An archetypal instance is the behaviour of those who grill themselves brown in the sun merely for the sake of a sun-tan, although dozing in the blazing sunshine is not at all enjoyable, might very possibly be physically unpleasant, and certainly impoverishes the mind. In the sun-tan, which can be quite fetching, the fetish character of the commodity lays claim to actual people; they themselves become fetishes. The idea that a girl is more erotically attractive because of her brown skin is probably only another rationalization. The sun-tan is an end in itself, of more importance than the boy-friend it was perhaps supposed to entice.
Adorno on the evils of suntanning:
The act of dozing in the sun marks the culmination of a crucial element of free time under present conditions – boredom. The miracles which people expect from their holidays or from other special treats in their free time, are subject to endless spiteful ridicule, since even here they never get beyond the threshold of the eversame: distant places are no longer – as they still were for Baudelaire’s ennui – different places. The victim’s ridicule is automatically connected to the very mechanisms which victimize. At an early age Schopenhauer formulated a theory of boredom. True to his metaphysical pessimism he teaches that people either suffer from the unfulfilled desires of their blind will, or become bored as soon as these desires are satisfied. The theory well describes what becomes of people’s free time under the sort of conditions of heteronomy, and which in new German tends to be termed Fremdbestimmtheit (external determination). In its cynicism Schopenhauer’s arrogant remark that mankind is the factory product of nature also captures something of what the totality of the commodity character actually makes man into. Angry cynicism still does more honour to human beings than solemn protestations about man’s irreducible essence. However, one should not hypostatize Schopenhauer’s doctrine as something of universal validity or even as an insight into the primal character of the human species. Boredom is a function of life which is lived under the compulsion to work, and under the strict division of labour. It need not be so. Whenever behaviour in spare time is truly autonomous, determined by free people for themselves, boredom rarely figures; it need not figure in activities which cater merely for the desire for pleasure, any more than it does in those free time activities which are reasonable and meaningful in themselves. Even fooling about need not be crass, and can be enjoyed as a blessed release from the throes of self-control. If people were able to make their own decisions about themselves and their lives, if they were not caught up in the realm of the eversame, they would not have to be bored. Boredom is the reflection of objective dullness.
Adorno on DIY (home improvement?):
‘Do it yourself ’, this contemporary type of spare time behaviour fits however into a much more far-reaching context. More than thirty years ago I described such behaviour as ‘pseudo-activity’. Since then pseudoactivity has spread alarmingly, even (and especially) amongst those people who regard themselves as anti-establishment. Generally speaking there is good reason to assume that all forms of pseudo-activity contain a pent-up need to change the petrified relations of society. Pseudo-activity is misguided spontaneity. Misguided, but not accidentally so; because people do have a dim suspicion of how hard it would be to throw off the yoke that weighs upon them. They prefer to be distracted by spurious and illusory activities, by institutionalized vicarious satisfactions, than to face up to the awareness of how little access they have to the possibility of change today. Pseudo-activities are fictions and parodies of the same productivity which society on the one hand incessantly calls for, but on the other holds in check and, as far as the individual is concerned, does not really desire at all.
—excerpted from Adorno’s essay “Free Time,” in his The Culture Industry: Selected Essays On Mass Culture (1991).
Read "Free Time," IF YOU DARE!