Blog Assignment #3

Being versed in Western literature and media, our culture tends to relate to art as well as reproduce it. In today’s modern societies, technology has led to our acceptance of reproduction in media, allowing us to increase our proximity towards objects of art; objects exposed to reproduction. Our realities of a routine relationship between culture, visual media, and its reproductive potential have been adjusted, with both social and cultural consequences. Walter Benjamin’s article, The Work of Art in the Age of Mechanical Reproduction, clarifies these consequences as a challenging of authenticity as well as a loss of authority of the original due to reproduction. He refers to this as its aura.

An example in media that has led us to reposition ourselves in relation to art is YouTube. Although YouTube has increased the potential for the globalization of media and has affected our understanding of what is considered original and what is reproduced, it has led to a reduction in the aura of authenticity of the original. Walter Benjamin argues that reproduction cannot possibly capture the essence of originality and authenticity that art has previously exposed us to, and that the authority of what is produced is lost due to our increase in proximity in relation to it. YouTube has allowed for artistic production with the idea of both accessibility and reproducibility in mind, and as part of this process, art is no longer viewed as definitive in its originality and authority, but rather culturally accepted as a mass reproduction of engagements within the realm of visual media.

            My recent viewing of Slumdog Millionaire recalls the song “Jai Ho” being performed by the cast at the end of the movie, effectively summing up the main events as they occurred throughout the storyline. It was performed in typical Bollywood fashion as indicated by its music selection, choreography and dance, as well as its portrayal of characters and their relationships with one other. Its representation of culture and its use in the culmination of the storyline of Slumdog Millionaire produced a distinct aura of authenticity and originality within the context of the movie. For those who may not have been familiar with Bollywood film or even Indprior to seeing this movie, Slumdog Millionaire revealed cultural insights and the culture it gradually unveiled.

            For me, the aura and appeal of this musical ending was diminished upon seeing it reproduced and presented in many different ways to an awaiting audience on YouTube.  The reproduction and presentation of the original “Jai Ho” song and dance allowed itself to be taken out of context, and to be reflected on, based on individual representations of its intent in being presented separately from the movie. The renditions of song and dance had no appeal, only a diminished aura that reproduced no authoritative ideas of Indian culture, Bollywood film, or Slumdog Millionaire. The only appeal to reproducing “Jai Ho” was seemingly that it came from a popularized movie and provided an excuse to relate to it using YouTube as a medium for globalizing artistic expression. It is my belief that our reproduction of artistic expression is based on the original appeal of authenticity and its aura. But, as Walter Benjamin states, reproduction actually diminishes the aura of authenticity, despite the presentation of reproduced material. Therefore, I believe that we need to be aware of the consequences of reproduction within our society and to understand the idea of reproduction as being a way to see things in a new light, yet not being representative of the reproduced within its original context.

Sources:

Benjamin, W. The Work of Art in the Age of Mechanical Reproduction.

Accessed January 26^th, 2011.

Slumdog Millionaire (2008 - Movie)

YouTube