Lawrence Alloway is often incorrectly credited with the first published use of the term "Pop Art" in the following article which first appeared in the February 1958 issue of Architectural Design & Construction. Note that although the article does contain references to "mass popular art," the actual term "Pop Art" is never used. gc.
The Arts and the Mass Media
by Lawrence Alloway
In Architectural Design last December there was a discussion of "the problem that faces the architect to-day - democracy face to face with hugeness - mass society, mass housing, universal mobility." The architect is not the only kind of person in this position; everybody who works for the public in a creative capacity is face to face with the many-headed monster. There are heads and to spare.
Before 1800 the population of Europe was an estimated 180 million; by 1900 this figure had risen to 460 million. The increase of population and the industrial revolution that paced it have, as everybody knows, changed the world. In the arts, however, traditional ideas have persisted, to limit the definition of later developments. As Ortega pointed out in The Revolt of the Masses: "the masses are to-day exercising functions in social life which coincide with those which hitherto seemed reserved to minorities." As a result the élite, accustomed to set aesthetic standards, has found that it no longer possesses the power to dominate all aspects of art. It is in this situation that we need to consider the arts of the mass media. It is impossible to see them clearly within a code of aesthetics associated with minorities with pastoral and upperclass ideas because mass art is urban and democratic.
It is no good giving a literary critic modern science fiction to review, no good sending the theatre critic to the movies, and no good asking the music critic for an opinion on Elvis Presley. Here is an example of what happens to critics who approach mass art with minority assumptions. John Wain, after listing some of the spectacular characters in P.C. Wren's Beau Geste observes: "It sounds rich. But in fact - as the practised reader could easily forsee... it is not rich. Books with this kind of subject matter seldom are. They are lifeless, petrified by the inert conventions of the adventure yarn." In fact, the practised reader is the one who understands the conventions of the work he is reading. From outside all Wain can see are inert conventions; from inside the view is better and from inside the conventions appear as the containers of constantly shifting values and interests.
The Western movie, for example, often quoted as timeless and ritualistic, has since the end of World War II been highly flexible. There have been cycles of psychological Westerns (complicated characters, both the heroes and the villains), anthropological Westerns (attentive to Indian rights and rites), weapon Westerns (Colt revolvers and repeating Winchesters as analogues of the present armament race). The protagonist has changed greatly, too: the typical hero of the American depression who married the boss's daughter and so entered the bright archaic world of the gentleman has vanished. The ideal of the gentleman has expired, too, and with it evening dress which is no longer part of the typical hero-garb.
If justice is to be done to the mass arts which are, after all, one of the most remarkable and characteristic achievements of industrial society, some of the common objections to them need to be faced. A summary of the opposition to mass popular art is in Avant Garde and Kitsch (Partisan Review, 1939, Horizon, 1940), by Clement Greenberg, an art critic and a good one, but fatally prejudiced when he leaves modern fine art. By kitsch he means "popular, commercial art and literature, with their chromeotypes, magazine covers, illustrations, advertisements, slick and pulp fiction, comics, Tin Pan Alley music, tap-dancing, Hollywood movies, etc..." All these activities to Greenberg and the minority he speaks for are "ersatz culture... destined for those who are insensible to the value of genuine culture welcomes and cultivates this insensibility" (my italics). Greenberg insists that "all kitsch is academic," but only some of it is, such as Cecil B. De Mille-type historical epics which use nineteenth-century history-picture material. In fact, stylistically, technically, iconographically the mass arts are anti-academic. Topicality and a rapid rate of change are not academic in any usual sense of the word, which means a system that is static, rigid, self-perpetuating. Sensitiveness to the variables of our life and economy enable the mass arts to accompany the changes in our life far more closely that the fine arts which are a repository of time-binding values.
The popular arts of our industrial civilization are geared to technical changes which occur, not gradually, but violently and experimentally. The rise of the electronics era in communications challenged the cinema. In reaction to the small TV screen, movie makers spread sideways (CinemaScope) and back into space (Vista Vision). All the regular film critics opposed the new array of shapes, but all have been accepted by the audiences. Technical change as dramatized novelty (usually spurred by economic necessity) is characteristic not only of the cinema but of all the mass arts. Colour TV, the improvements in colour printing (particularly in American magazines), the new range of paper back books; all are part of the constant technical improvements in the channels of mass communication.
An important factor in communication in the mass arts is high redundancy. TV plays, radio serials, entertainers, tend to resemble each other (though there are important and clearly visible differences for the expert consumer). You can go into the movies at any point, leave your seat, eat an ice-cream, and still follow the action on the screen pretty well. The repetitive and overlapping structure of modern entertainment works in two ways: (1) it permits marginal attention to suffice for those spectators who like to talk, neck, parade; (2) it satisfies, for the absorbed spectator, the desire for intense participation which leads to a careful discrimination of nuances in the action. There is in popular art a continuum from data to fantasy. Fantasy resides in, to sample a few examples, film stars, perfume ads, beauty and the beast situations, terrible deaths, sexy women. This is the aspect of popular art which is most easily accepted by art minorities who see it as a vital substratum of the folk, as something primitive. This notion has a history since Herder in the eighteenth century, who emphasized national folk arts in opposition to international classicism. Now, however, mass-produced folk art is international: Kim Novak, Galaxy Science Fiction, Mickey Spillane, are available wherever you go in the West. However, fantasy is always given a keen topical edge; the sexy model is shaped by datable fashion as well as by timeless lust. Thus, the mass arts orient the consumer in current styles, even when they seem purely, timelessly erotic and fantastic. The mass media give perpetual lessons in assimilation, instruction in role-taking, the use of new objects, the definition of changing relationships, as David Riesman has pointed out. A clear example of this may be taken from science fiction. Cybernetics, a new word to many people until 1956, was made the basis of stories in Astounding Science Fiction in 1950. SF aids the assimilation of the mounting technical facts of this century in which, as John W. Campbell, the editor of Astounding put it, "A man learns a pattern of behavior - and in five years it doesn't work." Popular art, as a whole, offers imagery and plots to control the changes in the world; everything in our culture that changes is the material of the popular arts.
Critics of the mass media often complain of the hostility towards intellectuals and the lack of respect for art expressed there, but, as I have tried to show, the feeling is mutual. Why should the mass media turn the other cheek? What worries intellectuals is the fact that the mass arts spread; they encroach on the high ground. For example, into architecture itself as Edmund Burke Feldman wrote in Arts and Architecture last October: "Shelter, which began as a necessity, has become an industry and now, with its refinements, is a popular art." This, as Feldman points out, has been brought about by a "democratization of taste, a spread of knowledge about non-material developments, and a shift of authority about manners and morals from the few to the many." West Coast domestic architecture has become a symbol of a style of living as well as an example of architecture pure and simple; this has occurred not through the agency of architects but through the association of stylish interiors with leisure and the good life, mainly in mass circulation magazines for women and young marrieds.
The definition of culture is changing as a result of the pressure of the great audience, which is no longer new but experienced in the consumption of its arts. Therefore, it is no longer sufficient to define culture solely as something that a minority guards for the few and the future (though such art is uniquely valuable and a precious as ever). Our definition of culture is being stretched beyond the fine art limits imposed on it by Renaissance theory, and refers now, increasingly, to the whole complex of human activities. Within this definition, rejection of the mass produced arts is not, as critics think, a defence of culture but an attack on it. The new role for the academic is keeper of the flame; the new role for the fine arts is to be one of the possible forms of communication in an expanding framework that also includes the mass arts.