Wednesday, November 07, 2007


The ruthless unity in the culture industry is evidence of what will happen in politics. Marked differentiations such as those of A and B films, or stories in magazines in different price ranges, depend not so much on subject matter as on classifying, organizing and labelling consumers. Something is provided for all so that none may escape; the distinctions are emphasized and extended. The public is catered for with a hierarchical range of mass-produced products of varying quality, thus advancing the rule of complete quantification. Everybody must behave (as if spontaneously) in accordance with his previously determined and indexed level, and choose the categories of mass product turned out for his type. Consumers appear as statistics on research organization charts, and are divided by income groups into red, green and blue areas; the technique is that used for any type of propaganda.
- Adorno & Horkheimer, Dialectic of Enlightenment (1944)

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