Loss of Aura in Artworks

As technology advances with the passage of time, so does the perception of the concept of art. The industrial revolution eventually lead to the phenomenon of mass production which have had a significant impact on the field of arts. Today everything is manufactured in large quantities, including famous works of art. According to Walter Benjamin, regardless how identical and accurate they are, these copies lost their authenticity and originality, resulting in the loss of aura.

The concept of aura is one of the most important term that was developed in Walter Benjamin's "The Work of Art in the Age of Mechanical Reproduction" which has a profound influence in the fields of contemporary arts, media and cultural studies. Benjamin argued that the social functions of art and the way art is perceived has changed drastically in the age of new technology. Under modernity aura becomes degraded: in the proliferation of reproductions, the authority of the original is obliterated ( Yong, no date ). Due to the accessibility of modern art in the form of film, photography and film, people no longer contemplate art like they used to, consider the process of the work, the experience of the artist, such experience is lost when viewed from the lens of the camera or when viewing a duplicated version. Instead, they have become a form of distraction or entertainment in this hectic world.

Aura refers to the aesthetic authority, the unique quality of an authentic artwork present in time and space that is never fully present in mechanically reproduced artworks. In his essay, Benjamin evaluated the development of the reproduction of art, from lithography and printing to photography and film, gradually degenerating the auratic essence of art. Benjamin believed that when a replica is created, even the original is reduced of its uniqueness, as they are no longer the "only one ", eliminating the rarity of an artwork. However, opposing slightly with Benjamin's theory, although there are many replicas of famous paintings, the original still holds a certain irreplaceable value though the public might not appreciate them as they did before. Despite the paradigm of mass production, the impression of scarcity could be created to increase the value of certain commodity. Luxury brands for example would limit their production to created a sense of scarcity, thus increasing the price of their products.

Campbell's Soup Edition II, 1969, Andy Warhol

Andy Warhol is perhaps the most discussed artist in relation to Benjamin's theory of reproduction and aura. Warhol who is best known for his screen printed illustrations of iconic artist, Marilyn Monroe and coca-cola and Campbell's soup cans, is a commercial illustrator. As he started gaining popularity and forming his own brand, his artworks gradually became mass produced. Warhol had other artists assisting him in his studio which was known as The Factory, imitating the products depicted in his works. Warhol's works of art eventually became commodities themselves, losing the aura of traditional artworks as Benjamin would say. To commemorate the 50th anniversary of Warhol's Campbell's soup cans, Campbell Soup Company decided to launch a series of limited edition cans which designs imitate Warhol's prints. Both parties were taking advantage of the other's popularity to increase their profit. Warhol was able to gain attention by painting everyday-objects, Campbell on the other hand benefit by advertising with the artist's public recognition. At this point, art and commercial products are fused as one, technology has resulted in "diminished" aura of contemporary artworks and sometimes they are just viewed as mere commodities. 

A Dog In a Sweater

Newburyport

A French Farm Landscape

John Cerasulo

American, born 1974

Although Benjamin's theories is agreeable especially in postmodern art, perhaps as cultural critic and philosopher, Steven Shaviro suggested, art could have just been reconceptualized as society progress. Due to the "aura" of high art, artworks that are highly valued have become a form of investment or a demonstration of wealth and often times kept "safely" out of sight. However many establishing artists like John Cerasulo, transitioned from professional artists who exhibits in galleries to commercial artists as they want their works to be seen and acknowledged by the public. To Cerasulo, being associated art collectors and agents, critiqued by major newspapers and exhibiting in modern galleries were just noise, as a commercial artist, he now focuses on the preference of people instead, mass producing his works and selling them to hotels, furniture stores and so on to be displayed and seen my the public ( Litman-Nevarro, 2017 ). 

     The era of technological advancements have artworks are easily recreatable and accessible to the masses which has lead to the degradation of the aura of art. Unfortunately to Benjamin, art today may have lost cultural aesthetics and congruence, they are still valued as the auratic value of art have since changed and taken on new connotations. By reviewing both Benjamin's theories and the mentality of contemporary like Warhol and Cerasulo, we are able to get a better understanding of Benjamin's aura and the value of post-modern art. 

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