13/07/2019
Larry McCaffrey - What is Avant-Pop?
Most of the things we're saying about post-modernism are already present in Modernism--like Futurism, for example. One of the differences between the '50's and '60's modernisms is that writers were starting to deal with the media. Coover, Barthelme and Burroughs all recognized the significance of the rise of the media, and that didn't happen until after WWII. After the war is when consumer and media culture took off. Pop Art was the first movement to recognize this and represent it in a neutral, realistic way. Avant-Pop isn't interested in representing pop culture in a neutral way as Warhol or Lichtenstein did. Avant-Pop wants to work in a more flexible, collaborative way. Rather than showing a Campbell's soup can in a banal, almost celebratory way, the Avant-Pop artist might recontextualize it and turn it into a condom, or something. One of the differences with today's writers like Leyner and Acker is that they grew up in pop culture. They're part of a new species, a vivisystem analogous to what Kevin Kelly talks about in his great new book Out of Control. Bruce Sterling sent me this book and told me to drop whatever I was doing and read it.
The avant-garde saw its relationship to pop culture as oppositional. They were going to lead the way--it was a movement with leaders and orders. Avant-Pop isn't really like that. Its relationship to media culture is one of symbiosis or co-evolution. An example from Out of Control: there's a plant which has developed all these defenses against bugs. But somehow, one kind of ant is allowed to overrun this system. These two antagonists co-evolve, so that eventually the ant requires the plant and vice-versa. If one died, the other would perish. That's what's happening with Avant-Pop and pop culture, which are now existing in a feedback loop. They feed off of and influence each other.
In Japan I met a lot of young writers and musicians who struggle with the same problem American avant-garde artists face, and that is, how do you compete with a media that is instantly able to appropriate radical aspects of your work and put it into a Nike ad? If you consider yourself a radical, dan...