Antipodes
Sergio Umbria
At the antipodes of the hermetic avant-gardes
And elitists, mass culture wants to offer novelties
Accessible to the widest possible audience and
Distract as many consumers as possible
Its intention is to amuse and give pleasure, to enable a
Easy and accessible evasion for all, without the need
Of any training, without specific cultural references
And scholars. What the cultural industries invent is not
It is more than a culture transformed into articles of
Mass consumption
At the antipodes of the hermetic avant-gardes
And elitists, mass culture wants to offer novelties
Accessible to the widest possible audience and
Distract as many consumers as possible
That is why on a daily basis we see in the audiovisual media
Consumption strategies, not only through their advertisements
But also in his novels, and movies, creating in the viewer
The need to want to have what you do not need or is useful to you in your
Life
At the antipodes of the hermetic avant-gardes
And elitists, mass culture wants to offer novelties
Accessible to the widest possible audience and
Distract as many consumers as possible