By Theodor W. Adorno
Theodor Adorno was once no stranger to controversy. In The Jargon of Authenticity he provides complete expression to his hostility to the language hired by way of convinced existentialist thinkers comparable to Martin Heidegger. together with his standard alertness to the makes use of and abuses of language, he calls into query the jargon, or ‘aura’, as his colleague Walter Benjamin defined it, which clouded existentialists’ idea. He argued that its use undermined the very message for that means and liberation that it sought to make real. additionally, such language—claiming to deal with the problem of freedom—signally did not display the shortcoming of freedom inherent within the capitalist context within which it was once written. as an alternative, in addition to the jargon of the ads jingle, it attributed price to the pride of quick hope. Alerting his readers to the relationship among ideology and language, Adorno’s frank and open problem to directness, and the avoidance of language that ‘gives itself over both to the marketplace, to balderdash, or to the predominating vulgarity’, is as well timed this present day because it ever has been.