After 1848 the bourgeoisie cannot and no longer does understand itself as standing in for the universal. The threat posed to “subjective but universal” judgment by the newly insistent particularity of the literal, empirical bourgeois audience becomes a problem to be — sometimes literally — confronted.
Helio Oiticica’s career tells the story of the democratic leap of art off the wall and into life, out of contemplation and into action and experience, from autonomy to involvement, from elite contemplation to democratic participation, from aesthetics to politics. This narrative, which carries the authority of being the story Oiticica himself wanted to tell at one point in his life, is not false. And yet the truth lies elsewhere: closer to the works themselves and, only apparently paradoxically, in the great political crosscurrents that tore through the Brazilian 1960s.
In an advertisement, the only intention that matters is to sell a product. All manner of decisions can and do saturate an advertising image, but these are subordinate to the purpose (Zweck) of selling the product. In a successful work of art, all kinds of decisions are subordinate to a larger intention as well; but that intention is analytically identical with the meaning (Zweckmäßigkeit) of the work, so it makes sense to speak of the work as a whole as saturated with intention. As we saw, art-commodities may well bear the marks of industrial processes. A work of art may, on the other hand, choose to exhibit them, which is a different matter altogether. We can tell the difference between bearing marks and exhibiting marks because works of art tell us how to tell the difference, each time.
Art as such does not pre-exist capitalism and will certainly not survive it, but rather presents an unemphatic alterity to it: art is not the before or after of capitalism, but its determinate other.
We are concerned with the problem of securing meaning against the ideological horizon of a fully market-saturated society. Meanings circulate or fail to circulate, compel or fail to compel. Success in the former, which is easily quantifiable, does not guarantee success in the latter, which is not.
Whatever previous ages might have fancied, we are wise enough to know that the work of art is a commodity like any other. Chances are that we don’t have any very clear idea what we mean by that. Marx, however, does.
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