The power of the culture industry's ideology is such that conformity has replaced consciousness

Triviality is evil - triviality, that is, in the form of consciousness and mind that adapts itself to the world as it is, that obeys the principle of inertia. And this principle of inertia truly is what is radically evil.

Everybody must have projects all the time. The maximum must be extracted from leisure ... The whole of life must look like a job, and by this resemblance conceal what is not yet directly devoted to pecuniary gain.

Thought as such… is an act of negation, of resistance to that which is forced upon it; this is what thought has inherited from its archetype, the relation between labor and material. Today, when ideologues tend more than ever to encourage thought to be positive, they cleverly note that positivity runs precisely counter to thought, and that it takes friendly persuasion by social authority to accustom thought to positivity.

So the experience of death is turned into that of the exchange of functionaries, and anything in the natural relationship to death that is not wholly absorbed into the social one is turned over to hygiene. In being seen as no more than the exit of a living creature from the social combine, death has been domesticated: dying merely confirms the absolute irrelevance of the natural organism in face of the social absolute.

Fascism is itself less 'ideological', in so far as it openly proclaims the principle of domination that is elsewhere concealed.

He who stands aloof runs the risk of believing himself better than others and misusing his critique of society as an ideology for his private interest. While he gropingly forms his own life in the frail image of a true existence, he should never forget its frailty, nor how little the image is a substitute for true life. Against such awareness, however, pulls the momentum of the bourgeois within him.