The Scarecrow By Chiposton
The Dangers of Mass-Production in “The Scarecrow” Technology advancements have made the production of goods easier as illustrated in the Chipotle advertisement “The Scarecrow.” The ability to mass-produce items quickly does not however mean that these goods are of a high quality. In “The Work of Art in the Age of Its Technological Reproducibility,” Walter Benjamin presents the idea that mass-producing artwork reduces aesthetic autonomy. In a society that can reprint and recreate original works of art quickly, “the whole sphere of authenticity” (1053) embedded within each piece of art is lost. While technology can provide many benefits to a society, it can also reduce and restrict creativity. When individuals are able free themselves from a
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This image is juxtaposed with the freedoms of a farm far outside the city limits. The beautiful images and sounds within this advertisement not only makes a statement about the quality of the food that this company produces but also highlight the dangers of too much uniformity. The message of this two-minute video echoes the sentiments of Benjamin, who warns that “in even the most perfect reproductions, one thing is lacking: the here and now of the work of art – its unique existence in a particular place” (1053). As the scarecrow looks at the current state of the world that has allegedly been improved by technology, he realizes that the ability to generate more items has not improved the overall value of the items themselves. In fact, mass-production has reduced the once vibrant city to a cold and desolate place. “Quantity has been transformed into quality” (1068) as ominous-looking factories continue to churn out processed food. As images of factories polluting the air and making items in duplicate flash across the screen, the scarecrow and the audience are left feeling sad, lonely, and longing for a much more colorful and original world. This items created by the factory not only represent processed food but also be likened to ideas and works of art whose value is lessened when created by machines in
This image is juxtaposed with the freedoms of a farm far outside the city limits. The beautiful images and sounds within this advertisement not only makes a statement about the quality of the food that this company produces but also highlight the dangers of too much uniformity. The message of this two-minute video echoes the sentiments of Benjamin, who warns that “in even the most perfect reproductions, one thing is lacking: the here and now of the work of art – its unique existence in a particular place” (1053). As the scarecrow looks at the current state of the world that has allegedly been improved by technology, he realizes that the ability to generate more items has not improved the overall value of the items themselves. In fact, mass-production has reduced the once vibrant city to a cold and desolate place. “Quantity has been transformed into quality” (1068) as ominous-looking factories continue to churn out processed food. As images of factories polluting the air and making items in duplicate flash across the screen, the scarecrow and the audience are left feeling sad, lonely, and longing for a much more colorful and original world. This items created by the factory not only represent processed food but also be likened to ideas and works of art whose value is lessened when created by machines in