We should not mislead superficial phenomena and local successes. Picasso’s shows still crowds, and TS Eliot is taught in the universities; traders modernist art still do not go out of business, and the publishers still publish “difficult” poets. But the avant-garde, sensing danger, every day looks more and more timid. we face, even where least expected with academic and commercialization. Mean it can only be one thing: the vanguard loses confidence in the public, on which depends – in rich and educated.
Not if the avant-garde nature of the responsibility for the risk he faced, he carries one? Or this very responsible and is a source of danger? Do not present here and other, perhaps more important factors?
Where there is the avant-garde, generally we also find the rearguard. In fact, simultaneously with the appearance of avant-garde in the industrialized West, there was the second cultural phenomenon, the one which the Germans gave a wonderful name “kitsch”: intended for the mass commercial art and literature with coloristic inherent, magazine covers, illustrations, advertising, reading matter , comics, pop music, dancing under the sound recording, Hollywood movies, etc. etc. For some reason this gigantic phenomenon has always been something obvious. It’s time to peer into its causes and consequences.
Kitsch – a product of the industrial revolution, the urbanized masses of Western Europe and America and has created what is called universal literacy.
Prior to this the only market formal, does not reduce to the folk culture were those who, in addition to the ability to read and write, possessed leisure and comfort that always determine involvement in culture. This is something just before some time and understood by literate. But with the advent of literacy the ability to read and write has become less important skill, something like the ability to drive a car, and no longer serve the quality that distinguishes the individual’s cultural inclinations, since more is not the exclusive result of refined taste.
The peasants who have migrated to the big cities and become proletarians or petty bourgeoisie in the name of increasing self-efficacy learn to read and write, but have not found leisure and comfort necessary for the enjoyment of the traditional urban culture. Losing, nevertheless, the taste for popular culture, the soil of which was the countryside and rural life, and at the same time, faced with a new social experience – boredom, new urban masses began to put pressure on society, requiring them to provide suitable for culture of consumption. In order to meet the demand of the new market, was invented by a new product – an ersatz culture, kitsch, destined for those who, while remaining indifferent and insensitive to the values of genuine culture, yet felt the spiritual hunger, languished by the diversion, which could give only culture a certain kind.