One-Dimensional Man: Studies in the Ideology of Advanced Industrial Society is a 1964 book by the philosopher and critical theorist Herbert Marcuse, in which the author offers a wide-ranging critique of both contemporary capitalism and the Communist society of the Soviet Union, documenting the parallel rise of new forms of social repression in both these societies, as well as the decline of revolutionary potential in the West. He argues that "advanced industrial society" created false needs, which integrated individuals into the existing system of production and consumption via mass media, advertising, industrial management, and contemporary modes of thought. This results in a "one-dimensional" universe of thought and behavior, in which aptitude and ability for critical thought and oppositional behavior wither away. Against this prevailing climate, Marcuse promotes the "great refusal" (described at length in the book) as the only adequate opposition to all-encompassing methods of control. Much of the book is a defense of "negative thinking" as a disrupting force against the prevailing positivism. Marcuse also analyzes the integration of the industrial working class into capitalist society and new forms of capitalist stabilization, thus questioning the Marxian postulates of the revolutionary proletariat and the inevitability of capitalist crisis. In contrast to orthodox Marxism, Marcuse champions non-integrated forces of minorities, outsiders, and radical intelligentsia, attempting to nourish oppositional thought and behavior through promoting radical thinking and opposition. He considers the trends towards bureaucracy in supposedly Marxist countries to be as oppositional to freedom as those in the capitalist West. One-Dimensional Man bolstered Marcuse's fame as a contemporary Western philosopher. Summary Marcuse strongly criticizes consumerism and modern "industrial society", which he claims is a form of social control. Marcuse argues that while the system we live in may claim to be democratic, it is actually totalitarian. A form of technological rationality has imposed itself on every aspect of culture and public life, and has become hegemonic. Our identification with this hegemonic ideology of modern industrial society, this ideology doesn't only represent a form of "false-conscious", yet rather has succeeded in becoming reality. Modern industrial societies have furthermore created an "affluent society", which in increasing comfort have disguised the exploitative nature of the system, and have therefore strengthened means of domination and control. Modern "affluent society" therefore limits opportunities for political revolution against capitalism. In modern consumer societies, Marcuse argues that a small number of individuals are empowered to dictate our perceptions of