The Society of the Spectacle - Chapter 8: Negation and Consumption Within Culture

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The critical concept of “the spectacle” can also undoubtedly be turned into one more hollow formula of sociologico-political rhetoric used to explain and denounce everything in the abstract, thus serving to reinforce the spectacular system. It is obvious that ideas alone cannot lead beyond the existing spectacle; at most, they can only lead beyond existing ideas about the spectacle. To actually destroy the society of the spectacle, people must set a practical force into motion. A critical theory of the spectacle cannot be true unless it unites with the practical current of negation in society; and that negation, the resumption of revolutionary class struggle, can for its part only become conscious of itself by developing the critique of the spectacle, which is the theory of its real conditions — the concrete conditions of present-day oppression — and which also reveals its hidden potential. This theory does not expect miracles from the working class. It envisages the reformulation and fulfillment of proletarian demands as a long-term task. To make an artificial distinction between theoretical and practical struggle (for the formulation and communication of the type of theory envisaged here is already inconceivable without a rigorous practice), it is certain that the obscure and difficult path of critical theory must also be the fate of the practical movement acting on the scale of society.

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Critical theory must communicate itself in its own language — the language of contradiction, which must be dialectical in both form and content. It must be an all-inclusive critique, and it must be grounded in history. It is not a “zero degree of writing,” but its reversal. It is not a negation of style, but the style of negation.

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The very style of dialectical theory is a scandal and abomination to the prevailing standards of language and to the sensibilities molded by those standards, because while it makes concrete use of existing concepts it simultaneously recognizes their fluidity and their inevitable destruction.

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This style, which includes a critique of itself, must express the domination of the present critique over its entire past. Dialectical theory’s mode of exposition reveals the negative spirit within it. “Truth is not like some finished product in which one can no longer find any trace of the tool that made it” (Hegel). This theoretical consciousness of a movement whose traces must remain visible within it is manifested by the reversal of established relationships between concepts and by the détournement of all the achievements of earlier critical efforts. Hegel’s practice of reversing the genitive was an expression of historical revolutions, though that expression was confined to the form of thought. The young Marx, inspired by Feuerbach’s systematic reversal of subject and predicate, achieved the most effective use of this insurrectional style, which answers “the philosophy of poverty” with “the poverty of philosophy.” Détournement reradicalizes previous critical conclusions that have been petrified into respectable truths and thus transformed into lies. Kierkegaard already used it deliberately, though he also denounced it: “But despite all your twists and turns, just as jam always returns to the pantry, you always end up introducing some little phrase which is not your own, and which awakens disturbing recollections” (Philosophical Fragments). As he acknowledged elsewhere in the same book, this use of détournement requires maintaining one’s distance from whatever has been turned into an official truth: “One further remark regarding your many complaints that I introduced borrowed expressions into my exposition. I do not deny that I did so. It was in fact done deliberately. In the next section of this work, if I ever write such a section, I intend to call this topic by its true name and to clothe the problem in its historical attire.”

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Ideas improve. The meaning of words plays a role in that improvement. Plagiarism is necessary. Progress depends on it. It sticks close to an author’s phrasing, exploits his expressions, deletes a false idea, replaces it with the right one.

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Détournement is the opposite of quotation, of appealing to a theoretical authority that is inevitably tainted by the very fact that it has become a quotation — a fragment torn from its own context and development, and ultimately from the general framework of its period and from the particular option (appropriate or erroneous) that it represented within that framework. Détournement is the flexible language of anti-ideology. It appears in communication that knows it cannot claim to embody any definitive certainty. It is language that cannot and need not be confirmed by any previous or supracritical reference. On the contrary, its own internal coherence and practical effectiveness are what validate the previous kernels of truth it has brought back into play. Détournement has grounded its cause on nothing but its own truth as present critique.

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The element of overt détournement in formulated theory refutes any notion that such theory is durably autonomous. By introducing into the theoretical domain the same type of violent subversion that disrupts and overthrows every existing order, détournement serves as a reminder that theory is nothing in itself, that it can realize itself only through historical action and through the historical correction that is its true allegiance.

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The real values of culture can be maintained only by negating culture. But this negation can no longer be a cultural negation. It may in a sense take place within culture, but it points beyond it.

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In the language of contradiction, the critique of culture is a unified critique, in that it dominates the whole of culture — its knowledge as well as its poetry — and in that it no longer separates itself from the critique of the social totality. This unified theoretical critique is on its way to meet unified social practice.