Text beyond price

An examination of heterotextuality proves that not all texts are born equal. Looking at all manner of texts--from 'Exit' signs to chalk graffiti, a sorority house to a bulletin board--it's clear that what links these texts is the intention to communicate; other attributes are variable. The building, the sorority house with its colonial architecture and Greek identifier, is replete with institutional authority, its academic credentials emblazoned across its facade; but it also shares a larger, national and ideological function, allied to all other sorority houses of its type (and, every sorority house, of course). The bulletin board, outside a room housing a writing centre, is also institutionally authorised, both reflecting and contributing to the university's identity and purpose. It also shares an important feature in common with the chalk graffiti (wittily and exclusively referencing the BBC Sherlock Holmes series); namely, its transience and ephemeral nature. In this, even though the bulletin board functions as an institutional sign like the 'Exit' notice screwed into the ceiling, the latter is made different through its permanence and legal mandate. All of these texts can be examined through their intentionality, materiality and functionality (as I've just done), but it's the extra (literally 'outside') variable--their value, 'aura', authenticity--that adds the essential feature of Text. How are these examples to be valued? Clearly very different values come into play: the financial (real estate prices), the legal (how to get out of the building in the case of a fire), the aesthetic (the graffiti, the sorority house. For some, the aesthetic appeal of graffiti is non-existent.). What about the ineffability of value, though? So-called 'sentimental value'? The visceral response to a worn-out old notebook? This becomes Text-beyond-price. This is the core of Text that can never be reproduced in any other medium.

The Invisible Aspect of Text

Walter Benjamin's 'Work of Art in the Age of Mechanical Reproduction' is, rightly, one of the most important articles in the modern era, particularly for its aesthetic approach to Text. If Text is interpretable through its intentionality, materiality and functionality (more capacious descriptions than the alternative triad--'production, transmission and reception'), the missing element, and often the most significant element, is 'aura'. 'Aura' is notoriously difficult to pin down, but might, variously, be thought of as 'authenticity', 'originality', 'value', 'appeal', 'authority'. For Benjamin, loss of 'aura' emerges from reproduction, though the democratisation of art, for him, had great benefits. The essence of Text, then, is its irremovable intent, material, and function, but always weighted by the variable of 'aura'.

Here, from sixty minutes' hard work, are the two classroom boards with tweetable reductions of Benjamin's fundamental message, completed by the teams of my 'What is (a) Text' Senior Seminar.