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• W807595623 abstract "concept into a thing. Also, depersonalization, esp. such as Marx thought was due to capitalist industrialization in which the worker is considered as the quantifiable labour factor in production or as a commodity” (OED). Reification converts people into objects, annihilating their individuality as it pacifies them with a manufactured “pseudoindividuality.” In Adorno’s essay “On Popular Music,” he defines pseudo-individuality as “endowing cultural mass production with the halo of free choice or open market on the basis of standardization itself” (Adorno 23). While the individual believes he has the freedom to pursue any course in his life, this is an illusion; he cannot achieve a realization of his “essential being” if he is interchangeable with any other individual in his societal role of producer/consumer of the cultural commodity. In this theory, “Culture today is infecting everything with sameness” (Horkheimer and Adorno 94). Through the process of reification, the particular as the concretization of an abstract becomes unimportant to the universal; the detail becomes unimportant to the whole; the individual becomes unimportant to the society. In this way, the specific is replaced by the representative, and a manufactured reality is “installed.” As the authors define it, “All mass culture under monopoly is identical” (Horkheimer and Adorno 95). The inherent disease of this continuous negating cycle is that it creates an illusion of diversity while masking how ever-more standard we become. What is becomes perceived as what must be – a parallel to the pre-Enlightenment concept of invincible “Fate.” The domination of the system is thus" @default.
• W807595623 created "2016-06-24" @default.
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• W807595623 date "2006-01-01" @default.
• W807595623 modified "2023-09-24" @default.
• W807595623 title "Theory in Culture: Toward a Psychoanalytic Criticism of Advertising" @default.
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