With social media used to control narratives and push out content to entertain the masses, videos are starting to feel the same way. TV shows, songs and other forms of media feel the same despite having different titles. Theodor Adorno and Max Horkheimer developed the theory of the culture industry to examine how capitalism and modern mass society shape culture.
The theorist’s argument is that media forms are reproduced on a mass scale by following successful templates. If you were to look at a television show, Suits, for example, you would find multiple shows that either feel similar or follow the same format. Examples include Better Call Saul and The Lincoln Lawyer. The shows may have different storylines; however, the patterns exist, and the formula feels familiar. If we look at this from a capitalist perspective then it is easier to understand why this may happen. Producers reduce the risk of making a show that doesn’t fail to make money. Successful shows make more money, and if you can replicate something similar then there is a higher chance of success. The film industry may thrive financially off this, however, creativity tends to decrease once the same patterns are continuously followed over time.
Examples of TV shows similar to ‘Suits’In each entertainment sector, there is a plethora of choices. You have a handful of artists, films, brands, and genres. Despite the apparent abundance of choice, Adorno argues that these choices are actually engineered to make humans believe they have a choice of logic. These forms of entertainment often influence real-life choices and societal values, reducing people’s ability to think for themselves and make sound decisions. It makes you question whether or not all the choices you make are truly yours. Because when you consume content long enough, you may embody the ideas being presented to you.
One way to present this idea is through Netflix. They have a catalogue filled with hundreds of movies and series for people to watch. And there are a bunch of different genres present. By choosing certain media genres to watch, you may think you’re influencing your culture. However, platforms like Netflix use algorithms and engagement data to determine what people see first when they open the app. In reality, what you watch is dictated by an algorithm prioritising trendy forms of media to make more money.
The culture theory shows us a few things: who makes culture popular, how people profit from culture, and whether it is something we dictate ourselves. It exposes how capitalism profits on structure and a lack of creativity to increase funds, and shows that humans should focus more on the systems put in place to influence the media we consume. It is important to also remember that while there is an influence on culture, humans are still able to shape their own thoughts and culture. Many people in the modern day try to express themselves in unique ways, but we must question how much of these thoughts are original compared to what has influenced us based on the media we consume.
