Jeff Koonss Works a Binary between Art and Kitsch - Assignment Example

Art and Media 1 Jeff Koons’s works –a binary between art and Kitsch. Art and Kitsch 2 Introduction: Kitsch is an art form in an inferior style of the already existing art models. Now in the modern society many artists have started applying this art form as a medium to convey sentimental views, and features of day-to-day life in a different form. This art form became popular in 1930s, but at the same time it turned out to be a risky factor affecting the culture. Many modern critics object to this art form as an inferior style and they raise their complaints in by commenting that kitsch as resembles a worthless aesthetics. After the 1930s kitsch art took the shape of pop art or art of popular culture. The controversy raised against this art form that it gave way for consumer related believes ended up with a notion that kitsch art restructured the serious representations of the traditions and culture. But the modern trend artists like the Norwegian artist Odd Nerudrum, or the American artist Thomas Kinkade along with the advent of advertising media and modernism, has manifested the art form in a different shape. This could be one of the reasons for the acceptance of kitsch as another art form itself in spite of the tranquil controversies. Odd Nerudrum [1999] observes “The concept of Kitsch, in the derogatory sense of cheap decoration, came into use a hundred years ago when the new Modernism clashed with the old European culture -- the stagnant and regressive world. Most people in the art world seem to believe that if 17th-century Rembrandt had lived today, he would have been a Jackson Pollock or a conceptual artist”. But the entry of coomodity art has Art and Kitsch 3 lead the art field to a world of commercials and low aesthetic values. Jeff Koons could be mentioned here as a typical example for developing art or kitsch in a way aloof form what the other majority artists consider as post modernism. Jeff Koons an American artist is the forerunners of Kitsch. He communicated his thoughts through the kitsch along with the intervention of a new culture called commodity culture. But many of his art shows and gallery displays laid grounds of controversies on whether Koons’ had been really sticking to the post modern aesthetics or just working out for the well being of the consumer response? The arguments over the commodity culture have been a sort of threat to the reputraion gained by Koons. The thought of consumption, which relates things, that satisfies the human beings with that of production estimated and manifested by an individual himself. However, the intervention of markets, competition, money needs and increasing prises have totally exempted the consumers form grasping their own accumulation. This intervention of the markets in between is considered to be the capitalist’s regime. The purpose of the capitalist is to take the full control of production and buy labour power with the only intension to make profits and hoard wealth as much as possible. This in turn results in people suffering or loosing a lot. The capitalists create an imaginary world , in which people are not give opportunity either to interrogate the production or to share think over the same, as a result the mass is attracted to a make believe world. Art and Kitsch 4 In the place of arts the commodity culture takes the place of capitalist’s notion. Art and kitsch used for the purpose of enhancing consumer based profits. Jeff Koons’s kitschs are found to be the most expensive ones, as he uses metals in large proportion and they are represented in huge sizes. The phase of aesthetics in arts is brought out again in post modern tendencies as modern arts, but Koons’s productions have replaced the features of aesthetics in a different impression. According to him consumerism is the aesthetics of commodity culture. His Kitsch’ favours the commodity culture, by depicting art with a market mechanism. But his connotation of aesthetics has given pose for controversies. He considers aesthetics as process of production, and treats the art world as a commercial industry; this is absolutely a late capitalist thought. So it should be considered that he lacks the post modernistic notions. Koons’s thought of art as a commodity isolates art from art’s aspect and art form kitsch. In one of his art shows he holds the view that “For me , the issue of being able to capture a general audience and also have the art stay on the highest order is of great interest. I think any one can come to my work from the general culture” [Intellectual Property Journal [1994]] Koons tries to bring together culture and production by kitsch. He rejects the concept called mass culture. According to him culture is deserved for those who have a basic interest over it. But the kitsch of Koons seems to have a different perspective. That is if kitsch is regarded as a composition of art formed based on the needs of the Art and Kitsch 5 community, Koons considers kitsch as a means of communicating with the consumers. In this sense he resembles a part of commodity culture. For Example, Jeff Koons [Jeff Elating Ilona ] a part of Made In Heaven is a form symbolising the commodity culture. He tires to make that as appropriate with already functioning objects or mass produced goods. His yet another commodity logo established in huis vaccum cleaners displayed behind plexi glass, and titled as “New Shelton Wet ? Dry Double Decker? In 1981 Balloon animals [1986], Flash Art for Art Magazine Ads [1998-1999], Loopy 1999, Popples 1988, Michael Jackson and Bubbles in 1988, Three Ball in 50/50 tank are also examples which carries the commodity cultural format. These kitsch could otherwise be called as commodity sculptures. “These so called commodity sculptures epitomise the stagnation of art and history in late capitalism: they embody the notion that there is no form of innovation in art and history outside of commodity culture” argues Bullock , Martin.[1997]. At the same time Koons has changes the post modern concept of art and appropriated the commodity fetishes by reconsidering art related objects. He played an unforgettable role for the end of avant grade kitsch. He suggested evocations by distinguishing between art and commodity culture. .Koon’s art works represents the intellectual culture rather than traditional. He is a true supporter of advertising culture of the modern trend. In other words, his arts prove his notion of advertising as aesthetic in form. He seemed to have applied the kitsch from popular art form to a commercial one. There lies his identity. In Art and Kitsch 6 an art exhibition held at Tokyo 2005 Koons’ kitsch were kept in display and the art gallery observes that “Koon explores the ,meaning of art in an age dominated by the media and saturated by the crisis of representation .his popular images basket balls, vacuum cleaners, a homage to Michael Jackson in the form of proclaim sculpture, advertising campaigns, and erotic photos celebrating marriage with Le Cicciolina” Koons displays the meaning of art in an age that is dominated by the media and the crisis of modern art. The argument that to what extent Koons’ interrogate the notions of culture, race and aesthetics in art form should be considered to have a better understanding of his work. Koons was one of the pioneers in spreading the pop art forms. It designates the popular culture in kitsch art forms. According to the meaning conveyed in the works of Koons, it becomes quiet clear that Koons defines the popular advertising culture or the intervention of media as a strong hold in the contemporary society. But as far as culture in its original form is concerned, race, aesthetics and class forms part of the culture and Koons’s notion widely differs from this conception. This point becomes clarifies form his own words. In an interview with Klaus Ottoman, at Koons studio, Koons replies for Ottoman’s question regarding the gallery as an ideal place or not he says “love the gallery, the arena of representation. Its a commercial world, and morality is based generally around economics, and thats taking place in the art gallery. I like the tension of accessibility and inaccessibility, and the morality in the art gallery. I believe that my art gets across the point that Im in this morality theater trying to help the underdog, and Im speaking socially here, showing concern and making Art and Kitsch 7 psychological and philosophical statements for the underdog”. One more argument that Koons says on advertising media is that “I believe in advertisement and media completely. My art and my personal life are based in it. I think that the art world would probably be a tremendous reservoir for everybody involved in advertising”. From this, it could be studies that Koons has a deep faith over the commercial world. He lives in the American Society dominated by the holds of the advertising aspects, and advertising plays a major role in the American society, so the thought of commodity culture prevails in his kitsch. When we consider from the point that Koons’s works affects the class and aesthetics in the society? It becomes quiet clear that he has proposed art works with the aim of making the viewers participate and his works. For example In Benality, yet another art show conducted by Koons in 1988, he communicated art as a means of removing the guilt felt by the bourgeois classes, and some other art works was aimed at the late industrialists movement depicting the working class It is this aspect which makes others to raise the controversial argument that Koons’ works intervenes the dual role that exists between art and kitsch. Koons’s ideas reflects his though that he considers art should be depicted form a genuine and practical notion reflecting the modern trends but at the same time art should bring the viewers as participants rather than just being reflected in art form. that could be applied for enhancing the advertising media. Many critics and artists hold the view that Koons characterises the limiations of the post modern theories of the 1980’s . SO his commodity sculpture has been considered as Art and Kitsch 8 a sort of problems for post modern culture. Commodity sculpture, ark the end of post modern aesthetics as well at the same time mark the end of avante grade kitsch, as a result of that his kitsch plays the role of collapsing the dual role played by art and kitsch. . He seemed to have popularised the kitsch art in terms of advertising. The aspect of aesthetics carries in it several notions such as the reach of kitsch among the elite community, Market success etc. but then most of his ideas have been implemented regardless of whether all classes of people consider them as good or bad. The aesthetics, which he tries to develop, is based on a consumer desires Conclusion; Art and kitsch are clearly diversified by Koons and he has completely manifested his kitsch as a commodity sculpture in the advertising world.The feature of aesthetics that is found in Koons’s kitsch is the commodity sculpture, which once again reflects a controversial feature of the post modernism. His kitsch evocate the commodity fetish in relation to art and culture of the capitalist society. The postmodern aesthetic value is absent in kitsch of Konns, as is deals with art as a reflection of nature, where as Koons has given a revised the notion of aesthetics from a commercial angle. Bullock , Martin, “:Crafting Time” Rickey Swallos recent models. http://www.arts.usyd.edu.au/publications/philament/issue8_pdf/BULLOCK_swallow.pdf Odd Nerudrum in his speech at the Haugar Art Museum in Tonsberg, Norway, 19th June 1999 http://www.constable.net/arthistory/glo-nerdrum.html Arken Museum [2006] Jeff Koons “Koons’ art in General”. http://www.arken.dk/view.asp?ID=9265#KoonsUK Exhibition” Translation” Palais De Tokyo .Site De creation contemporaine 23June to 18 th September 2005 press kit http://www.deste.gr/en/next/dptranslationen.pdf. Koons Studio, New York City, October 1986 An Interview by Klaus Ottoman with Jeff Koon. http://www.jca-online.com/koons.html Jeff Koons Art Quotes-born in 1955 American Contemporary Artist. http://www.artquotes.net/masters/koons-jeff-quotes.htm Read More