I came across this piece in the Times this weekend** and thought about our reading of Benjamin’s famous argument about “aura” and art.
As we’ll explore Monday, Benjamin notes the accelerating trend as of the 1930s towards the “mechanical reproduction” of art: taking the singular thing whose value and effect on viewers was enhanced by its “aura,” its quasi-sacred status by virtue of its being rare, singular, available on to certain people in certain spaces at certain times. You had to go to Delphi to consult the oracle in Greek antiquity; you have to go to the Metropolitan Museum to see Van Gogh today.
Benjamin is thinking about the way the auratic artwork can itself be mechanically reproduced (through engraved repros in the 19thC; on tote bags and posters and coffee mug and websites today). He’s even more interested in “born mechanically reproduced” artforms that started to emerge with the printing press in the 15th century, photography in the mid-19thC and then the phonograph, the cinema, and increasingly cheap and ubiquitous forms of printing of photographs (think newspapers and slick mags) in the early 20th.
So what about Beeple? Beeple is a digital artist who relentlessly generates digital artworks that themselves are made of “born digital” memes, logos, and other flotsam and jetsam of the digital world, reworked into (often very crude) remixes. So, as the article points out, he is part of a long-standing tradition in art invested in the stripping of the aura, so to speak, and posing as an insurgent, democratic force in the rarified art world.
But hold the phone: Beeple has become a very wealthy man through the creating of NFTs (non-fungible tokens) using blockchain technology. Read the article if you’re interested in the details (or just read the piece in the Onion); for our our purposes, the significant thing is that he thereby creates a new aura of sorts, making this synthetic, virtual, digital object something as singular, distant, and inaccessible to the masses as the Mona Lisa. What would Benjamin do with this? It’s fascinating to think about the afterlife of the social, economic, and cultural forces that Benjamin tackles in the 1930s at this much later stage of development, where so much of the particulars is different but some of the basic underpinnings of Benjmin’s analyis still apply.
**Note that all Hunter students can get free digital access to the New York Times through the library. This is basic “equipment for living” as literary theorist Kenneth Burke said of literature: get your subscription and get in the habit of reading it!