Let us see more at great length as if it developed the thought of Adorno and Horkheimer on this problematic one. 2.2 – Reflections and consideraes of Adorno and Horkheimer on the phenomenon of the homogenization and massificao of the behaviors. As initial element, let us follow the following reflection developed for Max Horkheimer. It seems that while the knowledge technician expands the horizon of the activity and the human thought, the autonomy of the man while individual, its capacity to oppose resistance to the increasing mechanism of manipulation of masses, its power of imagination and its independent judgment had suffered a reduction. The advance of the resources information technician if folloies of a desumanizao process. (id., 1976, P. 6) it does not have doubts of that one of the main characteristics of our time is exactly the reality of the extremely advanced technology.
On the other hand, the development of the reasoning did not follow this dynamics. Before, if the resources technician had increased, the reflexiva capacity diminished drastically. Situated in a context of deep transformations and increasing manipulation of the consciences, the knowledge was substituted by the quantitative and ideologizadas information. However, the understanding of this phenomenon more demands a deepened reflection. In the vision of Horkheimer and Adorno, the current society is fruit of a dynamics pautada in a failed attempt to exempt the men of the fear and to make of them gentlemen of itself exactly. It was what it intended the Iluminismo.
As consequence, values before had as basic, had been relegated as the plain one or violently substituted. The logic appeared of the market and the relations human beings, as consequence, had also passed to be pautadas of quantitative form. In other words, ' ' the market does not question on its birth, but the price of this advantage, pay for who made the exchange, was of being obliged to allow that its possibilities of nascena were shaped by the production of the merchandises that in it can be comprados.' ' (ADORNMENT; HORKHEIMER, 1980, P.