Postal Packages by Želimir Koščević

Author: Ivana Bago
Keywords: art market, conceptual art, curatorial concept, dematerialization, historization, international network, irony, mail art, youth/student organization

Date: 1972

Place: Student Center Gallery, Zagreb

Curator: Želimir Koščević

Participants: undisclosed mail art works by international artists

The exhibition “Postal Packages” (1972) was a culmination of curatorial experiments that Želimir Koščević, the director of the Student Center Gallery in Zagreb, realized in the late 1960s and early 1970s. ¹ In collaboration with the 1971 Paris Biennial, which was dedicated for the first time to Conceptual art, the exhibition presented the biennial’s “mail art” section to Yugoslav audiences in Belgrade and Zagreb.² However, after taking the exhibition from Belgrade, where it was held in January 1972, to Zagreb, Koščević decided to exhibit nothing but the unopened package in which the works arrived. This disobedient gesture indicated that the role and responsibility of the curator was not merely to choose and exhibit, but also to choose to refuse to exhibit. The exhibition was accompanied with a statement in which Koščević rejected the commodification and institutionalization of Conceptual art. The fact that Conceptual art had become so innocuous to be included in a biennial, as the most conventional exhibition form, meant for Koščević the beginning of its demise:

“Unconventional, brave and provocative, conceptual art has witnessed its own history by the establishment of a special section at the Paris Biennial. There were also earlier attempts, as some museums and corporations have tried to systematize artistic concepts and reduce them to the level of catalogued data. Many artists accepted this game. The positive valorization of the Paris Biennial officially marked the end of the life of this idea which, at its core, is not foreign or unacceptable to us.”³

Instead of offering the (local, peripheral) audience insight into the latest international trends, Koščević intervened with a sharp critique of the ways in which the radical ideas of Conceptual art have been undermined by their conforming to the conventional rules of art’s institutionalization:

“Instead of participating in the further deterioration of conceptual art, instead of supporting its demise under the gallery and museum lights, we have exhibited the content of this exhibition in its genuine state. We have exhibited—we believe —the sublimate of conceptual art—the postal package as postal package. […] Art is not to be found under a glass, under a glass bell, art is facing us.”⁴

In the Student Center Gallery’s newspaper, documenting the exhibition, this text by Koščević was juxtaposed to an excerpt from the original statement by one of the curators of the Paris Biennial. Stressing the primacy of the idea over matter in Conceptual art, the curatorial statement presented the Envoi (“postal packages”) section of the Biennial as a prime example of the radically new, dematerialized understanding of the art object, in which the “transmitting of information has become more important than transporting goods.”.⁵ Koščević’s intervention—the exhibiting of “the postal package as postal package”—appropriates the original title of the biennial section and puts into question the validity of the claims made by the biennial organizers, of the primacy of information (idea) over matter. The cumbersome, unopened package placed in the center of the gallery space epitomized the true state of affairs behind the claims of the art’s dematerialization, revealing that the “transport of goods” was still the undisturbed kernel of the art system.

Document: Exhibition-statement by Želimir Koščević

Guide for the chronology (Ivana Bago: Something to think about: values and valeurs of visibility in Zagreb from 1961 to 1986)

 1 See Ivana Bago, “Dematerialization and Politicization of the Exhibition: Curation As Institutional Critique in Yugoslavia during the 1960s and 1970s,” in Museum and Curatorial Studies Review, vol. 2, no. 1: 7—37; [link].

Oktobar 75 – An Example of Counter-Exhibition (Statements on Artistic Autonomy, Self-management and Self-Critique)

Author: Jelena Vesić
Keywords: art and theory, art market, autonomy, cultural politics, curatorial concept, East-West relations, participatory practices, political reflection, self-management, social criticism

Date: October 1975

Participants: Dunja Blažević, Ješa Denegri, Goran Đorđević, Vladimir Gudac, Bojana Pejić, Zoran Popović, Jasna Tijardović, Slavko Timotijević, Raša Todosijević, Dragica Vukadinović

Location: Student Cultural Center (SKC) gallery, Belgrade

The Oktobar events at SKC¹ presented vital moments of linguistic-political forming and development of New Art Practices² in Belgrade during the first half of the 1970s. SKC gallery was regularly organizing alternative “Oktobars” as a sort of oppositional, counter-cultural activity to the official art event called October Salon, which contained the conventional (bourgeois) prerogative of a salon, and was following l’art pour l’art (“art for art’s sake”) trends of late modernist aesteticism. At that time, October Salons were being held annually at the Modern Gallery located in a former garage on Masarykova Street, opposite to the SKC building and in a sense, SKC’s Oktobars literally operated as a sort of “door-to-door” counter-salon.

Oktobar 75 was (self-)organized as a participatory project in which the community of cultural workers—art critics, curators, and artists gathered around SKC gallery—decided to publish a series of individual critical statements on the concept of self-managing art. For the opening night, the gallery was left empty: the only “object” was small table, with a pile of stapled A4-size publications with the designed print Oktobar 75 on the front page (the print can be seen among the pictures accompanying this article). In other words, what makes this project a counter-exhibition is the very decision by SKC’s artistic community to not to show the artworks as objects of contemplation, but to use the gallery space to present their individual statements and texts that comprise the hectograph notebook, Oktobar 75.

The topic of art and self-management corresponded with the ideological program of Workers’ Self-Management that was part the official state politics of socialist Yugoslavia, initially developed by the prominent politician, economist, and intellectual Edvard Kardelj.³ However, counter to all possible “literal” translations from the sphere of politics to the sphere of art and vice versa, the issue of self-management art in the Oktobar 75 debate didn’t remain closed within the circle of ongoing discussions about workers self-management in state institutions and in the production sector, which were often occupied by bureaucratic questions. It is equally worth mentioning that the Oktobar 75 debate hasn’t been considered a straightforward, frontal critique of the state (cultural) apparatus on behalf of an alternative art practice. The issue of self-management actually evolved here into the larger debate on the politicization of cultural activity, and the experimental change of the language of art with the emergence of the new paradigms of Conceptual art and New Art Practice.

Many of the texts published in Oktobar 75 explored the relationships between the autonomy of art and artistic engagement in specific ideological and institutional constellations along the line of political division of the world into the socialist East and the capitalist West, and their dominant ideological worldviews about what art should be and what culture should represent. Taking into account the specificities of Yugoslav self-managed society, but also its shared viewpoints with sometimes Eastern, sometimes Western ideologies, the real cultural political target of Oktobar 75 became the bourgeois institution of art and its preservation within “the official” institutions of culture, mostly located centrally in Belgrade, as the capital of former Yugoslavia. Socialist self-management was applied rather generally and routinely in the actual practices of various artistic associations and public cultural institutions. The institutions at the time enjoyed the program of a “relative autonomy of culture” and the official state policy can be described in terms of a generalized modernist tendency that was often defined as socialist modernism in the field of visual art. The Oktobar 75 collection of statements showed how nominally progressive socialist modernist tendency advocated by the Yugoslav state in the very practice proved itself as the conservative one. Oktobar 75 directly criticized the aspect of art management that neutralizes the political through the use of abstraction and modernist abstract forms, enclosed into the traditional bourgeois structure of the “admiration of precious objects.” Let’s hear some voices of the original participants of the event.

Oktobar 75 (excerpts)

Art should be changed! As long as we leave art alone and keep on transferring works of art from studios to depots and basements by means of social regulations and mechanisms, storing them, like stillborn children, for the benefit of our cultural offspring, or while we keep on creating, through the private market, our own variant of the nouveau riche or Kleinbürger, art will remain a social appendage, something serving no useful purpose, but something it is not decent or cultured to be without.

THE SELF-MANAGING SYSTEM OF FREE EXCHANGE AND ASSOCIATION OF LABOUR THROUGH SELF-MANAGING COMMUNITIES OF INTEREST REPRESENTS A NEW NON-OWNERSHIP RELATIONSHIP that examines and revises the existing models of artistic work and behavior.

—Dunja Blažević, curator of the SKC gallery

The ballast of the past is such that we, who have different social circumstances today, and therefore greater possibilities for ANOTHER ART, are incapable of understanding correctly society’s need for art. Even though we have perceived that the classical antagonism of class provenance concerning the division into two “types” of labour should be overcome, even though art has the status of an equal-footing phenomenon in society, that same art, endangered and confined for centuries, is showing its old class face again.

Only when we really come to understand that art is a SOCIALLY RESPONSIBLE ACT, the same as any other social act, shall we be able to say that art has finally been released from its decorative authority.

—Bojana Pejić, associate curator of SKC

A continual wish for a total autonomy of art is nothing else but its effort to attain a self-conscious and efficient functioning within the framework of its own language.

It is only when functioning as a critique and self-analysis of its own language that art is capable of raising the issue of the analysis and critique of social practice and demanding its change.

Art that celebrates victory stops fighting.

—Raša Todosijević, artist

Art must be negative, critical, both towards the external world and in relation to its own language, its own (artistic) practice. It is pointless and hypocritical to be engaged, to speak and act in the name of some humanity, of mankind, political and economic freedoms, and to remain passive on the other hand in relation to the system of “universal” artistic values, the system that is the basic prerequisite of the existence of artistic bureaucracy, and therefore of the outrageous robbery perpetrated by star artists.

—Zoran Popović, artist

The alternative October events at SKC, as we may conclude from the reading of excerpts from the statements of the participants of Oktobar 75, have functioned not only as a response of one exhibition to another one (i.e. the larger October Salon exhibition), or as an act of confrontation between the “official” and “alternative” cultural spheres, but also as an effort at building a different perspective on art and artistic activity, which is based on the processes of democratization of the production and reception of art. Art critic and curator Jasna Tijardović, who advocated different informal and anti-disciplinary behavior in the gallery space,⁴ metaphorically named this new, democratic practice of art the utopia of hectographs,⁵ which for her became a brand mark of the art of SKC, and of many other critical approaches within Conceptual art. The utopia of hectographs would thereby encompass all of those artistic forms that emerged from the student protests and the corpus of “poor art,” which refused to be a social luxury or a precious object, striving instead to become a reflection of one’s (political) position or the attitude.

Oktobar 75—a declaratively critical counter-exhibition—can be seen as a window for looking at one of SKC’s many “characteristic faces” cohabiting its permeable institutional walls. It shows the “face” of the critique of the Yugoslav socialist state from the leftist, Marxist positions that emerged in the circles of the student protests of 1968 with the slogan (which is tautological at the first glance): fighting socialism with socialism. That characteristic face of criticism can be recognized in the institutional politics of SKC’s first director, Petar Ignjatović, and the artistic politics of Dunja Blažević, the first editor of the SKC gallery art program.

There are two explanations for the initiation of Oktobar 75. One is connected to a broader international climate of political art and the questioning of the legacy of late modernism. In this context I should mention the influence of the group Art & Language, who were in contact and collaboration with Zoran Popović and Jasna Tijardović, and who came to SKC in early October 1975 to organize a symposium on the political engagement of art. The seminar consequently led to the “localization” of the questions on art and politics and focusing to the practice of self-management within the community of artists, critics, and curators gathered around the SKC gallery. The second explanation is connected to Dunja Blažević’s personal and political inclinations toward rethinking the actual social transformations within Yugoslav society, and her interests and beliefs in the politics of socialist self-management. This explanation, of course, places Blažević in the position of curator of the event, with which she completes her five-year work as the head of the SKC gallery,⁶ after which the management of the visual arts program is delegated to the curator Biljana Tomić, who would choose a different cultural and political approach.⁷

According to the protagonists of the SKC scene, some of the artists and critics refused Blažević’s proposal for Oktobar 75 as “a form of collaboration with the regime in power” (since that was a time when the duty of citizens was to express their opinion about self-management as “the optimal social system” practiced in various types of institutions, from factories and schools to cultural institutions), but numerous actors of the SKC community accepted the challenge, using the theme as a starting point for exploring some fundamental issues related to the social role of art.

Oktobar 75 was documented in the form of a publicly distributed notebook—a hectographed reader with texts written by all participants on the project in the form of proclamations or statement-essays. Some of these texts were republished in the journal Književna reč, and provoked a public polemic in the official press. Moreover, some of the texts in Oktobar 75 were presented and performed (read) by their writers in the Vertovian documentary Cinema Notes by German director Lutz Becker. In the film, Becker portrays the artists, curators, and art critics as cultural workers by juxtaposing the performance of individual statements written for the reader of Oktobar 75 with other narratives or gestural expressions of various people involved in SKC, including some who had refused to participate in Oktobar 75. The film speaks of SKC as a production site, a gallery-as-a-factory that, instead of an idealistic picture of modernization and industrialization with its glorification of production and its ideology of hyper-productive work, enthusiastically produces the ideology of not-doing and not-working—the fetish of contemplation.

Documents:

The translated version of the script Oktobar 75 from the notebook in the exhibition SKC in ŠKUC: The Case of SKC in the 1970s by Prelom Kolektiv can be downloaded here: prelomkolektiv.org/pdf/catalogue.pdf.

My essay with the title “SKC as a Site of Performative (Self-)Production: October 75 – Institution, Self-Organization, First-Person Speech, Collectivization” closely examines the political intervention of the SKC in the institutional landscape and the art system of the time by using the counter-exhibition Oktobar 75 as the case study. The essay, available in both Croatian and English, was originally published in the Zagreb-based journal Život umjetnosti and can be downloaded here.