A chapter prepared by Bruno Latour & Adam Lowe for Thomas Bartscherer (editor) Switching Codes, University of Chicago Press. Version 3.
“But it’s not the original, it’s just a facsimile!”. How often have we heard such a retort when confronted with an otherwise perfect reproduction of a painting? No question about it, the obsession of the age is for the original version. Only the original possesses an aura, this mysterious and mystical quality that no second hand version will ever get. But paradoxically, this obsession for pinpointing originality increases proportionally with the availability and accessibility of more and more copies of better and better quality. If so much energy is devoted to the search for the original — for archeological and marketing reasons— it is because the possibility of making copies has never been so open-ended. If no copies of the Mona Lisa existed would we pursue it with such energy — and would we devise so many conspiracy theories to decide whether or not the version held under glass and protected by sophisticated alarms is the original surface painted by Leonardo’s hand or not. In other words, the intensity of the search for the original depends on the amount of passion and the number of interests triggered by its copies. No copies, no original. In order to stamp a piece with the mark of originality you need to apply to its surface the huge pressure that only a great number of reproductions can provide.