Adorno and members of the Frankfurt School believed in Neo-Marxism and were known for their support of a “culture industry” within society. A culture industry suggests that society perpetuates in a very capitalist nature and promotes “false needs” where material goods may in some way bring us happiness. Within this theory, Adorno addresses “Pseudo-Individualization” which deceives individuals into believing that they in some way have choices. Adorno suggests that in reality, eternal sameness is disguised through varying product design and messages which gives us the impression that we are provided an array of new and improved products and opportunities. This theory helps to further explain how a totalitarian social order is produced which promotes conformist products as an avenue for happiness and success.
To further explain this sense of false-individualism, we look to the socially constructed idea of happiness and success in addition to what we believe to be product selection. For many, this means having a nice home and a nice car amongst other material goods. We find that although these may not be physical necessities to all, we are socially inclined to make these types of large purchases to become more integrated within society and obtain some sense of inclusion.
Within our culture today, we can also see the idea of selection spanned across all outlets of products ranging anywhere from cars to clothes and even board games. The photograph included in this post was one that I initially came across on a Facebook. For those who are involved in any social media site or even those keeping up with current day trends; we know that both “Words with Friends” and “Draw Something” are very popular and almost necessary to stay socially involved with the peers around us. The photo suggests that these popular games are simply just remakes of old favorites. Adornos theory can be seen in this example as the evident eternal sameness is somehow masked by the products ability to seem “new and improved”.
In summary, Pseudo-Individualism suggests that not only are we subject to believe that we have the ability to make selection, we are socially predetermined to make certain choices as well as pushed to believe that in time, we see both new and improved products made readily available for our consumption.