Abstract

I argue how one’s afterimage of art has turned ideological due to technology’s heavy influence in the reproduction of and to individuals’ incessant consumption of artworks. Art has the capacity to be historicity’s expression and its antithesis. Its reach has been enlarged due to technology’s democratization of artworks. It should follow that mass production of artworks foster an emancipatory and critical standpoint, yet this fostered instead the reduction of priceless and fine artworks to commodities, easily downloadable and available for public consumption. Rather than being society’s antithesis, the afterimage of emancipation has been fetishized into an ideological-image of fulfilling a fantasy (the promise of ‘jouissance’). The 20th century’s dictum “They know very well it is false and [are] still doing it!” embodies the consequence – despite the empty promises – of capitalism: liberation ideology (a mistaken understanding of ideology as liberation).