One-Dimensional Man

 

The analysis is focused on advanced industrial society. In which the technical apparatus of production and distribution (with an increasing sector of automation) functions, not as the sum-total of mere instruments which can be isolated from their social and political effects, but rather as a system which determines a priori the product of the apparatus as well as the operations of servicing and extending it. In this society, the productive apparatus tends to become totalitarian to the extent to which it determines not only the socially needed occupations, skills, and attitudes, but also individual needs and aspirations.

It thus obliterates the Opposition between the private and public existence, between individual and social needs. Technology serves to institute new, more effective, and more pleasant forms of social control and social cohesion. The totalitarian tendency of these controls seems to assert itself in still another sense - by spreading to the less developed and even to the pre-industrial areas of the world, and by creating similarities in the development of capitalism and communism.

In the face of the totalitarian features of this society, the traditional notion of the “neutrality” of technology can no longer be maintained. Technology as such cannot be isolated from the use to which it is put; the technological society is a system of domination which operates already in the concept and construction of techniques. The way in which a society organizes the life of its members involves an initial choice between historical alternatives which are determined by the inherited level of the material and intellectual culture. The choice itself results from the play of the dominant interests. It anticipates specific modes of transforming and utilizing man and nature and rejects other modes. It is one “project” of realization among others.

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