Mass Society and Mass Culture: Reinventing the Nobleman

It is the most comprehensive summary about the effects of massification on our culture since José Ortega y Gasset revealed the existence of masses in the society. But it is not just a simple inventory of the mass phenomena in our age. The essence of the book reaches its climax in the last chapter that shows us an ideal way out from the dead-end of our age - ennoblement of the entire population. Step-by-step the author reaches this conclusion by portraying the manipulated worldview, culture, values, moral scales and the whole set-up that enslave the mass human through party machineries, aggressive ad campaigns, bureaucratic apparatuses, welfare dole-outs, consumerism, McDonaldization, dictatorships etc. Seemingly, the book is about manipulation of the common man but in reality it is an Utopia about a possible ideal society. The author sees the solution for this in general ennoblement and by seeking an ideal human existence in the status of nobility and humanism that can transform mass human into cultivated man.