Theme 2: Critical media theory

Theodor W. Adorno & Max Horkheimer – Dialectic of Enlightenment

1. What is Enlightenment?

At first, I would refer Enlightenment as a period in the history of western culture, characterized by dramatic revolutions in science, philosophy, society and politics, during the 18th century. After have been reading “Dialectic of Enlightenment” I got another picture. Adorno and Horkheimer proclaim that there are tracks from Enlightenment and myths as long ago as in the Greek mythology. Earlier in history, when humans were predominated by nature, they feared the unknown. On the ground of understanding by rationality and reason, humans conquered superstition and were liberated from fear. “Knowledge is power” was a slogan that liberated the humans from myths and blind beliefs. Enlightenment stood in the same relationship to things as the dictator to human beings - he knew them to the extent that he can manipulate them. For enlightenment, anything which does not conform to the standard of calculability and utility must be viewed with suspicion.

2. What is the meaning and function of "myth" in Adorno and Horkheimer's argument?

Adorno and Horkheimer describe “myth” as a form of knowledge that existed before the Enlightenment. In addition, the authors describe that the mythology serve a way for human beings to understand nature and explain mysterious, sometimes unexplainable, things that happens. The quote "myth is already enlightenment, and enlightenment reverts to mythology." is the paradoxical and fundamental thesis of the book. Mythology and Enlightenment are not implacable opposites. In myths, everything that happens must atone for the fact of having happened. It is not different in enlightenment: no sooner has a fact been established than it is rendered insignificant. According to enlightened thinking, mythical figures can be reduced to a single common denominator, the subject. Just as myths already entail enlightenment, enlightenment entangles itself more deeply into mythology. To receive all its subject matter from myths, in order to destroy them, it falls as judge under the spell of myth.

3. What are the “old” and “new” media that are discussed in the Dialectic of Enlightenment?

“Old” media, according to Adorno and Horkheimer, was for example feature film, radio, newspaper and magazines. Given that the book was written in the 1940s, I guess that television, which combined feature film and radio, was seen as “new” media at that time.

4. What is meant by “culture industry”?

“Cultural industry” is referred as the industrial production of culture. Adorno and Horkheimer proclaim that when the capitalist society are mass producing the culture, it becomes rationalized and commercialized. As a consequence, the mass is led into a passivity in which they are “deceived” into thinking that their needs only can be met by consumption. In turn, there is a loss of individuality and the commodification of ourselves. The mass production of culture items will be standardized, partly since the cultural industry is economic driven, but also as there will be no need to introduce unique concepts to the mass.

5. What is the relationship between mass media and “mass deception”, according to Adorno and Horkheimer?

Mass media are diversified media technologies that intend to reach a large audience by mass communication. According to Adorno and Horkheimer mass media is an effective tool to deceive the audience, with commercialized cultural products that they are constantly exposed to. “Mass deception” occurs when the cultural industry produces products that prevent the audience from thinking independently. The audience believes that the mass media serve them with information and education, in a process of enlightenment. In fact, instead of serving the audience, they lose their individuality and become passive when consuming the mass media, under control of the capital. The mass is turned into marionettes who are controlled by the commercial forces.

6. Please identify one or two concepts/terms that you find particularly interesting. Motivate your choice.

What I found interesting and would like to investigate a little bit further is the discussion about amusement in relation to the culture industry. I read in the text that “Amusement always means putting things out of mind, forgetting suffering, even if it is on display.” In addition, I read that “To be entertained means to be in agreement.” The root of being in a state of agreement, the authors explain to be the powerlessness. In turn, it explains how easily the culture industry influences the consumers. What especially caught my attention was the claim that individuals on the screen are specimens of the same species as everyone in the audience. The authors proclaims that media influences the audience in the way that they no longer “lose oneself” in others on the screen. Everyone amounts only to those qualities by which he or she can replace everyone else, meaning all are fungible, mere specimens. That statement led me to think of the culture industry and mass media's major role when it comes to shape ideals and stereotypes. I guess that is what the authors wants to put to light by writing that “the culture industry has sardonically realized man's species being.” Consequences of stereotypes and ideals are constantly current topics for discussion, but nonetheless interesting to be discussed at a seminar.