heh, I’m posting this because I keep losing it and finding it and then losing it again..
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“The deepest problems of modern living derive from the claim of the individual to preserve the autonomy and individuality of his existence in the face of overwhelming social forces.” – George Simmel, The Metropolis and Mental Life, 1902-3
In the above quote, George Simmel is addressing the problems in modern life, in particular the loss of self-government (autonomy) and individuality, and their causes. I will be discussing these ‘overwhelming social forces’ as well as the problems, with reference to two art works 100 Cans by Andy Warhol and I Love You with my Ford by James Rosenquist.
In the text, ‘overwhelming social forces’ refer to influences that affect modern life. They come about due to industrialization in which products are now being produced at a faster and cheaper rate which in turn created the rise of consumerism. Quoting from Juliet B. Schor, The Overworked American, “We live in what may be the most consumer-oriented society in history. . . .Once a purely utilitarian chore, shopping has been elevated to the status of a national passion.” The increase in consumerism also raised the demand for commercializing and marketing the product.
Autonomy is lost as well. As stated by George Simmel, ‘Man’s nature should develop unhindered’, however due to industrialization lifestyle has been changed to a ‘functional specialization of man and his work; this specialization makes one individual incomparable to another, and each of them indispensable to the highest possible extent’. The specialization sets a boundary for the individual’s freedom of choice and what his actions.
In a way media, a social force, also restricts the individual’s freedom of choice. The individual will only choose to buy consumer items that have been well-advertised and is in vogue.
For example Andy Warhol’s 100 cans, 1962 shows us this power of commercialization. In this artwork, Warhol repeatedly paints Campbell’s canned soup, each identical to the other. In the image, Warhol uses small yellow circle in place of Campbell’s medallion. Yet we still can recognize that the can of soup belongs to Campbell. This ability to recognize a product even if not properly depicted highlights the use of commercialization, primarily referring to advertising. Campbell has been very well advertised and marketed such that even now on average, consumers purchase more than 100 cans of Campbell’s Soup every second of every day of the year.
Warhol’s 100 Cans also fills up all the space on the canvas making it look as if it can stand as an advertisement for Campbell soup on its own. Thus at the same time reflecting the theme of advertisement.
Like Campbell soup, the individual often lives on a product if well marketed. Thus commercializing influences and restricts the individual’s freedom in terms of consumerism.
Similarly, in James Rosenquist’s I Love You with my Ford, 1961 the artist divides the painting into three sections, each depicting a particular ‘favourite’ of Americans during that time, the Ford, black and white movies and instant spahghetti, which were very popular at that time.
The Ford is particularly symbolic as its popularity gave it the term ‘the car that saved an empire’. It prevented Ford Motor Company from financial trouble, and earned Ford an astounding $177 million profit that year.
Black and white movies also tend to hinder the modern man’s decision-making as the lifestyle shown on the screen becomes the lifestyle the modern man wants to achieve.
The painting emphasizes the impact of commercialization. It had become so powerful that it had influenced main aspects of the individual’s life: his job, his recreation, what he ate and from the title, even the emotional aspect of life.
The increase of consumerism, as well as the change from ‘proprietary capitalism to corporate capitalism, mass-marketing, … the subsequent explosion in advertising’ as stated by Tom Pendergast, Creating the Modern Man has resulted in the loss of the modern man’s individuality. Individuality in the sense that the modern man now lives in the same style with the same material goods as his neighbour.
This problem is also addressed in both paintings. In Warhol’s artwork the rigid repetition of Campbell symbolizes two things: the rigid lifestyle the individual in modern life experiences and the lifestyle of the people as a whole.
The painting could represent the modern man’s life, with every can representing one part of his life. Every can is depicted in exactly the same way, regardless of colour, shape or size. This shows us that throughout the modern man’s life, there is the presence of rigidity or lack of experimentation due to jobs being more specified. In fact the artist himself expressed this rigidity. Warhol was once quoted as saying (when asked as to why he chose to depict Campbell soup), “I used to drink it. I used to have the same lunch everyday for twenty years.”
The image itself is also symmetrical, this is symbolic as it also emphasizes that in modern life, not only was your life rigid and structured, the life of any stranger you meet on the street was the same as yours. Like in the painting, every can was reflected exactly the same as the other. Furthermore the bottom row of cans is cut off, which suggest that the stacks of cans are endless. Similarly, the loss of individuality is on a huge scale. It is not just one or two people who live like you, but hundreds and thousands of them.
100 Cans was also one of the last images Warhol painted by hand. This means that while as a whole the cans look identical, in reality they differed from each other slightly. This is important as it shows modern life has brought unique individuals together to work for ‘the greater good’. However while they may specialize in different things, they come together to work as one body; they are no longer seen as individuals.
In James Rosenquist’s painting the title itself addresses the causes of the problems, in this case money or material goods. The line ‘I love you with my Ford’ is a gibe at the famous line ‘I love you with all my heart’. The increase in value of material riches is now used to represent or even take over emotions. This shows us that values of the modern man have changed, causing him to become more materialistic and superficial.
The section at the bottom of the painting depicts instant spaghetti. Instant spaghetti was a hit as it was not only easy to use but also very cheap, due to mass production. Mass production is another factor that influences the modern man. Mass production allowed products to be produced at a low and face rate, which in turn helped give birth to supermarkets and shopping centers. This means that the individual buys the same product as other people around him as they go to the same place to purchase that product. In these terms, individuality is now lost.
Similarly, when related back to the black and white movies individuality is lost as everyone now shares the same dream and ambition as all of them watch the same movies.
In conclusion, Simmel’s ‘overwhelming social forces’ refer to the in particular the influence of commercialization, advertising, and the phenomenon of mass-production which create the loss of autonomy and individualization. In fact autonomy and individuality are very closely related in the post-industrial age as it is not only one individual who loses his autonomy but countries of them, resulting in a loss of individuality.
My comments
September 19, 2008 in comments | Leave a comment
I don’t know if it’s just me, but it’s pretty weird to have to have this post… anyway for convenience:
Links to my comments:
for anning: 1,2
jingying: 1
jiayu: 1, 2
yiran: 1, 2
wn: 1, 2
xinyan: 1
theresa: 1
trixie: 1
zhengyan: 1, 2, 3
suhuan: 1
xiaoxiao: 1
… what I could find, I totally forgot about keeping track of them