Abstract
Among the theses promulgated by the Frankfort School theorists during the forties and fifties was the decline of the individual under contemporary capitalism. The chief agent of this decline was identified as the culture industry, which served the reigning system by integrating people into its particular regime of production, reproduction, and consumption. By dominating minds, homogenizing behaviors, and normalizing tastes, this industry prepared people for capitalist toil. In so doing, it also obstructed the flowering of individuality. Individuality, if it were possible any longer, could henceforth be found only among the “captains” of capitalism in charge of the system. In fact, however, these captains were equally captive. The future of the individual thus seemed sealed.
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