Ohman vs. Adorno and Horkheimer

Both Ohman and Adorno and Horkheimer agree that our country has become a contemporary mass "culture industry", sustained by advertising, and run through capitalism.The way our country gains capital (wealth) is by consumers buying products that cost more money than it takes to produce them. But in order for consumers to buy these products, they have to believe they "need" them, so producers came up with a plan to make consumers believe they "need" to buy their product. In Ohman's Selling Culture, he says that "companies could divide customers up into "shares" of the market, and develop brand loyalties among them". Agreeing with him, Adorno and Horkheimer in The Culture Industry wrote, "The public is catered for with a hierarchical range of mass-produced products of varying quality, thus advancing the rule of complete quantification. Everyone must behave in accordance with his previously determined and indexed level, and choose the category of mass product turned out for his type". So consumers are put into categories depending on their income, are told what "type" they are through marketing and advertising of products, and are then expected to buy products that fit their type.
Now these products are not just cheap or generic brand products that are advertised; they are "Brand Name" products. Consumers are brainwashed by the "culture industry" into thinking they "need" these "Brand Name" products that cost twice as much as the generic product, even though the only difference between the two products is the "Brand Name" stamped on the product. So how do producers do this? They brainwash consumers into thinking their product is better, even though as Adorno and Horkheimer state in The Culture Industry, that the "mechanically differentiated products prove to be all alike in the end". Many producers used the idea of convenience products, such as canned soup and processed foods that could be ready in minutes just by adding water and heating, to sell their product. They also promote the ideas of efficiency and modernity to sell their products.
In Adorno and Horkeimer's The Culture Industry they say, "The triumph of advertising in the culture industry is that consumers feel compelled to buy and use its products even though they see through them". But why do consumers continue to buy "Brand Name" products that they know they don't really need? They do this because they want to "fit in". If a person decides to be an individual, they will become an outsider. In Adorno and Horkheimer's The Culture Industry, they reference an analysis of Tocueville which says, "You are free not to think as I do; your life, your property, everything shall remain yours, but from this day on you are a stranger among us".
So how can we overcome our contemporary culture? I believe we have a few options. We can choose not to conform. We can start to think for ourselves, and not let advertisements sway our product decisions. It would be easier to do this if all products were affordable to everyone. An example would be making tickets to plays, musicals, or concerts affordable for everyone and not just the upper class. I don't believe we will ever get away from a capitalist culture industry society, but we can try to make it better.

My Introduction

Hi everyone. My name is Krystie. I am twenty years old. I have a identical twin sister. Her name is Nicole. We are what some people would call "miracle babies", because we were born eight weeks early, on July 4th. Since I only weighed 2Ibs 3oz, and my sister only weighed 2Ibs 12oz, we had to stay in the NICU for six weeks.
I am majoring in nursing and have already finished my minor in music. Music has been a big part of my life every since 5th grade, when I joined the band at school playing clarinet. In 8th grade I switched instruments and began playing the tenor saxophone, which I now consider my main instrument. I was in the concert band and wind symphony at Wayne for four semesters. Since I now have to take many pre-req courses for my nursing major, which are very demanding and time consuming, I was unable to be in the bands this year. I will hopefully be starting the nursing program at Wayne in the fall.
Along with going to school full time I also have two part-time jobs. I work at an assisted living as a medication technician and caregiver two days a week, the afternoon shift from 3pm-11:30pm. I also work for a lady privately once a week for about eight hours. I do her grocery shooping, cleaning, laundry, and cooking. I really enjoy both of my jobs, because they involve being around and helping others. They have also taught me many skills, like patience, that will help me in my nursing career.