Repressive Desublimation

From Herbert Marcuse's One Dimensional Man (1964), chapter three:

The achievements and the failures of [globalized Western] society invalidate its higher culture. The celebration of the autonomous personality, of humanism, of tragic and romantic love appears to be the ideal of a backward stage of the development. What is happening now is not the deterioration of higher culture into mass culture but the refutation of this culture by the reality. The reality surpasses its culture. Man today can do more than the culture heros and half-gods; he has solved many [heretofore] insoluble problems. But he has also betrayed the hope and destroyed the truth which were preserved in the sublimations of higher culture. To be sure, the higher culture was always in contradiction with social reality, and only a privileged minority enjoyed its blessings and represented its ideals. The two antagonistic spheres of society have always coexisted; the higher culture has always been accommodating, while the reality was rarely disturbed by its ideals and its truth.

Today's novel feature is the flattening out of the antagonism between culture and social reality through the obliteration of the oppositional, alien, and transcendent elements in the higher culture by virtue of which it constituted another dimension of reality. This liquidation of two-dimensional culture takes place not through the denial and rejection of the "cultural values," but through their wholesale incorporation into the established order, through their reproduction and display on a massive scale.

The truth of literature and art has always been granted (if it was granted at all) as one of a "higher" order, which should not and indeed did not disturb the order of business. What has changed in the contemporary period is the difference between the two orders and their truths. The absorbent power of society depletes the artistic dimension by assimilating its antagonistic contents. In the realm of culture, the new totalitarianism manifests itself precisely in a harmonizing pluralism, where the most contradictory works and truths peacefully coexist in indifference.

Prior to the advent of this cultural reconciliation, literature and art were essentially alienation, sustaining and protecting the contradiction--the unhappy consciousness of the divided world, the defeated possibilities, the hopes unfulfilled, and the promises betrayed. They were a rational, cognitive force, revealing a dimension of man and nature which was repressed and repelled in reality. Their truth was in the illusion evoked, in the insistence on creating a world in which the terror of life was called up and suspended--mastered by recognition. This is the miracle of the chef-d'oeuvre; it is tragedy, sustained to the last, and the end of tragedy--its impossible solution. To live one's love and hatred, to live that which one is means defeat, resignation, and death. The crimes of society, the hell that man has made for man become unconquerable cosmic forces...Fiction calls the facts by their name and their reign collapses; fiction subverts everyday experience and shows it to be mutilated and false. But art has this magic power only as the power of negation. It can speak its own language only as long as the images are alive which refuse and refute the established order.

Whether ritualized or not, art contains the rationality of negation. In its advanced positions, it is the Great Refusal--the protest against that which is. The modes in which man and things are made to appear, to sing and sound and speak, are modes of refuting, breaking, and recreating their factual existence. But these modes of negation pay tribute to the antagonistic society to which they are linked. Separated from the sphere of labor where society reproduces itself and its misery, the world of art which they create remains, with all its truth, a privilege and an illusion.

Now this essential gap between the arts and the order of the day, kept open in the artistic alienation, is progressively closed by the advancing technological society. And with its closing, the Great Refusal is in turn refused; the "other dimension" is absorbed into the prevailing state of affairs. The works of alienation are themselves incorporated into this society and circulate as part and parcel of the equipment which adorns and psychoanalyzes the prevailing state of affairs. Thus they become commercials--they sell, comfort, or excite.