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Journal of Aesthetic Education, Vol. 23, No. 4. (Winter, 1989), pp. 63-73.
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Fri Jan 25 05:43:10 2008
Kitsch and Aesthetic Education
Postindustrial Culture
Today, of course, we are far beyond the Industrial Revolution. The vast
majority of workers are now in the service sector, using their hands and
eyes to enter data into computers, drive trucks, and put cheeseburgers into
paper bags. And because few work with materials such as wood, fabric,
and metal, and fewer still do anything artistic, most are unable to ap-
preciate or evaluate things aesthetically, or in many cases even functionally.
As a simple example, let us consider our relation to wood. For millennia
human beings have used it in countless ways, as fuel, lumber, weapons,
tools, bowls, furniture, wagons, and so on. People in many different crafts
worked with wood and so knew hard woods from soft, straight-grained
from gnarled, and pliable from brittle. Even those who used only firewood
knew quite a bit about different woods from chopping it and burning it.4
But people today who spend their working hours in an office or store have
lost those occasions to become familiar with wood. And their ignorance
shows in the marketplace of inferior wood products we have today. People
buy flimsy furniture made of particle-board (sawdust held together with
glue) covered with "wood-tone" plastic. When they buy furniture made of
solid wood, they accept cheap pine stained dark as equivalent to oak or
walnut, not knowing that a "solid-pine chair" won't hold up as a hardwood
chair would.
At least some people today feel a nostalgia for the knowledge and satis-
faction their ancestors had in craft traditions, and a few learn woodwork-
ing, pottery making, or other crafts. But many fall prey to the commercial
forces which market "creativity" in the form of "craft kits." We discuss one
of them in class, a "precut, easy-to-assemble, Tiffany-style stained-glass-
look sun-catcher kit," made, of course, of colored plastic. Such kits come
with "complete step-by-step instructions" that leave no decisions about de-
sign or technique up to the purchaser and inculcate few if any of the skills
of a real craft process. All they allow people to do is assemble their own
kitsch.
The self-deception purveyed by the "craft stores" is bad enough, but
most people today don't even get as far as feeling a need to make anything
with their hands. Nor do they see the connection between the general lack
of such skills in our culture and the prevalence of bad taste. Indeed, they
don't see the taste all around them, especially their own, as bad taste. What-
ever the advertisers say is in vogue, they simply accept as in good taste.
Kitsch 67
Their choices of home furnishings, for example, do not spring from any
knowledge of how such things are made, nor even from any personal set of
preferences. The furnishings in their homes are mere purchases dictated by
advertising. Their "taste" comes from magazine articles and catalogs or, if
they have more money, from a decorator. When next year new items, styles,
and colors are declared in vogue, they are only too happy to replace the
current contents of their home. Indeed, if their supply of money permits,
they may buy a whole new house.
Most people today don't see planned obsolescence as a marketing gim-
mick; they embrace it, for it gives them a chance to make new purchases,
and a good part of their identity lies in the act of purchasing. The bumper
sticker "Born to Shop" and the Bloomingdale's motto for sales "Shop Till
You Drop" are only partly ironic. For many people who make nothing
themselves, shopping represents at least some connection to the world of
material things and-perhaps a greater boon-some structure to their daily
lives. They can shape their identities, too, of course, by their association
with what they buy, the Rolex watch, the Calvin Klein jeans, the BMW.
The lack of taste so prevalent today results not only from people's lack of
skills in making things, but also from their lack of skills in any of the per-
forming arts. Consider music, which used to be something that ordinary
people did-they played instruments, they sang, they danced. In the last
half-century music has become less an activity and more a commodity to be
passively consumed. Manufacturers and advertisers know that they can
make more money by selling us records, tapes, compact disks, concert tick-
ets, and all the T-shirts and other paraphernalia that go along with today's
music business than by selling us musical instruments and sheet music.
And so that's what they sell us. Instead of getting together to play music
and sing, we go to a concert to hear someone else play and sing, or worse,
we clip the miniature tape player to our belts, the earphones to our heads,
and we listen individually. The producers of popular music, and mass
entertainment generally, of course, have a vested interest in a public that
cannot play music or sing and has no fixed standards or personal taste; that
is just the kind of malleable people who will buy whatever they are told to
buy.
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NOTES