horkheimer and adorno

horkheimer and adorno - Prof. Rasmussen Posc 333 The...

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Prof. Rasmussen Posc 333 The Merchants of Cool and the “Culture Industry” Horkheimer and Adorno’s “The Culture Industry: Enlightenment as Mass Deception” and the video The Merchants of Cool both point out similar problems in capitalist consumer society. Horkheimer and Adorno argue that producers in capitalist culture fall into a systematic production of culture. In the video, The Merchants of Cool , the narrator examines this systematic or mechanized production of culture in teen culture and specifically in the practice of “cool hunting” by producers. Horkheimer and Adorno’s theme of mechanized production is very similar to “cool hunting” in The Merchants of Cool in their methods of producing culture in the form of easily digestible products and services which create political apathy. In “The Culture Industry: Enlightenment as Mass Deception,” the authors Horkheimer and Adorno argue that producers are viewing consumers as mere statistics and the producers are creating systematized products for mass consumption. The authors state that “Consumers appear as statistics on research organisation charts, and are divided by income groups into red, green, and blue areas” (p. 3). This view of consumers as “statistics” dehumanizes actual people and makes them only numbers and profits to the producer. Production for the masses of people
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This essay was uploaded on 04/07/2008 for the course POSC 333 taught by Professor Rasmussen during the Spring '06 term at University of Delaware.

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horkheimer and adorno - Prof. Rasmussen Posc 333 The...

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