The time has probably come to admit that the notion of an avant-garde is no longer useful in discussing contemporary literature. How can there be an avant-garde without a mainstream? Avant-garde de quoi? one must ask. Establishment institutions — universities, museums, foundations, commercial galleries, even the state — have embraced the idea of experimental art for so long that the avant-garde is now a safely domesticated concept, just another traditional style.

The media of the technological age have very different characteristics. Their content is the Insignificant, the "news". Tomorrow it will no longer have the least interest. There is even good reason to believe that there is no interest at the time of the event. The medium is the televised image, instead of the permanent to which one must return in order to grow on one's own. It continually falls into a nothingness from which it will never be able to leave. The media world thus does not offer a self-realization of life; it offers escape. For all those whose laziness represses their energy and thus always leaves them discontent with themselves, it offers the opportunity to forget about their discontent. This forgetting recurs at each moment with each new rise of Force and Desire. Each weekend, students from the Parisian suburbs spend an average of twenty-one hours in front of their televisions, just like their teachers. At least they will have something to talk about the next day.

Avant Garde is French for bullshit.

Avant-garde is French for bullshit

As an element in the reaction against mass values the intellectuals brought into being the theory of the avant-garde, according to which the mass is, in art and literature, always wrong. What is truly meritorious in art is seen as the prerogative of a minority, the intellectuals, and the significance of this minority is reckoned to be directly proportionate to its ability to outrage and puzzle the mass. Though it usually purports to be progressive, the avant-garde is consequently always reactionary. That is, it seeks to take literacy and culture away from the masses, and so to counteract the progressive intentions of democratic educational reform.

The media is the thought-form of the technological society, and it finds nothing it does to be laughable, a sure sign that it is not human.

Media are means of extending and enlarging our organic sense lives into our environment.

All media exists to invest our lives with artificial perception and arbitrary values. (p. 199)

Storing information and transmitting information without having to employ such obscure instances as the human ‘spirit’ or ‘soul’: such is the very definition of media.

All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical, and social consequences that they leave no part of us untouched, unaffected, unaltered. The medium is the massage. Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments. All media are extensions of some human faculty – psychic or physical. (p. 26)

New media are new archetypes, at first disguised as degradations of older media.

Whatever we know about society, or indeed about the world in which we live, we know through the mass media. This is true not only of our knowledge of society but also of our knowledge of nature.

The whole concept of the avant-garde in art is meaningless. I can see what it means when applied to sport, for instance. But to apply it to art would be to accept the idea of progress in art; and though progress has an obvious place in technology — more perfect machines, capable of carrying out their functions better and more accurately — how can anyone be more advanced in art? How could Thomas Mann be said to be better than Shakespeare?

All
media
are
extensions
of
some
human
faculty-
psychic
or
physical.