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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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