Free Essay

The Culture Industry and the Society of the Spectacle

In: Philosophy and Psychology

Submitted By amylynnehicks
Words 1533
Pages 7
The Culture Industry and The Society of the Spectacle

In Guy Debord’s The Society of the Spectacle, the author discusses how culture has become commodified. In Theodor Adorno’s The Culture Industry, the author discusses how art became autonomous. In this essay, I will compare the two books and show how Debord’s theory of commodified culture and Adorno’s theory of autonomous art directly correlate with one another.
The mass production of commodities destroyed quality guidelines and broke down legal and regional barriers. Debord says, “The capitalist production system has unified space, breaking down the boundaries between one society and the next” (Debord, §165). One point Debord is making is that capitalism broke down spatial barriers.
When objects became commoditized, human circulation – or tourism – became the by-product. Debord says, “Tourism is the chance to go and see what has been made trite.” (§168) People travel to Rome to see the Coliseum, and travel to Egypt to see the Great Pyramids. These objects, reduced from historical masterpieces to the latest thing you must see before you die, fuel travel and break down geographic barriers. The distance between New York and Rome become significantly smaller. Cars did this in the United States on a smaller scale. It was easier and faster to travel farther in a car than it had been before the car was invented, making travel more accessible, and commodities more able to be made even more trite.
Another point Debord is making about mass-production of commodities is that when commodities began to be mass-produced, they lost quality standards. Back in the Middle Ages, society implemented a series of quality guidelines and standards to ensure products were made well. Products were made one by one and people wanted to make sure the items were crafted with care. When products began to be mass-produced, quality guidelines began to waiver because products were no longer made one by one, by hand. This is an effect of capitalism. The more produced a product is, the more generic its quality.
Debord also talks about how urbanization isolates people together. With the arrival of long distance mass-communication, isolation of people became very easy. People no longer had to visit the home of their friends to speak with them – they could just make a phone call and spend an hour talking with their friend, hang up, and call another friend across the country and talk with them for an hour. People began to join pseudo-communities; places like holiday camps, housing developments, and cultural centers. These pseudo-communities gave the impression that people were not isolated, but in the end everyone ended their socializing and returned home at the end of the day.
Another point Debord makes is that in the struggle between traditional and innovative, innovative always wins. Debord states, “The struggle between traditional and innovation, which is the basic principle of the internal development of the culture of historical societies, is predicated entirely on the permanent victory of innovation. (§181) When people are presented with the choice between something familiar and something new, Debord says people always pick the new choice. But cultural innovation is generated by none other than total historical movement, and when the movement becomes aware of itself, it goes beyond what culture thought it was going to.
Debord also talks about the positive significance and negative implication of the modern decomposition and destruction of all art. The positive significance is that the language of communication has been lost. The negative implication is that a common language can no longer be found in the form of conclusions that only affect one person without the other party agreeing. Just as language decomposes, so does art. Art becomes great only as real life fades away.
Baroque art was a response to a world without its center, and it led to romanticism and on to cubism, which is the negation of art. Eventually, all art becomes equal as all art loses distinction. Dadaism and surrealism are the theoretical ‘endpoint’ of art. They stand in opposition to each other but are fundamentally inadequate to deal with their self-derived questions. “For dadaism sought to abolish art without realizing it, and surrealism sought to realize art without abolishing it.” (§191) Culture is a commodity in the society of the spectacle. It has to be the ‘star commodity’ or the most important commodity. Culture will be and must be the driving force in the development of the economy. “A culture now wholly commodity was bound to become the star commodity of the society of the spectacle.” (§193) It has replaced the car and the railroad in its need to be the most important. Knowledge is used to justify a society without justification. Knowledge cannot and will not investigate its own material basis in the spectacular system. The spectacular critique, or the critique of the society of the spectacle, is part of the spectacle. Contemplation of the spectacle is submission to the spectacle. Sociology may be truly reformist, but it fails to grasp the reality beyond the empirical data. For example, waste functions as a necessary component of the spectacle, and it cannot be eliminated. A 'fair' society is past; making spectacular society fair is impossible and futile. The society of the spectacle ensures that the tendency to celebrate the current system as eternal and uncreated is realized. Adorno also discusses commodified culture.
For Adorno, commodification and autonomy stand in direct correlation. Autonomous art is art with no function in society. Autonomous artworks have social value, but no social function, much like when an object is commodified and people use it but it does not hold the same function it did before it was commodified. Music lost its direct social function with the ascendancy of bourgeois culture in the late 18th century; because aristocratic and church patronage was declining, a new version of music, a non-functional ‘art-music’ developed. No longer did music have to serve a purpose in the church or aristocracy. Music was simply music, for the enjoyment of people or otherwise. The social function of music therefore vanished. Adorno says that art became free from the church and other bindings and thus art became autonomous and commodified through entry into the capitalistic marketplace. Pre-bourgeois art had a direct social function, but this new autonomous art’s purpose is essentially to create something without purpose. Modern art is a good example of this. In the pre-bourgeois days, art had a purpose. Paintings and theater were more than just something to look at or watch. Music served a purpose in the church or in aristocratic functions. With modern art, you could have an empty room, and the ‘artistic’ point is that there’s nothing in the room. That would never have gone over in the pre-bourgeois days, back when art had a purpose and function in society. Art stopped serving a purpose. Adorno recognizes that all art has a social function in some sense though – the dialectical opposition of autonomy and commodification reflects this fact. Commodification implies an economic function – the artist acquires a means of living in exchange for their artistic labor. Particular concerts, for example, will have various social functions; the Adornian claim under consideration is that in general they have no intrinsic or direct social function of the kind that characterizes heteronomous music. Since music no longer fulfills a direct social function, Adorno says that autonomous artwork can create its own inner logic, which does not refer to anything external. In its consistency and total integration, form and content become identical; the work is its idea. In contrast, heteronomous art imitates, represents, or expresses things outside itself. So now music can be an idea in itself – it no longer must draw on an outside idea. A good example of this is current lyrical music. In lyrical music, the words can convey its own idea. Back before the time of autonomous art, music had to draw from a religious or aristocratic set of ideas. It is in autonomous art’s lack of social function that, according to Adorno, autonomous music (and art) acquire a critical function. Autonomous art could provide a critique of society and other things that heteronomous art could not. For Adorno, critique was dependent on autonomy, on the distinction between, in this case, art and social steering mechanisms or art and other forms of reason. The distinction, framed in Adorno’s work through the negative dialectic, makes it possible for art not only to be critiqued, but also to function as a critique of existing social institutions. Yet some modernist art movements, in particular the historical avantgarde, pursued a form of social criticism and aesthetic practice that specifically attacked the autonomous institution of art in bourgeois society. These movements sought to put art into life in order to effect an aesthetic transformation of everyday life. Whether through unmasking the irrationality of an overly rationalized bourgeois society or through direct involvement with either fascist politics or socialist production, the attack on aesthetic autonomy was part and parcel of a program of social transformation and critique.

Works Cited

Debord, Guy. The Society of the Spectacle. Trans. Donald Nicholson-Smith. Brooklyn: Zone, 1994. Print.

Similar Documents

Free Essay

Bullfighing

...Bullfighting in the Modern World Name: Course: Date: Bullfighting is a traditional spectacle of western countries like Spain, Mexico, France, Philippines, and Columbia in which bulls are baited, and thereafter killed in a bullring for entertainment of the audience. Even though it is a blood sport by definition, many followers of this spectacle consider it as a fine art and not as a sport because it lacks competition elements in the proceedings. As it is practiced today, bullfight involves professional toreros who practice different formal moves that can be innovated and interpreted according to the bullfighter’s school or style. It is alleged that the fighters seek to elicit art and inspiration from their work and emotional connection with the audience transmitted through the bull. These maneuvers are done at close range, after the bull has been tied and weakened. The close proximity puts the bullfighter at risk of being trampled or gored by the bull. After hooking the bull several times behind the shoulder, the bullfight ends with the killing of that bull using a single sword thrust called the Estacada (For a Bullfighting-free Europe, 2011). Ecology Many bulls are bred and kept in semi-preserved land areas called dehesas. The dehesas are home to many protected animals like the imperial eagle and cared for as an area of outstanding natural beauty. Bullfighting industry claim that the protected species and the dehesas will disappear incase bullfighting is abolished. They claim...

Words: 1557 - Pages: 7

Premium Essay

Musical Films Analysis

...entertainment and investment lie in the musical numbers (p. 309, Wood, 2008). Musical films are often a beloved or hated genre due to the unrealistic nature of characters erupting into song and dance. This essay analyse four main conventions of the musical genre the spectacle, the narrative, the adaption of established stories and the power the combination of lyrics and music can achieve on screen. Examples from different periods in Hollywood will be used to explore these conventions and how they apply and have evolved to suite conventions of modern cinema. Kellner (2005) explains spectacles have been present in different cultures since pre-modern times. Examples of these spectacles include plays, the Olympics of Ancient Greece, in Ancient Rome public offerings of bread, circuses and gladiator games (Kellner, 2005). The human desire for the spectacle has not fallen into extinction but rather evolved with society and technology. Entertainment has always been a prime field of the spectacle and film has been one of the most productive industries to utilise the spectacle (Kellner, 2005). Hello Dolly (1969), My Fair Lady (1964) and Rodgers and Hammerstein’s Cinderella (1997) are three examples of film musical spectacles. All three of these movies contain elaborate costumes, bright colours and large dance casts. The large cast is designed to entertain and distract the audience with absurdity and fantasies (Kellner, 2005). It is unrealistic for people to join in a song and choreographed...

Words: 2739 - Pages: 11

Premium Essay

Impact of Turkish Dramas

...Before going to any further about Dramas effect on our society, first of all we have to know about what drama is? Then we can easily make further research on this topic. Drama is the specific mode of fiction represented in performance.“Drama is watching one person changed by another. If two people exchange views, but neither is changed by the interaction, you have literature. If two people have an enormous physical fight but their relationship remains unchanged, you have spectacle. But if one is altered by the other, then you have drama.” Johnston (1979). In every drama, there’s always a thing called elements of drama. The elements of drama is like an analysis of it, it tells us how the play goes on and how it will end. The elements of drama consist of four main parts and they are Plot, Character, Setting and Theme. Drama doesn’t mean vulgarity, it is a source to promote any society culture. A people without the knowledge of their past history, origin and culture is like a tree without roots. Culture, then, is a study of perfection, and perfection which insists on becoming something rather than in having something, in an inward condition of the mind and spirit, not in an outward set of circumstances. 1.1: Culture Culture is a word for people’s way of life, meaning the way...

Words: 1514 - Pages: 7

Premium Essay

Devil In The White City Analysis

...1893 was a very successful and influential time in United States history as it introduced the world's fair. In Devil in the White City, by Erik Larson, the Chicago world fair portrays the impact the fair had on how the United States was viewed, as well as how deeply affected american culture is by the gilded age at this time. The fair not only was a spectacle to propel America to the top spot in industry and entertainment through various new technologies, but it managed to show the advancement of America compared to the rest of the world. Coming into the construction of the fair, after the site in Chicago had been decided, Burnham and the other architects were concerned about whether they would be able to outshine...

Words: 700 - Pages: 3

Premium Essay

Caribbean Festivals

...Access the importance of any two perennial national festivals in the Caribbean Carnival is Bacchanal! It is an annual celebration of life found in many countries of the world. Carnival is the time when individuals releases themselves and parade with enjoyment of the various Caribbean local art forms. According to Julia Hewitt “in the Caribbean, carnival as a mode of performing resistance, the memory of repression and sacrifice but also of hope, in a sense of becoming other”. “Caribbean festivals embody an aesthetic formally rooted in the early European, African and Asian traditions brought to the West indies between the 15th and 19th centuries, as well as from 20th century publications, broad casts and artistic movements. Caribbean festival arts are evidence of the transformation worked by a creoles aesthetic.” Judith Bettleheim et.al. Carnival in Trinidad and Tobago and Jonkonnu in Jamaica are two perennial festivals in the Caribbean. These festivals have been celebrated in the Caribbean for years and play an integral role in the maintenance and development of the region. Moreover, they contribute significantly to the nation’s social, economic, cultural tourism welfare. The Caribbean has many festivals such as Jonkonnu and Carnival. Jonkonnu has several schools of thoughts but according to Richard Allsopp denotes that Jonkonnu is more likely related to Yoruba word Jonkoliko, one elevated as a figure for fun or disgrace. This seems logical, especially since many of the...

Words: 1510 - Pages: 7

Free Essay

Modern Day Representation of Burlesque

...THE MODERN DAY REPRESENTATION OF BURLESQUE INTRODUCTION TO DESIGN AND VISUAL CULTURE Module reference: DAVC10100 Module leader: Martin Bonney Batch No: BFMDI 1202A Student: Chinmay Mahesh Daswani FIN No: G1181475T NTU Id: N0474714 Date: 16th July, 2013 The glamorous and fancy word ‘Burlesque’ The art of the striptease today has come a long way since its early stages and presently burlesque has been widely stereotyped among society. This has clothed its actual purpose and representations today, which will be highlighted in this essay. As we know it today, burlesque is a theatrical dance performance showcasing ‘The art of the striptease’. Becoming a high-end form of entertainment in the 21st Century, it has evolved, changing its original identity and purpose. Burlesque in the 1860’s was originally a form of ‘pastiche’ art during the Victorian era; it started off as a lower end form of entertainment for middle class people. It consisted of comic skits, dances and songs mocking dignified subjects like politics, Shakespeare and the opera. The late nineteenth century was the period during which the entertainment business was spiraling at a furious rate, from circuses, minstrel shows, amusement parks, burlesque and vaudeville. "Burlesque moved from several lavishly staged spectacles in respectable theaters to 'leg shows' "(Leroy. A., 2006) Igniting the growth of the striptease through leg shows was English immigrant Laura Keene. She opened up a theatre on Broadway, seeking to...

Words: 3779 - Pages: 16

Premium Essay

Nike in India

...MKW 3444 Assignment 1: Foreign Market Analysis WORD COUNT = 2,001 Prepared by;   TABLE OF CONTENTS Table of Contents Page 2 Executive Summary Page 3 1 Introduction Page 4 2 Economic Environment Page 5 3 Cultural Environment Page 7 4 Political Environment Page 9 5 Conclusion Page 11 6 References Page 12  EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s.   1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan...

Words: 2218 - Pages: 9

Premium Essay

Blackface Chic: High Fashion, Racechange and Cultural Tourism

...Blackface Chic: High Fashion, Racechange and Cultural Tourism Race, Identity, and Public Culture Popular cultural representations, in particular those in the fashion industry, have recently reinvented a historically loaded image in their performances: blackface.1 In the past several years, blackface and other images of physical transformations of race have appeared in a number of high and popular fashion contexts including a “yellowface” fashion show in Shanghai sponsored by Karl Lagerfeld, supermodel Heidi Klum photographed wearing only chocolate syrup, an issue of French Vogue featuring a white model in black body paint and elaborate “African-inspired” costuming, a photograph in V Magazine of two models, one in blackface and one white, wrestling, two episodes of America’s Next Top Model involving racial and biracial transformation, and an editorial naming American Apparel and showing a woman in blackface. Blackface, though in a contemporary form more accurately described by the term “racechange,” or the performance of one race by another (Gubar 2000), far from being taboo have become an aesthetic in the fashion industry. Though popular magazines and newspapers such as Essence and a number of fashion blogs have responded to particular instances of racial transformation, there is relatively little scholarly work on the rise of racechange in contemporary fashion. This essay attempts to fill that gap in scholarship by examining racial transformation through...

Words: 4793 - Pages: 20

Free Essay

The Rise of Hentai in America

...The Rise of Hentai in America, Part 1 Posted on August 8, 2012August 15, 2012 by CarrieLynn D. Reinhard (This paper, and the accompanying presentation I’m not bad, I’m just drawn that way, were done in 2006 for a women’s studies course at Ohio State University. Some of the facts may be a bit outdated, some have been updated, but I still stand by the interpretation of the texts. And, warning, this posting will include illustrated examples of pornographic cartoons, so it is definitely rated NSFW. Part 1 here discusses the subject matter; Part 2 compares hentai to live action pornography; Part 3 considers the ramifications of hentai.)  Created by a fan, and named “Jessica Rabbit Naughty Pin-up”. When Jessica Rabbit, the animated femme fatale of Who Framed Roger Rabbit? uttered the line “I’m not bad, I’m just drawn that way,” I sincerely doubt her creators knew that a decade later she would be made into an online porn star. Now, alongside other American and Japanese cartoon women, she has entire websites devoted to her. Is Jessica being objectified, degraded, and having her rights taken away? Logically, no, because Jessica is merely ink-and-paint, a figment of someone’s imagination brought to life only by the mechanical and visual trickery of animation. As she said, it’s not her fault she was drawn to represent a stereotypical male conception of an idealized woman. Why should we care if people have changed her from a children’s animated figure into an adult porn star? The...

Words: 4244 - Pages: 17

Premium Essay

Mr Jack Coulbeck

...This article was downloaded by: [Aberystwyth University] On: 12 October 2013, At: 02:24 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Marketing Management Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rjmm20 The Sociology of Consumption: The Hidden Facet of Marketing Hélène Cherrier & Jeff B. Murray Published online: 01 Feb 2010. To cite this article: Hélène Cherrier & Jeff B. Murray (2004) The Sociology of Consumption: The Hidden Facet of Marketing, Journal of Marketing Management, 20:5-6, 509-525, DOI: 10.1362/0267257041323954 To link to this article: http://dx.doi.org/10.1362/0267257041323954 PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by Taylor & Francis. The accuracy of the Content should not be relied upon and should be independently verified with primary sources of information. Taylor and Francis shall not be liable...

Words: 7423 - Pages: 30

Free Essay

Technology in the First Century

...commercial enterprises, who are yet to grow accustomed to its disombobulating nature. Complex though it is I shall now attempt to provide an exaustive report on Technology in the 20th century and its numerous 'industries'. As Reflected in classical mythology society is complicated. When Sir Bernard Chivilary said 'hounds will feast on society' [1] he could have been making a reference to Technology in the 20th century, but probably not. Both tyranny and democracy are tried and questioned. Yet Technology in the 20th century smells of success.When one is faced with people of today a central theme emerges - Technology in the 20th century is either adored or despised, it leaves no one undecided. It breaks the mould, shattering man's misunderstanding of man. Derived from 'oikonomikos,' which means skilled in household management, the word economics is synonymous with Technology in the 20th century. We will study the Greek-Roman model, a classic economic system of analysis. There are a number of reasons which may be attributed to this unquestionable correlation. Of course the annual military budget plays in increasingly important role in the market economy. A sharp down turn in middle class investment may lead to changes in the market. The media have made politics quite a spectacle. Looking at the...

Words: 1824 - Pages: 8

Free Essay

Andy Warhol

...hospitals). Often stuck in bed for days at a time, Andy was entertained by the radio and television, which he later described as an important influence on his artwork. In 1945, he entered the Carnegie Institute of Technology where he majored in graphic design. Upon graduation, Warhol moved to New York where he worked as an illustrator for several magazines including “Vogue”, “Harper's Bazaar” and “The New Yorker” and did advertising and window displays for many department stores. Warhol became famous worldwide for his work as a painter, filmmaker, record producer, author, and public figure known for his social circles of friends which included Hollywood celebrities, politicians, and wealthy families. In the 1950’s, the record industry was quickly expanding with vinyl records and hi-fi stereo equipment. Around 1950, RCA hired Andy Warhol and his artist friend, Sid Maurer, to create vinyl album covers and poster advertisements for the newest recording artists. This led to many important meetings with influential businessmen. Throughout the 1950’s, Warhol enjoyed a successful career winning several awards from the Art Director's Club and the American Institute of Graphic Arts. In 1952, Warhol had his first solo art exhibit at the Hugo Gallery, which included his famous “Fifteen Drawings Based on the Writings of Truman Capote”. His work was exhibited in several other galleries during the 1950s, including The Museum of Modern Art in 1956. Warhol created both comical...

Words: 1274 - Pages: 6

Premium Essay

Jhkh

...Mass Media Mass media are means of communication that are used to reach the general public for the purpose of creating audiences for information, artistic expression, and other kinds of messages. Although the word mass suggests large numbers of people, the term is subjective, with standards of measurement relative to the normal capabilities of a given medium. For example, 1 million books sold nationally is more impressive than a national television audience of 1 million viewers. The word media is also commonly used as an aggregate noun to refer to the entire industry, often because of a perceived homogeneity or sameness of point of view. Because the ability to reach large segments of the public is of great value in commerce, politics, and a society's culture, the mass media are usually controlled by corporations (as in the United States) or by national governments (as in China). The mass-media industry employs professionals to conceive, produce, promote, and deliver communication products that are specifically designed to meet the goal of attracting large audiences. These products may be sold as objects (such as books or digital videodiscs [DVDs]), exhibited for the price of a ticket or subscription (such as movies shown in cinemas or on premium or pay-for-view cable TV channels), or offered at no cash cost to consumers so as to create an audience for paid advertising (such as commercial television or radio broadcasts). Some of the mass media use combinations of these funding...

Words: 2301 - Pages: 10

Premium Essay

Child Labor an Unrecognized Global Issue

...Unrecognized Global Issue Abstract There is much knowledge that needs to be gained globally about child labor. Society needs to find ways to increase awareness in this matter. History has shown that child labor was almost necessary for the survival of families through hard economic times. The concept of children rights brought major change to the outlook of child labor. Children have the same large scale rights as adults do. Conventions have been established in place to protect the right of children here in the United States. Although our government has many laws in reference to child labor other nations do not recognize it as problematic and so it continues. In other countries children are being exploited by employers. These children are stripped of their right to have an education, a prosperous childhood, and of other rights. It can affect a child’s health and development. The objective of the following research paper is to raise awareness of the worldwide child labor issue and summarizes what is being done to help battle the issue. Introduction: Any issue that involves the abuse of young children is a sensitive matter. Images exist of children enduring maltreatment and abuse in different work settings. Child labor has been a long existing nationwide issue and although it is seen as a form of child abuse by many there are those that see it as a norm. Cultures in foreign nations believe that by placing a child in money paying work conditions positively helps the child...

Words: 1749 - Pages: 7

Premium Essay

Beauty in the Commercial Industry

...in the advertising industry Term Paper in Media Management Summer Semester 2012 Lecturer: Jana Baum Christin Schwarzhoff BA11 International Culture and Management / Media Management Student-Nr.: 1.6 11 306 Table of content 1. Introduction 3 2. Effects of Advertisings on Women 2.1 Dissatisfaction with the body shape 4 2. Statistics and surveys 5 3. The Image of a Woman in the Beauty Industry 3.1 Gender display in commercials 6 2. Criticism of advertising and thoughts about solutions 7 4. Dove Campaign 4.1 Campaign for Real Beauty 8 4.2 Dove ‘Evolution’ 9 4.3 Success of Dove Campaign 9 5. Conclusion 10 6. Bibliography 11 7. Declaration 13 1. Introduction The term paper at hand deals with the beauty in the commercial industry. Looking at commercials in magazines, on billboards or on television, it is recognizable that most of these advertisings use the image of a perfect world. Especially in beauty advertisings beautiful flawless women present products promising the consumer to look as beautiful as the model after using them. But how effective are these advertisings and how do they affect society? This term paper will discuss the negative influence of those commercials on women in today’s society. Furthermore it will figure out whether a television commercial with a realistic understanding of beauty can be successful in a consumer-based society. This paper tries...

Words: 2772 - Pages: 12