The exact meaning of an aura is sometimes hard to describe unless you experience it for yourself. Throughout history, the amount of art forms available for people to view and hear has grown tremendously. Dating back to early humans, there were certain images and statues that served as art and created a certain vibe amongst those that were in its presence. This aura that one feels by being around such artwork can be recreated into many different forms.
A major form of entertainment for Romans was the gladiators that fought in the coliseum. Such brute force and strength seemed fascinating to those who came to watch. The aura given off by these gruesome battles by fierce warriors was one that clearly left a lasting impression. Benjamin writes that, “Even the most perfect reproduction of a work of art is lacking in one element: its presence in time and place, its unique existence at the place where it happens to be.” [1] Today, there are movies such as Gladiator, to name one example, that represent an attempt to recreate with technology, the aura of a crowd member in a Roman Coliseum, and transfer it into living rooms. Although entertaining, there is a certain loss of value in the recreation of this barbaric art form because the true courage and grit that took place in the coliseums that day, could never be understood by someone with popcorn on their stomach, slouched in a lazy boy, staring at a 60 inch flat screen.
It is this person on the couch that represents the issue with today’s art forms. As Adorno stated, “culture today is infecting everybody with sameness.” [2]. Everyone in the world is looking to be the guy/girl on the couch who is getting a portion of the real aura that you get from visualizing live art. Although some may disagree, many sports are forms of art. The ability that athletes have to make the perfect pass, or take the perfect shot and the will to win that they demonstrate is art. Yet, so many people will tell you, “I’d rather watch the game from the couch. What do I need to be there for if I can get it right on my television with replays.” Just when people become complacent with the idea that watching a football game from the couch is equivalent to being at the stadium, they throw out the uplifting aura and intensity that is provided by being at the event.
The bottom line is the dollar sign. What it comes down to is, we live in a time when it is important to cater to the masses. The more people you can excite and entice to watch your movie, use your website, play your game, the more money you will make. But when you take on an attitude like that, you sacrifice your creativity and you sacrifice an overlooked aura that comes with art that is directed at the few. Aristotle once said, “The whole is greater than the sum of its parts.” Seems pretty clear that this comment came at a time when not everybody was so infected with sameness.
[1] Benjamin, Walter. “The Work of Art in the Age of Mechanical Reproduction” in Illuminations, ed. Hannah Arendt (New York: Schocken Books, 1968), 220.
[2] Adorno, Theodor. Dialect of Enlightenment: The Culture Industry: Enlightenment of Mass Deception". California: Stanford University Press. pg 94.
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