“What makes for kitsch is not the attempt to compete with the photograph [as Greenberg believed was true of representational art] but the attempt to have your emotions on the cheap—the attempt to appear sublime without the effort of being so. And this cut-price version of the sublime artistic gesture is there for all to see in Barnett Newman or Frank Stella. When the avant-garde becomes a cliché, then it is impossible to defend yourself from kitsch by being avant-garde.” — Roger Scruton, Kitsch and the Modern Predicament,” City Journal, 1999.
