Not Every Problem Someone Has With His

Technical Progress And More Comfortable Living Permit The Systematic Inclusion Of Libidinal Components Into The Realm Of Commodity Production And Exchange. But No Matter How Controlled The Mobilization Of Instinctual Energy May Be (it Sometimes Amounts To A Scientific Management Of Libido), No Matter How Much It May Serve As A Prop For The Status Quo - It Is Also Gratifying To The Managed Individuals, Just As Racing The Outboard Motor, Pushing The Power Lawn Mower, And Speeding The Automobile Are Fun.

The Apparatus Defeats Its Own Purpose If Its Purpose Is To Create A Humane Existence On The Basis Of A Humanized Nature.

To The Degree To Which They Correspond To The Given Reality, Thought And Behavior Express A False Consciousness, Responding To And Contributing To The Preservation Of A False Order Of Facts. And This False Consciousness Has Become Embodied In The Prevailing Technical Apparatus Which In Turn Reproduces It.

Free Election Of Masters Does Not Abolish The Masters Or The Slaves. Free Choice Among A Wide Variety Of Goods And Services Does Not Signify Freedom If These Goods And Services Sustain Social Controls Over A Life Of Toil And Fear – That Is, If They Sustain Alienation. And The Spontaneous Reproduction Of Superimposed Needs By The Individual Does Not Establish Autonomy; It Only Testifies To The Efficacy Of The Controls.

In Its Relation To The Reality Of Daily Life, The High Culture Of The Past Was Many Things Opposition And Adornment, Outcry And Resignation. But It Was Also The Appearance Of The Realm Of Freedom: The Refusal To Behave.