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PRE -POP PHENOMENON POP MASTERS REVISING POP CHRONOLOGY
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From MONTH IN REVIEW: NEW YORK EXHIBITIONS

In the gay town of Lepingville I bought her four books of comics, a box of candy, a box of sanitary pads, two cokes, a manicure set, a travel clock with a luminous dial, a ring with real topaz, a tennis racket, roller skates with white high shoes, field glasses, a portable radio set, chewing gum, a transparent rain coat, sunglasses, some more garments - swooners, shorts, all kinds of summer frocks.
Vladimir Nabokov, in Lolita

QUESTION: Subject:

ANSWER: [in part] ... The TILT of all those millions of Pin Ball Machines and Juke Boxes in all those hundreds of thousands of grubby bars and roadside cafes, alternate spiritual Homes of the American; and star-studded Take All, well-established American ethic in all realms - spiritual, economic, political, social, sexual and cultural. Full Stop.

QUESTION: What in your ancestry, nationality or background do you consider relevant to an understanding of your art?

ANSWER: Only that I am American. Only that I am of my generation, too young for regional realism, surrealism, magic realism and abstract expressionism and too old to return to the figure ... I propose to be an American painter, not an internationalist speaking some glib visual Esperanto; possibly I intend to be a Yankee. (Cuba or no Cuba.)
Replies by Robert Indiana, painter, to questions put by the Museum of Modern Art, which last year acquired Indiana's The American Dream
Rising to the challenges of continual change, American art has been a running accompaniment to the nation's history. For change and progress are the stuff of life, especially in America. And life itself, especially in America, is the heart and soul of painting.

Alexander Eliot, in 300 Years of American Painting It is both a tribute to and a criticism of the perverse genius of the "beatniks" that they have been able to exploit Walt Whitman as if he were Alfred Jarry. But it helps to explain why America's rediscovery of America, a preoccupation with our own past which overtook us during the 1950s (climaxing I think in the election of President Kennedy, who, as a writer and a devotee of touch football plus proof-positive wealth, reconciles the internal conflicts of the all but discredited American Dream, since renamed the National Purpose), has been slow in revealing itself in modern American art for what it really is. For now we can find in a new generation of artists increasing evidence that not only is the American Dream not dead, but that it is also avant-garde. Obviously this is not the dream of the Founding Fathers, plucked from the deep freeze of history. It is an exalted but ambivalent hot rod version of it, substituting philosophy for polity, yet trying at the same time to "existentialize" the American experience. It is in his search for (an) experience that this new artist has come via a long route back to America as a new kind of primitivism. In mass man and his artifacts, his cigarettes and beer cans and the library of refuse scattered along the highways of the land with their signs, supermarkets and drive-in motels the New American Dreamer - let us call him - finds the content that at once refreshes his visual experience and opens paths beyond the seemingly exhausted alternatives of abstraction - without returning to the 'figure." The New American Dreamer sees this new America, however, much like a foreigner. It has the same nearly morbid fascination for him as it does for Nabokov's Old World emigre, Humbert Humbert, who is secretly thrilled by the inventory of anesthetic items he has purchased for his "ultraviolet darling," Lolita. This "foreign" perspective in turn emphasizes the dreamer's link with the avant-garde traditions of Europe. He has never known, or at least never tried to know, art in any spirit but that of disaffiliation - the tradition of Bohemia. But where the disgusted European intellectual sees only the Indian - or the Negro - as the transcendent symbol of America's regenerative powers (the habit of condescension is hard to shake, even if you are nauseated by Europe; Sartre saw the prairies beginning at the outskirts of New York), the ostensibly disaffiliated American has discovered Mass Man, a sort of Paul Bunyan made over by the Industrial Revolution. He is mediocre, but he is honest - or at least himself What's more, he has no taste. At any rate, the effect is the same as if the dreamer had slipped back into the (old) American Dream, blocking out his nostalgic sentimentality (for what else is it, really?) by taking refuge in his tradition of disaffiliation. In Robert Indiana's statement, for instance, the prodigal's return is concealed in the radical but pat language of protest.

I think that much of what has been called neo-Dadaism is but a form of this new dream, representing a subversive form of reconciliation with society on the one hand, with subject matter on the other, or at least indicating a repressed desire for both. The New American Dreamers are, in fact, realists of a sort, whose techniques have been wrongly interpreted, whose motives have been misunderstood, whose art has been simultaneously over and underrated, frequently by themselves. It is only because it is, aesthetically, an extension of avant-garde premises that it has received the lion's share of attention at the expense of a broad front of reaction which includes both the rhetorical provincialism and unabashed hero worship of the likes of Alexander Eliot, and all that is implied by the "new realism." At bottom the New American Dreamers remain sophisticates, as aware of style as their patrons (new dreamers produce new patrons). For these patrons, the adoption of traditional kitsch by the modern artist provides a vindication of the original American Dream.

It is hard to establish the charter membership of this phenomenon, but certainly Jasper Johns is somewhere near the top of the list, if not at the beginning, even if he has only brought a rare refinement to what was implicit in some of the cruder combines of Robert Rauschenberg. Though I have only read about them, the "happenings" (a sort of ultimate psychodrama theater in the round) put on by Allan Kaprow and his friends strike me as expressions of a longing for a childlike sense of participation in a total social experience - which is merely a corollary of the innocence projected by the very phrase" The American Dream." And soon we shall be seeing more of artists like Indiana, James Rosenquist, Roy Lichtenstein and Peter Saul (Frumkin Gallery, January 9-February 4), portraitists of the banal, of the billboard, the automobile and the comic strip. (See also my review in this issue of Larry Rivers' new work.) If all this is merely neo-Dadaism, then the parent form itself has all this time been interpreted wrongly, probably to be consistent with the view of Western culture entertained by intellectuals and critics of a liberal or even further Left - persuasion.

So much said, I have to and I willingly admit that - to me - the New American Dream in art is not entirely suspect. Given the development of art since the original avantgarde, I do not necessarily find it unnatural for one to be torn between a tradition of disaffiliation and a desire to reform. What at I find suspect is work that does not transcend its own rationalizations such as Indiana's painting which lets the subject do the work of the imagination. Jasper Johns's sculpture, especially, does transcend these rationalizations. I also consider it highly revealing that Kaprow (for instance), an especially noisy American Dreamer, launched until recently his love-hate assaults on the squares from the Halls of Ivy, specifically, Rutgers University, where he taught. Similarly, I suspect that the sympathy I felt for Claes Oldenburg's The Store when I visited his studio, which had once really been a store, will at least partially evaporate when The Store's contents are shown at Green Gallery in the near future.

Oldenburg is the proprietor of the Ray Gun Manufacturing Co., a pseudonymous front for a talent (one I respect) which has so far conceived Ray Gun Comics, Ray Gun Mottoes, Ray Gun Theater and once even instigated a campaign to change the name of New York City to Ray Gun. (His participation in and creation of "happenings" only demonstrate to me that he too is, on occasion, a victim of the pressures of perpetual avantgardism.) In May, 1960, Oldenburg installed within the now defunct Reuben Gallery a microcosmic city, built of cardboard, papier-machZ¹ and stuffed burlap. If The Store, which opened and ran for the entire month of December (in co-operation with the Green Gallery), came closer to obviously embracing that which it presumably deplored, it was partly because Oldenburg no longer depends on Dubuffet for what was both aesthetically and sociologically misleading. Dubuffet's basal and reflexive sophistication contradicted Oldenburg's very real infatuation with the tawdriness of specifically American kitsch. The Store captured that and more.

It was the very simulacrum of the ultimate in American variety stores, a combination of neighborhood free enterprise and Sears and Roebuck. Its inventory included candy bars and wedding gowns, pastries and men's suits, bread, corsets, bacon and eggs, sandwiches, cards (typique!) of bow ties, carrots, a corsage and an airmail letter. Oldenburg had even had printed up for himself a business card and, not incidentally, had the posters announcing the event printed in Spanish Harlem by a man who improvises magnificent circus-type primitive typographical layouts. But the clothes were unwearable and the food inedible because they were all made of plaster and chicken wire and coated with dripping enamels - bright, gaudy, festive, vulgar, lugubrious, sloppy. The Store was a substitute for the real thing. Indeed, if its aggravated humor finally settled within an aura of faint melancholy - possibly my own - it was because it was all so hopelessly nostalgic. For each item and finally The Store itself embodied a special emotion, one which had compared the way things were (have Mary Janes gone up?) with the way things are, and found the latter a possibly appalling inevitability. Only a kind of mockery could make it all desirable again. Meanwhile the avant-garde would still receive the indigent.

It was a pleasure, and then it became disturbing, and I fell into the critic's habit - or was it the consumer's? - of examining individual items. I began, in other words, to draw away from the experience via the aesthetic outlet that had been so carefully provided. I found the candy sticks too unformed, mere varied blobs of plaster and color. The wedding gown on a cadaverous mannikin was more lumpish than lumpen, undecided as to how serious it should be as sculpture. The pastries were especially attractive, and the airmail letter I craved as I might a bit of eighteenth-century porcelain which I saw here in its demotic transformation. (The melting pot, of course!) Oldenburg made no effort to reproduce each item faithfully. The likenesses varied, for on the principle of caricature the color and tactile properties of each object were exaggerated, though usually natural scale was retained. But the degree to which Oldenburg caught the memorial character of the real thing, the way he invoked, for instance, the feel of an air-mail letter largely through color, the gelatinous and crumbly texture of a pastry, the ready-to-wear but ready-toshrink visage of a mail-order shirt, the way, in other words, he evoked the attitudes invested in these material things, and even defined their class (no higher than middle), was really quite overwhelming.

Still, one must find a form for these things, and sometimes Oldenburg is seduced by his technique, permitting it and the subject, that is, its shock value, to take over - at which time the forms become unnecessarily gross and the perfection of approximation is lost as the paint drips back into the tradition of the new. In the end, The Store was more than the sum of its many wonderful parts. It epitomized, artistically, an unconscious effort to draw everyday America into art which is desperate for substance and communicable experience, yet is unable to surrender the aestheticism it believes it is thus shedding. It also is something of an answer to Coolidge's simplistic notion that "the business of America is business," but in its crazy mixed-up way doesn't know whether to laugh or cry. And it will be suspended over this chasm of indecision as long as it regards the banality of the American experience as a form of primitivism - and as kicks - rather than what it is America itself, take it or leave it....

PRE -POP PHENOMENON POP MASTERS REVISING POP CHRONOLOGY