Kitsch, kitsch (from German kitsch – bad taste) is a term denoting one of the most odious phenomena of mass culture, a synonym for pseudo-art, in which the main attention is paid to the extravagance of the external appearance, the loudness of its elements. In essence, kitsch is a form of postmodernism. Kitsch is a massive art for the elite. A work belonging to kitsch must be done at a high artistic level, it should have a fascinating plot, but this is not a real work of art in a high sense, but a skillful fake for it. There can be deep psychological conflicts in kitsch, but there are no genuine artistic discoveries and revelations.
The opinions of art critics are extremely evaluative (“bad taste”, “cheap stuff”, “false”, “sugary”, etc.), although interesting detailing of the forms and methods of kitsch (accessibility, realism, parody, etc.) should be noted. ) Of course, this point of view is justified if we consider kitsch as an art: the luxury and pomposity, to which he often gravitates, look doubtful.
However, what we call kitsch is not art and performs special, distinct from artistic functions. Not the aesthetic values of the work, but its adequacy to the requirements of the mass consumer makes kitsch attractive and profitable from a commercial point of view, but it exists in the market space and, like any product, operates in a demand-offer system.