When experiencing a big moment, some tend to capture the moment on film through a picture or a video. The moment being captured, the feelings and the excitement, is the aura of the moment. To have the moment captured on film may takeaway from some of it's original aura. Also it may be noted that photographs and tapes may be copied and reproduced, which further takes away from the original aura. Benjamin backs this idea in Illuminations, "Even the most perfect reproduction of a work of art is lacking in one element: it's presence in time and space, it's unique existence at the place where it happens to be."[1] The replicas have diminished authenticity and uniqueness, therefore diminished aura.[2] Consider a replica of a famous Picasso piece, although unique, the fact that it isn't the original piece of artwork makes it lose it's aura.
Adorno claims in Enlightenment as Mass Deception, "Culture today is affecting everything with sameness."[3] our culture allows new obsessions to come into the spotlight, some examples including the massive amounts of females wearing Ugg boots on the street these days or the new style of jackets a name brand is distributing. The culture industry enforces the new fads which in turn cause the masses of people to fall victim to sameness. With help of the Internet, the items which are at high demand may be ordered in massive quantities to be distributed; the Internet is helping the sameness of the population.[4] Despite a uniqueness someone may feel when acquiring a new object, this feeling fades upon the realization that the consumer is part of a copy, lacking its aura or authenticity of feeling unique and special.
[1] Walter, Benjamin. "Illuminations:The Work of Art in the Age of Mechanical Reproduction". New York:Shocken Books. pg.220.
[2] Walter, Benjamin. "Illuminations:The Work of Art in the Age of Mechanical Reproduction". New York:Shocken Books”. pg.221.
[3] Adorno, Theodor. Dialect of Enlightenment:The Culture Industry:Enlightenment of Mass Deception". California: Stanford University Press. pg 94.
[4] Adorno, Theodor. Dialect of Enlightenment:The Culture Industry:Enlightenment of Mass Deception".California: Stanford University Press. pg 95.
Wow. That last sentence was really powerful. I had never thought that although cyberspace has generated a loss of aura for the art form that humanity as well has become a reproduction. By modernization through advancements in technology, humanity believed in the increase of availability. Consequently, this availability has created a sense of sameness not just for the production of art but for human existence.
ReplyDeleteExactly! I am so happy you understand! Unless someone has the funds to be original at all times, to have objects that are guaranteed to be unique and one of a kind, most people will be similar in their style and fashion (as well as other items they possess).
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