Hypostatized into a ritual pattern, Marxian theory becomes ideology. But its content and function distinguish it from classical forms of ideology; it is not false consciousness, but a rather consciousness of falsehood, a falsehood which is corrected in the context of the higher truth represented by the objective historical interest.
Herbert MarcuseIf the worker and his boss enjoy the same television program and visit the same resort places, if the typist is as attractively made up as the daughter of her employer, if the Negro owns a Cadillac, if they all read the same newspaper, then this assimilation indicates not the disappearance of classes, but the extent to which the needs and satisfactions that serve the preservation of the Establishment are shared by the underlying population.
Herbert MarcuseAt the highest stage of capitalism, the most necessary revolution appears as the most unlikely one.
Herbert MarcuseFree election of masters does not abolish the masters or the slaves. Free choice among a wide variety of goods and services does not signify freedom if these goods and services sustain social controls over a life of toil and fear – that is, if they sustain alienation. And the spontaneous reproduction of superimposed needs by the individual does not establish autonomy; it only testifies to the efficacy of the controls.
Herbert MarcuseNot every problem someone has with his girlfriend is necessarily due to the capitalist mode of production.
Herbert MarcuseThe web of domination has become the web of Reason itself, and this society is fatally entangled in it.
Herbert MarcuseIf mass communications blend together harmoniously, and often unnoticeably, art, politics, religion, and philosophy with commercials, they bring these realms of culture to their common denominator -- the commodity form. The music of the soul is also the music of salesmanship. Exchange value, not truth value, counts.
Herbert Marcuse