The 2010 docÂuÂmenÂtary Exit Through the Gift Shop seemed to critÂics both too conÂtrived to be realÂiÂty and too bizarre to be a hoax: Frenchman-in‑L.A. ThierÂry GuetÂta obsesÂsiveÂly films grafÂfiÂti artists and begins purÂsuÂing Banksy, who takes over the project and makes a film about GuetÂta, who, at Banksy’s sugÂgesÂtion, takes up street art, becomes an overnight senÂsaÂtion and — to the someÂwhat horÂriÂfied astonÂishÂment of Banksy — sells a milÂlion dolÂlars worth of his work at his first show as “Mr. BrainÂwash.”
Worth, in the art world, is a relÂaÂtive term, as Roger Ebert pointÂed out. So what if GuetÂta was doing mediocre riffs on Warhol, among othÂers? “SureÂly Warhol’s mesÂsage was that TheirÂry GuetÂta has an absolute right to call his work art, and sell it for as much as he can.” If he can get away with it, more powÂer to him, but sureÂly there’s a highÂer authorÂiÂty that realÂly deterÂmines what we think of as art? Some honÂest body of scholÂars with rigÂorÂous stanÂdards and genÂerÂous tastes? SureÂly there’s someÂthing more than sales to deterÂmine the valÂue of art?
Or maybe, the Vox video above sugÂgests, it realÂly is the eponyÂmous gift shop, whose careÂfulÂly curatÂed tchotchkes and souÂvenirs include such colÂlecÂtions as “an ear-shaped erasÂer,” writes Micaela MariÂni HigÂgs, “a $495 VerÂsace t‑shirt… and of course, the clasÂsics: postÂcards, mugs, and magÂnets.” And that’s not to menÂtion all those wonÂderÂful books…. MuseÂum gift shops have conÂvinced us that if it sells, it’s art. “BasiÂcalÂly, stores are like the ultiÂmate cheat sheet — the more you see a piece of art refÂerÂenced, the more imporÂtant it probÂaÂbly is.”
Some visÂiÂtors even choose to enter through the gift shop, which may, after all, be no stranger than walkÂing through an exhiÂbiÂtion the wrong way. ProÂfesÂsor of AnthroÂpolÂoÂgy Sharon MacÂdonÂald describes the retail area of a museÂum as a show’s final exhibÂit. VisÂiÂtors may feel a lack if they can’t conÂspicÂuÂousÂly conÂsume what they have seen. The more they do so, the more they act as adverÂtiseÂments for the art on their tote bags. This is by design, of course.
MuseÂum gift shops not only see themÂselves as revÂenue sources — some proÂvidÂing up to a quarÂter of an institution’s funds — but also as art eduÂcaÂtors. Store buyÂers colÂlabÂoÂrate with curaÂtors, who want to give potenÂtial visÂiÂtors a sense of their exhiÂbiÂtions’ main ideas. There is no sinÂisÂter plot at work, only the reinÂforcÂing, through comÂmerce, of the museum’s pre-existÂing criÂteÂria for what qualÂiÂfies as imporÂtant art. But you might see a probÂlem — it’s all a bit cirÂcuÂlar, isn’t it? — and thanks to the “mere-expoÂsure effect,” the cirÂcle ripÂples outÂward through repeatÂed viewÂings.
It’s a pheÂnomÂeÂnon not unlike hearÂing the same song over and over on the radio and growÂing to like it through sheer familÂiarÂiÂty. Do we “appreÂciÂate” art by conÂsumÂing its likeÂnessÂes on keyÂchains and mousepaÂds? Maybe we’re also parÂticÂiÂpatÂing in a ritÂuÂal of comÂmerÂcial conÂsent to the valÂue of cerÂtain works over othÂers, mostÂly unaware of how overÂpriced gift shop swag meme-ifies art and ampliÂfies culÂturÂal valÂues we could think about more critÂiÂcalÂly.
RelatÂed ConÂtent:
SalÂvador DalĂ’s Tarot Cards, CookÂbook & Wine Guide Re-Issued as BeauÂtiÂful Art Books
Behind the Banksy Stunt: An In-Depth BreakÂdown of the Artist’s Self-ShredÂding PaintÂing
DownÂload 584 Free Art Books from The MetÂroÂpolÂiÂtan MuseÂum of Art
Josh Jones is a writer and musiÂcian based in Durham, NC. FolÂlow him at @jdmagness
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