The Sublime Gesture of Ideology. An Adornian Response to Žižek

One of the central charges that Žižek levels down against Adorno is that his critique of ideology comes dangerously close to a post-ideological position in which all ideological contents, political actions or rituals are reduced to a cynical consciousness which automatically obeys certain social imperatives though being aware of their falsity. Against this, Žižek comes up with an alternative understanding of cynicism as operating not at the level of consciousness, but everyday practices. What the present article tries to show is that Žižek's critique is misplaced, for Adorno has a much more subtle approach in which the problem of ideology lies neither simply in theory, nor in practice, but somewhere in-between, in the compulsion of gestures. Moreover, from an Adornian perspective, Žižek's commitment to a Hegelian self-referential approach (based on double negation/compulsion of subjective gestures) obliterates the double-edge character of determinate negation, that of addressing both the present social-historical context and the possibility of an alternative social reality.