Individualism and the Culture Industry do not go hand in hand. In fact, it is much more opposite then we may realize. In this blog, I’ve decided to discuss how Horkneimer and Adorno’s piece The Culture Industry and the ideas and theories within can be applied to modern day reality television and the pseudo-individuality that is portrayed in reality TV. In a quote about pseudo-individualism, not only do we see reference to products and industry, but I am able to see an application to the entertainment industry and people themselves. According to Bernard Gendron, “Advertising encourages us to believe that packaging difference reflect differences in the essence of the product, while they are really part interchangeable. Pseudo-individualization glamorizes style over the real inner content.” (Bernard Gendron) I am able to analyze reality television stars as the “product” and the way these stars portray themselves in the media as the “advertising” thereby applying concepts of the culture industry to our modern day culture of reality television.
Take for example the show, “The Jersey Shore”. We all have seen it, whether we chose to admit it or not, and we all have something to say about it, whether good or bad. When thinking about the “stars” of that show, “Snooki”, “Pauly D” or “Jwoww” we see people who try so hard to act as an “individual” to be different and unique. Not only the actors on this show, but all of us, famous or not, young or old, we are all looking for our own “individuality.” However, in applying the theory of the culture industry, we can see that our glamorous outsides are merely a shell, it is just our advertisement to the outside world, and in reality we are all in the same. Adorno and Horkneimer state, “What is individual is no more than the generality’s power to stamp the accidental detail so firmly that it is accepted as such.” (Adorno, Horkneimer) Their piece also discusses how the culture industry deal so successfully with individuality is that “individuality has always reproduced the fragility of society” (Adorno, Horkneimer)
In thinking of the culture industry, we can also think of the idea of cheap and mass produced goods that are gobbled up by consumers at dizzying rates. These “goods” aren’t always necessarily material or objects coveted by the masses but as I mentioned, stars and roles of the media and reality television. It is my opinion that these television shows are also “cheap” and “mass produced” with a new reality show coming out every season. We can no longer turn on the History Channel and expect to see a show about a historical event; instead we see shows called Pawn Stars and American Pickers. We can no longer learn from The Learning Channel, instead we are bombarded with shows like Honey Boo Boo. These new shows populating the airwaves are the result of Culture Industry and the average American’s unwavering loyalty to the pseudo-individualism of mass produced reality television shows.
Take for example the show, “The Jersey Shore”. We all have seen it, whether we chose to admit it or not, and we all have something to say about it, whether good or bad. When thinking about the “stars” of that show, “Snooki”, “Pauly D” or “Jwoww” we see people who try so hard to act as an “individual” to be different and unique. Not only the actors on this show, but all of us, famous or not, young or old, we are all looking for our own “individuality.” However, in applying the theory of the culture industry, we can see that our glamorous outsides are merely a shell, it is just our advertisement to the outside world, and in reality we are all in the same. Adorno and Horkneimer state, “What is individual is no more than the generality’s power to stamp the accidental detail so firmly that it is accepted as such.” (Adorno, Horkneimer) Their piece also discusses how the culture industry deal so successfully with individuality is that “individuality has always reproduced the fragility of society” (Adorno, Horkneimer)
In thinking of the culture industry, we can also think of the idea of cheap and mass produced goods that are gobbled up by consumers at dizzying rates. These “goods” aren’t always necessarily material or objects coveted by the masses but as I mentioned, stars and roles of the media and reality television. It is my opinion that these television shows are also “cheap” and “mass produced” with a new reality show coming out every season. We can no longer turn on the History Channel and expect to see a show about a historical event; instead we see shows called Pawn Stars and American Pickers. We can no longer learn from The Learning Channel, instead we are bombarded with shows like Honey Boo Boo. These new shows populating the airwaves are the result of Culture Industry and the average American’s unwavering loyalty to the pseudo-individualism of mass produced reality television shows.