Cultural theorists also highlight the role of the power of technological domination as a feature of contemporary, particularly of mass culture. In their seminal text entitled “The Culture Industry” Theodor Adorno and Max Horkheimer comment:

“… the basis on which technology is gaining power over society is the power of those whose economic position in society is strongest. Technical rationality today is the rationality of domination. It is the compulsive character of a society alienated from itself. Automobiles, bombs, and films hold the totality together until their leveling element demonstrates its power against the very system of injustice it served. For the present the technology of the culture industry confines itself to standardization and mass production and sacrifices what once distinguished the logic of the work from that of society.”