"The one version of the bourgeois comprises the artisan, the trader, the official, the financier, and the entrepreneur, all of whom, in their own way, can claim to know what labor is. Juxtaposed to them from the beginning, stands a type of bourgeois who does research, writes poetry, composes and makes music, and philosophizes and who believes that these activities develop a world that is self-sufficient. It is obvious that these two fractions of the bourgeois ego get on only superficially and come together only in the hollow connection of property and cultivation. They create the century-long tension between the good and the evil bourgeois, the idealist and the exploiter, the visionary and the pragmatist, the ideally liberated bourgeois and the laboring bourgeois. This tension remains as inexhaustible as that between the world of work and “freedom” in general."

“For as long as possible, the learned collegium has tried to defend its integrity against the close combat of ideologico-critical exposures. Do not unmask, lest you yourself be unmasked could be the unspoken rule. It is no accident that the great representatives of critique—the French moralists, the Encyclopedists, the socialists, and especially Heine, Marx, Nietzsche, and Freud—remain outsiders to the scholarly domain. In all of them there is a satirical, polemical component that can scarcely be hidden under the mask of scholarly respectability. These signals of a holy nonseriousness, which remains one of the sure indexes of truth, can be employed as signposts to the critique of cynical reason.”

“Because there are no truths that can be taken possession of without a struggle, and because all knowledge must choose a place in the configuration of hegemonic and oppositional forces, the means of establishing knowledge seem to be almost more important than the knowledge itself. … The demand to universalize the rational draws it into the vortex of politics, pedagogy, and propaganda. With this, enlightenment consciously represses the harsh realism of older precepts of wisdom, for which there was no question that the masses are foolish and that reason is to be found only among the few. Modern elitism has to encode itself democratically.”

“When conservatives and reactionaries refer to “Nature” to justify their assertions about the inferiority of woman, the lesser capacities of dark races, the innate intelligence of children from the upper social strata, and the sickness of homosexuality, they have usurped naturalism. It remains the task of critique to refute this. Ultimately critique must at least be able to show that what “Nature” gives us has to be recognized as neutral and nontendentious so that every value judgment and every tendency can without doubt be understood as a cultural phenomenon. Even if Rousseau’s “good Nature” has been discredited, he has at least taught us not to accept “bad Nature” as an excuse for social oppression.”

“Every naturalism begins as involuntary naïveté. Initially, we cannot help thinking that the “order of things” is an objective order. For the first glance falls on the things and not on the “eyeglasses.” In the work of enlightenment, this first innocence becomes irretrievably lost. Enlightenment leads to the loss of naïveté and it furthers the collapse of objectivism through a gain in self-experience. It effects an irreversible awakening and, expressed pictorially, executes the turn to the eyeglasses, i.e., to one’s own rational apparatus. Once this consciousness of the eyeglasses has been awakened in a culture, the old naïveté loses its charm, becomes defensive, and is transformed into narrow-mindedness, which is intent on remaining as it is. The mythology of the Greeks is still enchanting; that of fascism is only stale and shameless. In the first myth, a step toward an interpretation of the world was taken; in simulated naïveté, an artful stupefaction is at work—the predominant method of self-integration in advanced social orders.”

“Socialization through schooling, as it takes place here, and in Western societies, in general, is a priori stupefaction”

“Ideology critique, having become respectable, imitates surgical procedure: … The opponent is cut open in front of everyone, until the mechanism of his error is laid bare. … Ideology critique is now interested not in winning over the vivisected opponent but in focusing on the “corpse,” the critical extract of its ideas. … Those who previously did not want to engage in enlightenment will want to do so even less now that they have been dissected and exposed by the opponent.”