From canvas to commodity: The dilemma of consumerism in art

The mass production and commercialisation of capitalism have become intrinsic to all aspects of life, including art. Walk into Primark and you will find Monet, Van Gogh, and Keith Harring works plastered on T-shirts, tote bags, and hoodies. The same goes for any mass-producing company incorporating artists' designs - but is this demeaning or celebrating art?

Since before the Industrial Revolution, art has been connected to money and profit; it is how artists make a living and afford to put food on the table. However, within the context of 21st-century capitalism, this has been co-opted by companies, transcending beyond the artist themselves in the pursuit of consumerism and profit.

Artists no longer receive direct praise or financial returns for their art due to the exploitative nature of capitalism. On top of this, the increased exposure of art can incite copycats who further profit without citing proper credit. In some cases, the more art is viewed and recreated the less it is valued intellectually and emotionally – losing its original punch.

But this mass exposure through the commercialisation of art can also serve as a source of inspiration for other artists. Paradoxically, the consumeristic quality of art can become art itself, motivating creativity in Andy Warhol who famously utilised everyday products like canned soup within their work. This not only incorporates accessibility but also embeds nuanced social commentary within the messaging of art.

The mass commercialisation of art immortalises the artist and their work, forever culturally preserved. During Van Gogh’s time he is famously rumoured to have only sold one painting, yet now he is a household name and recognisable anywhere. Legacies can continue far beyond what was once imaginable, inspiring endless generations of artists and appreciators.

The question of whether mass production seeks or demeans art should open its scope to the exploitative nature of capitalism. Regardless of the positives like breaking the barriers of elitist social capital or the negatives of plagiarism – consumerism, including of art, is damaging to creative expression and the environment.

Small and local artists cannot compete against capitalist companies who mass-produce cheap products and unfairly violate employees. Whether or not art is deteriorated, a bigger concern is the damage mass commercialisation and consumerism are doing to the environment.