The "Business Art Business", and Globalism vs. Globalization

MIT 4.602, Modern Art and Mass Culture (HASS-D/ CI) Professor Caroline A. Jones History. Theory and Criticism Section, Department of Architecture Spring 2012 Notes Lecture 17 MARKETING MASS CULTURE: Lecture 17: The "Business Art Business," and Globalism vs. Globalization I. Visual Culture - the dynalnic environment of mass imagery A. Coca-cola plan and "Modernism" - both beneficiaries of the Pax Americana B. The arc of evolution in visual/advertising culture: from narrative to icon I) Description, publication, "thick" narratives 2) Dreams of the working man (late 19th c. U. S.) 3) Paths to international business (late 19th c, through the '40s) 4) Corporate identity programs - a cold war / globalization phenomenon 5) Producing the female (or female-shaped) icon (late 19th c. FrancelUS) 6) Delivering the (female) customer - or the male via female seduction C. From International to Global Capital (globalization vs. globalism) D. Micro-niches and "engage" marketing (Red campaign, Mecca Cola) II. International Pop: Postwar Britain and a phantasmagorical "aesthetics of plenty" A. Aesthetic relations to U.S. commodity culture, Comix! B. The Independent Group - ambivalent consumers who put the "Pop" in art 1) architects, artists, curators, historians 2) exhibitions: Parallel of Life and Art ('53), Man, Machine & Motion ('55), This is Tomorrow ('56) 3) Eduardo Paolozzi and the "Psychological Atlas" (1947-53) 4) Richard Hamilton's Duchampian cool- Trademark, 1972 III. U.S. Pop (emerges after British Independent Group) - critical or compliant? A. ambiVllrent)fascination: Claes Oldenburg, Roy Lichtenstein B. the "empty" sign and the power of repetition: Andy Warhol C. critical montage? : James Rosenquist IV. German complexities (Capitalist Realism and the move to postmodemism) A. Leben mit Pop - Richter and Leug in Dusseldorf department store, demonstrating Kapitalistischen Realismus, 1963 B. Sigmar Polke (Silesia) C. Gerhard Richter (East Germany) V. Paris passes through Pop to seed Postmodernism (with the help of some Italians) A. the d'affichistes: (surrealism from the streets): Mimmo Rotella in early '60s B. the Situationist International in late '60s/'70s - Guy Debord, Michelle Bernstein, Asger Jorn, et al. 1) derive and detournement 2) Society of the spectacle list of selected images on verso 1 Images (selected) for Lecture 17 United States Roy Lichtenstein. Popeye 1961 olc Andy Warhol. Popeye. 1960 olc Lichtenstein, Takka Takka!! 1962 olc Lichtenstein, Image Duplicator 1963 olc Warhol. Bonwif s window 1961 ... olc installed with store mannikins Warhol, Marilyn Monroe Diptych 1963 oil and silkscreen ink/canvas James Rosenquist President Elect 1960-61 olc Rosenquist, I Love You with my Ford, 1961 olc Claes Oldenburg, The Store 1961 photograph of artist in The Store with plaster goods Oldenburg, Shirt with Objects on a Chair. 1962 mixed media (part of The Store) Oldenburg, Bedroom Ensemble 1963 - fabricated interior "Pop Art" International Pop: London Independent Group Nigel Henderson. East London. photographs 1949-52 Eduardo Paolozzi, Psychological Atlas, 1947-53 collage scrapbook Paolozzi, Automobile Head 1954 screen print McHale. Machine-Made America 1957 collage Richard Hamilton, Just What is it that Makes Today's Homes So Different. So Appealing? 1956 collage Hamilto~ Hommage to Chrysler 1957 olc Hamilton, $he, 1958-61 oil and collage on panel Hamilton. Trademark 1972 ink Icard International Pop: Germany Sigmar Polke Chocolate Painting 1964, lacquer on canvas Gerhard Richter, Alfa Romeo with text, 1965. oil on canvas Richter, Onkel Rudi. 1965, olc Richter, Olympia. 1967 olc Polke, Modem Art, 1968. acrylic. oil on canvas Richter, Two Candles, 1982 olc Richter, Athens, 1985 olc recall: Fluxus artist WolfVostell. Coca-Cola. 1961 France and Italy: Mimmo Rotella, Marilyn, 1962, tom posters (found and claimed) Jacques de la Villegle, Rue Pastourelle 2 April 1971, tom posters Guy Debord, Naked City, 1957 photolithograph of altered map Constant, New Babylon 1958, various architectural models 2 "Capitalist Realism" d 'affich istes Situationists