Critical theory is a critique and examination of modern society and culture by drawing from a variety of social scientific and humanities forms of knowledge with its focus on emancipation of domination and transformation of knowledge. Critical theory points out that our knowledge is self-reflexive; we are not standing outside of society, we are a product of the society we are living in.
In the article “The Culture Industry: Enlightenment as Mass Deception” by Theodor Adorno and Max Horkheimer, the authors discuss and critique the culture industry. The four critiques that they have are: First, products are standardized; each product is a take on a previous product. Second, there is a lack of choice. This means that all of the products are the same and they are mass produced. Third, is the creation of a sense of obedience amongst consumers. Adorno and Horkheimer said “the stronger the positions of the culture industry become, the more summarily it can deal with consumers’ needs, producing them, disciplining them, and even withdrawing amusement: not limits are set to culture progress of this kind” (13). The culture industry has a control over people and what they want or do not want. The fourth critique is the creation of a sense of mechanization. People become robotic in their acts of consumption, they do not think, they just act.
Fashion trends for women are a prime example of the culture industry. At this time different colored pants and printed jeans are trendy. Colored pants and printed jeans are not a new product, but it is something that is being brought more attention to now by magazines and television shows. People are almost forced to buy these pants because of the lack of choices in stores. They make these products available at all different kinds of stores with different price points such as Target and Neiman Marcus. The more people that see these pants on television or in magazines the more compelled they are to purchase and wear them. They become obedient to the culture industry when they buy them. People become robotic and mechanized in their actions when buying clothes based on different trends. This is because when purchasing these items the thought of durability and wearing them for a long period of time does not come in to mind, they just think about the present. This creates a sense of false needs. What the culture industry wants one to buy, using marketing and different techniques turns into one feeling the need to buy. People also label status to trends and clothing. The culture industry wants to alienate its consumers. It does this by creating a system of cultural production beyond human control. When people do notice these trends and try to go against them and try to be different sometimes creates a trend in itself. An example of this is large frame reading glasses. I remember the first time I saw those were on celebrities and then I slowly started seeing more and more people at school wear them. What used to be “nerd” glasses became “cool” glasses. The culture industry is a cycle that will continue on.
In the article “The Culture Industry: Enlightenment as Mass Deception” by Theodor Adorno and Max Horkheimer, the authors discuss and critique the culture industry. The four critiques that they have are: First, products are standardized; each product is a take on a previous product. Second, there is a lack of choice. This means that all of the products are the same and they are mass produced. Third, is the creation of a sense of obedience amongst consumers. Adorno and Horkheimer said “the stronger the positions of the culture industry become, the more summarily it can deal with consumers’ needs, producing them, disciplining them, and even withdrawing amusement: not limits are set to culture progress of this kind” (13). The culture industry has a control over people and what they want or do not want. The fourth critique is the creation of a sense of mechanization. People become robotic in their acts of consumption, they do not think, they just act.
Fashion trends for women are a prime example of the culture industry. At this time different colored pants and printed jeans are trendy. Colored pants and printed jeans are not a new product, but it is something that is being brought more attention to now by magazines and television shows. People are almost forced to buy these pants because of the lack of choices in stores. They make these products available at all different kinds of stores with different price points such as Target and Neiman Marcus. The more people that see these pants on television or in magazines the more compelled they are to purchase and wear them. They become obedient to the culture industry when they buy them. People become robotic and mechanized in their actions when buying clothes based on different trends. This is because when purchasing these items the thought of durability and wearing them for a long period of time does not come in to mind, they just think about the present. This creates a sense of false needs. What the culture industry wants one to buy, using marketing and different techniques turns into one feeling the need to buy. People also label status to trends and clothing. The culture industry wants to alienate its consumers. It does this by creating a system of cultural production beyond human control. When people do notice these trends and try to go against them and try to be different sometimes creates a trend in itself. An example of this is large frame reading glasses. I remember the first time I saw those were on celebrities and then I slowly started seeing more and more people at school wear them. What used to be “nerd” glasses became “cool” glasses. The culture industry is a cycle that will continue on.