Poligraphic and Packaging Production Technology

The productive apparatus and the goods and services which it produces “sell” or impose the social system as a whole. The means of mass transportation and communication, the commodities of lodging, food, and clothing, the irresistible output of the industry and information industry carry with them prescribed attitudes and habits, certain intellectual and emotional reactions which bind the consumers more or less pleasantly to the producers and, through the latter, to the whole. The products indoctrinate and manipulate; they promote a false consciousness which is immune against its falsehood. And as these beneficial products become available to more individuals in more social classes, the indoctrination they carry ceases to be publicity; it becomes a way of life. It is a good way of life—much better than before—and as a good way of life, it militates against qualitative change. Thus emerges a pattern of one-dimensional thought and behavior in which ideas, aspirations, and objectives that, by their content, transcend the established universe of discourse and action are either repelled or reduced to terms of this universe. They are redefined by the rationality of the given system and of its quantitative extension.

It is the constant attempt in this country [Canada] to make fundamental science responsive to the marketplace. Because technology needs science, it is tempting to require that scientific projects be justified in terms of the worth of the technology they can be expected to generate. The effect of applying this criterion is, however, to restrict science to developed fields where the links to technology are most evident. By continually looking for a short-term payoff we disqualify the sort of science that … attempts to answer fundamental questions, and, having answered them, suggests fundamentally new approaches in the realm of applications.

The marriage of reason and nightmare which has dominated the 20th century has given birth to an ever more ambiguous world. Across the communications landscape move the specters of sinister technologies and the dreams that money can buy. Thermonuclear weapons systems and soft drink commercials coexist in an overlit realm ruled by advertising and pseudoevents, science and pornography. Over our lives preside the great twin leitmotifs of the 20th century—sex and paranoia.