Dissertation/Thesis Abstract

Mass media, advertising, and reconfigurations of sense perception in the Latin American avant-garde
by Delgado, Sergio, Ph.D., Princeton University, 2010, 263; 3437790
Abstract (Summary)

The present dissertation is concerned with a set of art and literary practices from the Latin American avant-garde conversant with the technologies, the techniques of display, and the social and symbolic dynamics that vector into and out of advertising. Drawing on a set of paradigmatic avant-garde works from Mexico and Brazil, it posits sense perception and sensory experience as contested grounds within which viewing and reading postures can be steered towards critical consciousness even as they are subjected to coercion and control. These works, by Mexican muralist David Alfaro Siqueiros, Brazilian concrete poets Augusto de Campos, Haroldo de Campos, and D├ęcio Pignatari (collectively known as the Noigandres poets), and Mexican poet and writer Octavio Paz, function and signify under the two-pronged conviction that mass media (film, photography, newspapers, radio, television) and mass culture (mostly advertising and forms of advertising: billboards, logos, slogans, etc.) reconfigure conditions of reading and spectatorship in modern urban environments, and insist that it is the task of the writer and artist to intervene the dynamics under which this reconfiguration takes place. In an effort to understand how this process of reconfiguration occurs, the artists and writers brought together in this dissertation incorporated mass media technologies (the photo and movie camera in Siqueiros' case) and appropriated mass cultural forms of display and communication (newspaper layout, film form, billboards, logotypes, slogans, advertisements and posters) as models for the construction and composition of their own work. Recognizing that the success of advertising lies largely in its appeal to sense perception and intent on reworking this appeal to cultivate critical consciousness of modern, urban conditions of communication and spectatorship, these artists set out to create works that reach out to spectators moving, walking, and driving through large urban spaces, and to readers of newspapers, billboards, posters, logos, and advertisements.

Indexing (document details)
Advisor: Nouzeilles, Gabriela
School: Princeton University
School Location: United States -- New Jersey
Source: DAI-A 72/02, Dissertation Abstracts International
Subjects: Latin American literature, Marketing, Art history, Latin American Studies, Mass communications
Keywords: Alfaro Siqueiros, David, Avant-garde, Brazil, Campos, Augusto de, Campos, Haroldo de, Mass media, Mexico, Mural, Painting, Paz, Octavio, Perception, Pignatari, Decio, Poetry, Technology
Publication Number: 3437790
ISBN: 9781124392929
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