Aura can be defined as authenticity, any unique and original piece that is in existence. Benjamin states, "The presence of the original is the prerequisite to the concept of authenticity, (Benjamin 220)." After being replicated numerous times, the aura is lost, as it does not appear to be valued to the same extent it once was. As consumers, having objects that are readily available at our fingertips leads us to take take things for granted. We lose appreciation for them and they become less unique, special, and valuable to our lives. Things that used to hold a great control over lives are pushed aside and neglected because their aura has depleted.
The cyber world for example is a "network," a "community" that is being replicated by users on a daily basis due to mass consumption. The cyber world holds an aura, and we have increasingly become producers of all things cyber. The internet has become a community where users can produce their own videos, blog posts, pictures, comments to friends, etc. This is all part of the cyber industry, and the cyber aura is reflected through this as well. Because individuals are increasingly replicating what they find through cyber space, the cyberaura is diminishing. The cyberaura however can be reclaimed, when one creates something new, exciting, and entertaining for their fellow cyber community.
No comments:
Post a Comment