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Artistic function within the global society is not more to produce “beauty” instead to acting inside communication. At Baudelaire’s time beauty was the ephemeral and bizarre. Masterpiece, work of art now is rather an open device. At the beginning of the modern era, cinema creates a new kind of spectator as an absent-minded expert, as W. Benjamin said. The new technological condition produces itself a sort of technical aura (so is for radio, cinema, records etc.) But as K. Marx said «production produce consume». So a new condition of aura in communication era lies in the ephemeral artist’s act. Art is now in the era of “gas”, to live the aura is just to breath an atmosphere as Y. Michaud says. Artistic function is to produce relations and public relations. Curators they work as cool hunters or disc jockey and museums are a new kind of mass media for an absent-minded public enjoying in the supermarket of aura.

DOI: 10.4000/estetica.1607

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