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Remember, they technically were following Marxist precepts, but it proved the fatal flaw in Marx's work: the fact that no society remains classless.
Marx very much believed in class -- he believed that the working class, the proletariat, was different from the bourgeois class, and should maintain its own class consciousness. That would be the only way that it would prevail, by rejecting the false assumptions and contradictions that abounded in the industrial capitalism of his day and instead embracing their own class identity separate from the bourgeoisie.
Where he failed, and where the Critical Marxists (Adorno, Horkheimer, Marcuse) picked up was the extent to which cultural hegemony can be an agent of control in advanced capitalist society, eliminating the notion of class in the conscience of the population while it is, in fact, more deeply entrenched in the society.
The reason that the Soviets were different from Marx was Lenin's idea of a small, educated, determined core of party leaders who would seize power and overthrow the old order. By its very nature, it was bound to evolve into a party of a bureaucratic elite ruling over the masses, a near mirror-image of capitalist societies that had a bourgeoisie elite ruling over the masses. This was not an aspect of Marxism, but rather of Lenin's particular interpretation of Marxism.
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