Rhetorical Operations and the Discursive Creation of Meaning

  • Eve Kalyva


Chapter 5 scrutinises the discursive creation of meaning and argues that conceptual art not only engaged art’s aesthetic but also its rhetoric. It examines discourse in terms of the institution of art, the writing of history and the normalisation of knowledge; and closely reads Greenbergian formalism vis-à-vis Art & Language’s Lecher System (1970). Borrowing from de Man’s discussion of rhetoric and irony, it specifies the loan rhetoric of conceptual art as a strategy of manipulating different voices in order to challenge the designated context for art. Chapter 5 also reviews different uses of the page, the art press and the exhibition site, and charts how a market for word-related objects emerged by the end of the 1970s. This effectively institutionalised conceptual art and re-materialised its object.


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Copyright information

© The Author(s) 2016

Authors and Affiliations

  • Eve Kalyva
    • 1
  1. 1.LeedsUK

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