벤야민의 ‘아우라’와 헤리티지의 상실: 상품의 진품성과 관련된 갈등의 원인에 대하여

초록

This paper aims to reinterpret Walter Benjamin’s ‘Aura’ and ‘Authenticity’ and to oppose the interpretation that the aura has disappeared due to the development of reproduction technology. Specifically, I argue that, contrary to Benjamin’s assertion, the aura does not disappear in the age of mechanical reproduction. Instead, subjects continuously reattribute aura to artworks. Based on this reinterpretation, I seek to elucidate the leading cause of conflicts related to the authenticity of products that often escalate into legal disputes. These kind of conflicts are becoming more frequent and intense primarily because the historical value of brands and their products, usually called ‘heritage,’ is losing. However, this phenomenon is not solely due to the advancement of reproduction technologies, as Benjamin asserted. The fundamental responsibility lies with the brands themselves.

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