In a sense all art is product art. Plato is said to be the first to verbalize what art was: a true imitation of life. Nowadays art carries different meanings. Two panels of pure color obviously are not an imitation of any “thing” except color and shape, both of which often don’t have counterparts in our workaday world. Even if we hold to Plato’s fifth century ramblings in The Republic, is it enough that art re-produces something we see with our eyes?
Sometimes I think art is best characterized by the quality in a made object that makes us want to own and keep it. In this sense art is intrinsically tied up with memory. We want to remember something why? Because we don’t see it often. Because it makes us hold our breath in wonder. Because it fills us with a rare feeling of awe, of wonderment, of amazement.
One day I was walking around town and I was struck by how images dominate both our sensory experiences and our inner life. Images are not just art that we want to keep, whether they’re Lladro or Lenox figurines or Maserati speedsters. Images are what we want to buy!
Images are at the core of capitalist society, of any society based on money. Money is anymore just one’s capacity to buy images! We watch TV and what we see creates desire. This is how style proliferate throughout the world in this age of internationally disseminated media! From Manhattan to Manila young people dress alike, professionals dress alike, rich people dress alike.
Are images therefor art? Or is it how much people are willing to pay to own an image? Is art what moneyed people determine is art? If beauty is no longer the sole criterion for what makes art, what other criteria or combination of criteria would make an image art?
In people’s everyday life the images that they are most likely to “consume” are images that appeal to their contemporary sense of values as much as to traditional concepts of beauty of utility. Apple products sell not so much because they are efficient but because they are beautiful!
Oh, the early prototypes broke the mold for how we consume but it’s the absolute perfection of the form that keeps people buying Apple products. It’s the image that sells. No wonder that Apple keeps the photos of upcoming products under wrap. They want to create drama and emotion to launch the image into the world and create desire.
So maybe art after all is cognate with desire. We’re back in the realm of desire. Craving we use what represents industry, life energy we apply to a chosen purpose – money – to “own” something that ultimately defines the image we have of who we are, of what we are.
Of all things a woman owns, jewelry is perhaps the most personal. It is intimate too because she wears it next to her skin and after a house, a vehicle (because modern woman now works in the wider world outside the house), it is jewelry that represents her most expensive property. In a sense though jewelry is a woman’s ultimate indulgence. Unlike a house or a vehicle, jewelry is not essential to life. It is there simply to adorn her.
Is art adornment that allows a more extravagant display of luxury and wealth? Painting and craftsmanship used to be how artisans created images for adornment. These are not essential to life (unless we consider sacred images essential to survival) but items we crave for more ethereal reasons. Art is the jewel with which we say to the world, “I know who I am. Here is who I am!”
But is that art? Art, too, maybe, but this won’t account for why artists create art. I like feeling productive and having a finished product makes me feel I have not wasted the day. But the product is mostly a side effect for something else that drives me. I like challenging myself to draw from deep levels of my being, my subconscious, that I feel I am full-throttle alive.
Federico Garcia Lorca says this of “duende”:
“The duende’s arrival always means a radical change in forms. It brings to old planes unknown feelings of freshness, with the quality of something newly created, like a miracle, and it produces an almost religious enthusiasm.”