Greenberg analyzes the rise of avant-garde culture as a reaction to the breakdown of traditional societal and artistic norms. He contrasts avant-garde culture with kitsch, mass-produced art that emerged after industrialization. Avant-garde art is complex and elite, while kitsch is simplified and designed for the urban masses. Kitsch imitates genuine culture but reduces it to shallow, formulaic entertainment. It borrows from mature cultural traditions but repackages them for easy consumption, lacking depth or authenticity. While kitsch changes in style, it remains fundamentally superficial.