Futurism

Futurism (pronounced fyoo-chuh-riz-uhm)

(1) A movement in avant-garde art, developed originally by a group of Italian artists in 1909 in which forms (derived often from the then novel cubism) were used to represent rapid movement and dynamic motion  (sometimes with initial capital letter)

(2) A style of art, literature, music, etc and a theory of art and life in which violence, power, speed, mechanization or machines, and hostility to the past or to traditional forms of expression were advocated or portrayed (often with initial capital letter).

(3) As futurology, a quasi-discipline practiced by (often self-described) futurologists who attempt to predict future events, movements, technologies etc.

(4) In the theology of Judaism, the Jewish expectation of the messiah in the future rather than recognizing him in the presence of Christ.

(5) In the theology of Christianity, eschatological interpretations associating some Biblical prophecies with future events yet to be fulfilled, including the Second Coming.

1909: From the Italian futurism, the construct being futur(e) + -ism.  Future was from the Middle English future & futur, from the Old French futur, (that which is to come; the time ahead) from the Latin futūrus, (going to be; yet to be) which (as a noun) was the irregular suppletive future participle of esse (to be) from the primitive Indo-European bheue (to be, exist; grow).  It was cognate with the Old English bēo (I become, I will be, I am) and displaced the native Old English tōweard and the Middle English afterhede (future (literally “afterhood”) in the given sense.  The technical use in grammar (of tense) dates from the 1520s.  The –ism suffix was from the Ancient Greek ισμός (ismós) & -isma noun suffixes, often directly, sometimes through the Latin –ismus & isma (from where English picked up ize) and sometimes through the French –isme or the German –ismus, all ultimately from the Ancient Greek (where it tended more specifically to express a finished act or thing done).  It appeared in loanwords from Greek, where it was used to form abstract nouns of action, state, condition or doctrine from verbs and on this model, was used as a productive suffix in the formation of nouns denoting action or practice, state or condition, principles, doctrines, a usage or characteristic, devotion or adherence (criticism; barbarism; Darwinism; despotism; plagiarism; realism; witticism etc).  Futurism, futurology, & futurology are nouns, futurist is a noun & adjective and futuristic is an adjective; the noun plural is futurisms.

Lindsay Lohan in Maison Martin Margiela Futuristic Eyewear.

As a descriptor of the movement in art and literature, futurism (as the Italian futurism) was adopted in 1909 by the Italian poet Filippo Tommaso Marinetti (1876-1944) and the first reference to futurist (a practitioner in the field of futurism) dates from 1911 although the word had been used as early as 1842 in Protestant theology in the sense of “one who holds that nearly the whole of the Book of Revelations refers principally to events yet to come”.  The secular world did being to use futurist to describe "one who has (positive) feelings about the future" in 1846 but for the remainder of the century, use was apparently rare.  The (now probably extinct) noun futurity was from the early seventeenth century.  The noun futurology was introduced by Aldous Huxley (1894-1963) in his book Science, Liberty and Peace (1946) and has (for better or worse), created a minor industry of (often self-described) futurologists.  Futures, a financial instrument used in the trade of currencies and commodities appeared first in 1880; they allow (1) speculators to be on price movements and (2) producers and sellers to hedge against price movements.  In theology, the adjective futuristic came into use in 1856 with reference to prophecy but use soon faded.  In concert with futurism, by 1915 it referred in art to “avant-garde; ultra-modern” while by 1921 it was separated from the exclusive attachment to art and meant also “pertaining to the future, predicted to be in the future”, the use in this context spiking rapidly after World War II when technological developments in fields such as ballistics, jet aircraft, space exploration, electronics, nuclear physics etc stimulated interest in such progress.

The Arrival (1913, oil on canvas by Christopher Richard Wynne Nevinson (1889-1946), Tate Gallery.

Given what would unfold over during the twentieth century, it’s probably difficult to appreciate quite how optimistic was the Western world in the years leading up to the World War I.  Such had been the rapidity of the discovery of novelties and of progress in so many fields that expectations of the future were high and, beginning in Italy, futurism was a movement devoted to displaying the energy, dynamism and power of machines and the vitality and change they were bringing to society.  It’s also often forgotten that when the first futurist exhibition was staged in Paris in 1912, the critical establishment was unimpressed, the elaborate imagery with its opulence of color offending their sense of refinement, now so attuned to the sparseness of the cubists.

The Hospital Train (1915, oil on canvas by Gino Severini (1883-1966), Stedelijk Museum.

Futurism had debuted with some impact, the Paris newspaper Le Figaro in 1909 publishing the manifesto by Italian poet Filippo Tommaso Marinetti. Marinetti which dismissed all that was old and celebrated change, originality, and innovation in culture and society, something which should be depicted in art, music and literature. Marinetti exalted in the speed, power of new technologies which were disrupting society, automobiles, aeroplanes and other clattering machines.  Whether he found beauty in the machines or the violence and conflict they delivered was something he left his readers to decide and there were those seduced by both but his stated goal was the repudiation of traditional values and the destruction of cultural institutions such as museums and libraries.  Whether this was intended as a revolutionary roadmap or just a provocation to inspire anger and controversy is something historians have debated.

Uomo Nuovo (New Man, 1918), drawing by Mario Sironi (1885-1961).

As a technique, the futurist artists borrowed much from the cubists, deploying the same fragmented and intersecting plane surfaces and outlines to render a number of simultaneous, overlaid views of an object but whereas the cubists tended to still life, portraiture and other, usually static, studies of the human form, the futurists worshiped movement, their overlays a device to depict rhythmic spatial repetitions of an object’s outlines during movement.  People did appear in futurist works but usually they weren’t the focal point, instead appearing only in relation to some speeding or noisy machine.  Some of the most prolific of the futurist artists were killed in World War I and as a political movement it didn’t survive the conflict, the industrial war dulling the public appetite for the cult of the machine.  However, the influence of the compositional techniques continued in the 1920s and contributed to art deco which, in more elegant form, would integrate the new world of machines and mass-production into motifs still in use today.

Jockey Club Innovation Tower, Hong Kong (2013) by Zaha Hadid (1950-2016).

If the characteristics of futurism in art were identifiable (though not always admired), in architecture, it can be hard to tell where modernism ends and futurism begins.  Aesthetics aside, the core purpose of modernism was of course its utilitarian value and that did tend to dictate the austerity, straight lines and crisp geometry that evolved into mid-century minimalism so modernism, in its pure form, should probably be thought of as a style without an ulterior motive.  Futurist architecture however carried the agenda which in its earliest days borrowed from the futurist artists in that it was an assault on the past but later moved on and in the twenty-first century, the futurist architects seem now to be interested above all in the possibilities offered by advances in structural engineering, functionality sacrificed if need be just to demonstrate that something new can be done.  That's doubtless of great interest at awards dinners where architects give prizes to each other for this and that but has produced an international consensus that it's better to draw something new than something elegant.  The critique is that while modernism once offered “less is more”, with neo-futurist architecture it's now “less is bore”.  Art deco and mid-century modernism have aged well and it will be interesting to see how history judges the neo-futurists.

Novecento

Novecento (pronounced no-vee-chen-toh)

(1) In Italian, nine hundred (900).

(2) In Italian the “twentieth century (1900s)”, the term used in the modern way to define the century as 1900-1999 rather than the strictly correct 1901-2000.

(3) As Novecento Italiano (literally the “Italian 1900s”), the Italian artistic movement founded in Milan in 1922 with the aim of representing the fascism of Benito Mussolini (1883-1945; Duce (leader) & prime-minister of Italy 1922-1943) in artistic form.

An Italian word which translates literally as nine-hundred (900), the construct being nove (nine) +‎ cento (hundred).  Nove was from the Latin novem, from noven (contaminated by decem, the original form preserved in nōnus), from the Proto-Italic nowem, from the primitive Indo-European hnéwn̥, the cognates including the Sanskrit नवन् (navan), the Ancient Greek ἐννέα (ennéa), the Gothic niun and the Old English nigon (which became the English nine).  Cento was from the Latin centum, from the Proto-Italic kentom, from the primitive Indo-European ḱm̥tóm, the formal cognates including the Sanskrit शत (śata), the Old Church Slavonic съто (sŭto) and the Old English hund (from which English, with an appended suffix, gained “hundred”. In Italian, the adjective novecentistico (feminine novecentistica, masculine plural novecentistici, feminine plural novecentistiche) is used generally of “twentieth century art” while “Novecento Italiano” was specifically of the movement (1922-1943) associated with Italian fascism.  However, “novecentistico” is sometimes used casually in the sense of “modern art”.  Novecento is a noun and novecentesco & novecentistico are adjectives.

Mussolini, Italian fascism and the Novecento Italiano 

In Italy and beyond, the curious coming to power in 1922 of Benito Mussolini (an event less dramatic than the Duce’s subsequent “March on Rome” propaganda would suggest) triggered many events (Adolf Hitler (1889-1945; Führer (leader) and German head of government 1933-1945 & head of state 1934-1945) always acknowledging the debt the Nazi state owed because "Mussolini was the one who showed us it could be done") and one of the more enduring footnotes of the epoch was the Novecento Italiano, opportunistically announced as having been “formed” in Milan in 1922 (although some “members” at the time appear not to have been aware they’d "joined".  What attracted the movement’s founders was the what Mussolini called “la visione fascista” (“the Fascist vision” and sometimes translated as “the Fascist platform” (la piattaforma fascista) although, as the years went by, most seemed to conclude Mussolini dealt more in concepts than plans (even the so-called "corporate state" was never really "corporatized").  The Duce had expressed his disgust at the decadence of the modern Italian people, believing they had been seduced by French ways into “elevating cooking to the status of high art”, declaring he would never allow Italy to descend to the level of France, a country ruined by “alcohol, syphilis and journalism”.  His vision extended also to reviving national vigour with “the beneficial hygiene of war”, something which worked only until his army was confronted by forces with more firepower than the brave but out-gunned (and out-gassed) Abyssinian (Ethiopian) tribesman.  Mussolini was harking back to the glories of the Roman Empire which has once stretched from “Hadrian’s Wall to the first cataract of the Nile, from Parthia to the Pillars of Hercules” and while so much of fascism was fake and bluster, the Duce genuinely was intoxicated at the notion he might be a “new Roman Emperor”.

Paesaggio urbano (Urban Landscape, circa 1924), oil on paper mounted on board by Mario Sironi.  Despite his latter day reputation, not all Sironi's representations of streets and buildings were gloomy, cold scenes but the ones now most popular seem to be; they must suit the twenty-first century zeitgeist.  Sironi was a devoted and leading Futurist and traces of that really never left his works; his most compelling technique was to exclude the human element from his urban scenes or deliberately have the figures dwarfed by the built environment.  The supremacy of the state over the individual was a core component of fascism and although as a motif it isn't apparent in all of the Novecento Italiano's output, it's a recurrent theme in Sironi's works. 

It was a vision which appealed to a certain sort of artist, one with a mind full of the grandeur of Italy's classical artistic heritage and the possibilities offered by science and the techniques of modernity, something seen as an authentic continuation of the works of Antiquity and the Renaissance whereas other threads in modern art, like the Futurism which had come to dominate avant-garde Italian art, were derided as “the work of skilled draftsmen”.  Futurism had also been disruptive and Italy had suffered more from the effects of World War I (1914-1918) that its status as a nominal victor might have been expected and like Mussolini, one of the Novecento Italiano’s key themes was a “return to order”, presumably the cultural analogue of “making the trains run on time”.  Again reflecting the post-Renaissance “construction” of a certain “idea” of the perfection of things in the ancient world, the movement sought a “return” to the Classical values of harmony, clarity, and stability.  They were pursuing a myth which remains to some persuasive, even today.

Lindsay Lohan as the Novecento Italiano might have depicted her: Lindsay (2019) by Sam McKinniss (b 1985), from a reference photograph taken 22 July 2012, leaving the Chateau Marmont, West Hollywood, Los Angeles.

The most obvious influence on the movement was a return to the imagery associated with Antiquity (albeit with many of the exemplars from later artists), with mythological or historical subjects, emphasizing form and balance, a deliberate rejection of the abstraction and dynamism of Cubism, Vorticism or Futurism.  Instead, a figurative and realist prevailed, an attempt deliberately to place the movement as the inheritor of Italy’s artistic heritage.  The movement was founded by a number of prominent figures but remains most associated with art collector, critic & journalist Margherita Sarfatti (1880–1961).  That focus is probably unfair to others but signora Sarfatti also wrote advertising copy for the Partito Nazionale Fascista (the PNF, the National Fascist Party) and perhaps more significantly, was also Mussolini’s mistress, a form of administrative horizontal integration not unfamiliar to the Duce.  Prominent members of the movement included Mario Sironi (1885-1961), known for his monumental and often sombre depictions of urban landscapes and political figures, Achille Funi (1890-1972) who focused on classical subjects with modern interpretations and Felice Casorati (1883-1963), in many ways the most interesting of the movement because few were more accomplished in the technique of fusing elements of modernism with a sharp focus on form and structure; the (not always complimentary) phrase “technical ecstasy” might have been invented to critique his output.  The most comprehensive collection of the movement’s works is displayed in Rome’s La Galleria Nazionale d’Arte Moderna e Contemporanea (National Gallery of Modern and Contemporary Art).

Donna al caffè (Woman in the Café, 1931), oil on canvas by Antonio Donghi (1897-1963). The subject matter (a lone woman at a café table) was familiar in European art but the artists of the Novecento Italiano anticipated the later technique of "photographic clarity", achieved with the air of stillness, reminiscent of the precision with which Renaissance portraits were staged though without their sumptuous detailing.  As well as the movement's focus on clarity, order, and balance, there was a new interest in depicting "ordinary" urban citizens in scenes of a detached, almost serene realism.  In the work of the Novecento Italiano, woman tended to be represented as what the fascist state would have liked their citizens to be.

The comparisons with “Nazi art” are sometimes made but because art was a topic of little interest to Mussolini (who preferred the Autostrada (the world’s first motorways (freeways)), tanks and battleships, never in Italy as there anything so so dictatorial and the funding was spread to ensure the widest support for the regime.  That was a contrast with Hitler who to his dying day never ceased to think of himself as “an artist” and assumed the role of the Third Reich’s chief critic and censor, meaning there was a recognizably political theme to the art of the period.  Interestingly, while artists in the Reich increasingly “worked towards the Führer” and dutifully churned out what they knew would be “regime approved”, more than one memoir from his contemporaries recorded how little interest he took in them, responding with delight only to stuff like landscapes or portraiture he thought works of genuine beauty.  Really, there were probably fewer than a couple of dozen “Nazi” paintings or sculptures; it was just that hundreds of artists produced them thousands of times.

Dafne (1934), oil on plywood by Felice Casorati.  Casorati’s work often featured mythological subjects but, unlike many, he surrounded them with simplified forms, drawing attention to his sense of focus, precise structure and clarity.  Here, Daphne (in Greek mythology transformed into a laurel, the tree sacred to Apollo), is rendered in a figurative, geometric style with flat, muted colors, the work, while obviously modernist, owing a debt to classical traditions, Mannerism and hinting even at the Italian Primitives.

So the movement was neither monolithic nor “political” in the way things were done in the Third Reich and certainly nothing like the even more severe regime which prevailed in comrade Stalin’s (1878-1953; Soviet leader 1924-1953) Soviet Union but it was supported to some extent by the Fascist state and while that association proved helpful, even before the tide of World War II (1939-1945) turned against Italy, as early as the mid-1930s the historic moment of Novecento Italiano had already passed as the world responded to the latest “shock of the new”, the language of surrealism and other adventures in abstraction capturing the imagination.  When in 1943 Italian Fascism “burst like a bubble” and Mussolini was removed from power, the movement was dissolved.  However, artistically, the legacy was real in that it did foster a dialogue between modernism and tradition in European art and ensured the Italian state during the inter-war years became involved in the commissioning of monumental and representational public art, beginning a tradition which continues to this day.

Vorticism

Vorticism (pronounced vawr-tuh-siz-uhm)

A short-lived movement in the British avant-garde, nurtured by Wyndham Lewis, which climaxed in a London exhibition in 1915 before being absorbed.

1914: The construct was vortic + -ism.  The Latin vortic was the stem of vortex, (genitive vorticis), an archaic from of vertex (an eddy of water, wind, or flame; whirlpool; whirlwind whirl, top, crown, peak, summit), from vertō (to turn around, turn about) from vertere (to turn), from the primitive Indo-European wer (to turn; bend).  The –ism suffix is from the Ancient Greek ισμός (ismós) & -isma noun suffixes, often directly, sometimes through the Latin –ismus & isma (from where English picked up ize) and sometimes through the French –isme or the German –ismus, all ultimately from the Ancient Greek (where it tended more specifically to express a finished act or thing done).  It appeared in loanwords from Greek, where it was used to form abstract nouns of action, state, condition or doctrine from verbs and on this model, was used as a productive suffix in the formation of nouns denoting action or practice, state or condition, principles, doctrines, a usage or characteristic, devotion or adherence (criticism; barbarism; Darwinism; despotism; plagiarism; realism; witticism etc).  Vorticism is a noun, vorticist is a noun & adjective and vorticistic is an adjective; the noun plural was vorticists,  The forms vorticistically & vortical seem never to have come into use.

Hieratic head of Ezra Pound (1914), by Henri Gaudier-Brzeska (1891-1915).

The name Vorticism was said to have been coined in 1914 by the poet Ezra Pound (1885–1972) years before fascism and madness possessed his soul.  Pound had already used the word "vortex" to describe the effect modernist poetry was having on intellectual thought in Europe and he used the word not in the somewhat vague sense it often assumed when used figuratively to suggest swirling turbulence but rather as a mathematician or meteorologist might: an energy which gathers from the surrounding chaos what’s around, imparts to it a geometrical form which, intensifying as it goes, arrives at a single point.  Pound’s coining of the name is generally accepted but some historians claim the name was chosen by the Italian futurist Umberto Boccioni (1882-1916) who claimed all creative art could emanate only from a vortex of emotions.

Blast Magazine, July 1915.

Vorticism flourished only briefly between 1912-1915 as an overly aggressive reaction to what was held to be an excessive attachment to and veneration for delicacy and beauty in art and literature, preferring to celebrate the tools of modernity, the violence and energy of machines.  In painting and sculpture the angles were sharp and the lines bold, colors displayed in juxtaposition to emphasize the starkness of their difference and there was a reverence for geometric form and repetition.  The movement in 1914 published its own magazine: Blast: the Review of the Great English Vortex which was more manifesto than critique, a London-based attempt to gather together the artists and writers of the avant‐garde in one coherent movement.  It wanted the shock of the new.

Composition (1913), by Wyndham Lewis (1882-1957).

The idea was an art which reflected the strains of the vortices of a modern life in what was increasingly a machine age.  Thus, although it remains a footnote in the history of modern art, the label Vorticism refers to a political and sociological point rather than a distinct style such as contemporaries like Cubism or Futurism.  The timing was of course unfortunate and the outbreak of World War I (1914-1918) robbed Vorticism of much of its initial energy; the exhibition eventually staged in London’s Doré Gallery in 1915 remained a one-off and, like much of the pre-1914 world, Vorticism didn’t survive the World War.

Dance Hall Scene (circa 1913), by CRW Nevinson (1889-1946).

Being unappreciated at the time, most of the paintings of the vorticists were lost but retrospectives have been assembled from what remains and the still extant photographic record and there’s now a better understanding of the legacy and the influence on art deco, dada, surrealism, pop art, indeed, just about any abstract form.  Graphic art too benefited from the techniques, the sense of line and color identifiable in agitprop, twentieth century advertising and, most practically, the “dazzle” camouflage used by admiralties in both world wars as a form of disguise for ships.

Juan Garrido, a graphic designer based in Caracas, Venezuela, created the display typeface Vorticism in 2013.  Reflecting the cultural and linguistic influences, while there are a number of typefaces called futurism (or some variation) and some based on the word "vortex", Mr Garrido's "Vorticism" is uniquely named.

Lindsay Lohan in the Vorticism typeface.

Ezra Pound (1919), by Wyndham Lewis.

Even in 1912, Vorticism’s use of bold, abstract, and geometric forms (often depicting movement and mechanical apparatuses) wasn’t new but the movement had an energy which attracted those wanting to create imagery which marked a dramatic break from the representational forms which then were still dominant early in the ear which would come to be known as the dawn of modernity.  In that sense, Vorticism is understood as one of a number of movements embracing a new aesthetic reflecting the dynamism and energy of the modern world.  That as a distinct entity Vorticism didn’t endure was in a way an indication of success rather than failure because its motifs and techniques were co-opted to serve as foundational aspects of many movements in modern art, the abstract and geometric forms underpinning Futurism and Constructivism as well as becoming a staple of commercial graphic art and advertising.  Perhaps the most obvious influence was the artistic legitimization of the integration of text into images, a practice borrowed from commerce and a notable signature of Dada and Surrealism.  The use of text as a visual element challenged traditional boundaries between different art forms, a tension which enabled Pop art to create was in some ways a novel ecosystem.  However, those same motifs have been used also as something illustrative of the destructive tendencies of the speed and spread of mechanical and industrial reality which the vorticists championed and Precisionism & Bauhaus celebrated, at least in a sanitized and idealized way which hid the essential ugliness below.

Réclame

Réclame (pronounced rey-klahm)

(1) In historic French use, publicity; self-advertisement; notoriety (in a positive sense).

(2) In historic French use, a talent for generating interest & getting attention; a gift for dramatization; a hunger for publicity.

(3) In modern English use (as a critique of social media content, celebrity culture etc), of public attention or acclaim achieved to an extent disproportionate to value or achievement.

1865–1870: From the French réclame, from the early fourteenth century reclaimen (call back a hawk to the glove) from the Old French reclamer (to call upon, invoke; claim; seduce; to call back a hawk) (which in the twelfth century entered Modern French as “réclamer”) and directly from the Latin reclāmāre.  Because the hawks used in falconry were, by definition, tame, “reclaim” by the mid fifteenth century was used to mean “make tame” (ie “reclaimed from the wild state of nature”), the use taken from the late fourteenth century sense of “subdue, reduce to obedience, make amenable to control”.  In Middle English, many “re-” words had conveyed no sense of “return or reciprocation”, the meaning “revoke” (an award, grant, gift etc) dating from the late fifteenth century while the sense of “recall (someone) from an erring course and direct them to a proper state” had emerged decades earlier.  The sense of “get back by effort” is thought by etymologists to have evolved under the influence of claim and the specific meaning “bring waste land into useful condition fit for cultivation” seems first to have been used in the context of agriculture in 1764, the idea again being again on the probably on notion of “reclaimed from the wild state of nature” rather than a suggestion of a return to a previous state of cultivation (although there were instances of both).  Land reclamation (the extending of the area available for urban settlement has been practiced for thousands of years but it has been practiced at scale only since the mid-nineteenth century when large-capacity mechanical devices became available.  Réclame is a noun; the noun plural is réclames.

In French, réclame was a noun & verb and by the mid nineteenth century it was used usually to mean “a small advertisement” of the type which typically appeared in newspapers or other publications (as opposed to billboards or banners or buildings).  Depending in context, the forms avertissement & publicité (often clipped to pub) could be used as synonyms.  The word spread in Europe and other colonial empires including the Mauritian Creole reklam, the Danish reklame, the Dutch reclame, the Indonesian reklame, the German Reklame, the Hungarian reklám, the Polish reklama, the Romanian reclamă, the Italian reclame, the Norwegian Bokmål reklame, the Norwegian Nynorsk reklame, the Spanish reclame, the Swedish reklam, the Finnish reklaami, the Turkish reklam, the Estonian reklaam and the Russian рекла́ма rekláma.  The noun in French has a special use in the sport of falconry (in the sense of “reclaim”) where it was a call and sign for the bird of prey to return to the gauntlet of the falconer.  The use in falconry was inherited from the Old French verb reclamer (to implore; to shout to), from the Latin reclāmāre, from reclāmō, the construct being re- (used as an intensifier in the sense of “opposite, against” + clāmō (cry out, shout), from the primitive Indo-European root kele (to shout).  In the Old French, as a transitive verb, reclamer could mean (1) to protest, (2) to object or (3) to claim, reclaim.

In English, for centuries, words have come and gone, some going extinct and some later revived, sometimes enduringly.  The twenty-first century rediscovery of réclame though is unusual in that when reclame previously was used in English it was as an alternation spelling or reclaim whereas the newly re-purposed réclaim is a borrowing from late nineteenth century Modern French.  That which is embarked upon in the quest for fame or notoriety can be described neutrally (commercial, promotion, advertizing, content provision etc) or negatively (hoopla, hype, noise, propaganda etc) and réclame recently was added the latter class.  It is used to describe those who by virtue of their activities on social media, in “reality” content generally or as part of celebrity culture have achieved a level of acclaim or public attention wildly disproportionate to any substantive achievement or contribution.

L'Homme réclame (Publicity man, 1926), collage on cardboard by Aleksandra Ekster (1882-1949), collection of the National Gallery of Australia (Accession Number: 77.11.1 (1977)).

Aleksandra Ekster (who in the West is often exhibited as Alexandra Exter)) was a Russian artist whose work covered a remarkable range of twentieth century movements.  Beginning as a noted figure in the pre-revolutionary Russian avant-garde before moving to the West, her output included Cubism, Futurism and even some in the vein of Vorticism although it was Art Deco which owes her the greatest debt and her influence there was neglected by historians until recently.  Had she been a man, she might earlier have been better appreciated.

Réclame as now used is thus a word of cultural snobbery and one which encapsulates a certain hierarchical model of what’s a respectable profile and what’s not: being “Instagram famous” definitely is not.  Curiously, it seems the word is deployed as a weapon by those with definite opinions on the difference between “high quality” pop culture and that in the field less deserving rather than by those of the type who distinguish only between the “high or experimental” and “everything else”.  As a critique, réclame is a new way of describing those “famous for being famous”, a characteristic identifiable in the West for well over a century but now a genuine mass-phenomenon because the distribution channels have become so extensive and wide.  What is derided as the community of réclame is just a business model in action, content providers providing supply to fulfill demand.  Of course, the model has operated to increase both the audience and the volume of aggregate demand, something which seems further to depress the critics but culturally, probably little has changed in the internet age; it’s just that things are on a bigger scale and more obvious.

Paris Hilton (b 1981, left) & Lindsay Lohan (b 1986, right), Los Angeles, 2003.

Also helpful in many ways is Ms Hilton’s recently published book Paris: The Memoir (Harper Collins London, (2023), pp 336, ISBN 0-0632-2462-3) which, while genuinely a memoir is interesting too for the deconstruction of the subject the author provided in a number of promotional interviews.  There have over the years been many humorless critics who have derided Ms Hilton for being “famous for being famous” but the book makes clear being the construct that is Paris Hilton is a full-time job, one which demands study and an understanding of the supply & demand curves of shifting markets; a personality cult needs to be managed.  She displays also a sophisticated understanding of the point made by comrade Stalin (1878-1953; Soviet leader 1924-1953) who once explained the abstraction of a personality cult by pointing to his huge portrait and saying “…you see, even I am not Stalin, THAT is Stalin!”  Ms Hilton may never have done anything as useful as find a cure for cancer or invent a new nuclear weapon but she’s a cog in the machine which keeps the economy ticking over and collectively, the activities of the réclame set continue to generate a not insignificant chunk of the revenue which funds some of the advances in technology which have been so transformative.  Their contribution need not be seen as culturally inferior to that of the literary festival circuit, it's just different.

Modernism

Modernism (pronounced mod-er-niz-uhm)

(1) A modern usage or characteristic; modern character, tendencies, or values; adherence to or sympathy with what is modern.

(2) In theology, a movement in Roman Catholic thought that sought to interpret the teachings of the Church in the light of philosophic and scientific conceptions prevalent in the late nineteenth and early twentieth centuries.  The movement was condemned in 1907 by Pope Pius X (always with initial capital).

(3) In theology, the liberal theological tendency in Protestantism which emerged in the twentieth century and became the intellectual core of the moderate wings in many denominations, most obviously displayed in the interplay between the liberal and evangelical factions at recent Lambeth Conferences.

(4) A deliberate philosophical and practical estrangement or divergence from the techniques and practices of the past in the arts and literature, occurring from late in the nineteenth century and (a little arbitrarily), thought to have concluded in the post-war years.  Taking the form in any of various innovative movements and styles, it was an aesthetic descriptor used in mostly in architecture, literature and art to label work thought modern in character, quality of thought, expression or technique (sometimes with initial capital).

1730-1740: The construct is modern + ism.  Modern was from the Middle French moderne, from the Late Latin modernus (modern), from the Classical Latin modo (just now; in a (certain) manner)), from the adverb modo (to the measure) originally ablative of modus (manner; measure) and hence, by measure, "just now".  Root was the primitive Indo-European med- (take appropriate measures).  The adjective modern entered English circa 1500 in the sense of "now existing", the meaning "of or pertaining to present or recent times" attested from the 1580s.  The verb modernize (give a modern character or appearance to, cause to conform to modern ideas, adapt to modern persons) has existed since the 1680s, thought probably a borrowing from the French modernizer rather than a native coining.

In the narrow, technical sense, modern began in English enjoying a broad meaning, simply a description of that which was not ancient and medieval, but it quickly gained niches, Shakespeare using it to indicate something "every-day, ordinary, commonplace" and the meaning "not antiquated or obsolete, in harmony with present ways" was formalized by the early nineteenth century.  Formerly, the scientific linguistic division of historical languages into old, middle, and modern began only in the nineteenth century, the first university department of modern (ie those still living (unlike Latin and Ancient Greek) and of some literary or historical importance) was created in 1821 although the use of Modern English can be traced from at least circa 1607 when jurist John Cowell (1554–1611) published The Interpreter, a dictionary of law which, inter alia, examined and explained the words of Old and Middle English.  The extended form modern-day was noted from 1872; Modern dance is attested by 1912; modern conveniences (increasingly electrically-powered labour-saving devices) dates from 1926; modern jazz was used in 1954 and the slang abbreviation mod (tidy, sophisticated teen-ager (and one contrasted usually with a disreputable rocker or some other delinquent)) dates from a surprisingly early 1960.

There have been references to modern art since 1807 but it then was simply a chronological acknowledgement in the sense of something being recent rather than a recognizable style or school, that sense, “work representing a departure from or repudiation of traditional or accepted styles”, not attested until 1895, the idea by 1897 extended to the individual, a modern person one thought “thoroughly up to date”.  Although it would take decades to assume its (now) modern meaning, as an adjective, post–modern appears first to have been use in 1919 and by the late 1940s had become common in the language of architects (presumably the first among the modernists to feel no longer modern) and use extended to the arts in the 1960s, infecting politics, literature and just about every form of criticism.

The –ism suffix is from the Ancient Greek ισμός (ismós) & -isma noun suffixes, often directly, sometimes through the Latin –ismus & -isma (from where English picked up ize) and sometimes through the French –isme or the German –ismus, all ultimately from the Ancient Greek (where it tended more specifically to express a finished act or thing done).  It appeared in loanwords from Greek, where it was used to form abstract nouns of action, state, condition or doctrine from verbs and on this model, was used as a productive suffix in the formation of nouns denoting action or practice, state or condition, principles, doctrines, a usage or characteristic, devotion or adherence (criticism; barbarism; Darwinism; despotism; plagiarism; realism; witticism etc).

Tarta T77, Czechlosavakia 1934.

Confusion is sometimes attached to the words “modernity” and “modernism”.  The noun modernity, dating from the 1620s, meant simply the "quality or state of being modern", an elaborated way of saying “recent”, the sense "something that is modern" noted since 1733.  As a word to describe specifically the epoch which began in the early twentieth century, it was in use before the First World War.  The sense of that modernity was the particular combination of circumstances and forces which had coalesced to produce in Europe and North America a society which had in technical and other ways progressed with greater rapidity than any in history: (1) A long period of general peace, (2) a level of prosperity, which although uneven and often erratic, was unprecedented, (3) an array of technical innovations (electricity, radio, flight, telegraphs, internal combustion engines etc), (4) increasing literacy and a proliferation of mass-media, (4) an on-rush of new and transformative theories in psychology, philosophy & science (Freud, Darwin, Einstein et al), and (5) a relaxation of historically censorious attitudes which allowed innovations in art and literature to flourish.

Woman with a Hat (1905) by Henri Matisse (1869-1954).

Modernism, a word Dr Johnson (1709-1784) claimed was invented by the novelist Jonathan Swift (1667–1745) to suggest any "deviation from the ancient and classical manner" had by 1830 come to refer to generally to "modern ways and styles" but since the mid-1920s, it’s been used exclusively to describe the movements in art, music, architecture and literature which depart in some radical way from classical and other traditional antecedents.  By 1925, the noun modernist was applied to a producer or follower of the work of the movement.  In the 1580s it had meant "one who admires or prefers the modern"; something similar but without the political and other connotations modernity imposed.

Monument House of the Bulgarian Communist Party (Buzludzha Monument), Buzludzha Peak, Bulgaria (1974-1981).  Now a ruin.

Modernism, even if considered separately within the genres where the label was adopted had no coherence of style, intent or result, the significance being what it was not in that it deliberately aimed to depart from classical and traditional forms.  Although it’s contested still, much of what began as modernist art is attributed to the modernist’s growing alienation from the strictures and conventions which had characterized their formative years during the Victorian age.  It defined an epoch and, somewhere in the post-war period, became part of the history of art or architecture and for those for whom modernism is now just another product, such as art dealers, there’s really no distinction between modernist and postmodernist phases, both grouped under the rubric of Modern Art. 

Portrait of Wilhelm Uhde (1910) by Pablo Picasso (1881-1973), analytical cubism from his cubist period.

Modernist literature was influenced by the bleak surroundings created by urbanization and industrialization but it was the blast of the Great War which left writers grasping to find a response to what was a much-changed world.  The roots of modernist literature can be found in pre-war works but the war had so undermined faith in the foundations of Western society and culture which early in the century had been viewed with an optimism it’s hard now to convey.  An inescapable element in modernism was a rejection of beauty as if humanity had proved itself somehow unworthy of loveliness and modernist literature reflected disillusionment and betrayal, TS Eliot’s (1888-1965) epic-length poem The Waste Land (1922) is emblematic, reflecting the search for redemption in a spiritually empty landscape and technically, its discordant images and deliberate obscurity typify Modernism and preview the techniques developed in post-modernism which demand the reader be involved in interpreting and deconstructing the text.

Marilyn Monroe (1926-1962) reading Ulysses, 1955.

Modernist fiction however, in content or technique, wasn’t monolithic and even to label it a genre does require that word to adopt a nuance of meaning, the works could explore the life of one, of a group or all of humanity and ranged from the nihilistic to the utopian.  The great landmark was James Joyce’s (1882-1941) Ulysses (1922), a work of such sometimes impenetrable density which adopted the even then known device of a stream of consciousness to document the events of one day in the lives of three Dubliners, the idea being the abandonment of any structural order, conventional sentence construction sacrificed in an attempt to capture the nature of human fragmentary thought.  Not all readers were seduced by the approach but Ulysses picked up a cult following which endures to this day, some of the adherents compelled even to praise Joyce’s Finnegans Wake (1939), a work which in which a few find rare genius while others conclude it's merely modernism pursued to its inevitability unintelligible conclusion.  Reading Joyce can be hard work although Anthony Burgess (1917–1993), a fair critic of modernism, literary and otherwise, claimed to find a laugh of every page of Finnegans Wake.  For most, it's no fun at all.

Paysage coloré aux oiseaux aquatiques (Colored Landscape with Aquatic Birds, circa 1907) by Jean Metzinger (1883-1956).

In painting, the roots really lie in mannerism although elements can be traced through thousands of years of what is, strictly speaking, non-representational art, exemplified in many aspects by the sometimes (and not deliberately) almost abstract Italian primitives created between the late eleventh and mid-thirteenth centuries.  However, historians regard the first of the modernists as Édouard Manet (1832-1883) who, from his early thirties began to distort perspective and devalue representation, using techniques of brushstroke to emphasize the very nature of the flat canvas on which he worked, something artists had for centuries crafted to disguise.  In his wake came the rush of -isms that would characterize modernism: Impressionism, Cubism, Constructivism, Post-Impressionism, Cubism, Futurism & Expressionism, an array of visions which would see the techniques and physical construction of the works vie for attention (at least among fellow artists and critics) with what was once thought the art itself.

TWA Flight Center (1959-1962) by Eero Saarinen and Associates, John F Kennedy International Airport, New York.

In architecture, while not literally technologically deterministic, the advances in the technologies available made possible the abandonment of earlier necessities.  However, while  the existence of steel frames and increasingly complex shapes rendered in reinforced concrete may have allowed what came to be known as the “new international style”, neither precluded the ongoing use of decoration and embellishment, the discarding of which was a hallmark of modernist architecture.  It was the choice of the architects to draw simple geometric shapes with unadorned facades, a starkness associated especially with the mid-to-late twentieth century steel and glass skyscrapers.  Architects are less keen to be associated with some other high-rise buildings of the era, especially the grim housing projects which blighted so much of the urban redevelopment of the post-war years; there was none of the awful grandeur of the best neo-brutalism to many of these.