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" "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.
Theodor Ludwig Wiesengrund Adorno (September 11, 1903 – August 6, 1969) was a German sociologist, philosopher, musicologist and composer.
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What is or is not the jargon is determined by whether the word is written in an intonation which places it transcendently in opposition to its own meaning; by whether the individual words are loaded at the expense of the sentence, its propositional force, and the thought content. In that sense the character of the jargon would be quite formal: it sees to it that what it wants is on the whole felt and accepted through its mere delivery, without regard to the content of the words used.
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Impulse, subjectivity and profanation, the old adversaries of materialistic alienation, now succumb to it. ... The representatives of the opposition to the authoritarian schema become witnesses to the authority of commercial success. ... In the service of success they renounce that insubordinate character which was theirs.