Creative Media Production

To those who clamor, as many now do, "Produce! Produce!" one simple question may be addressed:—"Produce what?" ...What can be more childish than to urge the necessity that productive power should be increased, if part of the productive power which exists already is misapplied? Is not less production of futilities as important as, indeed a condition of, more production of things of moment? ... Yet this result of inequality ... cannot be prevented, or checked, or even recognized by a society which excludes the idea of purpose from its social arrangements and industrial activity.

It makes unavoidably necessary an entirely new organization of society in which production is no longer directed by mutually competing individual industrialists but rather by the whole society operating according to a definite plan and taking account of the needs of all.

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.