At the beginning of the 20th century this fetish character of commodities changed.

Interviewee: Roger Behrens

At the beginning of the 20th century, at the very latest by the 1920s, this fetish character of commodities changed: as industrial society expands into a consumer society it becomes general. This means that a commodity is fetishized not only as the resultant product in relations of production, but as a consumerist everyday object. And this is what the culture industry describes – in this sense I also do not draw a distinction between culture industry (as the production sector) and the rest of society – the trajectory of the culture industry is that the whole of society becomes a culture industry, namely that a culture is produced, or ultimately modes of behaviour, social spaces, places and situations are produced which are a priori commodified and can only function because they are commodified, because they remain caught in relations of commodity exchange and permanently reproduce these relations as the total structure of society