"Avant-Garde and Kitsch" is the title of a 1939 essay by

Clement Greenberg Clement Greenberg () (January 16, 1909 – May 7, 1994), occasionally writing under the pseudonym K. Hardesh, was an American essayist known mainly as an art critic closely associated with American modern art of the mid-20th century and a formali ...

, first published in the ''

Partisan Review ''Partisan Review'' (''PR'') was a small-circulation quarterly "little magazine" dealing with literature, politics, and cultural commentary published in New York City. The magazine was launched in 1934 by the Communist Party USA–affiliated Joh ...

'', in which he claimed that

avant-garde The avant-garde (; In 'advance guard' or ' vanguard', literally 'fore-guard') is a person or work that is experimental, radical, or unorthodox with respect to art, culture, or society.John Picchione, The New Avant-garde in Italy: Theoretical ...

and

modernist Modernism is both a philosophy, philosophical and arts movement that arose from broad transformations in Western world, Western society during the late 19th and early 20th centuries. The movement reflected a desire for the creation of new fo ...

art was a means to resist the "

dumbing down Dumbing down is the deliberate oversimplification of intellectual content in education, literature, and cinema, news, video games, and culture. Originated in 1933, the term "dumbing down" was movie-business slang, used by screenplay writers, mean ...

" of culture caused by

consumerism Consumerism is a social and economic order that encourages the acquisition of goods and services in ever-increasing amounts. With the Industrial Revolution, but particularly in the 20th century, mass production led to overproduction—the su ...

. The term "

kitsch Kitsch ( ; loanword from German) is a term applied to art and design that is perceived as naïve imitation, overly-eccentric, gratuitous, or of banal taste. The avant-garde opposed kitsch as melodramatic and superficial affiliation wi ...

" came into use in the 1860s or 1870s in Germany's street markets, and referred to pictures that were cheap, popular, and marketable. Greenberg considers kitsch to be "''ersatz'' culture," a

simulacrum A simulacrum (plural: simulacra or simulacrums, from Latin '' simulacrum'', which means "likeness, semblance") is a representation or imitation of a person or thing. The word was first recorded in the English language in the late 16th century, u ...

high culture High culture is a subculture that emphasizes and encompasses the cultural objects of aesthetic value, which a society collectively esteem as exemplary art, and the intellectual works of philosophy, history, art, and literature that a society con ...

that adopts many of its exterior trappings but none of its subtleties.

Key ideas

Greenberg believed that the avant-garde arose in order to defend aesthetic standards from the decline of

taste The gustatory system or sense of taste is the sensory system that is partially responsible for the perception of taste (flavor). Taste is the perception produced or stimulated when a substance in the mouth reacts chemically with taste receptor ...

perpetuated by the mass-production of consumer society, and saw kitsch and art as opposites. One of his more controversial claims was that kitsch was equivalent to

Academic art Academic art, or academicism or academism, is a style of painting and sculpture produced under the influence of European academies of art. Specifically, academic art is the art and artists influenced by the standards of the French Académie ...

: "All kitsch is academic, and conversely, all that is academic is kitsch." He argued this based on the fact that Academic art, such as that in the 19th century, was heavily centered in rules and formulations that were taught and tried to make art into something learnable and easily expressible. He later came to withdraw from his position of equating the two, as it became heavily criticized.

Sources

* Greenberg, Clement. ''Art and Culture.'' Beacon Press, 1961 * Greenberg, Clement. ''Homemade Esthetics: Observations on Art and Taste''.

Oxford University Press Oxford University Press (OUP) is the university press of the University of Oxford. It is the largest university press in the world, and its printing history dates back to the 1480s. Having been officially granted the legal right to print books ...

, 1999. * Rubenfeld, Florence. ''Clement Greenberg: A Life''. Scribner, 1997.

References

External links

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Avant-Garde and Kitsch
Aesthetics literature 1939 essays Works originally published in Partisan Review Works about avant-garde and experimental art {{essay-stub