Thursday 9 December 2010

Postmodernism...


Le Carbusier, Villa Savoye, Poissy, 1928-9

-  This building had functionality and neutrality, no individuality.

Modernism practise =

- Originality
- Innovation
- Individualism
- Progress
- Purity
- Experimentation
- Seriousness 





Postmodernism condition characterised by:

- Exhaustion
- Pluralism
- Pessimism
- Dillusionment with the idea of absolute knowledge


But some overlap
Modernism and Postmodernism related

Modernism:

- Expression of:

Modern life/ technology/ new materials/ communication [Modernity]

Postmodernism:

- Reaction to:

Modern life/ technology/ new materials/ communication [Postmodernity]



Jean Tinguely 'Homage to New York' 1960

Was placed directly outside the museum of modern art, it was an anti aesthetic, postmodern gesture which had no progressive message, it was also designed to eventually self destruct although this turned out to be a failing design aspect.


Origins of Postmodernism:

Beginnings 1960s
Established as term 1970s
Recognisable style 1980s
Dominated theoretical discourse 1980s and 90s
Today: Tired and simmering

Fielder: Post culture, rejected previous culture of modernist elitist.

- Contra modernism attacks modernism.

Uses of the word "Postmodernism":

- after modernism
- the historical era following the modern
- contra modernism
- equivalent to 'late capitalism'
- artistic and stylistic eclecticism
- 'global village' (world is reduced: modern railway, telephone) Postmodernism is totally interconnected.

- According to Charles Jencks modernism dies on the 15th July 1972 at 3:32pm, the moment of the demolition Pruitt. Which was a post war building with modernist architecture. It was made as a cheap, affordable and equal building but soon turned in the ghetto slums for the under classed, it forced people with crime and was then bulldozed less than 20 years after it had been built. It was a failed piece of modernist architecture.

- Modernism got it wrong
- Postmodernism- attitude of questioning convention.

- Plan Voison 1927- Utopia and technological determinism.
- Belief new technologies will make the world better, the internet has bought us together but gives opportunities for crime.

- Postmodernism: Everyone is unique and different. New voices can be heard.
- ' I am a monument' monumentality and enforcement to be the same.

- Questioning values of modernism, forcing one dimensional vision on everyone.

- Postmodernism- only rule = no rules.

- Society starts to get confused, although all the new options are positive, kitsch.

- Park Hill flats in Sheffield built on a hill in 1960, an example of post war modernism architecture. Designed for everyone, now a slum and the people who live there raised a petition to have it demolished. But the state says its an important piece of modernist architecture.

- Urban splash designed a re-generation of Park Hill which had a Postmodern gloss.

- AT&T building- Philip Johnson NYC 1982, made modernist style more original.

- Once modernist- no longer regular, unordered.
- Mixing old and new.

- Postmodernism takes the seriousness of modernism and makes it more jokey.

- Qoute from Prince Charles about a modernist piece of architecture:
' Is somebody proposing to dive from this tower?'

Prince Charles hates modernism and postmodernism.

- Leeds magistrates court is a piece of ill thought out postmodernism architecture.

- Quilan Terry, The Maitland is Prince Charles's favourite piece of postmodern architecture.

Postmodern conditions could be summarised as a disbelief, as metanarratives (total belief system, vision of world which seeks to believe where we are going, will fail, vision of certain elitist ideoligys.

Technology and progress will save us?

- Failure of communism.
- Postmodernism undermines, exposes and reveals flaws of the way of the past.

Result = crisis in confidence.

- Modern movement- postmodern aesthetics.

- Roylitchenstein ' This must be the place' 1965
postmodern attitude in fine art.

- Pop artists point was to attack seriousness of art- sarcastic.

- High art/low art divide- one big mess.
beginning to crumble.

- Las Vegas- postmodern city?
- Playground of reinvention, we should learn from Las Vegas as its ultimately progressive.

Its all in Las Vegas, its positive to follow.

Decorated sheds- casinos and buildings.
Built individualy and developed.
Each shed reflects individuality.

- Postmodern dystopia, Las Vegas is a loss inself, failure?

- Andy Warhol- peoples identies change. It changes the status of the artist in postmodernity. It was more about the image of celebrity.

He always said he didnt understand art. He believed we are all famous for 15 minutes.

Leveling out artist and celebrity.
Formalism.

- Total rejection of art saving the world.

- Jackson Pollock- distilling all purity of painting.
He uses expression, emotion and paint.

Lampooned by Pop artists.

- Andy Warhols Oxidation painting. He peed on metallic paint until it began to rot.

- Art as communication on device as fraud.

- Piero Manzoni 'Artists shit' 1961.
This artist shat in a tin and signed it, he then sold it for thousands of pounds. People couldnt have been sure if it was in there, so they either wasted money buying fake shit or if they opened it to check and the contents was true what it said on the tin, then they would have ruined the piece of art.

- Van Gogh 'Pheasant shoes' seeks to make us feel bonded with the owner of the shoes.

- Kraftwerk: embrases new technologies, half serious half jokey.

Postmodernism:

Culture where we can reinvent ourselves continuessly.

An inconclusion:

- Postmodernism is a vague disputed term.
- Po- mo attitude of questioning.

SPACE FOR NEW VOICES.






Tuesday 7 December 2010

New media and visual culture...

The age of print began in the 1450s, and some believe we are still living in the late age of print.

Guttenbergs printing press allowed mass communications, it became easier to print with the moveable type that was no longer fixed.

The role of the reader -  the electronic book- is it democratic?
The E book is literate, in the future all books will be electronic. Reader takes on the role of the author.

Computer media- the way we read has changed through hypertext, this allows us to surf through information quickly. Its a superficial way of reading- its a more engaging which makes it more exciting, it makes you more receptive and gives you empowerment.

Hypermedia: Hypermedia is when we see many media, pictures and sounds and we can surf through these quickly.

Definition of mass media:
Modern systems of communication and distribution supplied by relatively small groups of cultural produces, but directed towards large numbers of consumers.

Negative criticism of mass media:

- Superficial, uncritical, trivial.
- Viewing figures measures success.
- Audiences are dispersed.
- Audience is disempowered.
- Encourages the status Quo.
- Encourages empathy.
- Power held by the few motivated profit or social control (propaganda)
- Bland, escapism, seen as a drug which anaesthetises us.

Positive criticism of the mass media:

- Not all mass media is low quality.
- Social problems and injustices are discussed by the media.
- Creativity can be a feature of mass media.
- Transmission of high art material reaches a broader audience.
- Democratic potential.


United colours of Benetton
An ad created by Oliverio Toscani, Army outfit.
The ad is meant to be advertising clothes but its doing much more than that, its almost advertising politics. The outfit is that of a dead Army soldiers, dried blood can be seen and even a bullet shot through the chest. Its a reality check.


Leeds 13 was a group of students who pretended to spend all of their grant for uni on a big holiday, it caused an uproar in society as they thought it was wrong what they had spent their tax money on, even though it was all fake. These artists then gained artist status from using the mass media as their story was published in newspapers.


Can Art be autonomous? (exist on its own in a vacuum)

Should Art be autonomous? (for some yes, by doing so it retains purity and integrity)

Jackson Pollock- apitamy of Art above society, aesthetic freedom, no agenda.
Pollock funded by C.I.A?
Political propaganda- illusion of independence but involved in politics.




Roy litchenstein Whaam (1963)

Pop Art- underlining politics.



Andy Warhol, Green Coca Cola bottles 1962- 'I consume therefore i am'.


Conclusion:

- New media are changing the way we consume and read text and image.
- Theorists of the mass media have different viewpoints seeing it as either a negative and a threat or a          positive pleasurable and democratic,

- There is a serious question in Art theory as to whether Art should be autonomous or not.




Sunday 5 December 2010

Advertising and New media...

What is new media?

New media is a way of communication through engagement and involvement rather than through persuasion or impression. (Sutherland 2009)

What is old media?

Old media is the use of printing on a large mass scale, it first came about in the late 19c.

A good example to show how new media came about through advertising is with the story of Unilever, a company which now owns over 900 brands, including Ben & Jerrys ice cream; Bertoli; Bird's Eye; Comfort and Persil, formed by the two brothers James Darcy and William Hesketh Lever. Their brand went from Sunlight, Lux to Lynx, also known as the Sunlight vision.

In the beginning there was soap, Sunlight soap. In the 1860's we saw the beginning of pre packaging Graphic Design, advertising and colour printing in newspapers and posters. Much like Kellogs cereal, the generation figured out how to print, fold and fill cardboard boxes mechanically. And soap was sold in long bars with the maker printed onto them, the grocer would then slice it up, much like Lush.

In the 1880s the technology of producing reproductions and colour printed posters evolved and by the 1890s technology enabled contemporary paintings to be reproduced for the masses.

The Unilever brothers started to use contemporary paintings in thier advertisements.



This image was used as part of one of thier adverts, its a contemporary painting by William Frith. The purpose of the ad by Unilever was to show how clean thier soap could make your clothes, and your new frock.



This painting by John Henry Frederick Bacon, ' The wedding morning' 1892, was also used by the Unilever brothers, it shows generations enjoying a wedding. The bride is wearing a beautiful white dress which is indicating how Sunlight soap can clean your clothes. Items in the image have been replaced with bars of Sunlight soap to add value and brand loyalty.

Lever believed that his job was to covince the people of the world that they did not just want his product, but they needed it.

Unilevers also started a promotional interactive boom, they came up with exciting new ways to get people to buy their products. They began a wrapper scheme offering thier own soap in return.

Lever was amassed and was among innovators of advertising expertise, he once said ' The power of truth... the trick is to tell the truth but make it more interesting. Truth can be disarming.'


The physcology of Advertising

- Discrepancy between self and ideal image (of self)
- Publics leasure practises, bathing habbits ect were inferior to those depicted.


Back to the future

New media model

- Mass to my media
- More personalised
- More targeted (mobile)
- Also involves audience
  - (a) voluntarily passing around ads (virals)
  - (b) creating- spoofs or filming events


New communication model

Old: transmission
- Transmit ideas to an audience.

New: Cybernetic
- Engage with an audience via computer.

Viewer generated content:

Case study of mentos mints and coke

Viewer generated advertising worth $10 million US to Mentos, more than half its annual advertising budget.

- Audiences are actively managing media culture.

Creating a dialog


OId Spice
Old spice twitter response


Audience judges creativity

- November 2010
- Departure from conventional advertising awards
- Youtube ad of the year chosen by viewers

Embrace Life, the winner