West Chester University KINKADE, KOONS, KITSCH Matter That
PAUL MALTBY West Chester University KINKADE, KOONS, KITSCH matter that complicates any discussion of kitsch is the mutability of its status. In his famous 1939 essay, “Avant-Garde and Kitsch,” Clement A Greenberg warned against the encroachments of kitsch and its threat to the aspirations of modernist art. He defined kitsch as profit-seeking, mass- produced art pitched to the uncultivated tastes of the populace. Kitsch, he wrote, “is mechanical and operates by formulas. Kitsch is vicarious experience and faked sensations”1 Yet, by the 1960s, with the emergence of the camp sensibility and pop art, Greenberg’s avant-garde/kitsch distinction was less secure. By the 1980s, postmodern artistic practice had further dismantled the binary opposition, as avant-garde artists embraced kitsch in the provocative gestures of a trash aesthetics. To be sure, kitsch is a contentious and problematic concept. First, it is ineluctably judgmental: once identified as kitsch, a work of art is instantly devalued, the taste of its admirers disparaged and derided. Second, the concept is exclusionary and classist: as a label, kitsch often serves to stigmatize art that does not conform to an aesthetic canon as determined by elite arbiters of taste.2 Nevertheless, as a category, kitsch remains useful for designating formulaic and instantaneously consumable types of art. Such art has, in Irving Howe’s words, a tendency to 1 Clement Greenberg, “Avant-Garde and Kitsch,” in Mass Culture: The Popular Arts in America, eds. Bernard Rosenberg and David Manning White (London: The Free Press of Glencoe/Collier-Macmillan, 1964), 102. 2 Robert Solomon notes the classist component in attitudes to kitsch.
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