In "Avant-Garde and Kitsch," Clement Greenberg compares two types of culture: avant-garde art and kitsch. Avant-garde art aims to be innovative and push boundaries by focusing on the artistic form itself, rather than telling simple stories or appealing to popular tastes. This kind of art seeks to maintain high standards and is often abstract or experimental. Though it comes from bourgeois (middle-class) society, it tries to distance itself from mass culture by being challenging and intellectual.
Kitsch, on the other hand, is a product of industrialization and mass culture. It’s made for the general public who may not have the time or education to appreciate complex or abstract art. Kitsch takes ideas from genuine culture but simplifies them into easily digestible, shallow entertainment. It’s formulaic and often feels fake, providing quick satisfaction without depth. Greenberg argues that kitsch harms culture by lowering artistic standards, while avant-garde art enriches it by offering something deeper and more meaningful