MECM10003 Lecture Notes - Lecture 7: Theodor W. Adorno, Bourgeoisie, Consumerism
25 Jun 2018
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enhance: the technology must enhance some capability of the person, the medium is an
extension of he person.
ex: access the notion of a global village
retrieve: the result is a retrieval of some earlier service or capability that was lost and is
now brought back into play in a new form
ex: everyone has a voice
obsolesced:what is pushed aside and made obsolescent
ex: newspaper? tv? , indirect
reverse: if the new media is taken to extreme what will result that reverses the original
characteristics of the media when it was first introduced
ex: necessary checks and balances private materials being aired publicly.
week 3 Lecture1
1.mass media pacify people
page 92 adorno
technology of media product is dominating our behaviour.
tools to suppress people critical thinking/thoughts and behaviour. once cultural become
industrialise, it looses the capacity of people’s critical thinking.
2. socially conservative ideology. tells people how they should bechance , what they
should do or act.
it might seem like advertisement is selling a new product, but underneath the images,
there are very conservative images or ideology, as it manipulates people to obey or
consume what the company wants them to consume.
3. notions of choices and individuality are illusion of the culture of industries.
“we can customise our own iphone, background…etc.”
surface we seem that we can personalise what we buy, we think have choice but we dont.
page 40. , page 38.
ad usually show what you really desire, then they will connect the desire to something you
don’t really need.
for example: we crave for having belongings and family, but apple has used this point to
sell their product. it doesn’t not exactly relate, but they use this point to increase the power
of their product.
