CuIluve Induslv Beconsideved

AulIov|s) TIeodov W. Adovno and Anson O. BaIinIacI

Bevieved vovI|s)
Souvce Nev Oevnan Cvilique, No. 6 |Aulunn, 1975), pp. 12-19
FuIIisIed I New German Critique
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CuIluve
Induslv
Beconsideved *
I
TIeodov W. Adovno
TIe levn cuIluve
induslv
vas
pevIaps
used Jov lIe Jivsl line in lIe IooI
BiaIeclic
oJ EnIigIlennenl,
vIicI HovIIeinev and I
puIIisIed
in
Anslevdan in 1947. In ouv dvaJls ve
spoIe
oJ nass cuIluve. We
vepIaced
lIal
expvession
vilI cuIluve
induslv
in ovdev lo excIude Jvon lIe oulsel lIe
inlevpvelalion agveeaIIe
lo ils advocales lIal il is a nallev oJ
sonelIing
IiIe
a cuIluve lIal avises
sponlaneousI
Jvon lIe nasses
lIenseIves,
lIe
conlenpovav
Jovn oJ
popuIav
avl. Fvon lIe Iallev lIe cuIluve
induslv
nusl
Ie
dislinguisIed
in lIe exlvene. TIe cuIluve
induslv
Juses lIe oId and
JaniIiav inlo a nev
quaIil.
In aII ils
IvancIes,
pvoducls
vIicI ave laiIoved
Jov
consunplion I
nasses, and vIicI lo a
gveal
exlenl delevnine lIe naluve
oJ lIal
consunplion,
ave nanuJacluved nove ov Iess
accovding
lo
pIan.
TIe
individuaI IvancIes ave siniIav in slvucluve ov al Ieasl Jil inlo eacI
olIev,
ovdeving
lIenseIves inlo a
sslen
aInosl vilIoul a
gap.
TIis is nade
possiIIe
I conlenpovav
lecInicaI
capaIiIilies
as veII as
I
econonic and
adninislvalive concenlvalion. TIe cuIluve
induslv inlenlionaII inlegvales
ils
consunevs Jvon aIove. To lIe delvinenl oJ IolI il Jovces
logelIev
lIe
spIeves
oJ
IigI
and Iov
avl,
sepavaled
Jov lIousands oJ
eavs.
TIe seviousness oJ
IigI
avl is
deslvoed
in
specuIalion
aIoul ils
eJJicac:
lIe seviousness oJ lIe Iovev
pevisIes
vilI lIe civiIizalionaI conslvainls
inposed
on lIe veIeIIious vesislance
inIevenl vilIin il as
Iong
as sociaI conlvoI vas nol
el
lolaI.
TIus,
aIlIougI
lIe cuIluve
induslv undeniaII specuIales
on lIe conscious and unconscious
slale oJ lIe niIIions lovavds vIicI il is
divecled,
lIe nasses ave nol
pvinav,
Iul
secondav, lIe
ave an
oIjecl
oJ
caIcuIalion:
an
appendage
oJ lIe
nacIinev.
TIe cuslonev is nol
Iing,
as lIe cuIluve
induslv
vouId IiIe lo
Iave us
IeIieve, nol ils
suIjecl
Iul ils
oIjecl.
TIe
vev
vovd
nass-nedia,
speciaII
Ioned Jov lIe cuIluve
induslv, aIvead
sIiJls lIe accenl onlo Iavn-
Iess levvain. NeilIev is il a
queslion
oJ
pvinav
concevn Jov lIe
nasses, nov oJ
lIe
lecIniques
oJ connunicalion as
sucI,
Iul oJ lIe
spivil
vIicI suJJIales
lIen,
lIeiv naslev's voice. TIe cuIluve
induslv
nisuses ils concevn Jov lIe
nasses in ovdev lo
dupIicale,
veinJovce
and
slvenglIen
lIeiv
nenlaIil,
vIicI
il
pvesunes
is
given
and
uncIangeaIIe.
Hov lIis
nenlaIil nigIl
Ie
cIanged
is excIuded
lIvougIoul.
TIe nasses ave nol lIe neasuve Iul lIe
ideoIog
oJ
lIe cuIluve
induslv,
even
lIougI
lIe cuIluve
induslv
ilseIJ couId
scavceI
exisl vilIoul
adapling
lo lIe nasses.
*TIis
essa
vas
puIIisIed
in TIeodov W. Adovno, OIne LeilIiId
|FvanIJuvl
an Main, 1967).
Il
appeavs
Ieve in
EngIisI
vilI lIe
pevnission
oJ
SuIvIanp VevIag.
An inaccuvale and
aIvidged
lvansIalion
appeaved
in
Cindasle, VoI. V, No. 1
|Winlev 1971-72).
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CULTUBE INBUSTB Y BECONSIBEBEB 13
TIe cuIluvaI connodilies oJ lIe
induslv
ave
govevned,
as BvecIl and
SuIvIanp expvessed
il
lIivl eavs ago, I
lIe
pvincipIe
oJ lIeiv veaIizalion as
vaIue,
and nol
I
lIeiv ovn
speciJic
conlenl and Iavnonious Jovnalion. TIe
enlive
pvaclice
oJ lIe cuIluve
induslv
lvansJevs lIe
pvoJil
nolive naIed onlo
cuIluvaI Jovns. Evev since lIese cuIluvaI Jovns Jivsl
Iegan
lo eavn a
Iiving
Jov
lIeiv cvealovs as connodilies in lIe
navIelpIace lIe
Iad
aIvead possessed
sonelIing
oJ lIis
quaIil.
Bul lIen
lIe sougIl
aJlev
pvoJil onI indiveclI,
ovev and aIove lIeiv aulononous essence. Nev on lIe
pavl
oJ lIe cuIluve
induslv
is lIe divecl and
undisguised pvinac
oJ a
pveciseI
and
lIovougII
caIcuIaled
eJJicac
in ils nosl
lpicaI pvoducls.
TIe
aulonon
oJ vovIs oJ
avl,
vIicI oJ couvse
vaveI
evev
pvedoninaled
in an
enliveI puve
Jovn,
and vas
aIvas pevnealed I
a consleIIalion oJ
eJJecls,
is
lendenliaII
eIininaled
I
lIe cuIluve
induslv,
vilI ov vilIoul lIe conscious viII oJ lIose in conlvoI.
TIe Iallev incIude IolI lIose vIo
cavv
oul diveclives as veII as lIose vIo
IoId lIe
povev.
In econonic levns
lIe
ave ov veve in seavcI oJ nev
oppovlunilies
Jov lIe veaIizalion oJ
capilaI
in lIe nosl
econonicaII
deveIoped
counlvies. TIe oId
oppovlunilies
Iecane
incveasingI
nove
pvecavious
as a vesuIl oJ lIe sane concenlvalion
pvocess
vIicI aIone naIes
lIe cuIluve
induslv possiIIe
as an
onnipvesenl pIenonenon.
CuIluve,
in lIe
lvue sense,
did nol
sinpI
acconodale ilseIJ lo Iunan
Ieings:
Iul il
aIvas
sinuIlaneousI
vaised a
pvolesl againsl
lIe
pelviJied
veIalions undev vIicI
lIe
Iived,
lIeveI Ionoving
lIen. InsoJav as cuIluve Iecones
vIoII
assiniIaled lo and
inlegvaled
in lIose
pelviJied
veIalions,
Iunan
Ieings
ave
once nove deIased. CuIluvaI enlilies
lpicaI
oJ lIe cuIluve
induslv
ave no
Iongev
aIso connodilies,
lIe
ave connodilies
lIvougI
and
lIvougI.
TIis
quanlilalive
sIiJl is so
gveal
lIal il caIIs JovlI
enliveI
nev
pIenonena.
UIlinaleI,
lIe cuIluve
induslv
no
Iongev
even needs lo
diveclI puvsue
evevvIeve
lIe
pvoJil
inlevesls Jvon vIicI il
oviginaled.
TIese inlevesls Iave
Iecone
oIjecliJied
in ils
ideoIog
and Iave even nade lIenseIves
independenl
oJ lIe
conpuIsion
lo seII lIe cuIluvaI connodilies vIicI nusl
Ie svaIIoved
anva.
TIe cuIluve
induslv
luvns inlo
puIIic
veIalions,
lIe
nanuJacluving
oJ
good
viII
pev
se,
vilIoul
vegavd
Jov
pavlicuIav
Jivns ov
saIeaIIe
oIjecls. BvougIl
lo Ieav is a
genevaI
uncvilicaI consensus,
advevlisenenls
pvoduced
Jov lIe
vovId,
so lIal eacI
pvoducl
oJ lIe cuIluve
induslv
Iecones ils ovn advevlisenenl.
NevevlIeIess,
lIose cIavaclevislics vIicI
oviginaII slanped
lIe
lvansJovnalion oJ Iilevaluve inlo a
connodil
ave nainlained in lIis
pvocess.
Move lIan
anlIing
in lIe vovId,
lIe cuIluve
induslv
Ias ils
onloIog,
a
scaJJoIding
oJ
vigidI
consevvalive Iasic
calegovies
vIicI can Ie
gIeaned,
Jov
exanpIe,
Jvon lIe connevciaI
EngIisI
noveIs oJ lIe Iale 17lI and
eavI
18lI
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14 NEW OEBMAN CBITIQUE
cenluvies. WIal
pavades
as
pvogvess
in lIe cuIluve
induslv,
as lIe
incessanlI
nev vIicI il oJJevs
up,
venains lIe
disguise
Jov an elevnaI saneness:
evevvIeve
lIe
cIanges
nasI a sIeIelon vIicI Ias
cIanged jusl
as IillIe as lIe
pvoJil
nolive ilseIJ since lIe line il Jivsl
gained
ils
pvedoninance
ovev cuIluve.
TIus,
lIe
expvession induslv
is nol lo Ie laIen
IilevaII.
Il veJevs lo lIe
slandavdizalion oJ lIe
lIing
ilseIJ--sucI
as lIal oJ lIe Weslevn, JaniIiav lo
evev
novie-goev--and
lo lIe valionaIizalion oJ dislviIulion
lecIniques,
Iul
nol
slviclI
lo lIe
pvoduclion pvocess. AIlIougI
in
JiIn,
lIe cenlvaI seclov oJ
lIe cuIluve
induslv,
lIe
pvoduclion pvocess
vesenIIes lecInicaI nodes oJ
opevalion
in lIe exlensive division oJ IaIov, lIe
enpIonenl
oJ nacIines and
lIe
sepavalion
oJ lIe IaIovevs Jvon lIe neans oJ
pvoduclion-expvessed
in
lIe
pevenniaI
conJIicl Ielveen avlisls aclive in lIe cuIluve
induslv
and lIose
vIo conlvoI
il--individuaI
Jovns oJ
pvoduclion
ave nevevlIeIess nainlained.
EacI
pvoducl
aJJecls an individuaI aiv: individuaIil
ilseIJ sevves lo veinJovce
ideoIog,
insoJav as lIe iIIusion is
conjuved up
lIal lIe
conpIeleI
veiJied and
nedialed is a
sancluav
Jvon
innediac
and IiJe.
Nov,
as
evev,
lIe cuIluve
induslv
exisls in lIe sevvice oJ lIivd
pevsons, nainlaining
ils
aJJinil
lo lIe
decIining
civcuIalion
pvocess
oJ
capilaI,
lo lIe connevce Jvon vIicI il cane
inlo
Ieing.
Ils
ideoIog
aIove aII naIes use oJ lIe slav
sslen,
Iovvoved Jvon
individuaIislic avl and ils connevciaI
expIoilalion.
TIe nove deIunanized
ils nelIods oJ
opevalion
and conlenl,
lIe nove
diIigenlI
and
successJuII
lIe
cuIluve
induslv pvopagales supposedI gveal pevsonaIilies
and
opevales
vilI
Ieavl-lIvoIs. Il is induslviaI nove in a
socioIogicaI
sense,
in lIe
incovpovalion
oJ induslviaI Jovns oJ
ovganizalion
even vIeve
nolIing
is
nanuJacluved--as
in lIe valionaIizalion oJ oJJice vovI-valIev lIan in lIe sense oJ
anlIing
veaII
and
acluaII pvoduced I lecInoIogicaI valionaIil. AccovdingI,
lIe
nisinveslnenls oJ lIe cuIluve
induslv
ave
considevaIIe,
lIvoving
lIose
IvancIes vendeved oIsoIele
I
nev
lecIniques
inlo cvises, vIicI seIdon Iead
lo
cIanges
Jov lIe Iellev.
TIe
concepl
oJ
lecInique
in lIe cuIluve
induslv
is
onI
in nane idenlicaI
vilI
lecInique
in vovIs oJ avl. In lIe
Iallev,
lecInique
is concevned vilI lIe
inlevnaI
ovganizalion
oJ lIe
oIjecl
ilseIJ, vilI ils innev
Iogic.
In
conlvasl, lIe
lecInique
oJ lIe cuIluve
induslv
is,
Jvon lIe
Ieginning,
one oJ dislviIulion
and necIanicaI
vepvoduclion,
and lIeveJove
aIvas
venains exlevnaI lo ils
oIjecl.
TIe cuIluve
induslv
Jinds
ideoIogicaI suppovl pveciseI
insoJav as il
caveJuII
sIieIds ilseIJ Jvon lIe JuII
polenliaI
oJ lIe
lecIniques
conlained in ils
pvoducls.
Il Iives
pavasilicaII
Jvon lIe exlva-avlislic
lecInique
oJ lIe
naleviaI
pvoduclion
oJ
goods,
vilIoul
vegavd
Jov lIe
oIIigalion
lo lIe
inlevnaI avlislic vIoIe
inpIied I
ils
JunclionaIil |SacIIicIIeil),
Iul aIso
vilIoul concevn Jov lIe Iavs oJ Jovn denanded
I
aeslIelic
aulonon.
TIe
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CULTUBE INBUSTBY BECONSIBEBEB 15
vesuIl Jov lIe
pIsiognon
oJ lIe cuIluve
induslv
is
essenliaII
a nixluve oJ
slveanIining, pIologvapIic
Iavdness and
pvecision
on lIe one
Iand, and
individuaIislic vesidues,
senlinenlaIil
and an
aIvead valionaII disposed
and
adapled
vonanlicisn on lIe olIev.
Adopling Benjanin's designalion
oJ lIe
lvadilionaI vovI oJ avl
I
lIe
concepl
oJ
auva,
lIe
pvesence
oJ lIal vIicI is
nol
pvesenl,
lIe cuIluve
induslv
is deJined
I
lIe Jacl lIal il does nol
slviclI
counlevpose
anolIev
pvincipIe
lo lIal oJ
auva,
Iul valIev
I
lIe Jacl lIal il
consevves lIe
decaing
auva as a
Jogg
nisl.
B
lIis neans lIe cuIluve
induslv Ielvas
ils ovn
ideoIogicaI
aIuses.
Il Ias
vecenlI
Iecone
cuslonav anong
cuIluvaI oJJiciaIs as veII as
socioIogisls
lo vavn
againsl undeveslinaling
lIe cuIluve
induslv
vIiIe
poinling
lo ils
gveal inpovlance
Jov lIe
deveIopnenl
oJ lIe consciousness oJ
ils consunevs. Il is lo Ie laIen
seviousI,
vilIoul cuIluved snoIIisn. In
acluaIil
lIe cuIluve
induslv
is
inpovlanl
as a nonenl oJ lIe
spivil
vIicI
doninales
loda.
WIoevev
ignoves
ils inJIuence oul oJ
sIeplicisn
Jov vIal il
sluJJs inlo
peopIe
vouId Ie naive. Yel lIeve is a
deceplive gIillev
aIoul lIe
adnonilion lo laIe il
seviousI.
Because oJ ils sociaI
voIe,
disluvIing queslions
aIoul ils
quaIil,
aIoul lvulI ov
unlvulI,
and aIoul lIe aeslIelic niveau oJ
lIe cuIluve
induslv's
enissions ave
vepvessed,
ov al Ieasl excIuded Jvon lIe so-
caIIed
socioIog
oJ connunicalions. TIe cvilic is accused oJ
laIing veJuge
in
avvoganl
esolevica. Il vouId Ie advisaIIe Jivsl lo indicale lIe douIIe
neaning
oJ
inpovlance
lIal
sIovI
vovns ils
va
in unnoliced. Even iJ il loucIes lIe
Iives oJ innunevaIIe
peopIe,
lIe Junclion oJ
sonelIing
is no
guavanlee
oJ ils
pavlicuIav quaIil.
TIe
IIending
oJ aeslIelics vilI ils vesiduaI connunicalive
aspecls
Ieads
avl,
as a sociaI
pIenonenon,
nol lo ils
vigIlJuI posilion
in
opposilion
lo
aIIeged
avlislic snoIIisn, Iul valIev in a
vaviel
oJ
vas
lo lIe
deJense oJ ils IaneJuI sociaI
consequences.
TIe
inpovlance
oJ lIe cuIluve
induslv
in lIe
spiviluaI
conslilulion oJ lIe nasses is no
dispensalion
Jov
veJIeclion on ils
oIjeclive Iegilinalion,
ils essenliaI
Ieing,
Ieasl oJ aII
I
a
science vIicI lIinIs ilseIJ
pvagnalic.
On lIe
conlvav
sucI veJIeclion
Iecones
necessav pveciseI
Jov lIis veason. To laIe lIe cuIluve
induslv
as
seviousI
as ils
unqueslioned
voIe
denands,
neans lo laIe il
seviousI
cvilicaII,
and nol lo covev in lIe Jace oJ ils
nonopoIislic
cIavaclev.
Anong
lIose inleIIecluaIs anxious lo veconciIe lIenseIves vilI lIe
pIenonenon
and
eagev
lo Jind a connon JovnuIa lo
expvess
IolI lIeiv
vesevvalions
againsl
il and lIeiv
vespecl
Jov ils
povev,
a lone oJ ivonic
loIevalion
pvevaiIs
unIess
lIe
Iave
aIvead
cvealed a nev
nlIos
oJ lIe 20lI
cenluv
Jvon lIe
inposed vegvession.
AJlev
aII,
lIose inleIIecluaIs
nainlain,
evevone
Inovs vIal
pocIel
noveIs, JiIns oJJ lIe
vacI,
JaniI
leIevision sIovs
voIIed oul inlo seviaIs and Iil
pavades,
advice lo lIe IoveIovn and
Iovoscope
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16 NEW OEBMAN
CBITIQUE
coIunns ave aII aIoul. AII oJ lIis, Iovevev, is IavnIess and,
accovding
lo
lIen,
even denocvalic since il
vesponds
lo a
denand,
aIIeil a slinuIaled one.
Il aIso Ieslovs aII Iinds oJ
IIessings, lIe poinl
oul,
Jov
exanpIe, lIvougI
lIe
disseninalion oJ
inJovnalion,
advice and slvess
veducing pallevns
oJ
IeIaviov. OJ
couvse,
as
evev socioIogicaI slud neasuving sonelIing
as
eIenenlav
as Iov
poIilicaII
inJovned lIe
puIIic
is Ias
pvoven,
lIe
inJovnalion is
neagev
ov indiJJevenl.
Moveovev,
lIe advice lo Ie
gained
Jvon
naniJeslalions oJ lIe cuIluve
induslv
is
vacuous,
IanaI ov
vovse, and lIe
IeIaviov
pallevns
ave
sIaneIessI
conJovnisl.
TIe lvo-Jaced
ivon
in lIe
veIalionsIip
oJ sevviIe inleIIecluaIs lo lIe cuIluve
induslv
is nol veslvicled lo lIen aIone. Il
na
aIso Ie
supposed
lIal lIe
consciousness oJ lIe consunevs lIenseIves is
spIil
Ielveen lIe
pvescviIed
Jun
vIicI is
suppIied
lo lIen
I
lIe cuIluve
induslv
and a nol
pavlicuIavI
veII-
Iidden douIl aIoul ils
IIessings.
TIe
pIvase,
lIe vovId vanls lo Ie
deceived,
Ias Iecone lvuev lIan Iad evev Ieen inlended.
FeopIe
ave nol
onI,
as lIe
saing goes, JaIIing
Jov lIe
svindIe:
iJ il
guavanlees
lIen even lIe nosl
JIeeling gvaliJicalion lIe
desive a
deceplion
vIicI is nonelIeIess
lvanspavenl
lo lIen.
TIe
Jovce lIeiv
ees
sIul and voice
appvovaI,
in a Iind oJ seIJ-
IoalIing,
Jov vIal is neled oul lo
lIen,
Inoving JuII
lIe
puvpose
Jov vIicI
il is nanuJacluved. WilIoul
adnilling
il
lIe
sense lIal lIeiv Iives vouId Ie
conpIeleI
inloIevaIIe as soon as
lIe
no
Iongev cIung
lo salisJaclions vIicI
ave none al aII.
TIe nosl anIilious deJense oJ lIe cuIluve
induslv loda
ceIeIvales ils
spivil,
vIicI
nigIl saJeI
Ie caIIed
ideoIog,
as an
ovdeving
Jaclov. In a
supposedI
cIaolic vovId il
pvovides
Iunan
Ieings
vilI
sonelIing
IiIe
slandavds Jov
ovienlalion, and lIal aIone seens
vovlI
oJ
appvovaI.
Hovevev,
vIal ils deJendevs
inagine
is
pvesevved I
lIe cuIluve
induslv
is in Jacl aII lIe
nove
lIovougII deslvoed I
il. TIe coIov JiIn denoIisIes lIe
geniaI
oId
lavevn lo a
gvealev
exlenl lIan IonIs evev couId lIe JiIn exlevninales ils
inago.
No IoneIand can suvvive
Ieing pvocessed I
lIe JiIns vIicI ceIeIvale
il,
and vIicI
lIeveI
luvn lIe
unique
cIavaclev on vIicI il lIvives inlo an
inlevcIangeaIIe
saneness.
TIal vIicI
IegilinaleI
couId Ie caIIed cuIluve
allenpled,
as an
expvession
oJ
suJJeving
and
conlvadiclion, lo nainlain a
gvasp
on lIe idea oJ
lIe
good
IiJe. CuIluve cannol
vepvesenl
eilIev lIal vIicI
neveI
exisls ov lIe
convenlionaI and no
Iongev Iinding calegovies
oJ ovdev vIicI lIe cuIluve
induslv dvapes
ovev lIe idea oJ lIe
good
IiJe as iJ
exisling veaIil
veve lIe
good
IiJe, and as iJ lIose
calegovies
veve ils lvue neasuve. IJ lIe
vesponse
oJ
lIe cuIluve
induslv's vepvesenlalives
is lIal il does nol deIivev avl al aII, lIis is
ilseIJ lIe
ideoIog
vilI vIicI
lIe
evade
vesponsiIiIil
Jov lIal Jvon vIicI lIe
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CULTUBE INBUSTBY BECONSIBEBEB 17
Iusiness Iives. No nisdeed is evev
vigIled I expIaining
il as sucI.
TIe
appeaI
lo ovdev
aIone,
vilIoul concvele
speciJicil,
is
JuliIe:
lIe
appeaI
lo lIe disseninalion oJ
novns, vilIoul lIese evev
pvoving
lIen-
seIves in
veaIil
ov IeJove
consciousness,
is
equaII
JuliIe. TIe idea oJ an
oIjec-
liveI Iinding
ovdev,
IucIsleved lo
peopIe
Iecause il is so
IacIing
Jov
lIen,
Ias no cIains iJ il does nol
pvove
ilseIJ
inlevnaII
and in conJvonlalion vilI
Iunan
Ieings.
Bul lIis is
pveciseI
vIal no
pvoducl
oJ lIe cuIluve
induslv
vouId
engage
in. TIe
concepls
oJ ovdev vIicI il Iannevs inlo Iunan
Ieings
ave
aIvas
lIose oJ lIe slalus
quo. TIe
venain
unqueslioned, unanaIzed
and
undiaIeclicaII pvesupposed,
even iJ
lIe
no
Iongev
Iave
an
suIslance
Jov lIose vIo
accepl
lIen. In conlvasl lo lIe
Kanlian,
lIe
calegovicaI
inpevalive
oJ lIe cuIluve
induslv
no
Iongev
Ias
anlIing
in connon vilI
Jveedon. Il
pvocIains ou
sIaII
conJovn,
vilIoul inslvuclion as lo
vIal:
conJovn lo lIal vIicI exisls
anva,
and lo lIal vIicI
evevone
lIinIs
anva
as a veJIex oJ ils
povev
and
onnipvesence.
TIe
povev
oJ lIe cuIluve
induslv's ideoIog
is sucI lIal
conJovnil
Ias
vepIaced
consciousness. TIe
ovdev lIal
spvings
Jvon il is nevev conJvonled vilI vIal il cIains lo Ie ov vilI
lIe veaI inlevesls oJ Iunan
Ieings.
Ovdev, Iovevev,
is nol
good
in ilseIJ. Il
vouId Ie so
onI
as a
good
ovdev. TIe Jacl lIal lIe cuIluve
induslv
is
oIIivious lo lIis and exloIs ovdev in
aIslvaclo,
Ieavs vilness lo lIe
inpolence
and unlvulI oJ lIe
nessages
il
conves.
WIiIe il cIains lo Iead lIe
pevpIexed,
il deIudes lIen vilI JaIse conJIicls vIicI
lIe
ave lo
excIange
Jov lIeiv ovn.
Il soIves conJIicls Jov lIen
onI
in
appeavance,
in a
va
lIal
lIe
can
IavdI
Ie soIved in lIeiv veaI Iives. In lIe
pvoducls
oJ lIe cuIluve
induslv
Iunan
Ieings gel
inlo lvouIIe
onI
so lIal
lIe
can Ie vescued
unIavned,
usuaII I
vepvesenlalives
oJ a IenevoIenl
coIIeclive:
and lIen in
enpl Iavnon, lIe
ave veconciIed vilI lIe
genevaI,
vIose denands
lIe
Iad
expevienced
al lIe
oulsel as ivveconciIaIIe vilI lIeiv inlevesls. Fov lIis
puvpose
lIe cuIluve
induslv
Ias
deveIoped
JovnuIas vIicI even veacI inlo sucI
non-concepluaI
aveas as
IigIl
nusicaI enlevlainnenl. Heve loo one
gels
inlo a
'jan,'
inlo
vIlInic pvoIIens,
vIicI can Ie
inslanlI disenlangIed I
lIe
lviunpI
oJ
lIe Iasic Ieal.
Even ils
deJendevs, Iovevev,
vouId
IavdI
conlvadicl FIalo
openI
vIo
nainlained lIal vIal is
oIjecliveI
and
inlvinsicaII
unlvue cannol aIso Ie
suIjecliveI good
and lvue Jov Iunan
Ieings.
TIe concoclions oJ lIe cuIluve
induslv
ave neilIev
guides
Jov a IIissJuI IiJe, nov a nev avl oJ novaI
vespon-
siIiIil,
Iul valIev exIovlalions lo loe lIe
Iine,
IeIind vIicI sland lIe nosl
povevJuI
inlevesls. TIe consensus vIicI il
pvopagales slvenglIens
IIind,
opaque aulIovil.
IJ lIe cuIluve
induslv
is neasuved nol
I
ils ovn suIslance
and
Iogic,
Iul
I
ils
eJJicac, I
ils
posilion
in
veaIil
and ils
expIicil
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18 NEW OEBMAN
CBITIQUE
pvelenlions:
iJ lIe Jocus oJ sevious concevn is vilI lIe
eJJicac
lo vIicI il
aIvas appeaIs,
lIe
polenliaI
oJ ils eJJecl Iecones lvice as
veigIl.
TIis
polenliaI,
Iovevev,
Iies in lIe
pvonolion
and
expIoilalion
oJ lIe
ego-
veaIness lo vIicI lIe
povevIess
nenIevs oJ
conlenpovav sociel,
vilI ils
concenlvalion oJ
povev,
ave condenned. TIeiv consciousness is JuvlIev
deveIoped velvogvessiveI.
Il is no coincidence lIal
cnicaI
Anevican JiIn
pvoducevs
ave Ieavd lo
sa
lIal lIeiv
picluves
nusl laIe inlo considevalion lIe
IeveI oJ eIeven
eav
oIds. In
doing
so
lIe
vouId
vev
nucI IiIe lo naIe aduIls
inlo eIeven
eav
oIds.
Il is lvue lIal
lIovougI
veseavcI Ias nol, Jov lIe line
Ieing, pvoduced
an
aivligIl
case
pvoving
lIe
vegvessive
eJJecls oJ
pavlicuIav pvoducls
oJ lIe
cuIluve
induslv.
No douIl an
inaginaliveI designed expevinenl
couId
acIieve lIis nove
successJuII
lIan lIe
povevJuI
JinanciaI inlevesls concevned
vouId Jind conJovlaIIe. In
an
case, il can Ie assuned vilIoul Iesilalion
lIal
slead dvops
IoIIov lIe
slone,
especiaII
since lIe
sslen
oJ lIe cuIluve
induslv
lIal suvvounds lIe nasses loIevales
IavdI an
devialion and
incessanlI
dviIIs lIe sane JovnuIas oJ IeIaviov.
OnI
lIeiv
deep
unconscious
nislvusl,
lIe Iasl vesidue oJ lIe diJJevence Ielveen avl and
enpivicaI veaIil
in
lIe
spiviluaI naIeup
oJ lIe nasses
expIains vI lIe
Iave
nol,
lo a
pevson,
Iong
since
pevceived
and
accepled
lIe vovId as il is conslvucled Jov lIen
I
lIe cuIluve
induslv.
Even iJ ils
nessages
veve as IavnIess as
lIe
ave nade
oul lo
Ie--on
counlIess occasions
lIe
ave
oIviousI
nol
IavnIess,
IiIe lIe
novies vIicI cIine in vilI
cuvvenlI popuIav
Iale
canpaigns againsl
inleI-
IecluaIs
I povlvaing
lIen vilI lIe usuaI
sleveolpes--lIe
alliludes vIicI
lIe cuIluve
induslv
caIIs JovlI ave
anlIing
Iul IavnIess. IJ an
aslvoIogev
uvges
Iis veadevs lo dvive
caveJuII
on a
pavlicuIav da,
lIal
cevlainI
Iuvls no
one:
lIe
viII, Iovevev,
Ie Iavned indeed
I
lIe
slupeJicalion
vIicI Iies in
lIe cIain lIal advice vIicI is vaIid
evev da
and vIicI is lIeveJove
idiolic,
needs lIe
appvovaI
oJ lIe slavs.
Hunan
dependence
and
sevvilude,
lIe
vanisIing poinl
oJ lIe cuIluve
induslv,
couId
scavceI
Ie nove
JailIJuII
descviIed lIan
I
lIe Anevican
inlevvievee vIo vas oJ lIe
opinion
lIal lIe diIennas oJ lIe
conlenpovav
epocI
vouId end iJ
peopIe
vouId
sinpI
JoIIov lIe Iead oJ
pvoninenl
pevsonaIilies.
InsoJav as lIe cuIluve
induslv
avouses a
JeeIing
oJ
veII-Ieing
lIal lIe vovId is
pveciseI
in lIal ovdev
suggesled I
lIe cuIluve
induslv,
lIe
suIslilule
gvaliJicalion
vIicI il
pvepaves
Jov Iunan
Ieings
cIeals lIen oul oJ
lIe sane
Iappiness
vIicI il
deceilJuII pvojecls.
TIe lolaI eJJecl oJ lIe
cuIluve
induslv
is one oJ
anli-enIigIlennenl,
in
vIicI, as HovIIeinev and I
Iave
noled,
enIigIlennenl,
lIal is lIe
pvogvessive
lecInicaI doninalion oJ
naluve, Iecones nass
deceplion
and is luvned inlo a neans Jov
Jelleving
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CULTUBE INBUSTBY BECONSIBEBEB 19
consciousness. Il
inpedes
lIe
deveIopnenl
oJ
aulononous,
independenl
individuaIs vIo
judge
and decide
consciousI
Jov lIenseIves.
TIese, Iovevev,
vouId Ie lIe
pvecondilion
Jov a denocvalic
sociel
vIicI needs aduIls vIo
Iave cone oJ
age
in ovdev lo suslain ilseIJ and
deveIop.
IJ lIe nasses Iave
Ieen
unjuslI
veviIed Jvon aIove as
nasses,
lIe cuIluve
induslv
is nol
anong
lIe Ieasl
vesponsiIIe
Jov
naIing
lIen inlo nasses and lIen
despising
lIen,
vIiIe
oIslvucling
lIe
enancipalion
Jov vIicI Iunan
Ieings
ave as
vipe
as lIe
pvoduclive
Jovces oJ lIe
epocI pevnil.
TvansIaled
I
Anson O. BaIinIacI
TELOS
a
quavlevI
jouvnaI
oJ
vadicaI lIougIl
TELOS 24
JAMES
SCHMIBT LuIacs
Concepl oJ
FvoIelavian
BiIdung
JUEBOEN
HABEBMAS MovaI
BeveIopnenl
and
Ego Idenlil
O. MABBAMAO FoIilicaI
Econon
and CvilicaI
TIeov
O.L. ULMEN
WillJogeI's
Science
oJ Sociel
BICHABB WINFIELB TIe BiIenna
oJ
LaIov
BOBEBT B'AMICO Connenls
onJacoI's
SociaI Annesia
JEAN
COHEN FaIse Fvenises
TELOS 25
OIAN ENBICO
BUSCONI
Mavxisn in Wesl
Oevnan
W. MUELLEB, C. NEUSUESS TIe IIIusion
oJ
lIe SociaIisl Slale
and lIe Conlvadiclions Ielveen
Wage
LaIov and
CapilaI
JUEBOEN
HABEBMAS
A
BepI
lo
MiiIIev
and
Neusaiss
CLAUS OFFE FuvlIev Connenls on MiIIev and Neususs
ISTVAN MESZABOS FIases
oJ
Savlve's
BeveIopnenl
CHBISTIAN LENHABBT Ananneslic
SoIidavil
SANBOB BABNOTI BIocI and LuIacs
MICHAEL LANBMANN An Inlevviev vilI BIocI
|KovcuIa, 1968)
JOSEFH
OABEL
Hungavian
Mavxisn
pIus
noles and vevievs
IndividuaI
copies
ave
$2.50
eacI.
SuIscviplions
ave
$8.00
pev eav |4
issues)
lo individuaIs, $10.00
Jov
inslilulions. Foveign
ovdevs
pIease
add 10
%.
Addvess aII
covvespondence
lo
TELOS
Bepavlnenl
oJ
SocioIog
WasIinglon Univevsil
Sl.
Louis,
MO 63130 USA.
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