We don't live

As long as a new product is produced by industry and it will create its own market, want or not want consumers. Marketing will make people want it, even need it. As Markize points out, this type of system injects upon us desires and needs that are not our own, and these desires remain our stumbling block in this system, making us incapable of thinking for ourselves.

The culture of entertainment is destroying any value by stripping it of anything that does not serve entertainment. Art, literature, technology, etc. They've already become sewing instruments. From the above point of view, however, the culture of recreation is not merely degrading social values, it produces the consumer himself, produces the individual and the social conditions in which he lives. This kind of culture produces the kind of individual that interests its industry, the kind of individual that lives on this market, where, unlike previous societies, developments are no longer determined by Adam Smith's invisible hand that functions in harmony with human nature. Rather, it is a new kind of market that produces not just balance of demand but produces the individual himself along with the right demand.

Of course, recreation itself is a natural human need. It is also understandable that it has often been used throughout human history to influence people for the interests of politics or even markets. Nero's motto “buk of the circus” is an ancient model of manipulation of the people through the surprise and unity of crowds. When entertainment turns into a captive instrument, it becomes naturally problematic.

But the problem in modern societies surpasses that. The entertainment today is no longer just a moment of relaxation or surprise during a day in which man has performed his function. Rather, a person is tired and works for these moments. In consumer societies, recreation returns to life. It produces culture and produces the individual as well. We thus become products of the consumer industry.

Culture founded by entertainment is transformed into an economic system where man becomes a consumer. The culture of consumption produces a world of values and incapable of building such ones. In modern societies all value is destroyed and disfellowshipped if it is not exploited for consumption. As Arendt, art, and culture say, they no longer respond to universal values, but they are used as objects of entertainment consumption.

Can man be free in such an environment? In fact, this type of man is not merely incapable of being free is incapable of being. We can't just be free subjects, we don't even exist as subjects. We don't have the ability to have needs, desires, passions, individual purposes, our own. There's someone else who lives our lives, makes our choices, develops our trends and organizes everything we have. We are stripped of purpose, even naked.

How can we be free when we have reduced our freedom to the fulfillment of our desires, and these desires are not our own but imposed on us from outside? So we're not just slaves, but we're extinct beings. We have extended industry and its needs to use us. We don't even exist as subjects to ourselves.