PROBLEMATIC COMMERCIALIZATION OF OBJECTS IN CO

• Main Author: Özlem GÜRPINAR
• Format: Article
• Language: English
• Published: Sada Institute of Art and Language Studies 2019-07-01
• Series: Ulakbilge: Sosyal Bilimler Dergisi
• Subjects: consumption; contemporary art; mass production; kitsch; art-meta relation
• Online Access: http://www.ulakbilge.com/makale/pdf/1547719830.pdf

Art progresses and changes in line with the periodical developments. Therefore, art constitutes the logic according to the political, cultural and economic characteristics of the era. The artists took the concepts of meta and kitsch into the field of art by using industrial-technological and daily production materials in their works of art. However, the way of using art from a financial point of view was also opened. The gradual introduction of cubism and collage and everyday materials into art, the use of ready-made objects with Dada, the emphasis on the existence of machinery and speed with futurism is an indication that the artwork will move away from the canvas. Dada, which is an avant-garde movement in particular, has pushed the autonomy of art and the existence of the artwork to question the commercial sense. Pop Art, which emerged with the development of industry after the second half of the 20th century, presented the mass production objects as artwork and the use of technology such as Kinetic Art and Pop Art, which developed with technology, expanded the scope of art. The apparent commercialization of the work of art in contemporary art has caused controversy within the art community. While the aforementioned developments lead to the freedom of expression in contemporary art, artists such as Jeff Koons are at the critical point due to the art representation in their works. The aim of the research is to examine how Koons has transformed art practices into a commercial tool. In the article; the use of the objects of consumption, the objects of consumption, which are presented as works of art, and the artists making a profit by using them are examined. Consumption factor and mass production were imbued in the artwork and aesthetic perception was pushed to the background and the relationship between art and commodity was brought to the fore. These problems are tried to be expressed through artists.