Observing Mass Culture Pt. 1: Usher, or Reproduction in the Age of Mass Reproduction
Saturday, June 5th, 2010Having finished a particularly fruitful rereading of Marshall McLuhan’s first published work, The Mechanical Bride, I felt compelled to test out some of the ideas he put forward in this work. For those unfamiliar, the book is a compendium of short one or two page essays based on print advertisements and comic strips from the early 1950s. The essays are acidic, caustic commentaries, and reading even one of them would dispell the absurd notion that McLuhan was heralding some electronic utopia; his notion of the “global village” wasn’t one of utopian togetherness but of the rolling back of individual identity and critical thought/sophistication in the era of mass communications. In order to ‘retribalize’ as McLuhan frequently called it, a certain amount of civilization must be rolled back and diminished. In an age of absolute media saturation such as the one in which we are currently entrenched, full sober awareness of the implications and roots of all cultural products we’re confronted with is simply an impossibility, and isn’t especially appealing-the most comfortable position in the retribalized culture is one of a shared and simplified opinions. We go from cliche to archetype. Art vacillates between two extremes; the art of the extremely personal and almost confessional in nature, which gives us a portrait of the artist, and the art of the purposely depersonalized which instead gives an abstract portrait of its intended audience. It is this latter type of art which I hope to explore here.
So in the spirit of Mechanical Bride, I’m going to try to do a critical dissection of a different piece of mass produced culture from recent times each day for the next month, in hopes of eventually coming to some more full understanding of what America consists of.
For my first mass media art object I chose to observe the music video for the song “OMG” by Usher, video directed by Anthony Mandler. (more…)