The Objective Tendency Of The Enlightenment, To

Bourgeois Society Is Ruled By Equivalence. It Makes The Dissimilar Comparable By Reducing It To Abstract Quantities. To The Enlightenment, That Which Does Not Reduce To Numbers, And Ultimately To The One, Becomes Illusion.

What Is Or Is Not The Jargon Is Determined By Whether The Word Is Written In An Intonation Which Places It Transcendently In Opposition To Its Own Meaning; By Whether The Individual Words Are Loaded At The Expense Of The Sentence, Its Propositional Force, And The Thought Content.

In The Products Of The Culture Industry Human Beings Get Into Trouble Only So That They Can Be Rescued Unharmed, Usually By Representatives Of A Benevolent Collective; And Then, In Illusory Harmony, They Are Reconciled With The General Interest Whose Demands They Had Initially Experienced As Irreconcilable With Their Own.

Everybody Must Have Projects All The Time. The Maximum Must Be Extracted From Leisure ... The Whole Of Life Must Look Like A Job, And By This Resemblance Conceal What Is Not Yet Directly Devoted To Pecuniary Gain.

He Who Matures Early Lives In Anticipation.