This mutual dependencies no longer the dialectical relationship between master and servant, which has been broken in the struggle for mutual recognition, but rather a vicious circle which encloses both the master and the servant. Do the technicians rule, or is their rule that of the others, who rely on the technicians as their planners and executors?

This is the pure form of servitude: to exist as an instrument.

The slaves of developed industrial civilization are sublimated slaves.

The tangible source of exploitation disappears behind the façade of objective rationality.

Non-operational ideas are non-behavioral and subversive. The movement of thought is stopped at barriers which appear as the limits of Reason itself.

Outside the academic establishment, the "far-reaching change in all our habits of thought" is more serious. It serves to coordinate ideas and goals with those exacted by the prevailing system, to enclose them in the system, and to repel those which are irreconcilable with the system. The reign of such a one-dimensional reality does not mean that materialism rules, and that the spiritual, metaphysical, and bohemian occupations are petering out. On the contrary, there is a great deal of "Worship together this week," "Why not try God," Zen, existentialism, and beat ways of life, etc. But such modes of protest and transcendence are no longer contradictory to the status quo and no longer negative. They are rather the ceremonial part of practical behaviorism, its harmless negation, and are quickly digested by the status quo as part of its healthy diet.

The radical empiricist onslaught ... provides the methodological justification for the debunking of the mind by the intellectuals-a positivism which, in its denial of the transcending elements of Reason, forms the academic counterpart of the socially required behavior.

Ideas, aspirations, and objectives that, by their content, transcend the established universe of discourse and action are either repelled or reduced to terms of this universe.

We are again confronted with one of the most vexing aspects of advanced industrial civilization: the rational character of its irrationality. Its productivity and efficiency, its capacity to increase and spread comforts, ... the extent to which this civilization transforms the object world into an extension of man's mind and body makes the very notion of alienation questionable. The people recognize themselves in their commodities; they find their soul in their automobile, hi-fi set, split-level home, kitchen equipment. The very mechanism which ties the individual to his society has changed, and social control is anchored in the new needs which it has produced.

The spontaneous reproduction of superimposed needs by the individual does not establish autonomy; it only testifies to the efficacy of the control.