Media Make-up (Production Arts)

The productive apparatus and the goods and services which it produces “sell” or impose the social system as a whole. The means of mass transportation and communication, the commodities of lodging, food, and clothing, the irresistible output of the industry and information industry carry with them prescribed attitudes and habits, certain intellectual and emotional reactions which bind the consumers more or less pleasantly to the producers and, through the latter, to the whole. The products indoctrinate and manipulate; they promote a false consciousness which is immune against its falsehood. And as these beneficial products become available to more individuals in more social classes, the indoctrination they carry ceases to be publicity; it becomes a way of life. It is a good way of life—much better than before—and as a good way of life, it militates against qualitative change. Thus emerges a pattern of one-dimensional thought and behavior in which ideas, aspirations, and objectives that, by their content, transcend the established universe of discourse and action are either repelled or reduced to terms of this universe. They are redefined by the rationality of the given system and of its quantitative extension.

Industry controlled by society as a whole, and operated according to a plan, presupposes well-rounded human beings, their faculties developed in balanced fashion, able to see the system of production in its entirety.

Production systems which are technologically the most advanced are also the least adaptable and work to the longest time scale of decision making. These are the process industries (chemical plants, oil refineries and so on) in which vast resources are invested in the creation of a closely programmed and tightly controlled process which will continue to perform the same task over a very long period.