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2 The Artefacts of Capitalism and the Objecthood of Their Aesthetics

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Chapter Summary

The enemy of America and of capitalism is subliminally transformed into an American and a capitalist. The relationship between aesthetics and capitalism has to be seen historically; since capitalism was the prevalent system of production around aesthetic reflection of the last four hundred years. In the modern mechanisms of capitalist competition, artefacts become ephemeral because they are replaced by other artefacts, the succession of innovative constructivism creates the dynamic flow of change and impermanence that underpins the aesthetic contribution of contemporary capitalism. Pop art and its aesthetics is the ultimate product of contemporary capitalism, by delineating the tendencies existing within its historical trajectory. Joyce Appleby formulated a pithy provisional answer to the question of the nature of capitalism: "Capitalism is a cultural system rooted in economic practices that rotate around the imperative of private investors to turn a profit".

Keywords: aesthetics; artefacts; contemporary capitalism; cultural system; pop art



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