Culture Industries

Commentary on Culture Industries

Adorno and Horkheimer have argued that mass culture produces standarized goods which can be consumed by the “passive” population. Culture Industries can create false needs which can be met through capitalism and consumption. It’s easy to situate Second Life within the debates surrounding culture industries. The theory of culture industries suggest that culture reflects and shapes society through commodification and standardization. It is apparent that Second Life reinforces “real” life and dominant worldviews. As was discussed in class, many of out avatars look similiar – caucasion, skinny and attractive. As well, consumption is a huge part of Second Life. As avatars, we define ourselves by what we are wearing. With body language and speech somewhat limited, what we are wearing is our first impression on the rest of the Second Life society. In Second Life, I feel like I need to have nice clothing and hair, but this is a false need that has been naturalized. As well, capitalism is present in Second Life through the various businesses, and we can also recognize corporations that are present in “real” life as well. The culture has been commodified and a lifestyle can be bought. It seems that the more money you have to spend in Second Life, the better your life will be. This is because events and activities can cost money, as well as clothing and accessories. You can look like a celebrity if you want to, but you have to pay to look like that. What was also addressed in class was that we reflect ideologies that are present in our “real” life. For instance, Susie commented that she wouldn’t wear hooker boots to class in real life because that would be inappropriate. These are ideas that have carried over from one world into another. Overall, however, it is evident that these two worlds are very similar in some ways. Both societies’ seem to create and cultivate false needs while simultaneously naturalizing them. As well, the societies’ seem to be capitalist driven through standardization and commodification.