A culture of profound boredom.Or a boredom from a lack of profound culture? Critiques of democratic market economies such as that of Theodor Adorno (1903-69), argued that capitalism plied and spoon fed people with the products of a ‘culture industry’, the opposite of true art, to keep them passively satisfied and politically apathetic.The premise is that consumption of adult pablum derivatives represses violence,by pacifying it; up to a certain level.
The emphasis on the role of culture in securing the status quo was not to be underestimated. The thesis is that of false needs being cultivated in people by the culture industries. These are needs which can be both created and satisfied by the free market system system, and which replace, and act as a diversion to people’s ‘true’ needs such as freedom, absence of fear and authentic creative happiness.
Increasingly, the onus of marketing resources are becoming digital and at the expense of print, radio and t.v. ( Ipsos Reid, Financial Post ) and would be greater if advertisers could figure out the elusive recipe of on-line marketing success. Seen from the perspective of human destiny, these broad band and internet technologies have an ambivalent nature, that can neither be easily dismissed, nor simply affirmed. Philosopher Martin Heidegger had very prescient views on technology and its potential to give rise to a virtual fascism, but also be liberating.
” In this case, if the price to be paid for the unfolding of (our) technological destiny is “injurious neglect of the thing” to the point of gutting human subjectivity of its silences, its most essential elements of individual reflection, of thoughtfulness, then is it not now manifest that such injurious neglect of oneself is the deepest fascination and most charismatic promotional feature of virtual capitalism? The virtual self, therefore, as a wireless game with accelerated technical consciousness moving at the speed of injurious neglect.” ( Arthur Kroker )
Presently, the commercial component of mass media is able to supplant programming , or at least be indistinguishable from programming in terms of cultural value to the extent that marketing and design are cultural values and seen as an art form. There was a Holiday Inn ad where the guy is about to go to sleep, but first says goodnight – to virtually every major office stereotype in existence. .And while it approaches the TV commercial equivalent of literature for what it says about office personalities, the ad content may well overshadow the brand message rather than reinforce it, which is not a good thing for the advertiser, but endearing in terms of compelling viewing.