The uniqueness of a work of art is inseparable from its being imbedded in the fabric of tradition. This tradition itself is thoroughly alive and extremely changeable. An ancient statue of Venus, for example, stood in a different traditional context with the Greeks, who made it an object of veneration, than with the clerics of the Middle Ages, who viewed it as an ominous idol. Both of them, however, were equally confronted with its uniqueness, that is, its aura. Originally the contextual integration of art in tradition found its expression in the cult. We know that the earliest art works originated in the service of a ritual - first the magical, then the religious kind. It is significant that the existence of the work of art with reference to its aura is never entirely separated from its ritual function.* In other words, the unique value of the 'authentic' work of art has its basis in ritual, the location of its original use value. This ritualistic basis, however remote, is still recognisable as secularised ritual even in the most profane forms of the cult of beauty.** The secular cult of beauty, developed during the renaissance and prevailing for threes centuries, clearly showed that ritualistic basis in its decline and the first deep crisis which befell it. With the advent of the first truly revolutionary means of reproduction, photography, simultaneously with the rise of socialism, art sensed the approaching crisis which has become evident a century later. At the time, art reacted with the doctrine of l'art pour l'art, that is, with a theology of art. This gave rise to what might be called a negative theology in the form of the idea of 'pure' art, which not only denied any social function of art but also any categorising by subject matter. (In poetry, Mallarme was the first to take this position.)
An analysis of art in the age of mechanical reproduction must do justice to these relationships, for they lead us to an all-important insight: for the first time in world history, mechanical reproduction emancipates the work of art from its parasitical dependence on ritual. To an ever greater degree the work of art reproduced becomes the work of art designed for reproducibility.*** From a photographic negative, for example, one can make any number of prints; to ask for the 'authentic' print makes no sense. But the instant the criterion of authenticity ceases to be applicable to artistic production, the total function of art is reversed. Instead of being based on ritual, it begins to be based on another practice - politics.
* The definition of the aura as a 'unique phenomenon of a distance however close it may be' represents nothing but the formulation of the cult value of the work of art in categories of space and time perception. Distance is the opposite of closeness. The essentially distant object is the unapproachable one. Unapproachability is indeed a major quality of the cult image. True to its nature, it remains 'distant, however close it may be.' The closeness which one may gain from its subject matter does not impair the distance which it retains in its appearance.
** To the extent to which the cult value of the painting is secularised the ideas of its fundamental uniqueness lose distinctness. In the imagination of the beholder the uniqueness of the phenomena which hold sway in the cult image is more and more displaced by the empirical uniqueness of the creator or of is creative achievement. To be sure, never completely so; the concept of authenticity always transcends mere genuineness. (This is particularly apparent in the collector who always retains some traces of the fetishist and who, by owning the work of art, shares in its ritual power.) Nevertheless, the function of the concept of authenticity remains determinate in the evaluation of art; with the secularisation of art, authenticity displaces the cult value of the work.
*** In the case of films, mechanical reproduction is not, as with literature and painting, an external condition for mass distribution. Mechanical reproduction is inherent in the very technique of film production. This technique not only permits in the most direct way but virtually causes mass distribution. It enforces distribution because the production of a film is so expensive that an individual who, for instance, might afford to buy a painting no longer can afford to buy a film. In 1927 it was calculated that a major film, in order to pay its way, had to reach an audience of nine million. With the sound film, to be sure, a setback in its international distribution occurred at first: audiences became limited by language barrier. This coincided with the Fascist emphasis on national interests. It is more important to focus on this connection with Fascism than on this setback, which was soon minimised by synchronisation. The simultaneity of both phenomena is attributable to the depression. The same disturbances which, on a larger scale, led to an attempt to maintain the existing property structure by sheer force led the endangered film capital to speed up the development of the sound film. The introduction of the sound film brought about a temporary relief, not only because it again brought the masses into the theatres but also because it merged new capital from the electrical industry with that of the film industry. Thus, viewed from the outside, the sound film promoted national interests, but seen from the inside it helped to internationalise film production even more than previously.