Marcuse, Herbert. 2009. "The New Forms of Control." In Readings in the Philosophy of Technology, edited by David M. Kaplan, 34-42. Lanham, Boulder, New York, Toronto, Plymouth: Rowman & Littlefield Publishers, Inc.
Review by Michael Beach
This article was shared in the aggregate referenced book, but is really the first chapter of a book written by Harbert Marcuse titled One-Dimensional Man. In the Marcuse reading The New Forms of Control, he argues, among other things, that use of mass media is one technological mechanism intended to align inner-dimension personal needs with outer-dimension societal (repressive) needs. The higher the personal level of indoctrination, the more the standards of priority align. Marcuse uses this idea of a societal need to indoctrinate as an implication of the two-dimensional person. ‘Society’ uses technology such as mass media to bring individual needs toward a goal of mimesis. When that societal goal is reached, the individual is now really one-dimensional. There is no longer any difference between personal or societal needs as expressed through technology adoption.
Marcuse wrote this in 1964. Mass media then was quite different from today. Television and radio broadcast channels, as well as newspapers and magazines, were essentially the communication technologies of the day. Marcuse focuses primarily on broadcast media, rightfully for the time in that these were the primary information and entertainment sources of most people, at least in many western cultures. Since then media have fractionalized considerably. One can make the argument that narrowcast two-way media is having the opposite effect as Marcuse depicts. As people have ever more choices, and increasing control over the sources they rely on for information, the number of ‘societies’ available through technical means has grown. Membership in any one society or culture has decreased. Many people even find themselves in multiple cultures simultaneously. Mistrust grows by way of technology in those cultures (societies) to which one chooses not to belong. Maybe this still makes each person one-dimensional as Marcuse implies. Does it also mean each ever-more-specialized society now adjusts its needs to match individuals in order to have enough ‘membership’ in order to exist? Is it the society that becomes more one-dimensional?
The attachment is of the specific reference above, but is the entire work. This article only reviews chapter 1.
Review by Michael Beach
This article was shared in the aggregate referenced book, but is really the first chapter of a book written by Harbert Marcuse titled One-Dimensional Man. In the Marcuse reading The New Forms of Control, he argues, among other things, that use of mass media is one technological mechanism intended to align inner-dimension personal needs with outer-dimension societal (repressive) needs. The higher the personal level of indoctrination, the more the standards of priority align. Marcuse uses this idea of a societal need to indoctrinate as an implication of the two-dimensional person. ‘Society’ uses technology such as mass media to bring individual needs toward a goal of mimesis. When that societal goal is reached, the individual is now really one-dimensional. There is no longer any difference between personal or societal needs as expressed through technology adoption.
Marcuse wrote this in 1964. Mass media then was quite different from today. Television and radio broadcast channels, as well as newspapers and magazines, were essentially the communication technologies of the day. Marcuse focuses primarily on broadcast media, rightfully for the time in that these were the primary information and entertainment sources of most people, at least in many western cultures. Since then media have fractionalized considerably. One can make the argument that narrowcast two-way media is having the opposite effect as Marcuse depicts. As people have ever more choices, and increasing control over the sources they rely on for information, the number of ‘societies’ available through technical means has grown. Membership in any one society or culture has decreased. Many people even find themselves in multiple cultures simultaneously. Mistrust grows by way of technology in those cultures (societies) to which one chooses not to belong. Maybe this still makes each person one-dimensional as Marcuse implies. Does it also mean each ever-more-specialized society now adjusts its needs to match individuals in order to have enough ‘membership’ in order to exist? Is it the society that becomes more one-dimensional?
The attachment is of the specific reference above, but is the entire work. This article only reviews chapter 1.
| one-dimensional_man.pdf |
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