The Softening of Culture

In our present era of consumer capitalism, Theodor Adorno’s critical theory of the "Culture Industry" has perhaps never been more pertinent. The German philosopher warned of a society where mass-produced culture softens critical thinking and fosters conformity, a consequence of capitalism’s reach into every aspect of life. Simultaneously, today's brands have been seen to enforce a particular kind of conformity, navigating carefully through the minefields of social and cultural discourses to avoid backlash.

Adorno's concept of the "Culture Industry," developed with Max Horkheimer, speaks to the production of cultural goods, such as film and television, under capitalism. Rather than allowing for the flourishing of individuality and creativity, the culture industry churns out standardized products that perpetuate existing power structures and manipulate mass society into docility. This standardization, Adorno posited, dulls our capacity for critical thinking and fosters a culture of conformity.

As the old Biblical saying goes, "Beware of false prophets. They come to you in sheep’s clothing, but inwardly they are ferocious wolves.” Look around today and you’ll see brands selling you “values” in exchange for your money. While moral philosophy would argue this is a step in the right direction, the reality is that when manure hits the fan and shareholder values is at risk, all these values go down the drain alongside their promises. Yet, consumers have a labourious time seeing through it, amounting to another prognostic idea discussed by Adorno almost a century ago.

In our current socio-cultural landscape, many brands have been bending to the pressures of mass conformity. Driven by the fear of social backlash and cancellation, corporations strive to appeal to the broadest demographic possible. This leads to a flattening of creativity and diversity as brands opt for safer, more universally palatable messages and ideas. As a result, they contribute to the cycle of standardized culture.

As a rule of thumb, always be skeptical of someone who’s trying to please the masses. These people, and for that matter, brands, are chasing the markets’ fleeting fame and reward. In today’s social media driven world, 95% of the accounts you see online that are trying to sell you happiness are “shell individuals”, meaning—if you press them hard enough their ideas break.

And of course, the same goes to brands. Be suspicious of brands that are trying to sell you a “good cause.” These entities are plugged into a capitalist system that is moved by money. If it sells, they will do more of it; if it doesn’t, they will do less of it. It’s that simple.

Look no further than Pepsi’s Kendall Jenner BLM ad from 2017, or more recently Bud Light’s appeal to the LGBTQ+ community. Money machines trying to insert themselves into the cultural razzmatazz of the moment, and getting violently penalized for trivializing non-commercial causes.

While I don’t see easy solutions to this problem, the symptoms of such standardization of culture is overflowing the media environment like a ranging volcano. Formulaic products and brands of capitalist-driven mass channels and mass culture that appeal to the lowest common denominator in pursuit of maximum profit is the safe bet. This phenomenon is impoverishing our culture, our institutions, and most alarmingly, our youth’s ability to think critically.

Art and creativity is supposed to challenge norms and conventions and make us feel uncomfortable. We should cherish work that pushes us outside of our comfort zones—and this type of work will more often than not bring about unpleasant reactions at first. But being able to sit with these emotions and thoughts is the key to individuality and authenticity.

But let’s not confuse things: advertising isn’t Art with a capital “A”; it’s just art. What I mean by that is brands have more capital than any artist could ever dream of, and what enables them to continue growing is their ability to appeal to people and convince them to keep buying from them. Pushing their consumers to feel uncomfortable and challenging their thinking is not the way to make people want to buy from you.

Whereas artists—majority of which are broke—are put into this world to confuse us, surprise us, make us mad, fill us with ecstasy, and ultimately, change us.

This distinction is imperative for marketers to understand. Because activists are in the business of change; not of maximizing profits. When we see brands pandering to the “flavour of the week,” as a society we must understand that it’s not about advancing a good cause, even though their executives might genuinely think they are. Sadly, these leaders will sooner or later become disenchanted with their work.

When the stock prices plummet due to some negative viral tweet from someone within their organization, or when their audience uncovers any sign of disingenuous intent, or when the mass markets simply don’t agree with it—well, that’s the end of their Crusade.

But young marketers shouldn’t feel discouraged. The future is indeed in their hands, and brands that are built on genuine intent—such as Patagonia—can carve themselves a space in the consumer market. But it’s important that they stick to their guns and accept the backlash that might come when they challenge the status quo. They must be clear in their advertising; while the ad industry can be seen as the world’s largest art gallery, one must accept that it comes with mass standardization in order to drive profitability. And while there are “safe causes” out there that the masses will comfortably get behind (i.e.: fighting climate change), marketers must study their audience and understand their brands’ lane.

Adorno's critique of the culture industry offers a profound lens through which we can examine contemporary brand strategies and cultural productions. Amid the standardization and conformity driven by capitalism, brands that stick to their genuine purpose amid chaos, and artists who continue to challenge our thinking, will be rewarded. This critique aims to illuminate the cracks in the façade of our consumer culture, challenging us to question and resist the forces that shape our societal narratives and identities. As we continue to navigate an increasingly commodified cultural landscape, Adorno's insights remain as pertinent as ever.

PPA