The aim of kitsch is not to create new needs or expectations, but to satisfy existing ones. Kitsch thus does not work on individual idiosyncrasies. It breeds on universal images, the emotional charge of which appeals to everyone. Since the purpose of kitsch is to please the greatest possible number of people, it always plays on the most common denominators.
The example of kitsch themes mentioned above belong to what one my call universal kitsch. They play on basic human impulses irrespectively of religious beliefs, political conviction, rase, or nationality. They exploit universal subjects such as birth, family, love, nostalgia, and so forth, which could, perhaps, be further analyzed in terms of Jungian archetypes. However, alongside universal kitsch we also find more specific types of religious, political, national, and local kitsch.
Tomáš Kulka Kitsch and Art
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