Art History the Functions and Dysfunctions Mass Term Paper

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Art History

The Functions and Dysfunctions Mass Media advertising and Elitist vs. Popular Art in John Berger's "Ways of Seeing"

The emergence of the Industrial Revolution gave birth to numerous movements that influenced contemporary culture and society at the turn of 20th century. The increase in production and distribution of goods and services, and the production of surplus of these goods and services gave birth to advertising. Consequently, advertising, in order to attract and entice consumers to buy their products or subsist to their services, came up with creative concepts on advertising their products and services -- through art and the mass media. Thus, popular culture was created, where mass communicated media messages are extended to consumers in visual, audio, print, and, nowadays, in multimedia forms.

Advertising is an essential factor that propagates two interrelated elements in today's capitalist world: popular culture and consumption.

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These two are interrelated because what is included in popular culture tends to be patronized by society, which explains why advertising is a very lucrative market for goods, services, and even ideologies to be propagated and accepted by society.

These functions of the mass media, particularly the advertising sector, are discussed extensively in Ways of Seeing by John Berger. In the last chapter of his book, he discusses how mass media and art promote publicity, which, for him, is the symbol of freedom: "Publicity is usually explained and justified as a competitive medium which ultimately benefits the public... And the national economy. It is closely related to certain ideas about freedom... The great hoardings and the publicity neons of the cities of capitalism are the immediate visible sign of 'The Free World'."….....

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