Contextual 11

Contextual studies 13: late modernism – social & political context.
Context of early modernism: 

Post WW2 America.

Economic boom : 

Prospered from the war, 

Recovered quickly from the war

car production in Detroit,

Car ownership
What made this possible?


People were borrowing and spending,
‘High mass consumption stage’ – characteristics:

Desires to have possessions,

Contrast with early modernist view:

Different idea than the modernist view! 

Instead of making 1 design for all the consumers there were many designs splitting people into the groups depending on which design they buy.

J.Gordon Lippincott (1909-98), Design for Business.

Main points from text:

why is it a good idea to ‘stimulate the urge to buy? 

Why is obsolescence important? 

Function obsolescence 

Style obsolescence 
Shifts in focus.
New contextual far art
Clement Greenhouse (1909-94), Avant Garde and Kitsch, (1939)

Main Points from texts (slides 15/16&17)

What does he mean by ‘kitsch’?

Bright colourful,

Pop culture,

It was for the uneducated proletariat,
Why is he opposed?

It’s faked sensation 

Easy entertainment not real culture 
Lawrence Allowy (1926-90), The arts & the most media (1958)
Main points from text: 

Mass arts,


Pull fiction,

Bill boards,

The arts have not changed to fit the world,

Mass art is urban and democratic,

In favour for art for the masses,

It shouldn’t just be for the elite,


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