Page 47 - Cultural Theory and Popular Culture an Introduction

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Mass culture in America: the post-war debate 31

disastrous that few people read classics. It is new that so many people misread them’
(528). He cannot help in the end declaring that mass culture is a drug which ‘lessens
people’s capacity to experience life itself’ (529). Mass culture is ultimately a sign of
impoverishment. It marks the de-individualization of life: an endless search after what
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Freud calls ‘substitute gratifications’. The trouble with substitute gratifications, accord-
ing to the mass culture critique, is that they shut out ‘real gratifications’ (532–5). This
leads van den Haag to suggest that the consumption of mass culture is a form of repres-
sion; the empty texts and practices of mass culture are consumed to fill an emptiness
within, which grows ever more empty the more the empty texts and practices of mass
culture are consumed. The operation of this cycle of repression makes it increasingly
impossible to experience ‘real gratification’. The result is a nightmare in which the cul-
tural ‘masturbator’ or the ‘addict’ of mass culture is trapped in a cycle of non-fulfilment,
moving aimlessly between boredom and distraction:

Though the bored person hungers for things to happen to him, the disheartening
fact is that when they do he empties them of the very meaning he unconsciously
yearns for by using them as distractions. In popular culture even the second com-
ing would become just another ‘barren’ thrill to be watched on television till
Milton Berle comes on (535).

Van den Haag differs from the ‘cultural nostalgics’, who use romanticized versions
of the past to condemn the present, in his uncertainty about the past. He knows that
‘popular culture impoverishes life without leading to contentment. But whether “the
mass of men” felt better or worse without mass production techniques of which popu-
lar culture is an ineluctable part, we shall never know’ (536). Edward Shils (1978) has
none of van den Haag’s uncertainty. Moreover, he knows that when van den Haag says
that industry has impoverished life he is talking nonsense:

The present pleasures of the working and lower middle class are not worthy of pro-
found aesthetic, moral or intellectual esteem but they are surely not inferior to the
villainous things which gave pleasure to their European ancestors from the Middle
Ages to the nineteenth century (35).

Shils rejects completely

the utterly erroneous idea that the twentieth century is a period of severe intellec-
tual deterioration and that this alleged deterioration is a product of a mass culture.
...Indeed, it would be far more correct to assert that mass culture is now less dam-
aging to the lower classes than the dismal and harsh existence of earlier centuries
had ever been (36).

As far as Shils can see the problem is not mass culture, but the response of intel-
lectuals to mass culture. In similar fashion, D.W. Brogan (1978), whilst in agreement
with much of Macdonald’s argument, remains more optimistic. He believes that