Standardisation

Adorno and Horkheimer argued that all products produced by the culture industry exhibited standardised features. There argument here is that there is nothing spontaneous about the process of cultural production, it has become a routine operation that can be carried out 'in a office by the application of specific formulae'. 

Adorno and Horkheimer believe that the culture industry allows people to become 'masses' and easily manipulated by capitalists corporations and authoritarian governments. 

The purpose of a music video:

- Tell a visual story
- highlight cultural issues
- promote and artist
- promote record label
- Representation of genre/artist
- Make music famous
- Sell an artist/ band 
- indirectly make money through record sales etc.
- create a buzz
- create a image
- to create a recognisable image that will appeal to the target audience
- used as a marketing tool for the artist
- increase air play on the song 
- create more interest in the album 
- Sell singles, albums and the artists brand

Most music videos contain an element of SCOPOPHILLIA, which means the desire to look at a heavily sexual image, in music video's this is mainly centred around the women. 
This is also similar to VOYEURISM which again is very common in music videos which means to look at someone in a sexual way. 
This is most commonly AMPLIFIED by close-ups in the music videos which portray the relationship. 

Adorno and Horkheimer suggested that popular culture is then reproduced, which are released in films, tv and music videos to mass audiences, which manipulate a mass society. One of the aspects which is popular in the cultural industry is Scopophillia, therefore this is reproduced in many different TV, films and music videos, in order to gain a mass audience, this may relate to Mulvey's theory of the female gaze adding to the idea that women are objects there to be looked at.