Critique of Instrumental Reason

by Horkheimer, M (1974)

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In the process of selling household necessities and especially food, those who help in the selling have a few necessary tasks but otherwise are only stopgaps, temporary substitutes for self-service and automated equipment. This is true of the economy generally for that part of the work force which does not simply supervise automation. As formerly, so now the customer is a subject, but he is now to some extent a self-supporting subject: he must quickly orient himself, know his way around among the current standardized brands, and react promptly as though he were working in a factory. (p.124)

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