The Marxist theory states that the superstructure transforms the substructure. The reproduction of art and design has created a situation where both are seen out of their intended purpose therefore affecting different peoples understanding of them. Because of the technology progressions such as lithography, and more recently digital printing reproduction is starting to become a higher quality than the originals.
Marx states ‘even the most perfect reproduction of a work of art is lacking in one element: its presence in time and space, its unique existence at the place where it happens to be’
This is obvious when looking at the design of Shepard Fairey who has used themes of communist propaganda in a very different sense, although the work has obvious political messages they follow a more capitalist regime. Also as his work has become so popular it can now be seen in peoples homes, detaching ‘the reproduced object from the domain or tradition’. It is this process that Marx refers to as a ‘shattering of tradition’ and ‘the liquidation of the traditional value of cultural heritage’ therefore altering the aura of when experiencing the piece in its natural situation. Marx states ‘the unique value of the “authentic” work of art has its basis in ritual, the location of its original use value’
As the design has now been reproduced, people may have already formed opinions of the work and been altered by the opinions of others, Marx states that ‘the distinction between author and public is about to lose its basic character’ so the new creations of the work are constructed under a new law – Marx explains painting in a similar manor ‘That of the painter is a total one, that of the cameraman consists of multiple fragments which are assembled under a few law’ here he is referring to the change over where reproduction becomes a higher quality than that of the original.
