Author(s)

Steven Gerardi

Professor Emeritus of Sociology, New York City College of Technology, CUNY, New York, USA.

This effort suggests that the modern periods’ concept (the period appropriately mid to late 20^th century, ending in the early 21^st century) of the Mass Media is antiquated due to the advancements in digital technology (computers, phones, computer apps, educational technology, video games and Social Media). Therefore, due to these advances, this effort will not refer to the mass media; rather labeling this social instruction as the Mass Culture. This effort will also include in the concept of Mass culture, the original concept of “Technological Nihilism” to complete the Mass Culture concept. The Digital electric components found in the Mass Culture have been created to think and act like a human, therefore because of the nature of these components is to dehumanize, and alienate the “species-being”. This effort will exam the effect of the Mass Culture on 1) intellectual growth for its simplifying affect; 2) conformity for the Herd Behavior outcome, and 3) the family’s loss of influence on their offspring.

Mass Culture, Herd Behavior, Social Conformity, Dehumanization, Alienation

Gerardi, S. (2018) The Libido for the Mass Culture and the Fetish for Human Compliance. Sociology Mind, 8, 221-225. doi: 10.4236/sm.2018.83017.