Avant-Garde: Elitist for the sake of being elitist

Avant-Garde and Kitsch, as studied by Clement Greenberg, are two inherently opposing producers of culture. He finds that Avant-Garde is ironically critical of the societal standards or development of that society in which economically fuels its artists and thus its art. The Avant-Garde artist strives to create the expression of an absolute, which requires a deep level of critical thought to attempt to understand. The working class, and the masses in general, lack the education and time to put in the effort to do so. Instead, they would prefer Kitsch which is easily understood and more pleasing to the uncultured palette.

Kitsch is mass produced and simple. Avant-Garde, by comparison, is to be taken in as a complex layering of tastes. Its pieces are like a fine red wine: it is to be examined and brooded over, given careful thought and study as to its subtleties and implications. Kitsch, in this comparison, would be more like a cheap shot of vodka. It’s for the working man who hasn’t the time or experience to enjoy something as complex as Avant-Garde. The vodka is hastily taken to experience what it has to offer, which is a brief respite from his hard day. It hits hard and to the point.

Greenberg reasons that Kitsch can and will be used to sway the opinions of the masses as a source of propaganda. It is of interest of the higher class to sway public opinion, and thus the funding for the Avant-Garde would be lost. The message behind the works of Avant-Garde artists would not be heard, due to lack of understanding from the uneducated masses, and their obvious disinterest in something they don’t understand.

It appears as though Greenberg never heard the expression, ‘If you can’t beat them, join them.’ Why can’t Kitsch artists be employed to deliver the important messages consistent with Avant-Garde ideas and criticisms? This hybrid form would be neither Kitsch nor Avant-Garde by his definitions, but it is a happy mediums that could hypothetically solve Greenberg’s problem. The issue is that Kitsch has the very real potential to be used as propaganda. It has the ability to reach a larger audience and convey a message in a much more coherent manner than Avant-Garde. The real issue, which threatens Greenberg, is the unpopularity of Avant-Garde. Kitsch can be used against Kitsch of rival ideologies, however Avant-Garde cannot be saved without enough interest and funding.

When it comes down to it, Greenberg is just griping that something that he likes isn’t popular. Avant-Garde culture, as exemplified by Greenberg, is elitist for the sake of being elitist. It is pretentious, which is why its elitist members champion it, as well as why it is unpopular.