Recreating Individuality- fang

Walter Benjamin's piece illustrates the importance of authenticity and the problem society has/will have when mechanical reproduction takes over the way people view images. With reproduction, the context and uniqueness of art, or really anything now in society, dissolve and it becomes much more commodity-esque than ever before. For the first time in human history, art becomes less “real” as “mechanical reproduction of a work of art, however repsents something new” (38). With reproduced art, “the quality of its presence is always depreciated” (39). Benjamin stresses the stripping of individuality as a key reason the age of mechanical reproduction has immense potential to be a danger in our society.

            Here is an example of a photograph that tried to capture something real.

 While the watermark is used to emphasize the commodity-based aspect of reproduction, it still demonstrates what the age of mechanical reproduction does. The flower was free in nature and something gorgeous on its own, in its own context for those who first-handedly saw it. When photographed, you get an unnatural glimpse as to the environment that flower is in and now, the flower no longer belongs to nature and the people, but to Anthony. Anthony, because he has a copyright on the flower, can sell the image and eradicate any aura that the flower had initially.

            Benjamin explains “mechanical reproduction of art changes the reaction of the masses toward art…the reaction is characterized by the direct, intimate fusion of visual and emotional enjoyment with the orientation of the expert. Such fusion is of great social significance.” (45). When art is viewed now, it is by a mass of people that may or may not understand the context or intent of the artist; it is simply just in front of them. There is no aura, and there is no individuality or authenticity.