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The Arts and the Mass Media
Transcript of The Arts and the Mass Media
Art Critic, historian, and Curator
Credited for coining the term "pop art"
Curator at the Guggenheim Museum
Member of the Independent Group Avant-Garde vs Kitsch Clement Greenberg differentiates between fine art and kitsch.
Fine art "is based on aesthetic quality and generally appeals to a elite audience, and mass-produced commercial art (kitsch), is based on marketability and generally appeals to a less-educated audience." (p. 115) Alloway's Take No longer necessary to differentiate
New vocabulary needed
Strength of mass art
Ease of reproduction increases exposure What are YOUR Thoughts? Fine Art vs. Kitsch? The Arts and the Mass Media By Lawrence Alloway "What worries intellectuals is the fact that the mass arts spread; they encroach on the high ground." (p.115) Alloway relates redundancy in all mass media: TV, radio, and entertainers Redundancy helps those who are easily distracted to stay involved
Redundancy helps the viewer feel immersed in the action "Topicality and the rapid rate of change are not academic." (p.117) Clement Greenberg
Lawrence Alloway "All kitsch is academic" (p.117)
"ersatz culture" (p.117) Do you agree with Greenberg
or Alloway? The rapid technological advances were more readily accepted by the common people than the critics Color TV, color printing, and paper back books Examples of Fantasy in mass media:
beauty and the beast situations
sexy women "This is the aspect of popular art which is most easily accepted by art minorities who see it as a vital substratum of the folk, as something primitive." (p.117) Kara Griffin
Dawn DeFrank The Arts and the Mass Media
By Lawrence Alloway Alloway makes arguments for accepting the mass media:
mass media are "non-academic"
rapid advancements in technology
high redundancy in mass communications
the use fantasy in mass media Do you think we dumb down art in order to fit the masses? Keeping up with the Times "Popular art, as a whole, offers imagery and plots to control the changes in the world; everything in our culture that changes is the material of the popular arts."-John Campbell (p.118) Hostility on both sides.... Alloway feels that in order to continue to adapt to our changing culture, we must embrace the mass arts, reaching beyond Renaissance theory imposed on fine arts and to encompass all human activities Can you think of any art forms that this argument might apply to? Greenberg:
low brow Alloway:
need a new set of standards We need a new standard of measure for all art? How do we determine the value of art? Appropriating images from fine art and using them in pop art:
okay or not? Andy Warhol and Nico, 1967