Task 2 - What is the role of Print Media in the Digital Age?

Walter Benjamin (1936)

The Work of Art in the Age of Mechanical Reproduction

https://www.flickr.com/photos/alfredocaceres/4876481334/in/faves-gaiamarfurt/

Tone of voice

• Formal

Key Points from each Chapter

• I - Art has always been reproducible. Woodcut graphic art, etchings, lithography, etc.
• II - Reproducible art lacks ownership, physicality and authenticity compared to an original.
• III - The masses in society have a great influence to bring things closer to contemporary life, encouraging reproduction of imagery- Magazines, newsreels, etc.
• IV - Authentic print isn't always relevant to the function, such as propaganda. It is designed to be able to be reproduced, photographic negatives.
• V - The difference between how a work of art is viewed, cult or exhibition value.
• VI - Photography (portrait) expresses a cult value.
• VII - Has the invention of photography transformed the nature of art altogether?
• VIII - Film has introduced an impersonal way of viewing performance, audience acts as a camera/critic.
• IX - Art has left the notion of just being beautiful.
• X - The film industry is trying to spur the interests of the masses.
• XI - A painter produces a complete image with equipment (tools) whereas a photographer produced an image made of multiple fragments of reality which may be more appealing to a contemporary viewer.
• XII - Reactions of the masses are changed due to mechanical reproduction.
• XIII - A camera can show us characteristics of our lives that we may unconsciously miss.
• XIV - A task of art is to create a demand that can only be satisfied with a change in technical advances.
• XV - Quantity has been transmuted into quality, mass of participants.
• Epilogue - Expression in relation to the masses and fascism, communism.

Key Quotes

• 'Communism responds by politicising art' - Epilogue
• 'In principle a work of art has always been reproducible' - I
• …'the change which it may have suffered in physical condition over the years' - II
• …'reproduction as offered by picture magazines and newsreels differs from the image seen by the unarmed eye' - III
• …'the total function of art is reversed. Instead of being based on ritual, it begins to be based on another practice - politics' - IV
• 'Works of art are received and valued on different planes' - V
• 'In Photography, exhibition value begins to displace cult value all along the line' - VI
• 'The primary question - whether the very invention of photography had not transformed the entire nature of art - was not raised' - VII
• …'art has left the realm of the ''beautiful semblance'' which, so far, had been taken to be the only sphere where art could thrive' - IX
• …'the film industry is trying hard to spur the interest of the masses' - X
• 'Mechanical reproduction of art changes the reaction of the masses towards art' - XII
• 'Quantity has been transmuted into quality' - XV
• 'The public is an examiner, but an absent-minded one' - XV

Summary

Walter Benjamin's essay on 'The Work of Art in the Age of Mechanical Reproduction' explores ways in which the reproduction of art has caused changes in the expression of the masses in society and how this differs in relation to original, authentic art.

Firstly, Benjamin explains that 'In principle a work of art has always been reproducible', indicating that, historically, print has been available for a long time. Starting with the use of woodcut graphic art, then progressing towards etchings and lithography which made it generally easier for people to access. The masses in society have a great influence to bring things closer to contemporary life, encouraging reproduction of imagery. Benjamin states that this has been demonstrated in the mass production of magazines and newsreels.

On the one hand, the idea that reproduced art lacks ownership and authenticity is seemingly a valid point. The original piece '..may have suffered in physical condition over the years' where as in print the notion of physicality is removed. This may affect the story of the image and eliminate an element of humanity. On the other hand, authentic print isn't always relevant to the function, such as propaganda posters, which are designed to be reproduced and distributed to the masses. In this case, authenticity is not relevant to the context.

In conclusion, the relation of reproduction and the development of the distribution of print is largely to do with the changes in the divisions of the social hierarchy. Benjamin states that 'Communism responds by politicising art', the power and expression of the working class people to influence society through imagery became available, this changed the way people viewed art in general. Benjamin expresses that 'Mechanical reproduction of art changes the reaction of the masses towards art'.