COP Summative Statement

Upon the completion of my COP module, I have gained a greater understanding of digital application to the creative process, and the implications it has on society, productivity and most importantly artists and their work. I concluded that because of a range of existing theories; Walter Benjamin's definition of 'Aura' and how it is lost through the reproduction of the image; Roland Barthes' Authorship theory, how nothing man-made (especially digital) can be considered Original; And finally Karl Marx's 'Labour Theory of Value', which poses the idea that the value of a commodity is only worth as much the labour that has gone into it; digital design tools were indeed a threat to the value of Illustration, and the status of an image.  Furthermore, my argument was improved by the beliefs of a range of practitioners that believe the addition of digital is compromising them of their roles, and increasing competition as more people become technically capable with the tools. 

I was able to apply these theories to many elements within my argument. One example would be how the invention of digital design software was driven by the urge to simplify and speed up traditional creative processes, that once would have needed a vast array of skills and experience to operate - Digital tools can be criticised in this context, because they are encouraging the demise of skill and craft, therefore (in the context of Marx's labour theory) the value of the work suffers. I also concluded that through the use of digital mediums, Aura, Authorship and Authenticity are sacrificed; It was these three concepts that ultimately drove my practical project. 

I have also gained an understanding from my research, that for a genre to progress and move forward, the artists must be willing to adapt and make use of the tools available in order to create new and exciting work; I found that this idea was challenged by the devaluation of digital artwork, as digital tools are very modern and always developing. Attempting to solve the stated problem through the creation of a charitable marketing campaign, I designed a situation in which digital art is Authentic, hypothetically raising awareness of the issue through a well known brand. I attempted to subvert all mentioned theories, through the concept and mechanics behind the campaign, for example; The deletion of the original file, in an attempt to create a piece of original, authentic artwork that maintains an 'Aura'. 

Overall, I found the written element of the module really interesting, and found feel that I was able to find appropriate sources and examples to back up my arguments. With the practical element, I found that my outcome was too technical and sometimes overcomplicated, which I felt limited me when exploring visually. I was sure that I wanted to use COP as an opportunity to develop work relating to Advertising and marketing, and I feel this is why my project became quite complex. The way that I had to play two different roles in order to communicate my ideas also made things very complicated during the development of my project. I feel confident that I have created an effective theoretically informed outcome, that very much could exist in real life, whilst pursuing my interest in marketing/branding. 

With it's focus on 'Authenticity' and 'Aura' within art, this module has inspired me to push my practice towards a form of Illustration that is digitally created, yet remains true to the values of Authenticity.