A Study of Media Culture with Special Reference to Pseudo-Individuality of Theodor. W. Adorno.

Abstract

The concept of ‘culture industry’ was propounded by Theodor. W. Adorno and Max Horkheimer together in their influential work ‘Dialectic of Enlightenment’ which was published in the year 1944. It is within this framework that the concept of pseudo-individuality is being highlighted. Pseudo-individuality is a concept according to which in the modern capitalistic world of industrialization, everything is manufactured with the sole motive for profit generation. In exercising their freedom of choice in purchasing the desired goods and services by the consumers, they are robbed of their original consciousness. Their genuine individualism is taken over by the standardised products of mass-consumption. This paper is an attempt to discuss in detail the concept of pseudo-individualism of Adorno in the light of media culture. Media culture is an emerging concept and is significant from the point of view of media studies.