The Rise of the Literati

Our philosophy is deeply rooted in history.  We know that the present turning point in business is not unprecedented.   We also know that boom to bust has always been accompanied by an equally dramatic shift in cultural perspective.  Given that, the discipline of communications is poignantly characterized by the historical rise of the Literati.

At the turn of the 13^th century, Chinese art was inextricably related to imperial patronage.  Most notably, Emperor Hui Tsung had established the renowned Imperial Painting Academy.  But although the academy was incredibly prolific, the works produced there were by and large “of the court”, “official” and ornate.  Here the classical ideal had reached its apex but the work had been reduced to mere politics.

Consequently, art had become muddy, confusingly nuanced, full of pointless “spin” and outlandish claims, and generally out of touch with the true experiences of their audience.  Institutional communication turned out to be oxymoron.  It’s highly formulaic and ritualized nature resulted in very little meaning.

At the same time, literature came to have an ever-increasing social role.  It began to have an influence on painting, as well.  By the time of the famous Song poet Su Shih, the school of "Literati Painting" had begun to emerge. 

Then as today, a sudden economic downturn acted as a catalyst.  The Mongols invaded and the Song dynasty fell.  The years of decline that followed led to a period of cultural upheaval.  This was depicted most especially in calligraphy and painting.  The absence of traditional sponsorship saw the decline of court painting but set the stage and inspired the ascendancy of the Literati.

By the time Literati painting had become popular in the Yuan dynasty, “men of letters” had begun to make a conscious effort to reaffirm their link to art through Chinese calligraphy.  A close relationship between poetry and painting was formed.  At this point there was a new union of signature and verse with the brush stroke itself.  The visual art was now literally set in context.

But most importantly, the Literati began to confirm their philosophy regarding the purpose of art.  It turned out to be in sharp contrast to the remote monumental subjects of the court.  They came to believe that painting should be more than mass-produced representation; it must communicate.   As such, Chinese painting had dramatically evolved.  Communication had evolved from sight to insight.  The artist had evolved from technician to a maker of timeless and enduring symbols.