6.The age of distraction or how history had changed our experiencing of art
Walter Benjamin, a theorist of Frankfurt School, has widely investigated the changes in art world that happened in the modern era. He is especially interested in the issue of perception of art and proclaims the idea that social changes also alter perception. This entry is to explain the concept of 'aura' and outline some shifts in people's perception of art.
The 'aura' - an abstract element of art experiencing process; the value of something inapproachable and unique that can not be replicated because of the initial input of emotions and skills. When the distance between the audience and the work of art has been diminished by modern possibilities to massively reproduce even the classic masterpieces. Within such production-line model, the truly experiencing of artworks becomes less aesthetically valuable as it is not limited by a certain time/place frames. At this point an artwork acquires some features of a commodity, as it can be multiplied and available to a large number of people of all social classes around the world.
'Coca-Cola Vase'
Ai Wei Wei
The juxtaposition of ancient vase and the sign of Coca-cola written over is a pretty straightforward comment about consumerism and capitalistic culture. Nevertheless, it can be a connotation of how the artwork changed and acquired the qualities of mass product which is signified by the logo of a world-famous corporation.
Whereas such conditions occurred, the art forms have also changed. Modern media sphere invented different forms of cultural involvement like photographs, films and installations. This art forms not only the borders between the audience and art, but as well introduce a new kind of experiencing - distraction. Benjamin argues that works of art become dominant over the author's authority, as it is no longer about the contemplation, but rather an individual interpretations which an artwork evokes by 'distracting' and provoking the viewer's mind.
Since art acquires this kind of power, it can now be seen as a means of reality construction. Enhanced by media saturation, the reality nowadays is told to be vastly influenced by the images delivered by various cultural forms. Within post-modern theory, there is no more inherent humanity left, as we are all the products of what we are exposed to by media. If turning to the social perspective, we live in the age of 'false selves' when everyone can become an author and narrator of his/her own reality. In this case, when the audience becomes it's own contemplating spectator.
'Resist (Disappearing Happiness)'
Dragana Zarevac
2015
The artwork is based on the well-known Pharell Williams' song 'Happy' and the footage he had recorded during his tour:one piece for every hour of the day, where people dance and have fun. Similar actions were inspired young people of Teheran who were arrested for filming their version. Similarly people from Gaza appropriated the song in order to draw attention to the complications of their living conditions. The artwork made of edited footage of opposing content:some of the videos fun and some of them - scenes of resisting crowd and people get arrested. The video is to demonstrate the feelings of fear and disappointment by progressively replacing videos with happy people to the videos of violent actions. It demonstrates how the artwork can be multiply reproduced, by those who were spectators first, in order to create a new meaning .
Reference list:
Robinson, A. (2013). An A to Z of Theory: Walter Benjamin: Art, Aura and Authenticity. [online]. Available at: https://ceasefiremagazine.co.uk/walter-benjamin-art-aura-authenticity/. (Accessed 5 October 2017).
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