To be sure, exchange-value exerts its power in a special way in the realm of cultural goods. For in the world of commodities this realm appears to be exempted from the power of exchange, to be in an immediate relationship with the goods, and it is this appearance in turn which alone gives cultural goods their exchange-value. But they nevertheless simultaneously fall completely into the world of commodities, are produced for the market, and are aimed at the market.

The dressing up and puffing up of the individual erases the lineaments of protest.

It suffices to remember how many sorrows he is spared who no longer thinks too many thoughts, how much more "in accordance with reality" a person behaves when he affirms that the real is the right, how much more capacity to use the machinery falls to the person who integrates himself with it uncomplainingly.

Even the most insensitive hit song enthusiast cannot always escape the feeling that the child with a sweet tooth comes to know in the candy store.

Regressive listeners behave like children. Again and again and with stubborn malice, they demand the one dish they have once been served.

Bourgeois sport [wants] to differentiate itself strictly from play. Its bestial seriousness consists in the fact that instead of remaining faithful to the dream of freedom by getting away from purposiveness, the treatment of play as a duty puts it among useful purposes and thereby wipes out the trace of freedom in it. This is particularly valid for contemporary mass music. It is only play as a repetition of prescribed models, and the playful release from responsibility which is thereby achieved does not reduce at all the time devoted to duty except by transferring the responsibility to the models, the following of which one makes into a duty for himself.

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.

The blessing that the market does not ask about birth is paid for in the exchange society by the fact that the possibilities conferred by birth are molded to fit the production of goods that can be bought on the market.

The metaphysical apologia at least betrayed the injustice of the established order through the incongruence of concept and reality. The impartiality of scientific language deprived what was powerless of the strength to make itself heard and merely provided the existing order with a neutral sign for itself. Such neutrality is more metaphysical than metaphysics.

Marriage as a community of interests unfailingly means the degradation of the interested parties, and it is the perfidy of the world's arrangements that no one, even if aware of it, can escape such degradation. The idea might therefore be entertained that marriage without ignominy is a possibility reserved for those spared the pursuit of interests, for the rich. But the possibility is purely formal, for the privileged are precisely those in whom the pursuit of interests has become second-nature-they would not otherwise uphold privilege.

Wrong life cannot be lived rightly.

All the world's not a stage.

The importance of the culture industry in the spiritual constitution of the masses is no dispensation for reflection on its objective legitimation, its essential being, least of all by a science which thinks itself pragmatic.

The phrase, the world wants to be deceived, has become truer than had ever been intended. People are not only, as the saying goes, falling for the swindle; if it guarantees them even the most fleeting gratification they desire a deception which is nonetheless transparent to them. They force their eyes shut and voice approval, in a kind of self-loathing, for what is meted out to them, knowing fully the purpose for which it is manufactured. Without admitting it they sense that their lives would be completely intolerable as soon as they no longer clung to satisfactions which are none at all.

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.

In the general tendency toward specialization, philosophy too has established itself as a specialized discipline, one purified of all specific content. In so doing, philosophy has denied its own constitutive concept: the intellectual freedom that does not obey the dictates of specialized knowledge.

By abstaining from all definite content, whether as formal logic and theory of science or as the legend of Being beyond all beings, philosophy declared its bankruptcy regarding concrete social goals.

Philosophy ... should not imagine that specialized work in epistemological theory, or whatever else prides itself on being research, is actually philosophy. Yet a philosophy forswearing all of that must in the end be irreconcilably at odds with the dominant consciousness. Nothing else raises it above the suspicion of apologetics. Philosophy that satisfies its own intention, and does not childishly skip behind its own history and the real one, has its lifeblood in the resistance against the common practices of today and what they serve, against the justification of what happens to be the case.

Traditional philosophy's claim to totality, culminating in the thesis that the real is rational, is indistinguishable from apologetics.

Philosophy ... must not bargain away anything of the emphatic concept of truth.

The more reified the world becomes, the thicker the veil cast upon nature, the more the thinking weaving that veil in its turn claims ideologically to be nature, primordial experience.

In both positivism and Heidegger-at least in his later work-speculation is the target of attack. In both cases the thought that autonomously raises itself above the facts through interpreting them and that cannot be reclaimed by them without leaving a surplus is condemned for being empty and vain concept-mongering.

Being, in whose name Heidegger's philosophy increasingly concentrates itself, is for him-as a pure self-presentation to passive consciousness-just as immediate, just as independent of the mediations of the subject as the facts and the sensory data are for the positivists. In both philosophical movements thinking becomes a necessary evil and is broadly discredited. Thinking loses its element of independence. The autonomy of reason vanishes: the part of reason that exceeds the subordinate reflection upon and adjustment to pre-given data. With it, however, goes the conception of freedom and, potentially, the self-determination of human society.

If philosophy is still necessary, it is so only in the way it has been from time immemorial: as critique, as resistance to the expanding heteronomy, even if only as thought's powerless attempt to remain its own master and to convict of untruth, by their own criteria, both a fabricated mythology and a conniving, resigned acquiescence. ... It is incumbent upon philosophy ... to provide a refuge for freedom. Not that there is any hope that it could break the political tendencies that are throttling freedom throughout the world both from within and without and whose violence permeates the very fabric of philosophical argumentation.

In a world that has been thoroughly permeated by the structures of the social order, a world that so overpowers every individual that scarcely any option remains but to accept it on its own terms, such naiveté reproduces itself incessantly and disastrously. What people have forced upon them by a boundless apparatus, which they themselves constitute and which they are locked into, virtually eliminates all natural elements and becomes "nature" to them.

The jargon of authenticity ... is a trademark of societalized chosenness, ... sub-language as superior language.

The important thing is not the planning of an Index Verborum Prohibitorum of current noble nouns, but rather the examination of their linguistic function.

Elements of empirical language are manipulated in their rigidity, as if they were elements of a true and revealed language. The empirical usability of the sacred ceremonial words makes both the speaker and listener believe in their corporeal presence.

The jargon makes it seem that ... the pure attention of the expression to the subject matter would be a fall into sin.

Whoever is versed in the jargon does not have to say what he thinks, does not even have to think it properly. The jargon takes over this task.

Words of the jargon sound as if they said something higher than what they mean.

Hegel ... destroyed the illusion of the subject's being-in-itself and showed that the subject is itself an aspect of social objectivity. ... However, ... we must ask this question: is this objectivity which we have shown to be a necessary condition and which subsumes abstract subjectivity in fact the higher factor? Does it not rather remain precisely what Hegel reproached it with being in his youth, namely pure externality, the coercive collective? Does not the retreat to this supposedly higher authority signify the regression of the subject, which had earlier won its freedom only with the greatest efforts, with infinite pains?

Underlying the concept of positivity is the conviction that the positive is intrinsically positive in itself, without anyone pausing to ask what is to be regarded as positive. ... It is significant and really quite interesting that the term 'positive' actually contains this ambivalence. On the one hand, 'positive' means what is given, is postulated, is there-as when we speak of positivism as the philosophy that sticks to the facts. But, equally, 'positive' also refers to the good, the approvable, in a certain sense, the ideal. And I imagine that this semantic constellation expresses with precision what countless people actually feel to be the case.

When I speak of 'negative dialectics' not the least important reason for doing so is my desire to dissociate myself from this fetishization of the positive.

What appears as the positive is essentially the negative, i.e. the thing that is to be criticized.

I remember well a junior seminar I gave with Paul Tillich shortly before the outbreak of the Third Reich. A participant spoke out against the idea of the meaning of existence. She said life did not seem very meaningful to her and she didn't know whether it had a meaning. The very voluble Nazi contingent became very excited by this and scraped the floor noisily with their feet. Now, I do not wish to maintain that this Nazi foot-shuffling proves or refutes anything in particular, but I do find it highly significant. I would say it is a touchstone for the relation of thinking to freedom. It raises the question whether thought can bear the idea that a given reality is meaningless and that mind is unable to orientate itself; or whether the intellect has become so enfeebled that it finds itself paralysed by the idea that all is not well with the world.

The thesis of the identity of concept and thing is in general the vital nerve of idealist thought, and indeed traditional thought in general. ... Negative dialectics as critique means above all criticism of precisely this claim to identity.

The concept of positivity in itself, in abstracto, has become part and parcel of the ideology today. ... Critique has started to become suspect, regardless of its content.

We cannot think any true thought unless we want the true. Thinking is itself an aspect of practice.

The conflicts that tear society apart resemble the distinction between the concept and the particular facts subordinated to it. ... Whatever refuses to abide by the unity imposed by the principle of dominion manifests itself not as something indifferent to that principle, but as an infringement of logic: as a contradiction.

Truth is sought not because it is truth but because it is good.

We can know only one thing about God - that he is what we are not. Our wretchedness alone is an image of this. The more we contemplate it, the more we contemplate him.

The recognition of human wretchedness is difficult for whoever is rich and powerful because he is almost invincibly led to believe that he is something. It is equally difficult for the man in miserable circumstances because he is almost invincibly led to believe that the rich and powerful man is something.

"A man thinks he is dying for his country," said Anatole France, "but he is dying for a few industrialists." But even that is saying too much. What one dies for is not even so substantial and tangible as an industrialist.

The aim is to replace economic oligarchies by the State, which has a will-to-power of its own and is quite as little concerned with the public good; and a will-to-power, moreover, which is not economic but military and therefore much more dangerous to any good folk who have a taste for staying alive. And on the bourgeois side what on earth is the sense of objecting to State control in economic affairs if one accepts private monopolies which have all the economic and technical disadvantages of State monopolies and possibly some others as well?

The struggle between the opponents and defenders of capitalism is a struggle between innovators who do not know what innovation to make and conservatives who do not know what to conserve.

The necessity for power is obvious, because life cannot be lived without order; but the allocation of power is arbitrary because all men are alike, or very nearly. Yet power must not seem to be arbitrarily allocated, because it will not then be recognized as power. Therefore prestige, which is illusion, is of the very essence of power.

An imaginary perfection is automatically at the same level as I who imagine it - neither higher nor lower.

It is not in a person's nature to desire what he already has. Desire is a tendency, the start of a movement toward something, toward a point from which one is absent. If, at the very outset, this movement doubles back on itself toward its point of departure, a person turns round and round like a squirrel in a cage or a prisoner in a condemned cell. Constant turning soon produces revulsion. All workers, especially though not exclusively those who work under inhumane conditions, are easily the victims of revulsion, exhaustion and disgust and the strongest are often the worst affected.

We must leave on one side the beliefs which fill up voids and sweeten what is bitter. The belief in immortality. The belief in the utility of sin: etiam peccata. The belief in the providential ordering of events - in short the "consolations" which are ordinarily sought in religion.