“As the ego cogito, subjectivity is the consciousness that represents something, relates this representation back to itself, and so gathers with itself.”

“The dialectic of antiquity tended towards leadership (the great individual and the masses--the free man and the slaves); so far the dialectic of Christendom tends towards representation (the majority sees itself in its representative and is set free by the consciousness that it is the majority which is represented, in a sort of self-consciousness); the dialectic of the present age tends towards equality, and its most logical--though mistaken--fulfilment is levelling, as the negative unity of the negative reciprocity of all individuals.”

“One can ask why the I has to appear in the cogito {Descartes’ argument “I think therefore I am.}, since the cogito, if used rightly, is the awareness of pure consciousness, not directed at any fact or action. In fact the I is not necessary here, since it is never united directly to consciousness. One can even imagine a pure and self-aware consciousness which thinks of itself as impersonal spontaneity.”

“The conscious experience of being a subject arises when a single organism learns to enslave itself.”

“[It] is not that television is entertaining but that it has made entertainment itself the natural format for the representation of all experience. […] The problem is not that television presents us with entertaining subject matter but that all subject matter is presented as entertaining. (87)”

“The self is a relation which relates itself to its own self, or it is that in the relation that the relation relates itself to its own self; the self is not the relation but that the relation relates itself to its own self.”