Innovative culture as the antithesis of mass culture (on the example of the comparison of the ideas of Max Horkheimer, Teodor Adorno, and Everett M. Rogers)

Abstract

The purpose of the article is to highlight the peculiarities of innovation culture by comparing it with mass culture on the basis of the dialogue of texts by Max Horkheimer, Theodor Adorno «Dialectics of Enlightenment. Philosophical fragments» and Everett M. Rogers «Diffusion of Innovations». The methodology of the study is based on the use of determinism, comparative and system-structural analysis, socio-cultural studies, as well as principles of philosophical hermeneutics. The scientific novelty of the study is to establish and analyze the causal and investigative relationships that take place in the emergence of innovation culture in a society of mass consumption, in comparison with innovation culture and mass culture. Conclusions. As a result of the research, it was found that the emergence of an innovation culture is a consequence of the scale of the spread of mass culture, while the innovation culture is the antithesis of mass culture and destroys the mass consciousness as such. Increasing the level of innovativeness of an individual leads to his way out of the state of mass consciousness. The level of education and openness to permanent education of modern Internet user testify that it is a means of globalization of modern culture, rather than the totality of mass culture as one with its forms. Innovation culture overcomes the «mass» of a person in a society.