Modern Vision

Image from: www.gooddesignbaddesign.com/?p=310

In consideration to the reading "The Work of Art in the Age of Mechanical Reproduction" by Walter Benjamin I disagree with his statement, "To an even greater degree the work of art produced becomes the work of art designed for reproducibility. From a photographic negative, for example, one can make any number of prints; to ask for the authentic print makes no sense". However, I believe in a contemporary society with an emphasis on digital design and manufacture, authenticity plays a large role on the values we give design. This value for the authentic has also started to move into other areas of design, such as graphic and industrial as well as many others. I think a good example of this is the recent reformation of packaging in the music industry. Physical releases for music are becoming less and less popular because of online music stores and alike. To counteract this, the music industry has begun to make collectables, with the aim that the extras will make the music authentic and desirable, so infact more valuable.

The above image shows the packaging for the disco pop group Grum, the bright graphics and patterns appear to make an artwork, with the aim that the packaging will make the C.D. a collectable and appear authentic in comparison to buying a file from an online store. This is a case where the music by the artist is not treated as a mass reproduction but as a valued or authentic piece of work. The reading also states that "the technique of reproduction detaches the reproduced object from the domain of tradition", however I think that recently society has shifted its values and considers things that are authentic, collectable or different in comparison to the normal to be of more value. Therefore it it would appear that our views on value and authenticity have returned to those of traditional beliefs before us. The fact that we are able to readily reproduce objects and digital forms as we please in today's society means we often strive to have one offs, originals, or authentic items because we consider them to hold more value.