Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
Cultural Theory and Popular Culture
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64<br />
Chapter 4 Marxisms<br />
it constituted another dimension of reality. This liquidation of two-dimensional<br />
culture takes place not through the denial <strong>and</strong> rejection of the ‘cultural values’, but<br />
through their wholesale incorporation into the established order, through their<br />
reproduction <strong>and</strong> display on a massive scale (Marcuse, 1968a: 58).<br />
Therefore, the better future promised by ‘authentic’ culture is no longer in contradiction<br />
with the unhappy present – a spur to make the better future; culture now<br />
confirms that this is the better future – here <strong>and</strong> now – the only better future. It offers<br />
‘fulfilment’ instead of the promotion of ‘desire’. Marcuse holds to the hope that the<br />
‘most advanced images <strong>and</strong> positions’ of ‘authentic’ culture may still resist ‘absorption’<br />
<strong>and</strong> ‘continue to haunt the consciousness with the possibility of their rebirth’ in a<br />
better tomorrow (60). He also hopes that one day those on the margins of society, ‘the<br />
outcasts <strong>and</strong> outsiders’ (61), who are out of reach of the full grasp of the culture industry,<br />
will undo the defeats, fulfil the hopes, <strong>and</strong> make capitalism keep all its promises in<br />
a world beyond capitalism. Or, as Horkheimer (1978) observes,<br />
One day we may learn that in the depths of their hearts, the masses . . . secretly<br />
knew the truth <strong>and</strong> disbelieved the lie, like catatonic patients who make known<br />
only at the end of their trance that nothing had escaped them. Therefore it may not<br />
be entirely senseless to continue speaking a language that is not easily understood<br />
(17).<br />
But, as Adorno (1991b) points out, mass culture is a difficult system to challenge:<br />
Today anyone who is incapable of talking in the prescribed fashion, that is of<br />
effortlessly reproducing the formulas, conventions <strong>and</strong> judgments of mass culture<br />
as if they were his own, is threatened in his very existence, suspected of being an<br />
idiot or an intellectual (79).<br />
The culture industry, in its search for profits <strong>and</strong> cultural homogeneity, deprives<br />
‘authentic’ culture of its critical function, its mode of negation – ‘[its] Great Refusal’<br />
(Marcuse, 1968a: 63). Commodification (sometimes understood by other critics as<br />
‘commercialization’) devalues ‘authentic’ culture, making it too accessible by turning it<br />
into yet another saleable commodity.<br />
The neo-conservative critics of leftist critics of mass culture ridicule the protest<br />
against Bach as background music in the kitchen, against Plato <strong>and</strong> Hegel, Shelley<br />
<strong>and</strong> Baudelaire, Marx <strong>and</strong> Freud in the drugstore. Instead, they insist on recognition<br />
of the fact that the classics have left the mausoleum <strong>and</strong> come to life again,<br />
that people are just so much more educated. True, but coming to life as classics,<br />
they come to life as other than themselves; they are deprived of their antagonistic<br />
force, of the estrangement which was the very dimension of their truth. The intent<br />
<strong>and</strong> function of these works have thus fundamentally changed. If they once stood<br />
in contradiction to the status quo, this contradiction is now flattened out (63–4).