Publication: La transformación de la cultura de masas. Aura y comunión fática
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2010-01
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Luis Gómez Encinas
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Abstract
[ES] El objetivo de este artículo es analizar la transformación del concepto de aura a partir de la integración de las nuevas tecnologías y el ser humano. Si Walter Benjamin asoció la pérdida del aura a la era de la reproductividad técnica, la nueva cultura popular ha encontrado en la comunicación fática el modo de recuperarla. En este sentido, ésta ya no se establece sólo en función del objeto a contemplar sino también en virtud del sujeto que la contempla. Para explicar esta evolución, es necesario tener en cuenta la amputación por parte de los medios electrónicos de ciertas formas sentir, pensar y recordar que llegan incluso a modificar nuestra identidad social e individual, pero también nuestra memoria colectiva. De este modo, la transmisión de las experiencias de manera oral ha dejado paso a una forma de comunicabilidad establecida por la integración de aura y comunicación fática, donde lo importante no es ver el acontecimiento mediático sino poder sentirlo en directo. Nuestra identidad medíática parece desvincularse del ser para formar parte de un estar. En este caso, de un estar juntos.
[EN] The aim of this article is to analyze the transformation of the concept of aura through the association of new technologies with the human being. Although Walter Benjamin had associated the loss of the ‘aura’ with the Technical Reproduction era, the new popular culture found a way to retrieve it using the phatic communication. In this sense, not only is it established according to the object to contemplate but also by virtue of the subject that contemplates it. To explain this evolution, it is necessary to take into consideration the elimination of certain forms of feeling, thinking and remembering, by the electronic media. This leads not only to the modification of our social and individual identity, but also to the alteration of our collective memory. Thereby, the oral transmission of experiences gave way to the combination of the aura with the phatic communication. In this case, it is not important to see the mediated event but to be able to feel it live. As a matter of fact, our media identity seems to be dissociating from the being, to be part of a common presence, in other words, a collective presence.
[EN] The aim of this article is to analyze the transformation of the concept of aura through the association of new technologies with the human being. Although Walter Benjamin had associated the loss of the ‘aura’ with the Technical Reproduction era, the new popular culture found a way to retrieve it using the phatic communication. In this sense, not only is it established according to the object to contemplate but also by virtue of the subject that contemplates it. To explain this evolution, it is necessary to take into consideration the elimination of certain forms of feeling, thinking and remembering, by the electronic media. This leads not only to the modification of our social and individual identity, but also to the alteration of our collective memory. Thereby, the oral transmission of experiences gave way to the combination of the aura with the phatic communication. In this case, it is not important to see the mediated event but to be able to feel it live. As a matter of fact, our media identity seems to be dissociating from the being, to be part of a common presence, in other words, a collective presence.
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Comunión fática, Cultura de masas, Aura, Identidad mediática, Simulacro, Phatic communion, Mass culture, Aura, Media identity, Simulacrum
Bibliographic citation
Aposta: revista de ciencias sociales, enero, febrero y marzo 2010, nº 44, p. 1-13