(Note: the following post is based on a paper that I wrote for my Digital Culture class in Summer 2015. I hope it will be of relevance and interest to you.)
In “Enlightenment as Mass Deception” Adorno and Horkheimer base their discussion of the culture industry on the fact that “culture today is infecting everything with sameness” (Adorno and Horkheimer 94). The need to classify what we consume has all but disappeared since all the media before us occurs “cyclically” and “the details [have] become interchangeable” (Adorno and Horkheimer 98). Since all media put out by the culture industry is fundamentally the same, “the appearance of competition and choice” is deception (Adorno and Horkheimer 97). As consumers, even this pretense of choice and classification is meaningless since the culture industry has thoroughly classified everything for us (Adorno and Horkheimer 98). Whether sameness displays itself through patterns of form or through the transposable nature of the details, the products of the culture industry are fundamentally the same.
Clichés are an artifact of the culture industry that demonstrate this sameness. While clichés could probably be defined more broadly, I understand them to be interchangeable phrases that the majority of the public will understand and appreciate in a given situation because of their constant use. When Adorno and Horkheimer discuss clichés, they talk about them in the context of the film industry where these “ready-made clichés” can be “used here and there as desired and always [be] completely defined by the purpose they serve within the schema” (Adorno and Horkheimer 98). These phrases perpetuate sameness because they have been clearly defined through repetition, and, regardless of the situation, these clichés always mean the same thing. When someone uses the phrase “in the nick of time,” you do not stop and say, “That’s an odd phrase I wonder what it means?” Rather, although the specific vocabulary is peculiar and does not really make sense, you understand it’s meaning, regardless of the context, because you have heard it so many times.
Stereotypes also prolong sameness but in a more multifaceted manner than mere phrases. Although this definition is far from exhaustive, I understand a stereotype to be a common understanding of what something is like or how it should operate without being critically analyzed. Adorno and Horkheimer make a somewhat startling claim when they say, “the bread on which the culture industry feeds humanity, remains the stone of stereotype” (Adorno and Horkheimer 119). When understood within the context of their argument about the culture industry’s goal of sameness, this statement is enlightening. The culture industry bases the achievement of their goals on the cyclical nature and immutability of these stereotypes. Memes would definitely fit this category of stereotypes because the picture dictates the way that we understand the words without much need for analysis. When we notice memes of Dwight Schrute or the Most Interesting Man in the World, we can immediately predict the tone of the meme and then merely insert the specific words into that context to understand them. Beyond memes, we also see these patterns and repetitions through stereotypical characters in movies and stereotypical melodies in popular music, which can be understood and appreciated without an analytical or questioning mindset. Adorno and Horkheimer state that “in a film, the outcome can invariably be predicted at the start” and “in light music the prepared ear can always guess the continuation after the first bars of a hit song and is gratified when it actually occurs” (Adorno and Horkheimer 98-99). The culture industry is able to get away this repetition of form and detail because we not only tolerate it, but we welcome it.
The culture industry is able to continue injecting production with sameness because sameness sells. Pop music melodies and chord progressions are recycled because they have been proven to generate revenue. For the culture industry it is dangerous and unprofitable to break these patterns. Where greatness and innovation push boundaries and distrust style, the culture industry has promoted a “withering of imagination and spontaneity” through the closely monitored creation and promotion of patterns of sameness (Adorno and Horkheimer 100). Although we may hope for innovation and originality, we help prolong these cycles by buying into them. We may complain about the predictability of movie plots, but we still see the movies and support the industry. Maybe deep down we enjoy the stability and sense of control that we achieve through predicting the outcomes of songs and movies that, in essence, we’ve seen or heard many times before?
For further reading, check out Adorno and Horkheimer’s book.
Hopefully you found this post to be interesting. I’d love to hear what you have to say about it. Please leave a comment or send me an email with your thoughts. Thanks for reading!