Adorno was born Theodor Ludwig Wisengrund on the 11th of September 1903 in Frankfurt, Germany. He was a philosopher, sociologist and composer that was also known for his critical theory on the subject of society; a fact that links to him being a leading member of the Frankfurt School of Critical Thinking. He is widely regarded as one of the worlds most talented and intelligent thinkers in regards to aesthetic and philosophers as well as one of it’s best essayists.
- 3. Adorno came up with a theory that he titled ‘Standardisation’; “a concept used to characterise the formulaic products of capitalist-driven mass media and mass culture that appeal to the lowest common denominator in pursuit of maximum profit“. This particular theory dictates that current society is a largely media driven state of existence, one that is largely based around product consumption. Mass media is utilised to advertise a product and draw in consumers; a mass amount of the product is produced and sold to as many people as possible in order to maximise profits.
- 4. His theory is important as it allows students of media to examine one of the many uses of media by a capitalist society. It opens up more philosophical avenues of thinking in regards to capitalism and gives students an example with which to build their own theories from; a starting point if you will. It forces you to begin to realise how society uses the media to convince people that they need certain products; constantly bombarding them with advertisements and messages through the media. It begins to explain why people become invested in the consumption of products in all forms; why they become invested in films to give an example.