Commodity | Ideology

While watching Zizek + Fiennes' The Pervert's Guide to Ideology (full version available here) in the studio today, something came about that further complicates my understanding of capital (manifests as the art market for me, but also in the fact that, in terms of the art market, I am a producer of capital), consumerism, and my own views against these as priorities for living.  In talking about Coke, Zizek states:

"It was Marx who long ago emphasized that a commodity is never a simple object that we buy and consume.  A commodity is an object full of theological, even metaphysical, niceties.  Its presence always reflects an invisible transcendence."

And later, in talking about Starbucks, Zizek references the perfection of it as a commodity--that we are buying an ideology when we purchase a cup of coffee.

I drink Starbucks like its water, but I'm also aware of its implications: not purchasing something that benefits local business owners (forget localism for coffee--its just not grown in large quantities anywhere in the US besides Hawaii--interesting to think what that implies about the US's relationship to the Island-state), something that is from a large corporation (though I am generally supportive of some of the priorities the corporation has for its workers, including health insurance for part time workers), and that I am supporting Starbuck's mission.  What its mission is--its ideology--is incredibly complex and can be seen in a variety of forms, including its Consumer-Philanthropist* ideal (in that we can purchase a cup of coffee and, in doing so, donate to a cause, as Zizek states in the film), its posters describing "the good life", and all of the other manifestations of it as a brand--including affluence and privilege, something that I can not often be accused of espousing.  

All of this, though, becomes incredibly interesting and worth thinking about in terms of art as a commodity.  I know I've stated that we as artists can resist the commodification of art work to some extent, but it is admittedly idealistic; we are producers/workers making capital within a part of the economic system in which we live (in the US, anyway).  Is art, then, a "perfect commodity" in the ideas of Zizek?  Though it will take longer to figure out arguments of why it is not, I plan to do so.  Some statements that support the concept of the perfect commodity of art are listed below:

+  The "perfect commodity" allows the consumer to purchase the object and also purchase its connected ideology:  its funny to think of the art world having an ideology, because the surface reading is that it transcend ideology (and I might have even stated things that reinforce this before!), or that it has so many ideologies that it can't be linked to just one.  But here goes a simple ideological read of art (including the world, market, history, etc):
     a) Art is expression and communication
     b) Art prioritizes the "new", particularly through the concept of the avant-garde.
     c) Art is necessary to culture
     d) Art is a representation of culture
     e) Art is a privilege**

+ Does everyone who purchases art know about the ideology that is purchased with it?  Of course not--but neither does everyone who purchases Coke or Starbucks.

+ Transcendence is another aspect of the perfection of art as a commodity: in some ways, this might be the use of aesthetics and discourse around works of art these days, but the idea that one person will find on work of art particularly "moving" while another might find it drab points towards Zizek's (and Marx's) idea of transcendence.

This could go on forever--even flushing out the ideologies of art could be the start of a much longer text, particularly for a profession that sees itself as so multifaceted, accepting, and enlightened that it would deny the existence of any ideology in art.  I highly recommend watching the film.  A bit of what I am working towards is covered in Zizek's read of The Sound of Music in which he talks about the message (ideology) of the film is often read as the oppression of the church (as the main character is a free-spirited nun that is sent to live with the Von Trapp family) and how individuals can transcend this oppression; yet, in actuality, Zizek reads the ideology of the film as being the church's support of being free, finding love, pursuing your passions.

Similarly, I think art passes along the ideology that art is ideology-breaking, and has no agenda, when in actuality, we all have a number of ideas that are, in fact, ideological (and, in this sense, prevent true avant-gardism, original thinking, and personal work).  I'm going to need more than this one post to justify this idea, so stay tuned.


*See also Geoff Schullenberger's article "The Rise of the Voluntariat" on Jacobin's blog.  Slightly different concept, focusing on work and workers, but I think it can be linked to a rise of justifying consumption through charity (or perceived charity).
**Though I think the inverse, the idea that everyone should have access to art, is also an ideology of the art world.