Nowadays we’re experiencing (probably like never before) an incredible exchange of influences among the creative disciplines. This fast, continuous movement of elements across neighboring fields, should give arts new interesting perspectives to push ideas into unfamiliar lands.
Nonetheless the risk is that everything is going to collapse into a repetitive pattern, a system that cannot reinvent itself anymore, but only feed a liquid network where probably if no boundaries exist, no differences will survive either.
We lost the capacity to play as primitives were used to, that is as “bricoleurs” to say it with the words of Levi-Strauss: thus, where the primitives found multiple use for the same tool, from creating a pipe to make a canoe, we lost that capacity and therefore we need multiple tools, each for a specific employment, and our language is following the same fate. What once a limit of resources was also an opportunity to stretch out our imagination, is now being replaced by abundance of resources which are limiting our creativity, for how derisive it may sound.
We got rid of the differences in behalf of a new idea of exchange, acceptance, tangled relations. It’s actually faster and easier to forward, copy and paste a sign, rather than conceptualize an idea, bringing it into a different contest. In fact, even concepts are going under the same process of replication. This is “[…] the systems of signs, a material more malleable than meaning”, as Baudrillarde wrote.
One could argue that the attempt to create connections between disciplines is not new as Neoplasticists already tried something alike. That would be true except that Neoplasticists adopted a different approach in their case. That is, the will of bringing graphic, music, painting, sculpture into what they used to call “The Total Masterpiece”. That was the idea to integrate different languages into what the Neoplasticists considered to be the only main discipline (the architecture), where different arts could actually fulfill the very system that was being invented. It wasn’t a tweet of a sign. It was instead the creation of a new language.
The Global Marketing is surprisingly close to what creative disciplines are becoming today. The Global Masterpiece is born, and not only cultural differences (the very richness of each culture) are risking to disappear blending into each other by abandoning their respective identities, but also art, design, fashion, architecture, sculpture are now sharing the same signs, which are not improving any of them anymore, but rather making them all alarming too similar. What is theoretically meant to add meaning, turns out to take the meaning out of the signifier.