Book Review: One-Dimensional Man by Herbert Marcuse

 

In 1940s there were two tendencies within the history of Critical Theory. First, the philosophical-cultural analysis of the trends of Western civilization developed by Horkheimer and Adorno in Dialectic of Enlightenment. Second, the more practical-political development of Critical Theory as a theory of social change proposed by Marcuse and Neumann. For them, Critical Theory would be developed as a theory of social change that would connect philosophy, social theory, and radical politics- precisely the project of 1930s Critical Theory that Horkheimer and Adorno were abandoning in the early 1940s in their turn toward philosophical and cultural criticism divorced from social theory and radical politics.  Horkheimer and Adorno had neglected the theory of social change. It is exactly what Marcuse and Neumann were focusing on.

One-Dimensional Man was first published in 1964. It critiques the new modes of domination and social control. As capitalism and technology developed, advanced industrial society demanded increasing accommodation to the economic and social apparatus and submission to increasing domination and administration. Marcuse writes that independence of thought, autonomy, and the right to political opposition are being deprived of their basic critical function in a society. According to him, political power asserts itself through its power over the machine process and over the technical organization of the apparatus.

He distinguishes between true and false needs.  According to him, the need to relax, to have fun, to behave and consume in accordance with the advertisements, to love and hate what others love and hate, belong to this category of false needs. The distinguishing feature of advanced industrial society is its effective suffocation of those needs which demand liberation- liberation also from that which is tolerable and rewarding and comfortable- while it sustains and absolves the destructive power and repressive function of the affluent society.

The means of mass transportation and communication, the commodities of lodging, food, and clothing, the irresistible output of the entertainment 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. The indoctrination becomes a way of life. Thus, emerges a pattern of one-dimensional thought and behavior.

Technology rationality reveals its political character as it becomes the great vehicle of better domination, creating a truly totalitarian universe in which society and nature, mind and body are kept in a state of permanent mobilization for the defense of this universe (p.20).  

Just as people know or feel that advertisements and political platforms must not be necessarily true or right, and yet hear and read them and even let themselves be guided by them, so they accept the traditional values and make them part of their mental equipment. Domination has its own aesthetics, and democratic domination has its democratic aesthetics. It is good that almost everyone can now have the fine arts at his fingertips, by just turning a knob on his set, or by just stepping into his drugstore. In this diffusion, however, they become cogs in a culture-machine which remakes their content.

The rulers of the world are losing their metaphysical features. Their appearance on television, at press conferences, in parliament, and at public hearings is hardly suitable for drama beyond that of the advertisement, while the consequences of their actions surpass the scope of the drama (p.74). Free election of masters does not abolish the masters of the slaves (p.10).

The established societies themselves are changing, or have already changed the basic institutions in the direction of increased planning. In Marcuse’s view the power of reason and freedom are declining in the late industrial society. With the increasing concentration and effectiveness of economic, political, and cultural controls, the opposition in all these fields has been pacified, coordinated, or liquidated. One-dimensional man means conforming to existing thought and behavior and lacking a critical dimension and a dimension of potentialities that transcend the existing society. ‘’One-dimensional man’’ has lost, or is losing, individuality, freedom, and the ability to dissent and to control one’s own destiny.

Marcuse was one of the first theorists to analyze consumer society through analyzing how consumerism, advertising, mass culture, and ideology integrate individuals into and stabilize the capitalist system. One-dimensional man does not know it’s true needs because its needs are not its own- they are administered, superimposed, and heteronomous; it is not able to resist domination, nor to act autonomously, for it identifies with public behavior and imitates an submits to the powers that be. Lacking the power of authentic self-activity, one dimensional man submits to increasingly total domination (xxviii).