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<=
/p>
El imper=
io de lo artístico: creación y consumo
en la er =
a del capitalismo tr ans es =
t étic o . 1
The empire of the artistic: creation
and consumption in the age of transaesthetic=
span> capitalism. <=
/o:p>
=
Resumen:
La fase actual del modelo
económico global ha esti=
mulado
la necesidad de revestir con valores =
simbólicos toda práctica cotidiana
y de consumo. Con ese fin ha extraído del sistema artístico institucional una serie de operaciones, y las ha =
desplegado
a través de toda la cultura material y
afectiva, haciendo de nuestro mundo un=
escenario completamente e=
stetizado
y ansioso de la experien=
cia
artística como trasfondo de =
span>todos
sus hábitos y modos de relación. Ese proceso ha revivido la fi=
gura
del genio, esta vez como marca registrada, como diseñador o como productor de contenidos digitales. =
Sin
embargo, lejos de signi=
ficar
un declive de la producción =
span>artística
en función de un aditivo superficial,
este horizonte es también =
una
oportunidad para extender la
posibilidad de la creación mediante la
apropiación de herramientas y circuitos de acceso común.
Pa=
labras =
span> claves:
=
&nb=
sp; =
&nb=
sp; Autor; creación artística; diseño; estética; moda.
Abstract :
The current phase of our global economic
system has encouraged the need to
encase our daily practices
and consumption with symbolic values.
To that end, it has extracted a series of operations from the institutional artistic
system and has deployed them through different forms<=
span
style=3D'letter-spacing:.05pt'> of material and affective cul=
ture,
making our world a fully aestheticized scene, anxious of the artistic experience as the background of all its habits
and ways of relationship. That process has revived
the concept of genius, this time as a
registered trademark, as a designer or as a
digital content creator.
However, this does not =
imply a
decline in artistic production based on a superficial
addition. This new horizon is also an =
opportunity to extend the possibility of creation through the appropriation of tools=
and
circuits of common access.
Keywords:
Aesthetics; artistic
creation; authors; design;
fashion.
<=
/p>
«¡Bye-bye , aura!» Nelson Good=
man
1=
. Introducción
La proliferación<=
span
style=3D'letter-spacing:-.15pt'> durante
los últimos treinta
años de una serie de tópicos discursivos en torno a la producción de
gestos artísticos como
aditamento del consumo cotidiano, demanda una pregunta por la transformación de un algoritmo que involucra el
modo de producción económico general y las formas de representación y exteriorización del
sistema del arte. Más allá de la reiteración del car&a=
acute;cter visual de nuestra
época, lo que deja ver la dinámica actual de producción y circulaci&oa=
cute;n de mercancías y, sobre todo, de experiencias , es un profundo
proceso de estetización absoluta
de los espacios comun=
es, en el que el intercambio material y social
parece encontrar sentido
nada más que en la promesa de un estímulo equivale=
nte al arte.
El diseño, =
=
la =
=
publicidad =
=
y =
=
la =
=
comunicación =
han agotado la frialdad
funcionalista y han importado un paquete de valores provenientes =
de la
producción artística como coartada para exculpar la vertiginosidad del sistema de la moda y la
obsolescencia programada. Así, en torno a las actividades más corrientes se ha desplegado una estructura simbólica que invoca nociones
como creación , autoría , expresión , concepto , colección , entre otras. En ese modelo, el proceso de com=
pra,
de consumo o de intercambio no est&aac=
ute;
determinado por el beneficio utilitario sino por el estatus del objeto
revestido retóricamente c=
omo
obra de arte. Un vehículo, un vestido, una botella de licor, una
hamburguesa, un tiquete de avión, un encuentro sexual o una publicación de Instagram no son solamente
lo acotado de su<=
span
style=3D'letter-spacing:-.05pt'> significante ordinario, sino=
la creación de un genio-autor, o la magnificación de un universo
semiótico mostrado
como único e invaluable.
A través de un ejercicio metodológico hermenéut=
ico
que conjuga una mirada sociológica del
co=
nsumo
con algunas entradas a la teoría contemporánea del arte, este
trabajo analiza el estado del <=
/span>sistema capitalista que ha permitido la atomizaci&o=
acute;n del arte en el consumo
cotidiano, así como las implicaciones, restricciones y posibilidades sobre
las mismas estructuras artísticas, =
span>sobre las prácticas productivas, y sobre la consecuente transformación de nociones como creación y autoría.
2=
. La era del capitalismo transestético
Cuando Adolf Loos publicó el famoso Ornamento y delito , en 1908 (Loos, 1972), estaba lejos de imaginar que el mundo a finales del siglo XX y
principios del XXI sería lo opuesto a la austeridad que pregonaba su tratado contra la barbarie del Art Nouveau . Para Loos, el ornamen=
to era
un signo =
de =
=
degeneración =
=
que =
=
la =
=
Modernidad =
habría de dejar en el pasado,
y sus defensores poc=
o más que criminales y hombres
primitivos. La pulsión del adorno en la arquitectura, el arte o la
estética corporal, se contradecían con la sobriedad
propia de la evolución social. Esta, por el contrario, se empeñar=
ía en ahorrar la fuerza de trabajo inv=
ertida
en la efímera carga visual y limitaría los objetos a las form=
as escuetas
que les garantizaran un=
a vigencia
acorde con su duración material. Esto es, la utilidad de los
<=
/p>
objetos en la Modernidad no estar&iacut=
e;a ya signada por la moda de su apariencia, sino por la actualidad de sus=
condiciones materiales.
El arquitecto austriaco murió a salvo de presenciar la pesadi=
lla
que le hubiera parecido la obsol es c encia pr ogr amada, el f as t f ashion 1 y la es t etización a=
bsol uta de t odo s l =
o s campo s de la vida en la actualidad. Como
comentario al texto de Loos, Hal Foster sentenc=
ia en Diseño y delito (2004) que,=
lejos de desmoronarse, la sobrecarga
decorativa del Art Nouveau alca=
nzó
dimensiones impensables con la primacía actual del diseño, y que el Estilo 1900 , como se caracterizó a aquel movimiento, fue la premonición =
de la
industria cultural que hoy podríamos llamar Estilo 2000 , y cuyo proyecto ha materializado el ensueño de volver la vida una obra de arte total, y ni siquiera siguiendo las ambiciones<=
span
style=3D'letter-spacing:-2.0pt'> vanguardistas libertadoras pr=
egonadas por el Art Nouveau
o la Bauhaus , sino ejecutando un programa neoliberal totalizante y
frenético. El héroe moderno del artista como productor ha sido
reemplazado por el diseñado=
r, y
la fantasía de la forma utilitaria ha sido sepultada en un desfile
incesante de vivencias sobrecargadas de estí=
mulos estéticos en el que la función es la menos
importante en la escala de valores. El arte aparece
allí como aditivo
omnipresente en la experiencia de compra.
La invitación al chef Ferran Adrià a la documenta 12 , en 2007, levantó un debate mediático y especializado aun cuando el mundo del arte ya se
suponía acostumbrado al diálogo con otras disciplinas
(Jarque, 2007; Márquez, 2012) . Roger-Mar=
tin Buergel , director artístico de la exposici&oac=
ute;n, trató de dar un paso adelante a la trasnoch=
ada
discusión sobre la definición del arte, y justificó la=
invitación del catal&aacut=
e;n considerando que este había creado un lenguaje
propio, y que, a su vez, “la
inteligencia artística no depende del soporte” (Bilbao,
2008). Lo que suscitó, no obstante, mayor controversia, fue la acción elegida por el chef para llevar a cabo su participación en el evento. Adrià no realizó ninguna
intervención den=
tro de los espacios
de la exposición, =
span>sino que, durante cada uno de los cien días de duración del evento, dos espectadores fueron
trasladados desde Kassel
a Cala Montjoi , sede del restaurante “El Bulli ”, <=
/span>y allí fueron atendidos=
por el chef. Una decisión que pretend&iacu=
te;a, desde la óptica del restaurante=
, “plantear el debate acerca
de las disciplinas ar=
tísticas no museables ”.
El gesto de Adrià arrastraba a otra dimensión un
fenómeno que llevaba ya tiempo dando pulsaciones. Renunciar=
a
trasladar su cocina al espacio de exhibición para jugar la
operación inversa implic=
aba la
declaración de que no sólo el mundo del arte y el mundo exter=
ior
podían fugarse uno en ot=
ro, sino que podían también =
analogarse , transmutarse, hacerse
indiferenciables.
Pero no estábamos ante una novedad al señalar un encuentro en donde el arte y sus procedimientos parecían
dispersarse en la cultura utilitaria y secular. Todo el siglo XX estuvo
atravesado por movimientos que, en una u otra dirección, hicieron
coincidir los caminos
del arte, la moda, las imágenes populares o la publicidad. Warhol
daría el golpe definiti=
vo en
los sesenta, cuando absorbió el universo
1
Se denomina así al modelo de producción de algunas
compañías multinacionales de vestuario, basado en la imitación de las tendencias de las casas de alta costura, produciéndolas en serie y a bajo costo. Es el sistema
que está detr&aa=
cute;s de marcas como Zara o H&M.
<=
/p>
de la
farándula y los objetos domésticos, y convirtió el art=
e en
un sistema fordista de producción, por
la misma época en que Yves Saint Laurent
transformara un Piet Mondrian
en un vestido
revolucionario. =
En los treinta, Salvador
Dalí ya colaboraba con Coco Chanel
en el rediseño =
del perfume
N° 5 y en la producción d=
e un ballet , o con Elsa Schiaparelli en la creación =
del
famoso Lobster=
Dress =
, o con
la compañía de dulces Chupa Chups en el diseño de su logotipo.
En todo aquello había, sin duda, una fricción a las
fronteras de ontologización de una u otr=
a disciplina, y cada caso a su turno abrió
diálogos inéditos entre categorías y lugares de
enunciación anteriormente
inencontrables. Era difícil determinar si al estar ante esas
imágenes estábamos ante =
obras
de arte, vestidos o piezas publicitarias. No obstante, en cada uno de esos
objetos, y aun en la intervenci=
ón
de Ferran Adrià, seguía operando una noción de
genio-creador unidireccional, y en casi todos los casos, un espacio de circulación más o menos restringido, por lo que la disolución de los límites no es tan evidente c=
omo en
el estadio de la representación actual que permite ya no una intersección
sino una completa
borradura disciplinar en un espacio
abierto. =
span>
Para Boris Groys (2014), el capitalismo
postindustrial ha atomizado el arte en la cultura de consumo,
y ha desplegado sus valores en prácticas de uso cotidiano que no sep=
aran
lo performativo de lo utilitari=
o.
Especialmente a partir de la expansión de los dispositivos
interconectados, los modos de h=
acer
vanguardistas se han extendido hacia el centro de la dinámica produc=
tiva
y relacional actual. Las operaciones del<=
span
style=3D'letter-spacing:-.25pt'> copy & paste , del sampleo o=
de los modos de circulación y tratamiento de los contenidos de redes sociales, no son sino consecue=
ncia
del arte de vanguardia, como insiste Groys . Toda forma de exteriorización o puesta en escena en campos de acción no artísticos es indiferenciable de una obra conceptual o
performática, y, en consecuencia, esa producción democratizada
también hace indiferenciables a los artistas
de los espectadores. =
Un recorrido
previamente unidireccio=
nal se ha transformado en un proceso circular=
que
opera hacia la extensión: lo artístico irrigándose como
forma total de vida.
Esa reconfiguración de relaciones y fronteras, ahora bien, es
resultado de unas condiciones <=
/span>históricas y
productivas que pueden leerse desde distintos ángulos. La mirada
fatalista de Baudrillard (1991)=
asumía nuestro tiempo=
como el desenlace de una orgía. El francé=
;s argumentaba que la liberación política y sexual
de mediados del siglo pasado
se adhirió a la aberración de los medios
de producción, de la subjetividad y de la representación. Bajo ese encuentro todo lo conocido
se desgastó, se sació, se hizo indiferenciable e irreal, y fuimos volcados
hacia un «estado de simulaci&oa=
cute;n» (Baudrillard, 1991, 10) en el que sólo podemos
hiperre=
alizar =
o reproducir indefinidamente todo lo que ya hemos consumado y vaciado en la
realidad o la virtualidad. Se ha instaurado, de ese modo, la metonimia en
detrimento de la metáfora; se ha corroído el caráct=
er específico y diferenciable<=
span
style=3D'letter-spacing:-.4pt'> de las cosas.
<=
span
style=3D'mso-font-width:95%;mso-ansi-language:ES-EC'>Estamos ante un virus que ha hecho metástasis, sigue Baudrillar=
d. El de la confusión y la
<=
span
style=3D'letter-spacing:-.05pt;mso-font-width:95%;mso-ansi-language:ES-EC'>=
«conmutación=
general de los términos» (Baudrillard, 1991, 14). La economía se ha convertido en
<=
span
class=3DSpellE>trans=
economía ; el sexo en transexualidad , la estética en transestética=
. En este último escenario, para
<=
/p>
el autor,
desde Duchamp y el dadaísmo, el arte, renegando de sí mismo,
se ha desdibujado en=
la banalidad de las imágenes:
Tampoco=
span> el arte ha conseguido, según la utopía estética de los tiempos modernos,=
trascenderse como
forma ideal de vida (antes no tenía por qué superarse
hacia una totalidad, pues ésta ya existía, y era religiosa). No se ha abolido en una idealidad
trascendente sino en una estetización general de la vida cotidiana, ha desaparecido en favor de una circulación pura de
las imágenes, en una transestética de
la banalidad. El arte precede
incluso al capital
en esta peripecia (Baud=
rillard, 1991, 18).
Ante semejante apocalipsis de paranoia, Gilles
Lipovetsky y Jean Serroy (2=
013) han dado un giro a la
misma noción de transestética para definir el tipo de relaci&oa=
cute;n
que entablamos con las imágenes en la
contemporaneidad, marcada por la proliferación de “los mercado=
s de
la sensibilidad y del proceso d=
iseñador, por un trabajo
sistemático de estilización de los bienes y lugares
comerciales, de integración generalizada del arte, del look y de la sensibilidad afectiva
en el universo consum=
ista” (Lipovetsky & Serroy , 2013, 6). Lo que =
ha
permitido que nuestro tiempo no sea sólo el escenario del caos, la desigualdad =
span>y la banalidad, sino la posibilidad de reivindicaci&o=
acute;n del goce por medio de los sentidos,
y de la expansi&oacut=
e;n de las entradas
de acceso a la experiencia del arte .
Para los autores,
hay una larga historia=
de
estetización del mundo separada en cuatro etapas. En la primera, la =
de la artizaci&oacut=
e;n
ritual , no existía u=
na
noción de arte desinteresado=
,
sino que el fin de las imágenes era la conexión entre el orden social y religioso. Tras el Renacimiento se instaura la edad de la=
estetización aristocrática , en la
que aparece el artista-genio cuya obra ya no sólo responde a la batu=
ta
de la Iglesia, sino que está =
span>hecha para un público privilegiado qu=
e entabla
con ella una relación contemplativa. Una tercera etapa,
la de la estetización
moderna del mundo , aparece entre los siglos XVIII y XIX, y se va a
caracterizar por la delimitaci&o=
acute;n de una autonomía del campo artístico, liberado de la dependencia de la Iglesia
y la nobleza. Dicha<=
span
style=3D'letter-spacing:-.3pt'> autonomía permitirá el establecimiento de las instituciones artísticas: museos, academias, coleccionist=
as.
La cuarta =
=
etapa, =
=
en =
la que vivimos actualmente, se denomina la era transestética ,
y tiene como núcleo la disolución de las oposiciones entre el arte y la vida cotidiana, la industria, o el comercio,
bajo la conducci&oacut=
e;n
del capitalismo de consumo. Este último ha engullido todas las forma=
s de
producción, incluidas las
artísticas, y ha convertido nuestro sistema de valores en un capitalismo artístico o transestético , que=
ha creado al mismo tiempo
la demanda y la oferta
de la estética en cada espacio de la
vida social. “Después del arte para los dioses, el arte para l=
os
príncipes y el arte por el arte, lo que
triunfa ahora es el arte para el mercado” (Lipovetsky & Serroy , 2=
013, 16).
Este modelo ha esparcido y masificado una serie de tópicos co=
mo creatividad , diseño , estilo=
i>, autoría <=
/i>, innovación . Todo cuanto consumimos ha de estar atravesado
por el filtro de la estética, otrora
de=
dominio
exclusivo del arte; y al mismo tiempo,
todo cuanto hacemos
pasa por la necesidad de comunicar creativament=
e,
artísticamente: “los jardineros se convierten en paisajistas, =
los
peluqueros en estilistas, los
floristas en artistas florales, los cocineros en creadores culinarios, los
tatuadores en artistas del tatuaje, los joyeros en artistas joyeros,
los sastres en directores artísticos, los fabricantes<=
/span>
<=
/p>
de coches =
en
«creadores de automóviles»” (Lipovetsky & Serroy , 2013, 17). Inmersos en una espiral de hedonismo, lujo, deseo,
seducción, sinestesia, hemos encauzado nuestras fuerzas productivas =
y sociales hacia una hiperrealización de lo simbólico.
El periodo Reagan-Thatcher redireccionó los circuitos
artísticos hacia el mercado, en la medida en que puso a disposición de los privados
el control de los recursos
públicos (Wu, 2018, 129), despolitizando el arte =
=
y =
=
destilando =
=
sus =
=
formas =
=
como =
agregados de valor en productos de contenidos comerciales. Como
parte de lo que Steyerl denomina
“dimensión afectiva” de los bienes y servicios
posindustriales, el arte contemporáneo en el sistema
transestético se concibe como
marca comercial sin producto,
disponible para etiquetar casi cualquier cosa, es un rápido lifting facial <=
/span> que vende el imperativo de la creatividad a
aquellos lugares necesitados de una remodelación urgente, la incertidumbre de una apuesta combina=
da con
los placeres sobrios de la educación superior de clase alta, un parque de juegos autorizado para =
un
mundo confuso y derrumbado por la desregulación vertiginosa (Steyerl , 2014, 96).
La expansión de la necesidad de lo artístico bajo el
proyecto reaganiano produjo una cul=
tura
sin perfil =
=
(Foster, =
=
2004, =
=
4) =
=
que =
=
dejaba =
=
de =
responder a la distinción Highbrow /Lowbrow =
i>, pero no porque
ac=
ogiera
el predicado culturalista de la reivindicación popular y el abandono=
de
lo aristocrático, sino p=
orque concentró la condici&oacut=
e;n de acceso a la cultura
en la posesión =
de la tarjeta de crédito, indiferente al reparto
del capital social.
Como el modelo funcionaba a partir de la expansión del lujo y ya no de su exclusividad, la industria tenía la doble necesidad
de bañar de estatus sus productos y de hacerlos
visibles. Con tal propósito, se propuso abrir
la caja de Pandora del arte contemporáneo y desplegarlo por la plataforma globalizadora, sobre todos los campos=
de la
producción. Hoy, y sobre todo en lo que va de siglo, la forma m&aacu=
te;s sofisticada de esa estrategia reposa sobre el tratamiento de los productos de moda de lujo como si fueran obras de arte, y su exhibición en tiendas insignia (Figura 1), grand=
es
locaciones configuradas como museos
y cuya finalidad no se reduce a la venta
sino al sostenimiento =
de las relaciones afectivas con las marcas (Wu, 2018, 131).
Figura 1 . Prada Epicenter =
Tokio,
arquitectos Herzog y de Meuron,
2003 (Fotografía de Simon Glynn y Sam Glynn, 2005). Recuperado de http://www.galinsky. com /buildings /pradatok=
yo /index.htm
<=
/p>
“No sólo hay conjunción de dominios antaño
enfrentados: hay desregulación de fronteras, mezcla de esferas y de categorías, disolución de las antiguas jerarquías de los géneros”, insisten Lipovetsky y Serroy (2013, 60). De
ahí que estemos ante un estado de organización distinto al que
regía las incursiones de Dal&iac=
ute;
en otros géneros, y la misma producción de Warhol. Mientras q=
ue
allí había un tra=
slado
de un espacio de significación a otro, lo que ocurre en nuestro tiem=
po
es, además de eso, un <=
span
style=3D'letter-spacing:-.05pt'>desvanecimiento total de las márgenes de esos espacios. Por eso se hace cada vez más difícil distinguir entre =
un =
=
desfile =
=
de =
=
moda =
=
y =
=
un =
=
performance, =
=
entre =
=
una =
=
galería =
=
de =
=
arte =
y un showroom de vehículos, entre un altavoz y una escultura
minimalista, entre un postre y una joya de diseñador. Y no sólo se hace difícil distinguirlos, =
sino innecesario, y es que una vez desmontados los límites se vuelven inoperantes las clasificaciones disciplinarias internas.
El proceso, =
=
para =
=
Lipovetsky =
=
y =
=
compañía, =
no es más que la radicalización de la lógica propia del capitalismo, que no opera como un
sistema definido sino como la apropiación de otros sistemas políticos, comerciales o estéticos que le anteceden. El capitalismo globalizado no echa raíces, sino que se reconstruye una=
vez
un modelo ha agotado su rentabilidad. Olivier Razac
(2008) entiende el fenómeno, a partir de Foucault y Deleuze, como el paso de una sociedad moderna
de la disciplina a una sociedad postmod=
erna
del control, que no produce hábitos y castigos sino necesidades, y q=
ue ha reemplazado la violencia por los afectos como
instrumento de dominación: “El control de las representaciones gracias a los
instrumentos de comunicación (los del espectáculo en particul=
ar) permite suscitar y proponer formas
útiles de goce” (Razac , 2008, 61).
De tal modo, habiendo=
comprado
sus derechos de uso ,
el modelo capitalista de consumo ha sacado el arte de su antiguo y exclusivo s=
istema
circulatorio para convertirlo en plusvalía y necesidad dentro de cada producto, experiencia o actividad de la vi=
da
cotidiana. Si atrás Duchamp, Dalí o Warhol habían
introducido el mundo secular en el arte, el capitalismo habría de ha=
cer
lo operación inversa, ap=
rovechando hábilmente la misma carretera:
derramar sin restricción el arte en el mundo exterior.
Hay que =
=
considerar, =
=
ahora =
=
bien, =
=
lo =
=
que =
=
se =
=
entiende =
por arte en esta dinámica, y cómo su propia definición se ve repercutida por aquella. Observan
Lipovetsky y Serroy :<=
/span>
Hablar de capitalismo
artístico transestético supone qu=
e el
concepto de arte no debe aquilatarse <=
/span> teniendo el Gran Arte como única
referencia, sino que hay que incluir también en él las artes
comerciales e industriales, la moda, el kitsch, la industr=
ia
del entretenimiento. Nadie discutirá que hay diferencias manifiestas entre estas esferas, pero no por eso dejan de ser miembr=
os
de la misma familia ‘estética’, en la medida en que todas
se caracterizan por sus operaciones de ‘artistización ’ del mundo, de estilización de formas,
de ‘reforma de la naturaleza’ (Baudelaire), de creación y
difusión de modelos y, en este sentido,
por un trabajo social=
de transformación de las miradas,
los juicios y las sensibilidades estéticas (2013, 47). =
o:p>
Para Yves Michaud , asistimos a un period=
o en
el que “el arte se vaporizó en éter estéticoR=
21;
(2007, 11). Vivimos una paradoja: al mismo tiempo en que se vuelve cada vez más estetizado, el mundo prescinde de las obras de arte institucionales, las reemplaza por dispositivos=
y productos como los
<=
/p>
que hemos señalado. <=
span
style=3D'letter-spacing:-.35pt;mso-font-width:90%;mso-ansi-language:ES-EC'>=
Pero ¿implica aquello la desaparición del arte? Para Michaud , =
lo que desaparece no es tanto la categoría de arte como la
correspondencia de aquella con los objetos particulares, preciados, auráticos , que
hasta entonces entendimos como arte. El concepto simplemente se ha trasladado, ingrávido, de una modalidad definida
de objeto a un espectro
más heterog&eacu=
te;neo donde caben además
prácticas y nociones espontáneas y ajenas a lenguajes hipercodificados . Esa especie de
volatilización del arte no solo tuvo lugar en el sistema del mercado,
sino que estuvo marcada interna=
mente
por los movimientos artísticos no objetuales, performativos y neovanguardistas de mitad del siglo pasado,
que se añadieron a un proceso que el crítico Harold Rosemberg (citado en M=
ichaud 2007, 11) llamar&iacu=
te;a
“desdefinición del arte”. Di=
chas
prácticas, igual que la del action painting , =
span>rehuían acomodarse
a las circunscripciones =
formales y=
materiales de género, y=
se entremezclaban al
paso con imágenes ordinarias, desembocando en un estado de
indiferenciación cuya apertura=
paradigmática fue Duchamp. Las obras de arte devenidas
inmateriales y desprendidas de los soportes
técnicos permiten =
=
el =
=
traslado =
=
de =
=
la =
=
experiencia =
=
estética =
a otros campos, imágenes y productos: “La
&e=
acute;poca
en la que se impone el «arte» desestetizad=
o ’
es la que ve triunfar un mercado y una sociedad estéticos generalizados” (Lipovetsky & Serroy , =
2013, 50).
La expansión actual de los museos y dispositivos del arte
institucional no se explica tanto en <=
/span>función
de la presencia de obras de arte, sino de la inserción de las
instituciones en los circuitos =
heterodoxos. Los museo=
s, las
galerías, e incluso los objetos que todavía pudiéramos
reconocer como obras tradicionale=
s, no funcionan ya bajo una semiosis =
intrínseca sino como emisores
de experiencias abiertas y transestéticas , al mismo ritmo de las industrias turísticas o cosméticas. No se trata,
sin embargo, de un meno=
scabo
de la categoría del arte, sino de su natural movimiento en forma de<=
span
style=3D'letter-spacing:.05pt'> prácticas artísticas en
correspondencia con los modos de producción, máxime si entend=
emos
lo artístico
como una forma
de correlación con la dinámica social: =
Hemos pasado de un mundo en el que continuaban operando
las categorías del arte romántico —aun cuando <=
/span>las formas
del arte ya no tenían nada que ver con estas categorías [...]— a un mundo multicultural, pluralista, poscolonial, pero
también productivista, masificado y enfocado al consumo en que el ar=
te
ya no está en la cúspide del sistema simbólico de la cultura <=
span
style=3D'letter-spacing:-.2pt'> sino que funge solamente como un elemento
de este sistema. [...] Sin embargo, no est=
amos
privados de arte: hay mucho arte, demasiado. Hasta va sobrando: hay arte por doquier bajo todas las formas posibles
(Michaud , 2007, 88). =
o:p>
La clave de la inoperancia de las categorías romántica=
s en
la actualidad tiene que ver con la naturaleza
del consumo, que no responde ya a la del capitalismo primitivo o de la prim=
era
fase, caracterizado po=
r la acumulación. Bajo ese régimen se fijaba la supervivencia de las obras de arte auráticas , en tanto el comportamiento adquisit=
ivo
invocaba la perpetuación, el coleccionismo, el culto a los objetos. El consumo contemporáneo, al contrario, opera bajo el sistema de la moda: el cambio, la sustitución, la búsqueda
constante de lo nuevo (Bauman, 2007), aun cuando eso nuevo se sepa inaprehensible (precisamente la
noción de lo nuevo implica su indiferenciabilid=
ad
de lo anterior, toda vez que es nuevo en tanto no es reconocible ni clasificable (Groys ,=
2013,
8). Es así com=
o las obras
<=
/p>
de arte auráticas se contraponen al sentido de la
circulación en el que han ingresado, y terminan finalmente
evaporándose en objetos y experiencias que, en cambio, no tienen rep=
aro
en extinguirse y recrearse indefinidamente.
3=
. La marca-autor
El estatuto de artista-creador en este panorama deja de definirse como condición única, especial y restr=
ictiva
a un campo y a un grupo de personas, y se manifiesta como una
disposición modulable, <=
/span>trasladable y
heterogénea. Todos podemos ser artistas o sus análogos
diseñador, creador de co=
ntenidos,
productor (musical o audiovisual o multimedial), youtuber , instagramer o innovador. Eso no impide, sin emb=
argo,
que siga viva la figura de genio aislado e iluminado. No obstante, una configuración =
propia separa
al genio contemporáneo del de los regímenes anteriores. De entrada, la atención al genio contemporáneo recae sobre los atributos de su presencia, o de la construcción de su personalidad, y ya no, como en el periodo
romántico, en torno de la figura metafísica de su creación. Esto fundamentalmente porque, como
sostenemos durante este recorrido, la performática de la creación ya no se ejerce
desde un flujo unívoco en las manos del artista, sino alrededor suyo=
, haciéndolo apenas participante. De otro lado,
en tanto el genio contemporáneo es un producto
del sistema
económico, asimismo su firma y sus obras tienen el tratamiento de
objetos comerciales; y aquel, en consecuencia, opera como institución privada
que gestiona unos bienes patrimoniales, el más valioso de los cuales es su propia figura. En ese sentido, podemos acotar que el genio de la actualidad se constituye a partir de cuatro
parámetros propios del modo de producción en el que se desenvuelve: 1. Proviene de la misma cultura plural en la que han desaparecido los distingos de sangre, origen
o excepcionalidad: el genio puede
ser cualquiera. 2. El genio contemporáneo funda su creación a partir
de la hibridación, =
span>del tránsito entre gé=
neros y lugares: cambia
el dominio absoluto
de una disciplina por la posibilidad de incursionar<=
span
style=3D'letter-spacing:-.35pt'> en varias. 3. Su creación y su propia
figura existen en la cultura bajo la forma de marca comercial. Esto
último implica, de vuelta, que las marcas pueden ser también humanizadas como arti=
stas.
4. Produce a partir de la imitación, prescindiendo de la
condición de <=
/span>la originalidad que lo definía en el régimen kantiano.
Este último movimiento es importante para entender la
dimensión creativa del genio-creador actual, pues es en el problema
de la originalidad y la imitación donde se juega la tensión principal producida por este panorama. En los parágrafos 46 y 47 de la Crítica del juicio ,<=
span
style=3D'letter-spacing:-.25pt'> obra de Kant aparecida en 1790 (2013) desarrolla su
definición del “genio” como una capacidad espiritual
mediante la cual la naturaleza<=
span
style=3D'letter-spacing:-.4pt'> da regla al arte. No es el arte mismo quien defina las reglas
de producción del arte posterior, sino que aquellas le son inherentes al genio, y por tanto no
pueden representarse como concepto, ni=
explicarse,
sino que aparecen en ese constructo natural. Ahora bien, en la medida en que
esas reglas no se pueden aprender, sino que surgen
de la naturaleza, y<=
span
style=3D'letter-spacing:-.05pt'> como aprender implica
imitar, el arte
ve=
rdadero
se define por su originalidad. En tanto original, el arte produce belleza, =
y en
consecuencia esta no puede encontrarse en la imitación. Si las formas contemporáneas del genio han renunciado a la<=
span
style=3D'letter-spacing:-.35pt'> búsqueda de la originalidad, y se han entregado a la imitación, entonces lo han hecho bajo un
<=
/p>
consciente
desinterés por la idea misma de la belleza. Belleza y originalidad no
son ya determinantes en el panorama de la producción artística, en la medida en que la configuración del sujeto moderno
ha puesto en duda las nociones ilustradas de Naturaleza y de
Espíritu, y ha establecido una jerarquía distinta en función de sus propias
disputas técnica=
s y filosóficas.
El proceso de hibridación que enmarca la producción del
genio contemporáneo no solo provoca =
que =
=
los =
=
creadores =
traspasen fronteras
disciplinares sino también que esos lugares
múltiples sean encarnados por sus creadores, haciendo que la
hibridación no se manifieste únicamente en formas, estilos y productos entremezclados
concebidos por un solo creador, sino también, en sentido inverso, que las imágenes u objetos sean producidos conjuntamente por varios creadores. Por eso el signo de los productos visuales de nuestra
época habita en su génesis colaborativa. Vivimos en la era de=
l featuring , de las alianzas estratégicas, de las
«operaciones de polimarca » y los
«maridajes de estilo y <=
/span>tecnología» (Lipovetsky y Serroy ,<=
span
style=3D'letter-spacing:-.8pt'> 2013, 53).
Como el estatuto de autor y el de marca son intercambiables, las
colaboraciones se ejecutan bajo varias
modalidades: entre autores, entre autor y marca, y entre marcas. A su vez, =
cada
una de éstas se conjuga =
en dos
variaciones que llamaremos gen&eacu=
te;rica
y transgen=
érica ,
la primera como la que se =
produce =
dentro de un espacio
habitual compartido por ambos colaboradores, y la segunda,
la que resulta de la colaboración entre dos actores
de disciplinas distintas. La combinaci&oac=
ute;n entre autores suele operar en el terreno
genérico . Es la más habitual, por ejemplo,
en la industria music=
al mainstream de los últimos añ=
os:
Shakira, cantante, produce una canción con Maluma, también
cantante. Es una relació=
n genérica en tanto el result=
ado
sigue siendo música a pesar de que los intérpretes provengan<=
span
style=3D'letter-spacing:.05pt'> de subgéneros musicales
distintos. Los ejemplos
son ampliamente conocidos, y bastantes de ellos no suponen
ninguna novedad: Michael Jackson feat . Paul McCartney (Say say say =
, 1983),
Aerosmith feat . RUN-DMC (Walk this way , 1986),
Jay-Z feat . Alicia Keys (Empire state of mind , 2009),
Luis Fonsi feat . Daddy Yankee
(Despacito , 2017), etc.
La relación ent=
re
autor y marca puede darse en modo g=
enérico
o transgenérico . En<=
span
style=3D'letter-spacing:-.4pt'> el primer caso, por ejemplo,
un diseñador de vestuario, Jeremy
Scott (autor), colabora
con la compañía de ropa deportiva Adidas
(marca) en una colección presentada en 2008 (Figura
2). El resultado tiene=
la autoría y participac=
ión creativa
de ambas partes,
y las implica por ig=
ual en
el proceso de circulación de este, pero corresponde a la disciplina <=
/span>genérica (vestuario) compartida por ambos.
<=
/p>
Figura 2 . Prenda de la
colección colaborativa entre Adidas y Jeremy Scott (fotografía de Hypebeast , 2008).
Recuperado de https://hypebeast.com/2008/10/
jeremy-scott-for-adidas-or=
iginals-product-lineup .
<=
/p>
El segundo=
caso,
la relación transgenérica entre autor y marca, es la que ha=
dado
más interesantes variaci=
ones en los últimos años. El=
grupo
de música indie pop colombiano Monsieur
Periné colabor&o=
acute;, en 2018, con la cadena
de restaurantes Cr=
epes and Wafles en el diseño de
un sabor de helado nombrado
igual al disco más reciente de la banda: Encanto tropical . La operación estaba fundada en la idea=
de traducir el sonido del disco en un s=
abor,
y de trasladar los valores de la banda como legitimadores de la experiencia ofrecida por el hela=
do. En
2019, J <=
/span>Balvin (cantante)
colaboró con la marca Guess en el diseño de una colecció=
n de
ropa. De la colaboración ya clásica entre Michael Jordan , basquetbolista, y
Nike, resultó la línea de zapatos deportivos bautizados con el
apellido del jugador. Yang Fudong , artista visual, colaboró con la casa Prada en la producción de la película First =
spring , usada como promoción de la
colección primavera-verano del 2010. Yayoi Kusa=
ma ,
también artista visual, colaboró
con la firma Louis Vuitton
en 2012 (Figura 3) en un proyecto
que no sólo incl=
uía una colección de ropa y accesorios, sino también una serie de exposiciones de arte en algunos de los más sonados museos del
mundo. Allí, la operaci&oacut=
e;n transgenérica sucede en doble vía: Kusama trasladándose del arte a la moda, y Louis Vuitton de=
la
moda al arte. La misma casa par=
isina
ha realizado, entre otros, trabajos conjuntos
con los también artistas visuale=
s Jeff Koons o<=
span
style=3D'letter-spacing:-.75pt'> Takashi =
Murakami;
este último, a s=
u vez,
ha colaborado con marcas de maquillaje y juguetes, o
con artistas de otras disciplinas en la producción de videoclips , portadas de discos e incontables piezas
más.
<=
/p>
Figura 3 . Prendas y estilismo de la colección de Louis Vuitton y Yayo=
i Kusama (=
Vogue,
2012). Recuperado de ht tps://w ww.vogue.c o .uk/ g allery/louis-vuitton- unveils-yayoi-kusama-colle=
ction?image =3D5d547951fe40ba0008d82cb5
<=
/p>
La campaña publicitaria Cindy Sherman =
for MAC , de 2011 (Figura 4), ejemplifica lúcidamen=
te la mirada que proponemos sobre el
entrecruzamiento de las plataformas de circulación y la problemática que ello supone para el sostenimiento de las categorías disciplinares ba=
sadas en el lugar e=
nunciativo institucional. Sherman, artista<=
span
style=3D'letter-spacing:.5pt'> visual institucional, se mueve hacia el escenario
de la marca de maquilla=
je, y
utiliza los productos para componer una serie de imágenes que sirven=
de material divulgativo de la
colección, pero que al mismo tiempo son indiferenciables de sus
imágenes =
contenidas =
=
en =
=
los =
=
espacios =
=
institucionalizados. =
Esto último s=
upondría una paradoja si se tratara
de circunscribir a la mar=
ca o a
la autora en un espacio clausurado, pero clarifica precisamente la forma en que el encuentro permite una
flexibilidad enunciativa y receptiva hacia un estado en el que ambos, marca y autor, intercambian sus lenguajes y espacios en una operación combinada.
<=
/p>
Figura =
4 . Pieza de la campaña publicitaria Cindy Sherman for=
(MAC,
2012). Recuperado de https://time.com/3780157/fashion-for=
ward-cindy-sherman- for-mac-cosmetics /
La tercera modalidad de
colaboración, la que se da entre dos marcas, implica, como anticipam=
os, el otorgamiento de la condició=
;n de autor a una empresa, que bien puede
ocupar el lugar del creativo qu=
e la
originó, si lo hubo (Versace, Chanel, etc.), o contar con un nombre =
y un
origen indeterminados, colecti=
vos o anónimos. La empresa humanizada, como con cierta
autonomía, crea,=
diseña, desfila entre<=
span
style=3D'letter-spacing:-2.0pt'> fronteras y se entremezcla. La relació=
;n aquí también p=
uede ser genérica y transgenérica=
. En el primer
caso, por ejemplo,
las colaboraciones entre Off-White y Levi’s , =
span>dos casas de vestuario, en un producto
igualmente vestimentario. Bajo la variación transgenérica aparece, por ejemplo, la
colaboración entre Dolce=
& Gabbana y la firma de electrodomésticos Smeg , para una línea de productos de cocina (Figura
5)=
, o las de Jordan (f=
ilial de Nike y ya separada
como marca de su colaborador originario, Michael Jordan ) con el equipo
de fútbol <=
span
style=3D'letter-spacing:-.25pt'> París Saint-Germain, o con la revista Vogue,
para producir sendas
ve=
rsiones de zapatos deportivos. Aún m&aac=
ute;s significativa es la asociación entre la casa de moda parisina Hermès =
span>=
y el gigante de la tecnología Apple, en una serie de versiones del Apple watch , un híbrido que
es al mismo tiempo reloj (el campo de acción de Hermès )
y dispositivo inteligente (el campo de=
Apple). Apple,
de hecho, como señala Lipovetsky, es una empresa
paradigmática de<=
span
style=3D'letter-spacing:-.3pt'> la artistización de todas las esferas de la vida cotidi=
ana:
su plusvalía radica en el mito de la originalidad
de sus diseños, en<=
span
style=3D'letter-spacing:-.5pt'> sus valores estilísticos; en la leyenda
de su creador, Steve<=
span
style=3D'letter-spacing:-.5pt'> Jobs, como un auténtico un artista. Como artistas pueden
ser, también, los vendedores de zapatos que, bajo el prestigio de sus tiendas,
han sido invitados a diseña=
r productos de las marcas
(como Nike o Reeebok ) que ayer solamente distribuían en el <=
/span>mercado (Figura
6).
<=
/p>
Figura 5 . Tostadora de=
la
colección de Smeg y Dolce & Gabbana =
(Smeg , 2018). Recuperado de La Vanguardia ,
ht tps://w =
ww .smegus a.c om/sicily- is-my-=
love/toaster2slice/tsf01dgus/
Figura<=
span
style=3D'letter-spacing:-.25pt'> 6. Zapatos <=
/span>Air Jordan <=
span
style=3D'letter-spacing:-.2pt'> 1 Retro High de la colaboración entre Nike y la tienda de zapatos Union Los Ángeles (Nike, 2018). Recuperado de<=
span
style=3D'letter-spacing:.05pt'> ht tps://w ww.nik e.com/es/launch/t/air-jordan-1-union-los-angeles-=
white -varsity -red-black
La firma de moda urbana Supreme , con sed=
e en
Nueva York, durante dos décadas ha llevado las alianzas entre autor y marca, y entre dos marcas, en las variaciones genérica y transgenérica=
, a lugares insólitos. Aparte de sus alianzas con otros diseñadores o compañ=
ías de ropa, su pintoresco historial de incursione=
s en
otros espacios productivos incluye trabajos conjuntos con fabricantes de
calculadoras, de martillos, de
instrumentos musicales, de kayaks=
i>, de
juguetes, de curitas, y hasta una aparición en el diseño de la tarjeta de pago del Metro de Nueva Yo=
rk,
aportando a cada uno de estos elementos aspectos formales
de diseño, y (por encima
de todo) su sobreexpuesto logotipo
(Figuras 7, 8 y 9). Hace un par de años, como si falt=
ara,
puso a la venta un ladrillo de construcción cuya única novedad
era su logo en relieve. No a precio
de ladrillo, naturalmente, sino a precio
de =
Supreme (Novoa,
2018).
<=
/p>
&=
nbsp; &nbs=
p;
Figura 7 . Colaboración entre =
Supreme y la marca de extintores
Kidde (Supreme , 2015).
Recuperado de https:// www.capitalfm.com/features/ =
o:p>
weirdest-supreme-items /
Figuras <=
/span>8 . =
Martillo colaboración entre Supreme y<=
span
style=3D'letter-spacing:.3pt'> el fabricante de herramientas Hardcore<=
o:p>
(Sotheby’s ,=
2012). Recuperado de ht tp=
s://w ww.so th=
ebys.com/en/ buy /auction /2019/the-s=
upreme - vault-1=
998-2018/supreme - =
hardcore-hammer?locale=
=3Den
Figura 9 . Curitas de la
colaboración entre Supreme y la compañía de productos
médicos Johnson & Johnson (Supreme =
, 2019). Recuperado de https:// <=
/span> www.esquire.com/style/mens- fashion /a26408510/supreme - spring-2019-band-aids/ =
<=
/p>
Es evidente que, en cada una de estas conjugaciones, el autor-marca ejecuta
un desplazamiento, un devenir
transitorio, no una mudanza. No se trata de un reemplazo de su condici&oacu=
te;n
ontológica, sino de un
permanente despliegue y repliegue disposicional. Takas=
hi
Murakami no se convierte en diseñador
de carteras, ni =
Supreme en =
un =
=
fabricante =
=
de =
=
extintores, =
=
sino =
=
que =
operan circunstancialmente como tales; se adaptan,
se movilizan y se recomponen.
<=
/p>
El proceso de estetización o artistizaci=
ón
del modo de producción económico actual al que hemos hecho referencia es el estado que hace posible y necesaria la emergencia de esta clase de operaciones interseccionales , con el aditivo
de lo artístico como fin. Pero, dados estos ejemplos, aparece la pregunta
por cuáles son las especificidades formales, mater=
iales o simbólicas que justamente hacen palpable esa presencia artística en cada uno de esos productos. Pareciera
que un primer filtro encuentra en algunos de el=
los significativas expresiones de<=
span
style=3D'letter-spacing:-.25pt'> diseño, color o forma.
No obstante, en otros, la intervención art&iacu=
te;stica se limita a la presencia de un logotipo
como índice de unos valores
de marca a los que se llega
externamente. Un caso lo ilustra
con claridad: una versión de las icónicas zapatillas Air Force 1=
i>, de Nike, fue lanzada en 2001 conjuntamente por la marca estadounidense y por el sello discográfico de hip-hop Roc-a-fella . Las Roc eran exactamente iguales
a las Air Force básicas. No obstante, se convirtieron en un objeto
de colección y agotaron sus unidades disponibles el mercado. Si eran iguales,
¿qué sopor=
taba su plusvalía
material y simbólica respecto a las tradicionales? Las relaciones de
prestigio, identificación, mercado
y cultura a las que se accedía nada más que por el logotipo d=
e la
discográfica discretamente bordado en un rincón de la prenda
(Figuras 10 y 11). Es así como lo artístico en estos escenarios está lej=
os de
agotarse en la producción poética, y se concentra en los nive=
les
de identificación simbólica =
que =
sea capaz de despertar. Lipovetsky y Serroy concluirán: “Estamos =
en las antípodas del estilo ‘desinteresado’, ya que la parte artística funciona como instrumento promotor y de comunicación, como e=
strategia de diferenciación y personalización destinada
a acentuar la notoriedad y la imagen
de marca” (2=
013, 53).
Como en los años dorados del primer arte moderno, la
condición de lo artístico ha quedado aquí codificada =
en una hermé=
tica y escueta firma, en un signo de signos cuyo significante extravía todo significado en un lugar
exterior. Una vez más, aquella
encriptada presencia de lo artístico no ha estado
nunca agotada en la obra. En el pasado y en la actualidad, bajo distintas configuraciones, experiencias <=
/span>=
u =
=
objetos, =
=
lo =
=
artístico =
=
ha =
=
reclamado =
espacio como operación en el reverso,
como éter asperj=
ado en territorios
más allá del mismo objeto. La obra o el producto, ennoblecido=
con
la envestidura de lo artístico, hace de índice de la cultura
de consumo que se esfuerza
por justificar el gasto de su circulación vertiginosa=
.
<=
/p>
Figura 10 . A=
ir Force 1, Nike, 1984 (Fotografía de Nike). Recupe=
rado de ht tps://w =
ww. =
nike.com/t/air-force-1-07-womens-shoe- KyTwDPGG /315115-112.
Figura 11. Air Force 1, Nike y Roc-a-fella ,
2001 (Fotografía de Nike). Recuperado de ht tps://w ww. nike.c=
om/es/launch/t/air-force-1-roc-a-fella/
<=
![if !supportLists]>4=
. Conclusiones=
El estado de la producción económica y simbólica
que coincidimos con Serroy y Lipovetsky en denominar capitalismo transestético co=
mporta
una inconveniente privatización y destilación de la cultura, pero, al mismo tiempo, un banco de posibilidades para la creación y distribuci&oacut=
e;n de los contenidos estéticos=
. La
fase contemporánea del consumo ha recurrido a los modos de hacer vanguardistas como valor agreg=
ado en
la retórica de compra y de representación social, fundamentalmente para construir<=
span
style=3D'letter-spacing:-.15pt'> un marco simbólico de identificaci=
ón que termina suavizando la crudeza del ciclo económico. El lenguaje del arte ha sido extraído, pues, de sus límites disciplinares, y ha sido vol=
cado
en su forma destilada a la extensión de la vida cotidiana. El impera=
tivo
del diseño, del estatus=
creativo,
de la experiencia, de=
la ficción de la exclusividad, han modelado un mundo hedonista e hiperestetizado , que, sin emb=
argo,
no puede reducirse a la banalidad reprochada por las miradas fundamentalistas =
de la distinci&oac=
ute;n cultural,
por un lado, y de la ortodoxia frankfurtiana anti-industrias creativas,<=
span
style=3D'letter-spacing:-.7pt'> por el otro.
Aun con la evidente relación ideológica entre la
producción hegemónica y la necesidad de consumo azuzada por la seducción de lo artísti=
co,
ese estado estetizado del mundo es tambié=
;n, paradójicamente, el insumo para la realización de la fantasía vanguardista de=
la democratización de la producción y circulaci&oacut=
e;n
artística. De ello dan cuenta, por ejemplo, las lógicas de
programación detrás de
los dispositivos smart y de las interfaces tecnoló=
;gicas
participativas, diseñadas en función del do it yourself , de la edición ,
de la publicación , de la=
reproducción , de la personalización . El sistema
económico, quizás sin medir las consecuencias, nos ha entregado
al alcance de los teléfonos, de los televisores, y de la propia
mentalidad relacional y productiva del periodo en curso, una caja de herram=
ientas
para la configuración de la vida cotidiana como producción simbólica y afectiva.
El capitalismo transesté=
;tico ha desempolvado también la figura del genio, pero la ha separado de sus antecedentes históricos y la ha dotado
de movimientos diferenciadores. Uno de ellos
tiene que ver con la función comunicativa prop=
ia del
modelo posindustrial, que ha producido genios multidireccionales, participantes=
y móviles respecto a sus lugares de enunciación, ya no aislados
y designados por la naturaleza <=
/span>como en el régimen kantiano. Los genios
actuales, encarnados por diseñadores, creadores
de
contenidos, influenciadores, etc., son al mismo tiempo artistas y espectado=
res,
y ejercen su producción<=
span
style=3D'letter-spacing:-.45pt'> a través de un flujo disposicional e intercambiable; es decir que pueden moverse
entre disciplinas y modos de hacer sin adscribirse por identificación exclusiva
a ninguno de ellos.
Bajo esa dimensión hemos propuest=
o la categoría de marca-autor , en la medida
en que no solo los sujetos
humanos tienen la capacidad de crear bajo este modelo productivo, sino
también las marcas =
humanizadas, =
=
y, =
=
en =
consecuencia, marcas y autores
pueden llegar a ser indistintos y permutables en el terreno.
No obstante, y observando además una dimensi&oa=
cute;n colaborativa como caracter&i=
acute;stica particular =
span>de la creación actual, hemos identificado una serie de intercambios y conjugaciones bajo los que se producen algunas imágenes y objetos, y los hemos separado en tres modalidades: entre
<=
/p>
autores, entre autor y marca, y entre marcas.
A su vez, hemos señalado dos variaciones<=
span
style=3D'letter-spacing:-.1pt'> en las que se ejecutan esas modalidades de interc=
ambio:
variación genérica =
i>y
variación transgenérica ,
entendiendo la primera como
aquélla que se produce entre autores y/o marcas en un terreno creati=
vo
común, y la segunda como la incursión y cruce entre disciplinas y modos de hacer dispares.
Una deriva de esta indagación sobre el estado actual de la
creación y el consumo, aunque <=
/span>tímidamente insinuada en el texto, se presenta como el más interesante marco de posibilidades de encuentro, aprovechamiento y reconciliaci&o=
acute;n de la estética en un mundo aparentemente estandarizado y
privatizado. A pesar de la sensación aturdidora del control y la
seducción, esta estructura deja=
resquicios para el contrauso, el aprendizaje de los lenguajes creativos, la reproductibilidad, la apertura de medios
de circulación y la proposición de estét=
icas divergentes. Es allí,<=
span
style=3D'letter-spacing:-.65pt'> en esas fisuras,
donde han de explorarse mayores y renovados alcances.
<=
/p>
Referencias
Baudr=
illard, J. (1991). La transparencia del mal. Barcelona: Anagrama.
Bauma=
n, Z. (2007). Arte líquido. En Z. Bauman
(Ed.). Arte, ¿lí=
quido? (pp.
35-48). Madrid: Sequitur .
Bilbao, G. (5 de enero de 2008). Arte. Crear con los cinco sentidos. La Nación . Recuperado de https://www.lanacion. com.ar/=
cultura/crear-con-los-cinco-sentidos-nid975586
Foste=
r, H. (2004). Diseño y delito y otras diatribas. Madrid: Aka=
l.
Groys , B. (2013). Sobre lo nuevo. En B. Groys , Antología (pp. 9-32). México: Cocom Press . Recuperado de<=
span
style=3D'letter-spacing:-.25pt'> http://doi. =
org /10.723=
8/a.v 0i2.680
Groys ,
B. (2014). Volverse público. Buenos Aires:=
Caja Negra Editora. =
Jarque, F. (15 de junio de 2007). Ferran Adrià divide al mundo del arte en la Documenta. El País . Recuperado de https:/=
/elpais.com/diario/2007/06/15/cultura/1181858407_850215.html
Kant,=
I. (2013). Crítica del juicio. Barcelona: Espasa.
Lipovetsky, G., & Serroy , J. (2013). La
estetización del mundo: vivir en la época del capitalismo
artístico. Barcelona: Anagrama.
Loos, A. (1972).
Ornamento y delito y otros=
i> escrito=
s. Barcelona: Gustavo =
Gili. Márquez, M. (2012). ¿Es Ferran Adri&agrav=
e; un genio del Arte del siglo XXI? Disturbis =
, 12. Michaud , =
Y. (2007). El arte en estado gaseoso.
México: Fondo=
de Cultura Económica.
Novoa, =
span>R. (23 de marzo
de 2018). Supreme =
vende
un ladrillo por 895 euros.
ABC . Recuperado de<=
span
style=3D'letter-spacing:-.55pt'> ht tps://w ww.abc.es/ <=
span
lang=3DEN-US style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;line-height=
:115%;
letter-spacing:.05pt;mso-font-width:90%;mso-ansi-language:ES-EC'> summum/estilo/moda/abci-supreme-vende-ladrillo-895-euros-20171226133=
8_noticia.html
Razac, =
span>O. (2008). Con Foucault, después de Foucault. Disecar la sociedad
de control. París: L’Harmattan. Steyerl, H. (2014). Los condenados de la pantalla. Buenos Aires=
: Cada Negra Editora. <=
o:p>
Wu, C. T. (2018). La moda seduce al arte: de la galería a la tienda insignia. New Left Review, 108,
129-137.
Reseña curricular
Eduardo Correa
Rivera. Maestro en Artes Plásticas y Magister en Estética de la Universidad Nacional de Colombia, sede Medell&i=
acute;n. Ha trabajado en proyectos de investigación y como artista
visual independiente. Integrante del grupo de investigación "Comunicación urbana", ha sido auxiliar
académico de la Cátedra Luis Antonio Restrepo
Arango de la Universid=
ad
Nacional, y ha exhibido su trabajo visual en distinas muestras colectivas e
individuales. Ha sido ponente en eventos académicos como el VI Coloquio de Historia del Arte, de la Universidad Jorge Tadeo Lozano,
de Bogotá, o el XII Seminario Teoría e Historia del Arte, de la Universidad de Antioquia. Su tesis de maestría "Acciones Perifér=
icas: cultura
estetizada y prácticas artísticas al margen
del arte institucional", recibió distinción laureada y produjo un banco de proyectos alternos
multimediales que incluyen
una exhibición artística en la Sala U de la Univers=
idad Nacional
y una página =
web.
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