In class this week we discussed the theorists Benjamin and his thoughts on the waning affect as well as authenticity. “What happens to the work of art when it is constantly reproduced” was a question Benjamin asked, in class we were asked the same and were shown a picture of a McDonalds sign. When we were show the signs we were asked what we thought of or felt when we saw it. Immediately everyone said either McDonalds hamburgers, chicken McNuggets or some type of food on the menu. We discussed how we no longer appreciate the sign as a piece of art, but instead a symbol for the fast food chain we often frequent when hungry. Dr. Rog explained that the impact of the picture has lessened because we have seen it so many times in our life – the waning affect. Since we have seen the replica of the golden arches everywhere the authenticity of the McDonalds Arches is gone. We discussed mechanical reproduction, which is what happens to a work of art when it is constantly reproduced making the original extremely expensive.
We were then shown an advertisement for Harvey’s that displayed multiple pictures of hamburgers and read “Free original hamburger”. Which one is the original hamburger? Is it an authentic hamburger? We understood that this advertisement is a sign conflict because it is saying that everyone will get an original hamburger but is showing multiple and making it difficult to figure out which one is the original hamburger. We discussed that there could only be one ‘original’ hamburger and that would be the very first hamburger that was every made at and for Harvey’s. Thus making it impossible for everyone to have an original hamburger. In our society we have more trouble trying to decipher what is the original and what is merely a replica. “The presence of the original is the prerequisite to the concept of authenticity” (20). The presence implies that I am physically here and the object is physically here with me. The quote can simply be interpreted, as unless a person can have the original, unless it is physically in front of the person, the object is not authentic. I related this to seeing posters of the Mona Lisa compared to seeing the actual painting by Leonardo DaVinci. The sensation that you have when you are physically in front of the original authentic artwork is incomparable to the sensation you have when you are looking at the replica.
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This is a good blog and it's great that you understand the material, but you stay too much with what we covered in class! It would be great to see you explore other aspects of our culture and how this same theory applies. Good otherwise! :)
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