Walter Benjamin stated in the book, The Work of Art in the Age of Mechanical Reproduction. In the statement, Benjamin was responding to the effect of reproduction on the aura of an object. Through his work, Benjamin focused on the concept of modern art development and reproduction. Due to the urge to reproduce art, there are a lot of technological production activities needed (Benjamin, 2008). The process of mechanical production eventually deprives these artworks of their original feel and aura. Benjamin argued that the absence of traditional value makes production lie upon political power, affecting an object’s intended use and value (Benjamin, 2008). Additionally, the new media can quickly get altered by those in power, thereby promoting their ideologies. The ability of modern technology to reproduce copies like in the print media strips off the uniqueness of the original piece of art.
My understanding of the quote is that the reproduction of art reduces its aura. Since it is impossible to get hold of historical objects or original works of art, most people crave authenticity and originality by having a close look. The inaccessibility of closeness deprives the individuals of experiencing the object’s aura. Due to the inaccessibility of historical arts, individuals reproduce most objects and works of art. However, consistent reproduction decays the uniqueness of the work of art. For example, print media and newspapers are produced, and, in such cases, the original information gets lost. Translation of a given art may be altered, thereby passing the wrong information. The Marxist and Frankfurt schools of critical theory are discussed to elaborate on the various changes in mass production and consumption.
The Frankfurt school of thought was concerned about the increase in mass culture attributed to technological developments and reproducing cultural products. Some of the cultural products include art, music, film, and photos. It is easy to alter the original work during reproduction, thereby creating something different from the actual product (Benjamin, 2008). As mentioned in the quote, the reproduced picture differs from the image seen by the unarmed eye showing that it is easy to alter the original product during reproduction (Benjamin, 2008). As an individual could see a shadow of a mountain from a far distance, producing a replica of a traditional object may show some similarities but strip off the aura of the initial thing.
The Marxist view seeks to enable individuals to view capitalism and see its effects on them. Through reproduction, it is easy to use technology to assert dominance and oppress others. The ruling class efficiently uses media to represent their ideologies hence staying in control. As the quote shows that it is easy to change the realities of an object, the Marxist theory also helps shed light on the fact that news media and technology influence the economy and political situation of society.
This quote is essential to communication scholars in general as it elaborates on the ways products lose their aura during reproduction. By understanding the effects of reproduction, communication scholars find better ways of maintaining originality in the information they give or other art pieces. The theories learned in the module help analyze mass culture and consumption. Through these analyses, individuals get to know the effects of technology on works of art. By understanding the concept of reproduction, communication scholars can determine better ways of creating art and alternative methods of preserving historical products. Therefore, communication scholars and individuals need to learn and understand the theories discussed.
Reference
Benjamin, W. (2008). The work of art in the age of mechanical reproduction (reprint). Penguin Books Limited.