Cultural Industry in the Age of Digital Platforms: A Critical Reading in the Light of the Frankfurt School

Abstract

This article seeks to redefine the discourse surrounding cultural industry through a critical lens within the scope of Frankfurt School research. This academic perspective critiques the realities of modern societies, subject to technological dominance within the framework of contemporary capitalism. In this context, modern capitalism has leveraged mass media channels to promote cultural commodities as symbols of social power and tools for shaping thought and behavior. However, with the advent of the digital revolution, the trajectory of cultural production has shifted, giving rise to a digital cultural industry characterized by diverse producers and consumers. This shift stems from changes in audience dynamics, where virtually everyone becomes a content creator due to pervasive integration and extensive usage of digital communication platforms. These platforms have facilitated the emergence of various phenomena, including individualism, alienation, and a pervasive consumerist culture. In this landscape, commodities transcend their material worth, assuming symbolic significance consumed for both psychological and social gratification. The intertwining of culture with economic commodification and technology serves to obscure critical perspectives, thereby facilitating the imposition of hegemonic control to safeguard conditions conducive to profit generation and social dominance.