Consumption ruins everything
The trouble with society in its earlier stages was that its members, even when they had acquired release from life's necessity, could not free themselves from concerns which had much to do with themselves, their status and position in society and the re-flection of this upon their individual selves, but bore no relation whatsoever to the world of objects and objectivity they moved in.
The relatively new trouble with mass society is perhaps even more serious, but not because of the masses themselves, but because this society is essentially a consumers’ society where leisure time is used no longer for self-perfection or acquisition of more social status, but for more and more consumption and more and more entertainment […]
To believe that such a society will become more “cultured” as time goes on and education has done its work, is, I think, a fatal mistake. The point is that a consumers’ society cannot possibly know how to take care of a world and the things which belong exclusively to the space of worldly appearances, because its central attitude toward all objects, the attitude of consumption, spells ruin to everything it touches.
When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.
But entertainment has the merit not only of being better suited to helping sell goods; it is an effective vehicle for hidden ideological messages. Furthermore, in a system of high and growing inequality, entertainment is the contemporary equivalent of the Roman “games of the circus” that diverts the public from politics and generates a political apathy that is helpful to preservation of the status quo.