Mechanical Reproduction and Keith Haring

Source: https://www.kooness.com/artists/keith-haring

The theories of German art critic and philosopher Walter Benjamin were pivotal in the ways in which we think about art. He belonged to the Frankfurt School, a group focused on Marxist studies that developed social critiques after the members fled Nazi Germany in the 1930s. Benjamin’s generation experienced changes to mass culture including radio, television, cinema and magazines. In his most famous text, The Work of Art in the Age of Mechanical Reproduction, he suggests that mechanical reproductions of artworks cause the loss of the halo or aura of the original piece. This aura arises out of the artwork’s presence in the time and space in which it was created. By creating mechanical reproductions of these pieces, the aura is diminished and loses authenticity.  

Source: https://editoraunesp.com.br/blog/128-anos
-de-walter-benjamin-e-sua-contribuicao-para-a-teoria-critica

At the beginning of Benjamin’s most influential essay, he explores the object’s artistic authenticity, suggesting, ‘Even the most perfect reproduction of a work of art is lacking in one element: its presence in time and space, its unique existence at the place where it happens to be. This unique existence of the work of art determined the history to which it was subject throughout the time of its existence’ (Benjamin. 1969. p. 3). This implies that it is impossible for reproductions of art to uphold the original value or unique nature of the original piece itself. Contemporary life sees reproductions of art everywhere.
These reproductions are increasingly commodified, as popular designs and artworks are reprinted on commercial everyday items. This has become increasingly apparent with the commodification of the works of Keith Haring. In recent months, Haring’s dancing figures, animals and iconic love hearts have been printed on a variety of merchandise in retailers such as Primark, H&M, and Typo. Although Haring recognised the importance of commercialism as a method of making art accessible, the excessive use of his images for capitalist gain feels uncomfortable. 

Benjamin suggests that the situations in which these productions are produced can depreciate the art (Benjamin. 1969. p. 4). In the cases of these products, fast fashion practices devalue Haring’s prints. The websites of the previously mentioned retailers fail to acknowledge Haring’s sexuality, or his foundation focussed on aids prevention. The political messages and LGBTQ+ awareness at the centre of Haring’s works are ignored by fast fashion giants for palatable designs that ensure mass sales. In an article from The Guardian, Lauren Cochrane questions if we have reached ‘peak Haring’, and notes that although Haring worked with many commercial brands, the extent of commercialisation today may be compromising his legacy (Cochrane. 2022). 

Benjamin would be cynical about the direction that art has taken, particularly in the case of Haring. The consumerist interest in Haring imagery has caused people to be familiar with the artist, but utterly unaware of his political messages or The Keith Haring Foundation, of which the aforementioned retailers have licencing permission, yet fail to explain Haring's ethics to their customers. The market has become oversaturated with Haring images for the sake of capitalist gain, thus causing the original pieces to lose their ‘halo’ in the words of Benjamin. 

 

 Source:https://www.primark.com/en-gb/a/inspiration/fashion-trends/kitted-out-in-primark-x-keith-haring

 

 

 

 

Bibliography

Benjamin, Walter. 1969. The Work of Art in the Age of Mechanical Reproduction. Edited by Arendt. H. in Illuminations. New York: Schocken Books. Available at: https://web.mit.edu/allanmc/www/benjamin.pdf [Accessed 7th January 2023]

Cochrane, L. 2022. ‘It’s about having your tag everywhere’: why the art of Keith Haring is all around us. Available at: https://www.theguardian.com/artanddesign/2022/nov/17/keith-haring-art-fashion-brand-partnerships [Accessed 7thJanuary 2023]

 

The Keith Haring Foundation. Available at: https://www.haring.com [Accessed 7th January 2023]

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