From Kitsch to Revival: The Transformation and Dissemination of Kitsch Art in the Context of Consumerism

This paper traces the historical trajectory of kitsch art and examines its roles and impacts during industrialization, media dissemination, and symbolic consumption processes. Utilizing McLuhan’s theoretical framework of "the medium is the message", this study analyzes how media drives the dissemination of kitsch art and facilitates its symbolic transformation. Furthermore, the paper conducts an in-depth exploration of the revival of kitsch art under consumerism, focusing on its characteristics of symbolic consumption, its correlation with the psychological demands of the middle class, and the commercialization of art within a globalized context. Through detailed case studies, this research posits that kitsch art not only demonstrates its unique commercial value in market-aligned phases but also reveals traces of shifting contemporary cultural and aesthetic preferences. The findings offer multidimensional insights into the development of this art form in modern society.