Art in Today’s Society

This lesson focuses on the concepts of soul-making, art fusion and transcreation
and their respective examples.

Learning Objectives
At the end of the lesson the students are expected to:

1. Discuss the concept of soul making, art fusion and transcreation.

2. Develop students’ artistic potentials through the art of soul-making, fusion and
transcreation.
3. Enhance appreciation and awareness of students towards arts today’s society.
4. Explain the concept of hybrid art forms.
5. Characterize and define narratives, appropriation, borrowings and ownership of
the artist or any agency in the art world.
6. Develop students’ artistic ability in any form they would choose to appropriate an
art.

Lesson 1 - Soul-Making, Art Fusion, and Transcreation

Soul-Making

In the language that refers to all activities concerning individual expression through
the arts, is the deeper process known as “soul- making.” The soul here refers to the
individual’s psyche.

It is this activity of working through disintegration that we consider to be at the core

of the creative and therapeutic processes. This act i s k n o w n a s “poesis” (following
Heidegger’s use of the Greek word for poetry), and consider it to be at the center of
human existence. These creative activities can be best described as a death and rebirth
of the soul or what James Hillman calls “soul-making.”

Art Fusion

Art fusion is a product of industry and commercialism. It occurs when an artist of

any art form collaborates with a brand/company (a product, service, fashion, charity) to
create a product that will benefit the artist, the company and society as a whole.

Art still has the power to influence the society’s capacity to grow and evolve. It can
predict, maintain and destroy the status quo. Artists have the power to nurture a society’s
soul. Art fusion can give an artist the ability to produce work that will reach a new and
wider audience.

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 https://www.vmfa.museum/exhibitions/exhibitions/fusion-art-21st-
century/
Figure 1. Example of Art Fusion

Transcreation

Transcreation is a type of translation that also includes creation or recreation. It

means going a step further than simply adapting the text. It is a term used in advertising
and marketing and refers to the process of adapting a message from one language to
another, while maintaining its intent, tone and context.
To create a global marketing campaign that evokes the desired response in every
culture you target, you need to recreate the campaign–the words and the images–or
every culture. This process is known as transcreation. Content that is transcreated is
created for a particular culture, using the vernacular of that culture, often in a certain
locale. Transcreation is more of a content development process than a translation
process. Sure, transcreated content retains the brand logo and mark, the corporate
colors, and so on. What it doesn’t necessarily keep is the message or expression of
sentiment.
In arts, transcreation may take the form of recreating an art from into another art
form with the intent of changing the medium and noting else. Examples would be
changing the music to text, text to dance, dance to visual art, text to theatre and text to
cinema.

A great example is the transcreation of Spider-Man in India. Peter Parker of New

York is transformed into the dhoti-wearing Pavitr Prabhakar in Mumbai who fights
evil monster in emblematic places like the Taj Mahal. The setting and the names of the
main characters, with the exception of Doctor Octopus, have been changed so that the
target audience identifies with them more readily.

Transcreation is not limited to the way concepts are expressed or how foreign
names are made more appetizing and easier to pronounce. Visual elements such as
colors, shapes, and sizes are also necessary to be modified to cultural preferences. This
is something that often goes unnoticed, but even little changes can make a immense

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difference in marketing success. In Europe, the background of the McDonald’s logo is
green rather than red, which elicit the idea of a healthier and more natural product.

Sometimes, however, changes are so dramatic that the outcome is almost

completely unrecognizable. Such is the case of the Qatar-based news agency Al
Jazeera, which is known as Aj+ in western society. The two logos show a world of
difference.

Figure 2. Example of Transcreation

Each society is conditioned by their language and culture. Therefore, each one
has a lifestyle based on their customs, values, beliefs, or even more trivial things like
entertainment preferences.

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ACTIVITY 1

In not more than ten sentences, discuss soul-making and art fusion. Give one famous
example of art fusion. Expound on why art fusion is valuable to the society.

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Lesson 2- Hybrid Art Forms and Appropriation

Hybrid is defined as having mixed origin that adds variety or complexity to a

system.

Hybrid Art Forms in the contemporary arts explore the various media and
techniques for innovation and experimentation in art creation. It may involve cross-
breeding- the art-making process with other disciplines like with the natural and physical
sciences, industrial and etc. Contemporary artists are now free to create art with whatever
material or technique they could think of. This freedom from rules paved way the way for
new opportunities to express ideas, beliefs ad emotions.

In art forms, hybridity could mean the blurring of traditional distinct boundaries
between artistic media such as painting, sculpture, film, performance, architecture, and
dance. It also can mean cross-breeding art-making with other disciplines, such as natural
and physical science, industry, technology, literature, popular culture, or philosophy.
Hybrid art forms expand the possibilities for experimentation and innovation in
contemporary art.

According to Levinson (1984), hybrid art forms are not purely structural; they are
primarily historical. Hybrid art forms are art forms arising from the actual combination of
interpretation of earlier art forms. Its form must be understood in light of their components.
Levinson identifies three important categories of hybrid art forms which are classified
according to their method of combining different artistic disciplines:

Juxtaposition (or addition) – simply joining two or more different products to

present a larger, more complicated one; each component maintains its original
identity; involves arts that explicitly use accompaniment and most multi- or mixed-
media arts; examples: mime accompanied by flute b. symphony plus light show

Synthesis (or fusion) – all components modify each other so that each one
loses some of its original identity; employs a certain amount of parity or symmetry
of fusion; examples: Wagnerian opera = symphonic sung drama (or dramatic song)
Concrete poetry = poem-picture (partly poetry, partly graphics)

Transformation (or alteration) – one art is transformed is the direction of another;

an unequal mixture of components so that the resulting hybrid maintains the
identity of the dominant art form; example: kinetic sculpture (sculpture with
movement related to dance)

Two overall effects that Hybrid works of art achieve:

Integrative: the image of richness and complexity; parts cooperate towards

common end (e.g. Wagnerian Opera)
Disintegrative: rampant lack of coordination; cognitive overload (e.g. Einstein
on the Beach)

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 Today’s artists are free to make art with whatever material or technique they can
imagine. This freedom creates new opportunities to express ideas and concepts. It also
opens up a number of challenges, choices, and decisions for artists.

https://www.pinterest.ph/pin/467670742529076496/

https://artistbestiary.files.wordpress.com/2013/08/hybride1.jpg

Figure 3. In these sculptures, Italian artist Alessandro Gallo depicts everyday people as
human animal hybrids. Gulls sit patiently on a bench.

Appropriation

Appropriation is borrowing. It is the practice of creating a new work by taking a pre-

existing image or material from another source like book and combines it with new ones,
thus completely transforming the original. A found object is an existing object given a new
identity as an artwork or part of an artwork. Artist can re-create an object in many ways
like repainting it, altering its style, they can also layer images and redefining the images
in a new context.

Appropriation artists deliberately copy images to take possession of them in their

art. They are not stealing or plagiarizing, nor are they passing off these images as their
very own. This artistic approach does stir up controversy because some people view
appropriation as unoriginal or theft. This is why it's important to understand why artists
appropriate the artwork of others.

Appropriation artists want the viewer to recognize the images they copy. They
hope that the viewer will bring all of his original associations with the image to the
artist's new context, be it a painting, a sculpture, a collage, a combine, or an entire
installation. The deliberate borrowing of an image for this new context is called
recontextualization. Recontextualization helps the artist comment on the image's
original meaning and the viewer's association with either the original image or the real

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 thing. Below are examples of Appropriation in art

The Eli and Edythe L. Broad

https://ecdn.teacherspayteachers.com/thumbitem/Appropriation-Art-Collage-
Having-Fun-with-Well-known-Works-of-Art-2992136-1500873454/original-
2992136-2.jpg

https://image.slidesharecdn.com/similarityjudgmentsfinal-130610193607-
phpapp02/95/appropriation-art-and-copyright-do-layperson-judgments-of-image-
similarity-match-legal-constructs-5-638.jpg?cb=1370893395

Figure 4. Hybrid Art Forms and Appropriation

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ACTIVITY 2

“Art is not a mirror to hold up to society, but a hammer with which to shape it.”
– Leon Trotsky

1. Relate the quotation of Trotsky to the concept of hybridity in art forms.

http://petapixel.com/assets/uploads/2015/10/LastSupper-copy1.jpg

2. Look closely on the image above. Answer the following questions.

a. What elements of the image are appropriated?

b. Can you identify the source of the appropriated image?

c. What do you think is the artist trying to convey in this appropriated work?

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d. How does the source and the transformation of the appropriated image help
create meaning for this artwork?

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Lesson 3 – Improvisation in Various Art Forms

Improvisation in Various Art Forms

Improvisation is creating or performing something spontaneously or

without preparation, or making something functional from whatever is available. The skill
to improvise can apply to many different areas, across all artistic, scientific, physical,
cognitive, academic and non- academic disciplines. There are things that no matter what
people do, is just unpredictable and cannot be controlled, the best that the person can do
is adapt and make use of whatever is available to survive. Murphy’s Law states that in
any field of endeavor, anything that can go wrong will go wrong.

Photorealism

Photorealism is a term that was invented to refer to artist whose works depended
for the most part on photographs. These artists would often project onto the canvas the
images which would be replicated with precision and accuracy. The movement began in
the same period as Conceptual art, Pop Art, and Minimalism. Photorealism expressed a
strong interest in realism in art, over that of idealism and abstraction.

Photorealism complicates realism by combining that which is real and which is not.
Photorealism emphasizes the value of the tradition techniques of academic art again after
years of spontaneous, accidental, and improvisational art techniques.

Figure 5. Chuck Close is a stalwart of photorealism (Image credit: Chuck Close)

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Installation Art

Installation art is a modern movement characterized by immersive, larger-than-life

works of art. Usually, installation artists create these pieces for specific locations, enabling
them to expertly transform any space into a customized, interactive environment.
Installation art is different from sculpture and other traditional art in a sense that its focus
is on its effect on the viewer. Installation artist usually create these pieces for specific
location, enabling them to transform the space into a customized, interactive environment.
Installation art is characterized into three major characteristics: immersive, large-scale
and site-specific.

Immersive. This unique characteristic entices the viewers’ senses and invites
them to experience the art from new and different perspectives.
Large-Scale. Most works are massive or large in scale. Their size engulfs
the viewers and enables them to become completely immersed in this
environment.
Site-Specific. Before artists create their massive installations, they usually plan it
with certain sites already in mind. These areas may be rooms in galleries,
museums or outdoor spaces.

Like many modern and contemporary genres, the installation art is influenced by
different art movements, like Conceptualism, Dadaism, and Performance Arts. The
innovation of installations has become a major component in modern art since 1960.

Figure 6. Examples of Installation Art

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Applied Arts

Applied Arts refers to the application of artistic designs and decorations to

everyday utilitarian objects to make them aesthetically pleasing. This includes, industrial
design, fashion design, furniture design, and commercial art.

Industrial design is a process of design applied to products that are to be

manufactured through techniques of mass production. A key characteristic is that design
precedes manufacture: the creative act of determining and defining a product's form and
features takes place in advance of the physical act of making a product, which consists
purely of repeated, often automated, replication.

Fashion. It is defined as popular way of dressing at a particular time and place,

and among a particular group of people. It is the art of applying design and aesthetics or
natural beauty to clothing and accessories. Fashion designs are influenced by culture
and social attitudes which has varied over time and place. Designers are tasked to come
up with works that are original, flattering, and comfortable. They also consider who is
likely to wear the garment and situations in which it will be worn.

Furniture Design. A specialized field where function and aesthetics are brought
together. Interior designers believe that furniture is one of the most important aspects of
an interior space. Furniture not only add function and space, but they also add style and
personality. Chair, table and couch should be more than just functional, it should be
aesthetic and decorative.

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ACTIVITY 3

REFLECTION. Expound on the following items reflecting on your learnings from this
Module. The following shall be the basis in grading your answer:

Content - 6 points, Presentation - 6 points, Grammar and diction - 3 points.

1. Expound on Levinson’s discussion on hybrid art forms and its characteristics.

2. Why do you think appropriation is also termed as borrowing? How does it

affect the original artist and his work?

3. In your point of view, do you consider fashion, industrial design and furniture
design art? Why or why not?

4. Elaborate on the concepts of soul-making, art fusion and transcreation. Give

examples for each.

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References

Ferrer, Maria Cristina D. et.al, (2018). Art Appreciation. Panday Lahi Publishing
House, Inc.
Sucat, Muntinlupa City.

Alfred (2018). Transcreation: What is it and Why is it important? Retrieved from

http://exerosoluciones.com/en/transcreation-2/

Soul-making. Retrieved from http://abbeyofthearts.com/blog//2009/04//28/soul-

making https://www.vmfa.museum/exhibitions/exhibitions/fusion-art-21st-century/
Gersch-Nesic, B (2019). What is Appropriation Art? Retrieved
from https://www.thoughtco.com/appropriation-appropriation-art-183190

Hybrid Art Forms. Retrieved from

http://schools.walkerart.org/arttoday/index.wac?id=2355

Levinson, Jerrold. “Hybrid Art Forms.” In Music, Art, and Metaphysics: Essays in
Philosophical Aesthetics. Ithaca and London: Cornell University Press, 1990, pp. 26-
36. (Previously published under the same title in the Journal of Aesthetic Education,
18 (1984), pp. 5-13.)

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brids%3A
%20%E2%80%9Ccollage%2C%20kinetic%20sculpture%2C%20shaped%20canvas
%2C,with%2
0musical%20accompaniment%2C%20calligraphic%20dance%2C%20sound%20film
%2C%20etc
.%E2%80%9D

https://image.slidesharecdn.com/similarityjudgmentsfinal-130610193607-
phpapp02/95/appropriation-art-and-copyright-do-layperson-judgments-of-image-
similarity- match-legal-constructs-5-638.jpg?cb=1370893395

The Art Story. Photorealism. Retrieved

fromhttps://www.theartstory.org/movement/photorealism/

My Modern Met (2019). Intallation Art. https://mymodernmet.com/what-is-installation-

art- history-artists/2/

"Applied art" in The Oxford Dictionary of Art. Online edition. Oxford University Press,
2004. www.oxfordreference.com.

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