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1、￠￡20090120:517:?￡￠?￡?:￠￠￡￠?￡￠￠?￡?￡￠￡NewGermanCritique6Fall19751219(translatedbyAnsonG.Rabinbach):www.icce.rug.nl~soundscapesD...dustry_reconsidered.shtml1ThetermcultureindustrywasperhapsusedfthefirsttimeinthebookDialecti

2、cofEnlightenmentwhichHkheimerIpublishedinAmsterdamin1947.Inourdraftswespokeof“massculture“.Wereplacedthatexpressionwith“cultureindustry“indertoexcludefromtheoutsettheinterpretationagreeabletoitsadvocates:thatitisamattero

3、fsomethinglikeaculturethatarisesspontaneouslyfromthemassesthemselvesthecontemparyfmofpopularart.Fromthelatterthecultureindustrymustbedistinguishedintheextreme.Thecultureindustryfusestheoldfamiliarintoanewquality.Inallits

4、branchesproductswhicharetailedfconsumptionbymasseswhichtoagreatextentdeterminethenatureofthatconsumptionaremanufacturedmelessaccdingtoplan.Theindividualbranchesaresimilarinstructureatleastfitintoeachotherderingthemselves

5、intoasystemalmostwithoutagap.Thisismadepossiblebycontemparytechnicalcapabilitiesaswellasbyeconomicadministrativeconcentration.2Thecultureindustryintentionallyintegratesitsconsumersfromabove.Tothedetrimentofbothitfcestoge

6、therthespheresofhighlowartseparatedfthoussofyears.Theseriousnessofhighartisdestroyedinspeculationaboutitsefficacytheseriousnessofthelowerperisheswiththecivilizationalconstraintsimposedontherebelliousresistanceinherentwit

7、hinitaslongassocialcontrolwasnotyettotal.Thusalthoughthecultureindustryundeniablyspeculatesontheconsciousunconsciousstateofthemillionstowardswhichitisdirectedthemassesarenotprimarybutsecondarytheyareanobjectofcalculation

8、anappendageofthemachinery.Thecustomerisnotkingasthecultureindustrywouldhaveusbelievenotitssubjectbutitsobject.Theverywdmassmediaspeciallyhonedfthecultureindustryalreadyshiftstheaccentontoharmlessterrain.Neitherisitaquest

9、ionofprimaryconcernfthemassesnofthetechniquesofcommunicationassuchbutofthespiritwhichsufflatesthemtheirmastersvoice.Thecultureindustrymisusesitsconcernfthemassesindertoduplicatereinfcestrengthentheirmentalitywhichitpresu

10、mesisgivenunchangeable.Howthismentalitymightbechangedisexcludedthroughout.Themassesarenotthemeasurebuttheideologyoftheparadesasprogressinthecultureindustryastheincessantlynewwhichitoffersupremainsthedisguisefaneternalsam

11、enesseverywherethechangesmaskaskeletonwhichhaschangedjustaslittleastheprofitmotiveitselfsincethetimeitfirstgaineditspredominanceoverculture.6Thustheexpression“industry“isnottobetakentooliterally.Itreferstothestardization

12、ofthethingitself?suchasthatoftheWesternfamiliartoeverymoviegoer?totherationalizationofdistributiontechniquesbutnotstrictlytotheproductionprocess.Althoughinfilmthecentralsectofthecultureindustrytheproductionprocessresembl

13、estechnicalmodesofoperationintheextensivedivisionoflabtheemploymentofmachinestheseparationofthelabersfromthemeansofproduction?expressedintheperennialconflictbetweenartistsactiveinthecultureindustrythosewhocontrolit?indiv

14、idualfmsofproductionareneverthelessmaintained.Eachproductaffectsanindividualairindividualityitselfservestoreinfceideologyinsofarastheillusionisconjuredupthatthecompletelyreifiedmediatedisasanctuaryfromimmediacylife.Nowas

15、everthecultureindustryexistsinthe“service“ofthirdpersonsmaintainingitsaffinitytothedecliningcirculationprocessofcapitaltothecommercefromwhichitcameintobeing.Itsideologyaboveallmakesuseofthestarsystembrowedfromindividuali

16、sticartitscommercialexploitation.Themedehumanizeditsmethodsofoperationcontentthemediligentlysuccessfullythecultureindustrypropagatessupposedlygreatpersonalitiesoperateswithheartthrobs.Itisindustrialmeinasociologicalsense

17、intheincpationofindustrialfmsofganizationevenwhennothingismanufactured?asintherationalizationofofficewk?ratherthaninthesenseofanythingreallyactuallyproducedbytechnologicalrationality.Accdinglythemisinvestmentsofthecultur

18、eindustryareconsiderablethrowingthosebranchesrenderedobsoletebynewtechniquesintocriseswhichseldomleadtochangesfthebetter.7Theconceptoftechniqueinthecultureindustryisonlyinnameidenticalwithtechniqueinwksofart.Inthelattert

19、echniqueisconcernedwiththeinternalganizationoftheobjectitselfwithitsinnerlogic.Incontrastthetechniqueofthecultureindustryisfromthebeginningoneofdistributionmechanicalreproductiontherefealwaysremainsexternaltoitsobject.Th

20、ecultureindustryfindsideologicalsupptpreciselyinsofarasitcarefullyshieldsitselffromthefullpotentialofthetechniquescontainedinitsproducts.Itlivesparasiticallyfromtheextraartistictechniqueofthematerialproductionofgoodswith

21、outregardftheobligationtotheinternalartisticwholeimpliedbyitsfunctionality(Sachlichkeit)butalsowithoutconcernfthelawsoffmdemedbyaestheticautonomy.Theresultfthephysiognomyofthecultureindustryisessentiallyamixtureofstreaml

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