 The avant-garde's co-option by the global capitalist market, by neoliberal economies, and by what Guy Debord called "The Society of the Spectacle", have made contemporary critics speculate on the possibility of a meaningful avant-garde today.Paul Mann's "Theory-Death of the Avant-Garde" demonstrates how completely the avant-garde is embedded within institutional structures today, a thought also pursued by Richard Schechner in his analyses of avant-garde performance.Despite the central arguments of Greenberg, Adorno, and others, various sectors of the mainstream culture industry have co-opted and misapplied the term "avant-garde" since the 1960s, chiefly as a marketing tool to publicise popular music and commercial cinema.