My last post received a really great comment from Joe Heller (I don’t know if that link is him, but I like these cartoons), as well as a rebuttal from my good friend John Brown. It made me realize that I should clarify some things, and maybe delve deeper into this issue. I believe Joe and I are actually very similar in our outlooks on art, considering we both produce and enjoy it. The differences I think are in how we understand certain words in my last post. First of all, frivolous was a bad word choice on my part. I believe that art has value, but no definable or singular purpose. In fact, the definition of “Art” relies on purposelessness. The modern definition did not come into being until the idea of “Art for Art’s sake” was first introduced in the mid 1800’s. It is credited to Theophile Gautier. This wikipedia link does a better job of describing the history than I can.
Here is an example of the Art for Art’s sake idea in modern culture, and it’s collapse when viewed through history. Some would say that a television commercial for a product is not art, while those same people may argue that the Sistine Chapel ceiling is indeed a great work of art. They may claim this even though the work was commissioned by a higher power (as an advertisement of sorts). They still may say this even though Michelangelo himself only agreed to do the painting if he could do the sculptures as well, which was his “true” passion. This is much like modern “artists” who take commercial jobs in order to pay the bills for their “real” art. In this sense Michelangelo’s most famous work is a commercial…ba da ba ba Ba, I’m lovin’ it!
Here is another example of how the definition of art has changed and is fluid over time. Shakespeare is revered as one of the greatest dramatists of history, but how is he different from a modern film director, and furthermore what separates him from directors of Summer Blockbusters designed for mass entertainment? Was his audience not entertained, and was that not their primary purpose for attending? How can one now separate the two? It can only be done through arbitrary value judgments, which do not have the ability to draw a solid line in the sand.
Having always been sort of an iconoclast, I decided to claim the more shocking side of this argument, that art is frivolous entertainment, rather than the other claim, which is that frivolous entertainment, is art. I brought down the status of art rather than raising the status of entertainment. My intention is to strip the word entertainment of its negative connotations, and point out that the best things in life are entertainment rather than necessity. Joe claims that art is not “simple entertainment,” but I never say that entertainment is simple. To say that entertainment cannot “explore issues or concepts unable to be dealt with by both science and religion” is an absurd and unfounded claim. It is a claim that cannot be made without a proven method of discerning what is art and what is entertainment, which is, as I have pointed out, impossible. Joe lumps art and social relationships in with the survival needs of eating and sleeping. There is a difference between desire and need. Art is NOT necessary. Love is NOT necessary. Fun is NOT necessary. There are certainly those that live without, but these are the things that keep us sane. Introducing the idea of necessity to art is like introducing the idea of logic and proof to faith. It negates itself. With necessity art becomes nothing more than a didactic exercise stripped of all enjoyment.
The enjoyment and experience of art is rooted in the idea of aesthetics. To get a message across one does not need aesthetics, but in order to arrest the attention of viewers, to empathize with them, it certainly helps. This is why commercials are beautiful, emotional, and funny. Maybe the central “buy this” message of a commercial is not art, but aesthetics are used to help deliver that message. Maybe the recycled, terrible (opinion of course, someone could think it deserves an Oscar) storyline of the latest Hollywood action film or romantic comedy is severely lacking, but that shot that gives you goose bumps of the explosion or the kiss is rooted in real emotion. These aesthetics of popular entertainment follow the same principles of the aesthetics of high art, and therefore can theoretically illicit the same exact feelings and/or realizations. The ability to empathize with one another through the mutual appreciation of all forms of aesthetics, emotional, visual, aural, and physical, lies at the root of artistic expression. Art is one of (maybe the only) form of expression in which one can actually communicate emotions. This of course can never be proven, that I feel what you feel or what he felt, but I have faith that it is the case.
I believe that the reason why there is such a harsh line drawn between art, entertainment, and commercialism, is because of the vast array of institutions that rely on these categories to exist. How could a museum exist if an interesting billboard could set next to a Jackson Pollock, and if a street sign from the 50s makes a more relevant cultural statement than the latest Alfredo Jaar piece? Would a collector fork out 50 million for an original copy of Titanic, while buying the Cremaster series at Best Buy for $19.99? When you really look at it though, the respective values of a great piece of high art and a great piece of entertainment are not that different. For example, in 2006 a Jackson Pollock was sold for $140 million dollars to a single buyer, while The Beatles (The White Album) – The Beatles has sold just over 19 million copies in the U.S since its release. The cultural value placed on these two great pieces of art is amazingly similar. Such is the fate of art in capitalist society. In order to exist and proliferate it must be commodified, compartmentalized, and profited on. In a society where all art is a product only arbitrary lines can be drawn between the Brillo Box itself and a painting of it, they might even make the same amount of money in the end.
The only way to destroy this categorization and commodification is to give out all art for free, which I am a fan of. Radiohead recently attempted something similar with their “In Rainbows” release, asking the buyer to pay what they think it is worth. This takes the power away from institutions surrounding the music and gives it back to the artists themselves. It’s just too bad that some 60% of buyers thought it was worth 0 dollars. I am actually in the process of working on a series that I would like to give away for free. My idea is to send large printable files to anyone who asks for them. Then they can do whatever they want with it, no restrictions.
What I am saying is that artists should start seeing their art and possibly marketing their art as entertainment. One, because they must realize that the differences between art and entertainment are only an illusion of arbitrary categorization, and two, just to shake some shit up! Why do photographers, printmakers, digital artists, and video artists imbue a piece of art with false preciousness by making an edition of it? The medium in which they have chosen to work is designed for mass reproduction and the spreading of ideas. Jen Bekman has started something like this with her 20/200 project, making prints more affordable to your average person. I guess it remains to be seen if artists could make money this way. If Alec Soth personally approved a large run of quality prints for $20 apiece, do you think he could make as much as he has on limited editions for $2000? Who knows? This means that buyers of art would have to change their reasons for purchasing. One would no longer purchase because something is rare or is going to go up in value, but simply because they want to enjoy it. I think this is a better way to spend money on art anyway.