in political and sociologic opposition to the cultural conformity inherent to popular culture and to consumerism as a way of life and as a worldview. Theories In The Theory of the Avant-Garde (Teoria dell’arte d’avanguardia, 1962), the academic Renato Poggioli provides an early analysis of the avant-garde as art and as artistic movement. Surveying the historical and social, psychological and philosophical aspects of artistic vanguardism, Poggioli's examples of avant-garde art, poetry, and music, show that avant-garde artists share some values and ideals as contemporary bohemians. In Theory of the Avant-Garde (Theorie der Avantgarde, 1974), the literary critic Peter Bürger looks at The Establishment’s embrace of socially critical works of art as capitalist co-optation of the artists and the genre of avant-garde art, because “art as an institution neutralizes the political content of the individual work [of art]”. In Neo-avantgarde and Culture Industry: Essays on European and American Art from 1955 to 1975 (2000), Benjamin H. D. Buchloh argues for a dialectical approach to such political stances by avant-garde artists and the avant-garde genre of art. Society and the avant-garde Sociologically, as a stratum of the intelligentsia of a society, avant-garde artists, writers, architects, et al. produce artefacts — works of art, books, buildings — that intellectually and ideologically oppose the conformist value system of mainstream society. In the essay “Avant-Garde and Kitsch” (1939), Clement Greenberg said that the artistic vanguard oppose high culture and reject the artifice of mass culture, because the avant-garde functionally oppose the dumbing down of society — be it with low culture or with high culture. That in a capitalist society each medium of mass communication is a factory producing artworks, and is not a legitimate artistic medium; therefore, the products of mass culture are kitsch, simulations and simulacra of Art. Walter Benjamin in the essay “The Work of Art in the Age of Mechanical Reproduction” (1939) and Theodor Adorno and Max Horkheimer in the Dialectic of Enlightenment (1947) said that the artifice of mass culture voids the artistic value (the aura) of a work of art. That the capitalist culture industry (publishing and music, radio and cinema, etc.) continually produces artificial culture for mass consumption, which is facilitated by mechanically produced art-products of mediocre quality displacing art of quality workmanship; thus, the profitability of art-as-commodity determines its artistic value. In The Society of the Spectacle (1967), Guy Debord said that the financial, commercial, and economic