“Not every problem someone has with his girlfriend is necessarily due to the capitalist mode of production.”

“Inasmuch as art preserves, with the promise of happiness, the memory of the goal that failed, it can enter, as a 'regulative idea,' the desperate struggle for changing the world. Against all fetishism of the productive forces, against the continued enslavement of individuals by the objective conditions (which remain those of domination), art represents the ultimate goal of all revolutions: the freedom and happiness of the individual.”

“Le persone si riconoscono nelle loro merci; trovano la loro anima nella loro automobile, nel giradischi ad alta fedeltà, nella casa a due piani, nell'attrezzatura della cucina. Lo stesso meccanismo che lega l'individuo alla sua società è mutato, e il controllo sociale è radicato nei nuovi bisogni che esso ha prodotto.”

“The means of communication, the irresistible output of the entertainment and information industry carry with them prescribed attitudes and habits, certain intellectual and emotional reactions which bind the consumers to the producers and, through the latter to the whole social system. The products indoctrinate and manipulate; they promote a false consciousness which is immune against its falsehood...Thus emerges a pattern of one-dimensional thought and behavior.”

“Every sound reason is on the side of law and order in their insistence that the eternity of joy be reserved for the hereafter, and in their endeavor to subordinate the struggle against death and disease to the never-ceasing requirements of national and international security.”

“By virtue of the way it has organized its technological base, contemporary industrial society tends to be totalitarian. For "totalitarian" is not only a terroristic political coordination of society, but also a non-terroristic economic-technical coordination which operates through the manipulation of needs by vested interests.”

“The danger of abusing the discovery of the truth value of imagination for retrogressive tendencies is exemplified by the work of Carl Jung. More empathically than Freud, he has insisted on the cognitive force of imagination. According to Jung, phantasy is ‘undistinguishably’ united with all other mental functions, it appears ‘now as primeval, now as the ultimate and most audacious synthesis of all capabilities.’ Phantasy is above all the ‘creative activity out of which flow the answers to all answerable questions’; it is ‘the mother of all possibilities, in which all mental opposites as well as the conflict between internal and external world are united.’ Phantasy has always built the bridge between the irreconcilable demands of object and subject, extroversion and introversion. The simultaneously retrospective and expectant character of imagination is thus clearly stated: it looks not only back to an aboriginal golden past, but also forward to still unrealized but realizable possibilities.”