The name ‘critical theory’ actually distanced Horkheimer from explicit Marxism.

Evidence

The new label for social and theoretical materialism, critical theory' or critical theory of society’, did not indicate his closeness to Marxism as much as the old label, materialist theory'. The essay impressively combined the Young Hegelian desublimation of reason’ (Habermas) with the specifically Marxian sharpening of reason into a thinking which actively intervened in the world. The unmediated, almost existentialist character of the critical standpoint was also expressed starkly at the end of the presentation of traditional theory', when the presentation of the critical theory’ opposed to it began with the words: There is a form of human behaviour which has society itself as its object.' The note on this sentence added, This form of behaviour is described in what follows as “critical”.’ — Rolf Wiggershaus, The Frankfurt School, 756

Categorization

• DEFINE: Clarifies that ‘critical theory’ was a relatively euphemistic rebranding relative to ‘materialist theory’.
• XREF: Useful in the critical theory reference project — the terminological shift is where the Habermasian ‘critical theory’ lineage takes its name. — connects to: Horkheimer’s deliberate suppression of Marxist terminology secured Columbia’s affiliation — Rolf Wiggershaus, The Frankfurt School: Its History,…, 582; Critical Theory adopted Marxism’s substance while rejecting its orthodox economic-base form. — Rolf Wiggershaus, The Frankfurt School: Its History,…, 18; Horkheimer dropped the label ‘critical theory’ to dodge anti-Communist scrutiny in America. — Rolf Wiggershaus, The Frankfurt School: Its History,…, 1666 (+2 more)

Broader Connections

• Horkheimer dropped the label ‘critical theory’ to dodge anti-Communist scrutiny in America. #expands (0.85) — Rolf Wiggershaus, The Frankfurt School, 1666
• Critical Theory adopted Marxism’s substance while rejecting its orthodox economic-base form. #complicates (0.75) — Rolf Wiggershaus, The Frankfurt School, 18
• Horkheimer rejected Marx and Lukács’s heroic proletariat theory for material-improvement ethics #expands (0.75) — Rolf Wiggershaus, The Frankfurt School, 202