Walter Benjamin, Siegfrizd Kracauer and Consumer Distraction in the Cinema

The influence of Karl Marx on critical thought cannot be underestimated and if Jean Baudrillard denies the Marxian thesis of finding fulfillment through work, two of the most influential philosophers of the 20^th century made a career out of criticizing the effects of the pursuit of leisure on contemporary society. The criticism of Theodor Adorno and Max Horkheimer relocates the Marxist critique of capitalism to the rest of society, but specifically the culture and entertainment industry. Their theoretical construct puts forth the challenge that cultural industries exist to reinforce the prevailing capitalist superstructure. The members of the Frankfurt School posit the notion that the modern world is one where humans are increasingly finding not just their work, but even their leisure time spent away from work controlled by alienating forces. Adorno and Horkheimer set out to show that liberation is possible.

Unfortunately, there seems to be growing pessimism that the system could ever be overthrown and that liberation may actually be an impossible dream when even toddlers are being cynically targeted by advertisers. Directing manipulative advertising to such young and impressionable viewers is clearly unethical and it is made even more so by the fact that these kids are at a stage of development vital to forming their identity. Any endeavor to make sense of cultural connotation is going to be affected to great degree by the sense that anything they see on television is normalized and naturalized. Theoretical speculation has determined that social groupings are robustly shaped by media portrayals as the accepted norm. Marketing often depicts images that are not genuinely obtainable while at the same time placing significance on distinctions deemed less than desirable. One corollary of this is the placement upon viewers to conform to these unrealistic norms.