Corporate Windmills

As we defined in class, media and art represent a larger system of societal norms. Art serves as an early warning system by exaggerating societal values. In this sense, the role of the artists is to communicate the different 'layers' of societal change into a unified perspective. McLuhan explains that “Each new technology creates an environment that is itself regarded as corrupt and degrading. Yet the new one turns it predecessor into an art form” (viii). John Berger alluded to this concept in his explanation of technology's effect on original art work. It is because technology has made paintings reproducible and lacking perspective that we look to them as a higher art form. We can no longer understand or value their original meaning as much as we can regard their economic value. The role of the artist, then, is to also interpret the continuing basic societal norms as society changes.

Consider the windmill images. While the second image, realistic and concrete, is comparable to the simple perspective Madonna paintings we viewed in class, there appears to be no deeper meaning behind the image that we can relate to. It seems to lack 'layers.' Instead, it is the logo-bombarded image that almost everyone is discussing. The interest and understanding in such an image reflects upon the media and advertisement oriented society we are now in. As Sarah has mentioned, the artist provides a succinct message to the public by interpreting different viewpoints in society. And as Berger has explained, the advancements in technology of the information age have forced the artist to alter his approach. Therefore, it is not exactly what the artist creates but how he creates it that reveals the truth behind McLuhan's claim that art serves as an early warning system to social and psychic change.