Warhol's Working Class: Pop Art And Egalitarianism by Anthony E. GrudinWarhol's Working Class: Pop Art And Egalitarianism by Anthony E. Grudin

Warhol's Working Class: Pop Art And Egalitarianism

byAnthony E. Grudin

Hardcover | October 20, 2017

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This book explores Andy Warhol’s creative engagement with social class. During the 1960s, as neoliberalism perpetuated the idea that fixed classes were a mirage and status an individual achievement, Warhol’s work appropriated images, techniques, and technologies that have long been described as generically “American” or “middle class.” Drawing on archival and theoretical research into Warhol’s contemporary cultural milieu, Grudin demonstrates that these features of Warhol’s work were in fact closely associated with the American working class. The emergent technologies Warhol conspicuously employed to make his work—home projectors, tape recorders, film and still cameras—were advertised directly to the working class as new opportunities for cultural participation. What’s more, some of Warhol’s most iconic subjects—Campbell’s soup, Brillo pads, Coca-Cola—were similarly targeted, since working-class Americans, under threat from a variety of directions, were thought to desire the security and confidence offered by national brands.
 
Having propelled himself from an impoverished childhood in Pittsburgh to the heights of Madison Avenue, Warhol knew both sides of this equation: the intense appeal that popular culture held for working-class audiences and the ways in which the advertising industry hoped to harness this appeal in the face of growing middle-class skepticism regarding manipulative marketing. Warhol was fascinated by these promises of egalitarian individualism and mobility, which could be profound and deceptive, generative and paralyzing, charged with strange forms of desire. By tracing its intersections with various forms of popular culture, including film, music, and television, Grudin shows us how Warhol’s work disseminated these promises, while also providing a record of their intricate tensions and transformations.
 
Anthony E. Grudin is associate professor of art history at the University of Vermont.  
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Title:Warhol's Working Class: Pop Art And EgalitarianismFormat:HardcoverDimensions:202 pages, 10 × 7 × 0.9 inPublished:October 20, 2017Publisher:University of Chicago PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:022634777X

ISBN - 13:9780226347776

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Reviews

Table of Contents

Acknowledgments

Introduction: Warhol and Class
1          Varieties of Pop
2          Warhol’s Participatory Culture
3          Warhol’s Brand Images
4          Warhol, Modernism, Egalitarianism
Conclusion: Warhol’s Neoliberalism

Notes
Index

Editorial Reviews

“Andy Warhol remains one of the most important artists of the twentieth century, and Anthony Grudin has brilliantly identified one more reason this is so. His cans and bottles, celebrities and disasters record the power and consequences of class performances, stylistics, and affects—especially those of the working class. What’s more, Warhol’s Working Class arrives at a critical moment when neoliberalism’s deceptive promises of individualism, brand-based mobility, and self-determination have come under new scrutiny. In clear and compelling prose, Grudin illuminates how Warhol, too, participates in this important conversation.”