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Non-traditional, non-elite, mass produced, popular, commercial and homogenised, mass culture was denigrated by the Frankfurt School, a group of scholars who combined Marxist critical theory with hermeneutics (Baran and Davis 2003). The mass media was seen as “inane in content, banal in style, muddy in reasoning, mawkish in sentiment, vulgar, naive, and offensive to men of learning or refinement” (Rosten 1960). Rosten (1960) remarks on the incriminating cliches intellectuals used to characterise mass media:
“The mass media lack originality.” This statement assumes that originality is common in every other human endeavour such as science, philosophy or art...
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