Alanna Spence
Contemporary Issues
CCA Fall 2007
Clement Greenberg – Avant-Garde and Kitsch
This article, ambulance written in 1939, seek attempts to describe the role of avante-garde artists and the emerging phenomenon of kitsch art, check which begins to gain momentum with the expansion of capitalism. Avant-garde artists begin to emerge during the scientific revolution in the 1850s and 1860s in Europe. These artists were interested in cultural advancement. Their work was an open dialog between art and viewer. The avant-garde artist is aware of his or her place in history, society, and humanity. He/she urges the viewer to enter into a critical dialog about contemporary issues as their relate to historical references.
As the education and economic situation of the general public improved during the late 19th century, a general interest in art increased. However, this interest in art is one of instant gratification, and not of an appreciation and yearning for a higher culture. This new art market was generated by the emergence of a new middle class who, for the first time in history enjoy some expendable income and more leisure time than was afforded to previous working classes. Though they are interested in art, they are not interested in cultural elevation. They want easily digestible culture. Kitsch art serves the taste of the masses. It does not require a dialog between viewer and artwork. Kitsch art simply is what it is; pleasing to the eye, and easy to read. There is no hidden agenda.
Greenberg refers to kitsch art as the rear-garde of the art world. In comparing kitsch art to comics, commercial art, and Hollywood and in doing so predicts the future of mass media as we know it today. Distinctions between art and non-art are broken down. Kitsch art serves the least common denominator; it is dumbed-down art. Greenberg sees kitsch art as a danger to the cultural advancement of art and humanity. Avant-garde artists rely on the patronage of the wealthy classes. Once the art world looses the attentions of these patrons, art, and high culture along with it, will deteriorate.