Apocalyptic and integrated

Apocalyptic and integrated is a book by Umberto Eco, first published in Italian in 1964, in which the author instructs us on modern myths, from the structure, influence and development of the mass media to complex concepts of semiotics, always treated from the point of view of practical communication. It continues an almost philosophical dissertation that began with Obra abierta. Eco conducts a study on popular culture and the media.

Plot

The work is based on two opposing positions in the face of mass culture: the apocalyptic and the integrated.

Within the apocalyptic position, he places both aristocratic currents (such as MacDonald) and left-wing critics (Frankfurt School), while some of those integrated are Edward A. Schils, Daniel Bell and Friedman. Throughout the entire work, Eco makes a critical analysis presenting arguments for and against each of the opposing visions.

The integrated ones are those who make a benevolent interpretation of the results that mass culture causes, such as the access of all to culture, as is the case of Marshall McLuhan. It includes the intellectual mystics, the connoisseurs of reality, who do not belong to a defined religion or organization, but consider themselves members of humanity, learn through the same symbols, and are the unifying principle.

For Umberto Eco, the myth is an unconscious symbolization, projection in the image of tendencies, aspirations and fears. The critic is a philosopher in the role of historian of culture.

The representative symbolic image at present is that of Superman, the hero endowed with powers superior to those of the common man, which constitute the highest realization of a natural power: cunning, speed, warlike ability or intelligence syllogistic.

Conclusion

The mass media propose models and human situations that have no connection with consumers but that entertain them. For the apocalyptic, this mass culture and its mass media destroy the characteristics of each ethnic group, the public does not express their preferences and therefore they remain satisfied with what they are offered. The mass media were created for entertainment. On the other hand, the integrated have a more optimistic view of this situation and speak of a mass culture where citizens participate and are taken into account. Mass culture is produced by people who have greater economic power to obtain benefits, and the only thing it wants to achieve is the creation of a market in which it can get investors that generate profits, which is why it only creates content simple, entertaining and that reach most homes in the country.