- Reproduction, Technology, value
- Original < - > copy
- Dematerialisation of art
The work of art in the age of mechanical reproduction, 1936, Walter Benjamin, Frankfurt school lecturer
(notes taken in lecture)
- The age of technology and art
- Parallel and specific to new developments ; a duality expressing the zeibeist
- Dialectical due to copy, reproductive nature and the role of the original
- The aura and uniqueness of art
- "Not as good as the original"
(notes taken from seminar)
To explain it, in simple terms, finding the important points.
PREFACE
- Setting the scene for what is to be written about
First quote
- Divided between 'men' and 'others' working class and educated
Preface:
- To exploit the working class, creates its own grave diggers. When the masses come together. A huge dividie. Class consciousness.
- Superstructure and substructure (base) - transformation of the institution of art, development of capitalism form early to development stages, the superstructure is lagging behind the change (delayed), we need a new idea of art for this new developed capitalist society.
- "Prognostic requirements...conditions of production" inventing a new idea of art which reflects this new modern work, if this is done, this can be a weapon against the old ways of thinking about art ( done by those of a ruling class of society)
- Creativity, genius, eternal value, mystery - common liaison of art.
- Societies changed but the way society talks about art, hasn't. `talks about it by the idea that high class had. The way we talk about art needs to change. Art has changed.
- This way of thinking about elitist culture is a weapon
- Investments in concepts, leading to a similar way of thinking to the fascists.
- Concepts of 'genius' means we think ourselves a certain way
- Mystery - 'probably something i don't understand' (art), must mean it good?
- As graphic designers, its all about speaking to the masses through technology communication,
- Reading newspapers online - free. Read a story, only a relationship between you and journalist. Theres a comments section you can see opinions about news story. A consensual opinion on the news through community.
- Changed our relationship of power, freedom. Technologies given us the chance to really challenge power 'wikileakes'
Aura:
-AUTHENTICITY
- AUTHORITY
- CREATIVITY
- GENIUS
- ETERNAL VALUE
- MYSTERY
- PRESENCE
- HISTORY
- TRADITION
- RELIGION
- RITUAL
Section 1.
- Reproduction means art is available to all of the public. Both working and upper class.
- Etching, litho and photo.
- Link between original to copy much more complicated.
Section2.
- First quote. Reproduction of work doesn't contain the 'aura' of the original art work.
- Reproduction can be changed and altered and become an art work in its own right. Lines are blurred. Equally as important??
- Original has history, history as meaning. A copy lacks the same heritage.
- Authenticity
- Authority
- Tradition
- All of above is removed my mechanical reproduction
- Art is made by genius's.Who are we to question it?
- Mona Lisa - unique but now so many reproductions, theres millions of different versions. But only one original.
- Art work, with reproduction, can recontextualise work. We can re define what the art is. E.g mona lisa on a t-shirt.
- We no longer have to go to a gallery to see work, can look on computer in a different environment. "Tremendous shattering of tradition"
Section 4, 5 & 6
- Art wasn't made to be art, had more meaning than art. In modern age, its now made to be just art. To be reproduced.
- an art work hidden is one with Aura, one which is reproduced and seen by all loses this value.
- The person who makes the art, ut across a certain aura and value. Reproduction doesn't do this.
4 -
5th line. Art was a cult.
Cave paintings now seen as art, when in fact they had a purpose (to contact gods)
Art from churches, spiritual function, ritual, religion.
The way you act in churches and galleries are similar showing link between religion and art
rothko room tate modern - holds cult value, affects viewers, to cry, become emotional. The gallery room is 2 degrees cooler than rest of gallery, lights dimmer etc
- Art is being made for reproduction, using new technologies, re-writing what art is. political, challenging old systems
12 -
Last quote. The masses, react to how something is labelled. Comedy to laugh. Surrealist. Usure. Crisis of a painting.
Chinese takeaway. To eat at home, taking out of original situation. To eat at the chinese, out of the 'correct' environment.
Positive reaction to cinema than art. As a crowd, determine whether it is good or bad. Art - one person says what it is, and you 'bow down' to that
RELATION TO GRAPHIC DESIGN
'limited edition print' to add aura- make it more cultish. Strange as graphic design obliterates cult value.
Hand rendered fonts - re add aurish elements
TASK
MOODLE
Look at one piece of graphic design, that in some way reflects or could be read in regard to aura.
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