Stephen’s witty and well researched mini-essay contribution to The #culturalvalue Initiative originated in a lively twitter conversation that followed the publication of Daniel Allington’s guest post, Intrinsically cultural value: a sociological perspective in early December 2013. The conversation started off as a debate on the merits of Bourdieu’s work in pushing forward the cultural value debate and soon broadened to the relative merits of different disciplinary approaches. I was fascinated by the exchange between Stephen and Daniel, but it soon became apparent that it was more complex than a twitter debate could cope with. So, I invited Stephen to write a short guest post response to Daniel’s piece so that interesting conversation could continue on this site. This would allow to keep a permanent record of it and to facilitate a wider participation in the discussion. As it is often the case when reflecting on complex matters, Stephen’s rejoinder to Daniel’s post has developed into a free-standing and rich longer piece of writing in its own right, and the result is the latest offering in our mini-essays series! I hope that Stephen might still like to submit a response to Daniel’s post at a later date, but in the meantime, I hope readers will enjoy his present contribution and join in the debate via the comments facility. If you too need more room for your thoughts, just get in touch!
John Heartfield, Hurrah, the Butter is Finished!, cover for AIZ, Photomontage, December 19th 1935.
Reproduction, appropriation, new narratives, and opposition to hegemonies: techniques art has used to challenge the mass-produced cultural propaganda of fascism, late imperialistic capitalism and outmoded intrinsically conservative, individualistic and modernist beliefs about autonomy. This type of avant-garde approach had real cultural importance and it was dangerous. Mass-produced counterpropaganda threatens governments by challenging policy; by using the very tools of mass-marketing, it challenges the markets, exposing the shallow reproduction of consumerist messages.
This type of art is one example that may offer a different way to think about artistic practice and aesthetics, production and distribution, etc.; that may lead to alternative notions of “cultural value” – however that slippery term might be defined. This essay was conceived after reading Daniel Allington’s previous post but does not respond directly to the statements in this post I disagree with. Rather, this mini-essay offers another way of thinking about dated modernist axioms such as “art-for-art’s sake” and Bourdieu’s structuralism by attempting to re-situate contemporary and critically postmodern arts practices, particularly those that acknowledge art’s role as ‘a social product’ that ‘always encodes values and ideology’,  at the heart of current debate about “cultural value”.  A little squeak of discontent from within the ‘field’ of arts practice in a debate that all too often talks for the arts and artists.
The arts are about audiences but also about participation through social engaging activities; about artists who, on the whole, struggle to make a living and often care greatly about the communities they are part of; about arts organisations (big and small) and their eternal struggle to convince politicians and economists of their multifarious values that extend well beyond financial return on investment, evidencing impact, missions, models, evaluation, etc.; but they are also about the production of radical anti-hegemonic thinking and challenging, rather than conforming to, state sponsored social agendas. Twenty-first century art is, like every aspect of our societies, in turmoil. Postmodernism makes it difficult for art to avoid negating itself and find meaning in many of its practices; political and economic interventions (including “instrumentalism” – defensive or otherwise) encourage the arts to conform to policies that are predominantly not about art or participants or artists or social change or communities; in-vogue (yet, from many business perspectives, out-dated) “governance” models that aim to minimise risk and support “resilience” are effectively imposed upon arts organisations and even artists by funders and policy makers; we are all encouraged to become “self-sustaining” and market-oriented; not to mention philanthropy, austerity, consumerism, popularism, etc. etc. And whilst fairness is desperately needed across every area of arts and culture, now is definitely not the time to argue reductively that we should conceive solely of ‘culture as an economic activity’.
Michel Ell, Des Kaisers neue Kleider, Woodcut, 1923.
The current dominant economic-driven narrative for the arts is a lot like ‘The Emperor’s New Clothes’ and we must avoid a situation where “cultural value” (indeed all elements of arts and culture) becomes ‘the most exquisite cloth imaginable’ and those who cannot see it are either ‘unfit for post’ or ‘inadmissibly stupid’. We all know that arts experiences cut from an unravelling economic cloth will be divisive and limp and that value-based investment policy may even lead to our measuring ourselves out of existence. But we can’t pretend to embrace this state imposed fallacy. We must play the innocent child and shout, ‘He doesn’t have anything on!’ The Emperor (state) will still, no doubt, continue his procession, prouder than ever, but will probably wear a different suit next time. If everyone stands quiet, it is quite possible that arts and culture will finally be subsumed by aesthetic and commodity production in a “return of the aesthetic” that, when ‘the aesthetic (and even culture as such) is necessarily blurred or lost altogether’, will also signal its end.
All is not lost for the arts and culture. The arts market is flourishing like Ragwort on overgrazed pasture, fertilised by shallow aesthetic surplus value, it has ‘attained complete autonomy, completely cut off from the real economy of value’. The arts market is the epitome of cynical postmodern consumerism and the cult of celebrity; it reviles “popularism” because populist art is unpretentious, encourages participation, is not a commodity and does not deify “experts”. And herein lies three challenges to “cultural value” debates, future policy decisions and the ways many existing arts organisations work:
- Pay full attention to socially engaged art practice, artists and the importance of participation. At present, these are barely mentioned. Perhaps because this practice may be ‘too useful and therefore too much of a departure from the art-for-art’s-sake norm’, it is not considered as “art” by some. But the ‘lens of validation’ is opening to participatory practices that previously ‘were tolerated on the margins or held outside the narratives of power in the art process.’
- Understand the important role for “critical postmodernism” from the perspectives of both practice and theory. Bürger’s notion of the antiaesthetic is inherently participatory and challenges ‘the autonomous “institution of art”… to reverse the bourgeois hierarchy of aesthetic exchange-value and use-value… [by replacing] originality with technical reproduction’. This approach does not purport to transmit exceptional knowledge. It is utilitarian, contextualising art as ‘social’. We need a postmodernism of resistance that heightens ‘the productive tension between the political and the aesthetic, between history and the text, between engagement and the mission of art’.
- Reimagine “sustainability” of arts and cultural practice and institutions. There are many who see sustainability as maintaining the status quo and preserving the big organisations at the expense of the small; big exhibitions, shows, events instead of small, grassroots initiatives that develop creative self-expression of people in communities most in need. As Diane Ragsdale recently said, ‘The arts are here to say, “We see you. We see this community. We see that for every one person that’s doing OK one person in this community is suffering. We do not exist exclusively for those that are doing OK. We exist for everyone. We exist for you.”’ All parts of the arts “ecosystem” must be sustained but sometimes this involves an ‘unnatural perpetuation of what might otherwise die’. We must decide whether public funding should be redirected towards those who need it most, perhaps at the expense of the elitist institutions.
Hopefully, this essay offers something to the “cultural value” debate. It is a polemic. It is meant that way. It seeks to try and explain why artists and some arts organisations feel a bit detached from discussions about policy. It aims to show that there are areas and, more importantly, people and communities that we must not neglect when “valuing” the arts and culture and deciding how and what we “invest” in.
We must support and value art that is truly useful and engaging; encouraging “non-artists” to participate in and lead future arts projects that add new value to the lives of people and communities; and artists who are also able to fulfil the roles of mentors, activists and educators. We must ‘reconnect art and lived experience as social process’, ensuring that ‘[s]ocial concerns are addressed through the creative process, rather than art being an instrument of social policy and a solution to deep-rooted social problems.’ This way of perceiving participation in socially engaged arts ‘involves a significant shift from objects to relationships’; it creates a radical space separate from consumerism and the arts market ‘in which the paradigm of social consciousness replaces that of individual genius.’ This is socially engaged practice inspired by critical postmodernist resistance that, as Dick Hebdige explains, ‘can help us rediscover the power that resides in little things, in disregarded details, in aphorism (miniaturised truths), in metaphor, allusion, in images and image-streams’. We must sustain the “arts ecosystem” by allowing some old wood to burn in small fires; a process of renewal. We must be wary of economic arguments about growth and instead proudly sing songs about our role as socially engaged artists and keeping helping people write new stories – their stories – because as Diane Ragsdale honestly said: ‘We are here to foster empathy, understanding of self, and understanding of other. We are here to gently, or not-so-gently, open people’s eyes to truths they cannot see or choose not to see: suffering and ugliness and their opposites love and beauty.’
This essay was supposed to be 800 words long. It isn’t. But, sometimes, you must expand boundaries to enable participation in open debate.
Allington, Daniel, Intrinsically cultural value: a sociological perspective, The #culturalvalue Initiative, 5th December 2013.
Andersen, Hans Christian, ‘The Emperor’s New Clothes’, in Hans Christian Andersen, Fairy Tales, Penguin Popular Classics, 1994 
Baudrillard, Jean, ‘Art between Utopia and Anticipation’, 1996, in Sylvère Lotringer, ed., The Conspiracy of Art, Semiotext(e), New York, 2005
Belfiore, Eleonora, “Defensive instrumentalism” and the legacy of New Labour’s cultural policies, in Cultural Trends, Volume 21, issue 2, 2012.
Buchloh, Benjamin H.D., ‘The social history of art: models and concepts’, in Hal Foster, Rosalind Krauss, Yve-Alain Bois, Benjamin H.D. Buchloh, David Joselit, Art Since 1900: Modernism, Antimodernism, Postmodernism – Second Edition, Thames and Hudson, London, 2011
Gablik, Suzi, Has Modernism Failed?, Thames and Hudson, New York, 1984
Gablik, Suzi, The Reenchantment of Art, Thames and Hudson, New York, 1992
Hebdige, Dick, ‘A report on the Western Front: Postmodernism and the “Politics” of Style’, 1986-7, in Francis Frascina and Jonathan Harris, eds., Art in Modern Culture: An Anthology of Critical Ideas, Phaidon, London, 1992
Huyssen, Andreas, ‘Mapping the Postmodern’, 1984, in Donald Preziosi, ed., The Art of Art History: A Critical Anthology, Oxford University Press, Oxford, 1998
Jameson, Fredric, ‘Transformations of the Image in Postmodernity,’ in The Cultural Turn: Selected Writings on the Postmodern: 1983-1998, Verso, London, 1998
Matarasso, Francois, On ‘The very idea of measuring cultural value’, 20th January 2012.
McGonagle, Declan, ‘Foreward’, in David Butler and Vivienne Reiss, eds., Art of Negotiation, Cornerhouse, Manchester, 2007
O’Brien, Dave, Is ‘creativity’ arts policy’s big mistake?, The Guardian Culture Professionals Network blog, 30th October 2013.
Ragsdale, Diane, Holding Up the Arts: Can we sustain what we’ve created? Should we? Version 2.0, Keynote speech at ‘State of the (Arts) Nation’, Belfast, 12th March 2013.
Reiss, Vivienne, ‘Introduction’, in David Butler and Vivienne Reiss, eds., Art of Negotiation, Cornerhouse, Manchester, 2007
Stallabrass, Julian, ‘Elite Art in an Age of Populism’, in Alexander Dumbadze/ Suzanne Hudson, eds., Contemporary Art: 1989 to the Present, John Wiley & Sons, Oxford, 2013.
Wolff, Janet, The Social Production of Art – Second Edition, Macmillan, London, 1993
Stephen Pritchard is an art historian, participatory arts maker, curator and writer with a background in critical literary studies. He has previously worked in textiles design and manufacture, international business management, quality systems design, and the contemporary arts. He describes himself as a participatory arts evangelist who’s made many a pact with many devil and that is what he likes – but this is probably not true. He’s toying with the idea of redefining himself as a gamekeeper-turned-poacher but this will more than likely come to nothing. His favourite number is zero.
Stephen is currently also executive director of participatory arts social enterprise dot to dot active arts CIC and is also just beginning the first year of his AHRC funded research doctorate entitled: Can participatory arts support sustainable social change? He is also working as a curator for Northumbria Healthcare NHS Foundation Trust’s Healing Arts initiative and is helping train recent graduates in curating exhibitions as part of a new initiative with Whistle Stop Arts. He has just finished a major participatory arts project in empty shops in Blyth, Northumberland called Old-New Curiosity Shop.
 Janet Wolff, The Social Production of Art – Second Edition, Macmillan, London, 1993, p.1.
 There are three prominent platforms for discussion and research about “cultural value” in the UK at the moment. They all have different definitions of the term and claim to have (slightly?) different agendas. The AHRC Cultural Value Project aims to investigate and evaluate cultural experience and engagement; The #culturalvalue Initiative seeks, through open debate, to reinstate the voices and values of the humanities and social sciences in the face of overwhelming drives towards discourses of economic value; and the recently instigated Warwick Commission on the Future of Cultural Value will investigate culture’s “DNA”, using “ecosystem” as a metaphor, so they suggest how best to “invest” in all forms of culture. Artists to not tend to often play significant roles in these discussions. “Policy”, with all its many heads, usually dominates.
 For more on instrumentalism in the arts see, for example, Eleonora Belfiore, “Defensive instrumentalism” and the legacy of New Labour’s cultural policies, 2012.
 Hans Christian Andersen, ‘The Emperor’s New Clothes’, in Hans Christian Andersen, Fairy Tales, Penguin Popular Classics, 1994 , p.65.
 Ibid., p.71.
 Fredric Jameson, ‘Transformations of the Image in Postmodernity,’ in The Cultural Turn: Selected Writings on the Postmodern: 1983-1998, Verso, London, 1998, p.111.
 Jean Baudrillard, ‘Art between Utopia and Anticipation’, 1996, in Sylvère Lotringer, ed., The Conspiracy of Art, Semiotext(e), New York, 2005, p.57.
 Julian Stallabrass, ‘Elite Art in an Age of Populism’, in Alexander Dumbadze/ Suzanne Hudson, eds., Contemporary Art: 1989 to the Present, John Wiley & Sons, Oxford, 2013, p.9.
 Suzi Gablik, Has Modernism Failed?, Thames and Hudson, New York, 1984, p.29.
 Declan McGonagle, ‘Foreward’, in David Butler and Vivienne Reiss, eds., Art of Negotiation, Cornerhouse, Manchester, 2007, p.6.
 Benjamin H.D. Buchloh, ‘The social history of art: models and concepts’, in Hal Foster, Rosalind Krauss, Yve-Alain Bois, Benjamin H.D. Buchloh, David Joselit, Art Since 1900: Modernism, Antimodernism, Postmodernism – Second Edition, Thames and Hudson, London, 2011, p.25.
 Andreas Huyssen, ‘Mapping the Postmodern’, 1984, in Donald Preziosi, ed., The Art of Art History: A Critical Anthology, Oxford University Press, Oxford, 1998, pp.336-337.
 Diane Ragsdale, Holding Up the Arts: Can we sustain what we’ve created? Should we? Version 2.0, Keynote speech at ‘State of the (Arts) Nation’, Belfast, 12th March 2013, p.14.
 Ibid., p.7.
 Vivienne Reiss, ‘Introduction’, in David Butler and Vivienne Reiss, eds., Art of Negotiation, Cornerhouse, Manchester, 2007, pp.10-13.
 Declan McGonagle, Op. Cit., p.6.
 Vivienne Reiss, Op. Cit., p.17.
 Suzi Gablik, The Reenchantment of Art, Thames and Hudson, New York, 1992, p.7.
 Ibid., p.114.
 Dick Hebdige, ‘A report on the Western Front: Postmodernism and the “Politics” of Style’, 1986-7, in Francis Frascina and Jonathan Harris, eds., Art in Modern Culture: An Anthology of Critical Ideas, Phaidon, London, 1992, p.340.
 Diane Ragsdale, Op. Cit., p.14.