J 201 Lecture Notes - Lecture 4: Max Horkheimer, Culture Industry, Nonconformist
12 Feb 2018
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Important points: the culture industries infect everything with sameness, entertainment and advertising becomes the same thing, advertising becomes a negative principle, nonconformity leads to economic weakness, choice and difference become increasingly powerful illusions. When we peel back the layers = difficult to find actual differences. If a commercial doesn"t show the product = bad. The final step of when ideologies become hegemonies is when choice. The triumph of advertising in the culture industry is the consumers feel compelled to buy and use its products even though we see through them. People become docile and compliant and just start participating/consuming in the culture industries. After done - this is when the consent to domination happens. When cracks in this system appear = when the nfl protested the national anthem. Whenever you see someone on twitter say can we just watch football = crack in that system. Hegemony requires constant maintenance and is in a permanent condition/state of tension and change.
