The Frankfurt School fled Germany during the Second World War to America and once there they were confronted with the mass culture that was engulfing America which was not to their tastes. The Frankfurt School was shocked when they arrived to discover how "... American mass culture shared many similarities with the products of mass production." (Creeber, 2009, p.12). They likened it to how Henry Ford was successful to produce his automobiles in mass quantities. They believed that as this culture was being mass produced it would have serious negative effects on the mass audiences who consumed this media.
Moreover on the belief that the Frankfurt School saw mass culture as being negative influence on the mass audience that ingested it. The hypodermic needle theory was that, "...as wholly defenceless and constantly 'injected' by media messages, as if it were some form of mind-altering narcotic." (Creeber, 2009, p.13). Mass culture no matter what form it was packaged in was seen to be of no use or benefit to its audience but more of a nuisance.
Furthermore those who condemned mass culture were themselves consumers of high culture ans so therefore saw this new mass culture a threat to their way of life. The first direct General of the BBC, John Reith believed, "... Broacasting should be used to defend 'high culture' against the degrading nature and influence of mass culture." (Creeber, 2009, p.13). Even if mass culture is a threat to high culture or even if it is a negative influence on its audience the 'medium is the message' (Creeber quoting McLuhan, 2009, p.15) and therefore it should speak for itself on these issues and we can interrupt in our own way.
Bibliography
Creeber, G. and Martin R. (2009) Digital Cultures (Maidenhead:Open University Press)
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