Group 2 - Benji, Hork & Ador

OF RITUALS AND COMMODITY

by Anthony, Elio, Raed and Sabine

Benjamin talks of about the transition of art into the world of “Mechanical Reproduction”, i.e. photography, and film. He specifies that Classical Art existed as an expression to reinforce ritualistic notions in early cultures. The value attributed to the work by cults such as one of beauty enforced a certain authenticity into it which placed it in a certain time and place. This piece of art had an aura, it was pure and was there to be admired for the sake of art, and offered no social function. Yet, when we talk of photography, it is impossible to talk about an “authentic” copy, and the piece itself looses it’s “aura”. It is left behind through the multiple reproductions and through the diffusion of the print. Even today, the original “aura” of painting has lost it essence because the art is being shown through “art” institutions and that it’s “aura” has been altered by the objectives imposed on it.

The incapability of a painting to be shown to the large masses pushes it lessens it connections to the individual of wants to experience it. One must get close and experience this piece one at a time, as to reinforce its value. “Painting is simply is in no position to present an object for simultaneous collective experience”. On the other hand, film by the means of the camera (or cameras) may simulate a more truthful reality that may be diffused to a larger audience. Where a group of “social” beings may gather and be distracted by the work. The person may not admire it because, “contemplation [is] a school of asocial behavior”. “The public is an examiner, but an absent-minded one”.

This idea of the absent-minded social being is pursued by Horkheimer and Adorno. They talk of the standardized society where the “whole worl is made to pass through the filter of the Culture Industry”. This phenomenon is experienced through the rituals of Capitalism where the being is alienated from himself/herself through the idea that all should conform to a norm akin to the ones found in the Industry : production, reproduction, and diffusion of commodities. One is told what he or she needs, opposed to what one “really” wants. All media produced goes through this system of standardization, where “art”, photography, film and all media are made in a mold that guaranties that any spectator will loves and should love it. These creations should not challenge our thoughts nor should they aid in our progression in our studies of “art” or science. We are caught in a vicious circle of “dullness”. We are tricked to think that some forms of media may differ in its pattern, but any form of originality has been calculated and analyzed so as not to defy the Industry. Everything is “rendered powerless, economically and therefore spiritually”. The individual which has become a sort of product / consumer must conform to this idea of sameness and is domesticated by the Industry. The being is fooled into thinking that he or she is happy and through this notion of pleasure and laughter is constantly kept in this ritual of objectification. Depressing as it may seem, it does emulate in some way our reality. The Industry become such a harsh monopole that any being is unable to fathom the idea of becoming an outsider and try to compete with it or society and accepts this cultural commodity of “averageness”.

It is felt that the aura of the individual himself is lost and without the feeling of self validation and existence, how can a person create anything original? The idea of a society of equality differs from one of conformity, where a being is no longer part of the equation, but is molded into a product that can be easily be brought up or pushed back down. To affirm that one is an artist would consequently mean that he or she is not part of society?