A common expectation associated with our consumer attitudes is that art should be beautiful, should teach something, should disappoint or entertain.
We are accustomed to the fact that the surrounding reality is arranged in such a way that they always want to sell us something, to make an impression. In art, in relation to everything consumer, a kind of antibodies and resistance to the opinion of the majority are formed. And even when everyone (from advertising to the pop scene) begins to offer things simple and uncomplicated, artists will do the opposite, requiring effort and the active involvement of the intellect.
If everyone offers speed as the main value, artists will, on the contrary, create long and stringy videos that have no beginning and no end, with one single goal – to make it impossible to consume art. Art as the embodiment of the idea of beauty emerged in the 18th century (at the same time the science of aesthetics appeared), but this ended very soon. Because the only thing that remained unchanged for art until the twentieth century was the ideal, but, as we understand it, the ideal of the Middle Ages differs from our modern ideas.
