ADORNO E A INDÚSTRIA DA CULTURA

look, so, come on, there’s a danger of you winning this round How come? If I only have one note? resilience, right, Rochelle?

We have to strive at least I conquered with my money, it was not inheritance Exactly! No, it's just one dice because you are a woman and latina oops, three oh, how sad one, two, oops it seems that I had this property too, look I looked here, I have it the grand palace is two thousand dollars a stay but, Miss Rita, I don't have anything anymore My home, My life (Brazilian housing program for the poor) denied my credit, if i don't pay rent this month I will be expelled, so please don't charge me, just for this round, I have nowhere else to go well, look, the name of the game is Monopoly, it is not PSOL activist bench, are you seeing Ivan Valente around here? No, only João Dória (São Paulo's governor), here, burning the Crackland Do you see Erundina (Brazilian hero)?

Nope. Just Joice Hasselman Táliria? No, right?

There is no eco-socialists, I will have to charge the rent anyways Look, you lost But, Miss Rita, I didn't want to lose If you didn't wanted to lose, Rochelle it was just not being a poor f**k, you poor f**k [little music] Well, as you may have seen somewhere on this screen the topic of today's video is Adorno, the culture industry and the game of life Today, I'm trying to take a look and making an invitation For you to meet one of the philosophers, social critic that most marked my academic life for a long time I was unable to write a paper that didn’t mention any little phrase, a little writing of Adorno Today's video starts with Rochellinha and I playing Monopoly and I wouldn't be surprised if this had been one of the most present board games of your childhood more or less here, doesn't matter your age, okay? because this game has been maintained as a culture good of our childhoods for an interest that hasn't changed much from our parents to us So, and here I want to talk about other games that must also have marked your childhood such as the Game of Life or War what these games have in common is that they turn into play ways of being in the world and facing life for example, in the game of life you win if you accumulate a lot of money, become a tycoon and you lose if you become a philosopher and move in the woods in Monopoly, wins who gathered more property and achieved a real estate monopoly while who goes bankrupt loses and have no place to live and no money in War, whoever dominates a x number of territories, continents or decimates an army wins when playing Apache, wins who decimate the Indians playing G. I.

Joe or lead soldiers, the one who decimates the enemy army wins well, I hope it's clear by now that more or less all our games are training for the violent, capitalist, of loot, of expropriation, and to make money without any scruple world and we grow up playing it and what impact does this have on our lives? Well, Adorno was born in 1903, right? in Germany, he comes from a very rich family, his family was a wine merchant, and he wanted to be a composer, but, luckily for us, he met philosophy at school and became a philosopher in 1934, he is already banned from teaching at the university, he had a very fruitful academic life and by being banned by the rise of Germany's Nazi regime he flees to Oxford, England and then to New York, in the US here it’s curious for us to think that when arriving in the US, in the 1930s, Adorno is faced with a working class very different from the one he knew, with a working class and with a middle class very different from those established in Europe then one of his shocks is trying to understand what these two classes are, the mid class and the worker class, do in their free time how they spend their nights after work and what they consider leisure Adorno realized that leisure time becomes toxic in modern capitalism Adornito, he had a perception that, in ones leisure time, in ones free time, the working classes and the middle classes should optimize their powers, capabilities and instruments to decode reality free time would serve, then, for us to become better versions of ourselves it is important to start paying attention to these facts because all these thoughts are being released at a time in the world when a war will ravage almost the entire planet and the entire planet will suffer the consequences of this war having a class that has always been the majority of the population the middle classes and the lower classes, working classes alienated not involved in the historical process, in fights, in the news, in decisions is very interesting for those who control these classes that term, culture industry, designates a new type of production that was happening at that time in the world a mass and serial production of films, books, music and other works of art and others cultural goods Adorno will pay attention, for example, for a super curious fact which is the way we receive news during a newscast, right?

the news, they are not separated so that we receive news, take time to think about it and then, make a proposal or see a deepening of that news normally, what we get is: scandalous news about a financial breach, about theft of public funds and then immediately football news or any other futility this end up making he audience just spectator it just watches, watch and wait for the next thing the culture industry always offers us entertainment so that we fill our free time, rest our heads, don't think about reality it's like after an exhausting day at work, which already should not at all be exhaustive, we resort to, for example, a streaming platform to see something silly to take us out of our troubled and suffered reality then, the culture industry takes on this role of opium of the people, this role of offering something that reassures the masses and be a kind of bread and circus so that there is no interaction in the real problems and a real desire to change these problems After thinking about the news, I would like us to think, for example, social networks, with their infinite feeds and our inability to absorb everything that is there or, I'm not even going to go here that we are losing social skills on the social network we make a video of it another time but one of the channel's first videos was about that Rochellinha will leave it here somewhere so, if we stop to think about the biggest blockbusters of our time, from other times, they usually take us to fantasy worlds and then, during the 1960s / 70s, much has been said about alien invasions and space races in the 1980s, we saw the explosion of sci-fi, horror films and cinema, it usually takes us to this place of anesthesia, the imagination of another world and, unless it’s very well managed to give us ideas, I will leave Bacurau (Brazilian masterpiece) here, what it does is just anesthetize and misinform people when we think of music for the masses, soon we will think about popular music and in the case of the US, pop music or even in England if we think about the Beatles, it’s always about finding a lover, live a great love idealize romantic love want one for yourself and think only about sentimental life another barbaric indication for this topic is The Work of Art in the Age of Mechanical Reproduction a text, by Walter Benjamin, in which he corresponds with Adorno and there is a joke that Adorno would have told Walter Benjamin, in correspondence, that the most dangerous man in the US was Walt Disney [capitalist laugh] the second point of our video is to imagine that Adorno managed to point out that capitalism never sells us what we really want and here i'm talking a little bit about commodity fetish, from Karl Marx but I think I'm more talking about fetish in the Freudian sense so the idea is more or less the following bring in your head the last commercial you saw so, it’s the commercial for a product, right? and then, it is a margarine commercial but what is being sold to you is not margarine is the idea of ​​a breakfast with plenty of time and plenty food and a happy family and a beautiful house smelling good and tidy and a sunny day that is, everything capitalism can never sell but that he imbues in his advertisements in its advertisement so that we bound these ideas with the products and so fetish it and so want to run after them believing that our needs for understanding, affection, care, friendship, community life will be met when consuming some products as if the toothpaste commercial came to mind, because i am retro, (she used an old word for toothpaste) in which everyone has six pack and jump in the water and have fun on a sunny day or beer commercials in which everyone is beautiful flirts and have fun on a sunny day or when . .

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