Nicolas Pollak

Thoughts on Clement Greenberg’s essay “Avant-Garde and Kitsch”

In his essay “avant-garde and kitsch,” Clement Greenberg aims to answer

whether or not his époque was unique in presenting such different contemporary

aesthetics traits on artistic expression. He, who was part of the avant-garde

culture, describes the two opposites. 1

From his description and opinion, I understood that kitsch's goal is to be

liked and consumed by the masses, and it achieves that by mimicking expressions

that once were new and turned to be successful. In other words, a recipe for

success. 2

I can infer from his writing that avant-garde culture considered success to

keep moving away from establishment, to find expression that is valid intrinsically

and independently of beliefs, that search is what leads to “abstract” and

“nonobjective” art. 3

My opinion on this is that globalized culture is mostly kitsch, and is still the

most highly intellectual who are breaking through the established order. Sadly,

there is financial pressure that affects artists and makes today’s environment

extremely discouraging for making real art instead of commercial craft.

Plenty of artists push forward for new things to develop. Still, many of them,

after having success, tend to repeat themselves, and that is what kitsch is all

about. Audiences are a big drawback because they are expecting to hear, see,

and read what is comfortable and well known; it is easier to understand and to

have access to it. For me, it is clear that kitsch and avant-garde are present in this

age, and it makes me wonder if it is necessary to have this duality, in where the

balance is in favor of the kitsch and real art remains mostly underground.

1 (Greenberg, C. (1939). Avant-Garde and Kitsh, P. 1)

2 (Greenberg, 1939, P. 6)
3 (Greenberg, 1939, P. 3)