“The very mechanism which ties the individual to their society has changed, and social control is anchored in the new needs which it has produced.”Herbert Marcuse
“If the individual were no longer compelled to prove themselves on the market, as a free economic subject, the disappearance of this kind of freedom would be one of the greatest achievements of civilization.”
“This is a goal within the capabilities of advanced industrial civilisation, the “end” of technological rationality. In actual fact, however, the contrary trend operates: the apparatus operates its economic and political requirements for defense and expansion on labor time and free time, on the material and intellectual culture. By virtue of the way it has organized its technological base, contemporary industrial society tends to be totalitarian. For “totalitarian” is not only a terroristic political coordination of society, but also a non-terroristic economic-technical coordination which operates through the manipulation of needs by vested interests. It thus precludes the emergence of an effective opposition against the whole. Not only a specific form of government or party rule makes for totalitarianism, but also a specific system of production and distribution which may well be compatible with a “pluralism” of parties, newspapers, “countervailing powers,” etc.
Today political power asserts itself through its power over the machine process and over the technical organization of the apparatus. The government of advanced and advancing industrial societies can maintain and secure itself only when it succeeds in mobilizing, organizing, and exploiting the technical, scientific, and mechanical productivity available to industrial civilization. And this productivity mobilizes society as a whole, above and beyond any particular individual or group interests. The brute fact that the machine’s physical power surpasses that of the individual, and of any particular group of individuals, makes the machine the most effective political instrument in any society whose basic organization is that of the machine process.”
“Our insistence on the depth and efficacy of these controls is open to the objection that we overrate greatly the indoctrinating power of the “media,” and that by themselves the people would feel and satisfy the needs which are now imposed upon them. The objection misses the point. The preconditioning does not start with the mass production of radio and television and with the centralization of their control. The people enter this stage as preconditioned receptacles of long standing; the decisive difference is in the flattening out of the contrast (or conflict) between the given and the possible, between the satisfied and the unsatisfied needs. Here, the so-called equalization of class distinctions reveals its ideological function. If the worker and his boss enjoy the same television program and visit the same resort places … 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. Indeed, in the most highly developed areas of contemporary society, the transplantation of social into individual needs is so effective that the difference between them seems to be purely theoretical. Can one really distinguish between the mass media as instruments of information and entertainment, and as agents of manipulation and indoctrination? Between the automobile as nuisance and as convenience? Between the horrors and the comforts of functional architecture? Between the work for national defense and the work for corporate gain? Between the private pleasure and the commercial and political utility involved in increasing the birth rate?
We are again confronted with one of the most vexing aspects of advanced industrial civilization: the rational character of its irrationality. Its productivity and efficiency, its capacity to increase and spread comforts, to turn waste into need, and destruction into construction, the extent to which this civilization transforms the object world into an extension of man’s mind and body makes the very notion of alienation questionable. The people recognize themselves in their commodities; they find their soul in their automobile, hi-fi set, split-level home, kitchen equipment. The very mechanism which ties the individual to their society has changed, and social control is anchored in the new needs which it has produced.”
Marcuse, Herbert.  2002. One-Dimensional Man: Studies in the Ideology of Advanced Industrial Society, 2nd ed. London: Routledge. [Pages 4-6, 9-10. Excerpts from Chapter 1, “The New Forms of Control,” pp. 3-20. Marcuse pictured above. Italics added.]