Reading Dialectic of Enlightenment made me accept the sad reality that truly autonomous works, whether artistic or philosophical, are made invisible or infertile by the system.
The artist or philosopher has to first sacrifice his originality (i.e., individuality) to be allowed to enter the field he wants to play in. He has to follow the rules of the game and, occasionally, to refresh the dynamic, (pretend to) break some rules that are pre-approved to be broken by the culture industry. The artist, for instance, to become an artist, must allow his spirit to flow through the workflow (and be shaped by the standards) set by the culture industry, which either approves, absorbs, or marginalizes the works produced. As Adorno and Horkheimer put it, “The whole world is made to pass through the filter of the culture industry.” (So, if you dream on becoming an artist, first get the checklist provided by the culture industry, and then get to work.)
Secondly, it is not enough for the artist (or philosopher) to produce works digestible by the system; one must also self-advertise as self-advertising (in our hyperreal universe) is the underlying premise of existence. When one exits or stops posting on social media, he simply ceases to exist. Without self-advertising, no matter how great or unique one’s voice is, it won’t be heard. (The system is asking, “If you don’t believe in yourself enough to brag and boast about your works, how can you expect others to accept who you’re claiming to be?”)
And unfortunately, my dear friend, the sad reality’s borders extend even farther. It isn’t enough to go through the system submissively and then advertise the (pre-approved) creative work that you produced. No… By the time you get there, you’ll find out that art has been commodified and, therefore, art is no longer art. It’s a mere (entertaining) product that is advertised to be sold. No matter what your art is trying to communicate, there will be a price tag on it and that will be its true value. Other than what the artwork pretends to be saying, what today’s art is screaming is nothing other than, “Please buy me!”
Even “art for art’s sake” is dead.
The (real) art in the culture industry is not art, it is advertisement.
Quotes from Dialectic of Enlightenment
Not to conform means to be rendered powerless, economically and therefore spiritually — to be “self-employed.”
– Adorno & Horkheimer, Dialectic of Enlightenment
Not only are the hit songs, stars, and soap operas cyclically recurrent and rigidly invariable types, but the specific content of the entertainment itself is derived from them and only appears to change. The details are interchangeable.
– Adorno & Horkheimer, Dialectic of Enlightenment
The triumph of advertising in the culture industry is that consumers feel compelled to buy and use its products even though they see through them.
– Adorno & Horkheimer, Dialectic of Enlightenment
Bored Absurdist 