Often we think we are in charge of the opinions and thought patterns we form, however it is crucial to acknowledge how mass media is impacting culture on various layers. In the essay “The Culture Industry: Enlightenment as Mass Deception” (1944), Theodor Adorno and Max Horkheimer examine and critique the role of mass media operating under a capitalistic regime and its impact on culture and individuals ability to exercise critical thinking. Despite their view on mass-produced media having a negative or even anger fueled connotation due to the historical context of the Second World War and totalitarianism, a lot of the statements made by these critical theorists can be heavily applied to contemporary media and modern day culture (Scannell, 2007).
By using the phrase “culture industry”, Adorno and Horkheimer wanted to point people to grasping how mass media was not catering to individuals’ enjoyment but rather directing them to become passive consumers of ideologies that align with societal structures (Scannell, 2007). This perspective is simultaneously fascinating and haunting due to the built-in, unseen patterns that affect our thinking through contemporary media. Further examining for example social media and its significant role in shaping the modern day culture. Humans have a built-in necessity to experience belonging and we are naturally pulled towards likeminded people. The formation of subcultures proves this point to be true. When using social media, we need to acknowledge that there is an illusion of community and belonging that is built virtually with algorithms catering to the person’s interests. This happens through heavy advertising and constant tracking, which leads to e.g. our Instagram page showing us consistently similar content that makes us feel like everyone thinks alike. So instead of social media encouraging one to think critically about politics, economics or societal injustice, it caters to one’s existing beliefs or even as Adorno and Horkheimer suggest, pushes one to adopt beliefs that are not their own.
In their essay, Adorno and Horkheimer (2006) claim that we perceive the world as a continuation of what we consume. Have you ever had your favourite character on a TV-series die and it feel like you lost a loved one? I have experienced this before. It feels like reality and the fictional world behind the screen merge into one. I believe it is the same with social media. How we interpret this world is heavily influenced by what we see daily on our screens. Phenomenons like trends, movements, political stands, hashtags all navigate our thought patterns into a certain direction. Recent events such as Covid19, wars in Europe, racial discrimination have all proven that the media plays a huge role in influencing people to believe and act accordingly. I have started reflecting on what are things that have been normalised in the media to cater to mass production that I have accepted as truth.
Based on my own thoughts and Adorno and Horkheimer’s concept of culture industry, I believe it is vital that we learn to critically think of the ideologies and opinions we build our lives upon. Thus being firm to stand against various injustice and oppression.
Adorno, Th. & Horkheimer, M. (2006). ‘The Culture Industry: Enlightenment as Mass Deception’. iIn: Durham, M.G. & D. Kellner (2006), Media and Cultural Studies:Key Work, Malden, MA: Blackwell, [pp.41-72]
Scannell, P. (2007). Media and Communication. London: Sage. ‘Chapter 1: Mass communication: Lazarsfeld, Adorno, Merton, USA, 1930s and 1940s’ (pp. 9-30)
