Albuquerque Journal (Albuquerque, NM)

Exhibit embraces popular culture.(Arts & Culture)

Byline: Wesley Pulkka For the Journal

* Ed Ruscha's work speaks a visual language of American archetypes

Thirty years ago mass communications guru Marshall McLuhan wrote "From Cliche to Archetype," a book that critiqued media and Western European/American culture.

His theories that print media led to linear thinking and that television was a form of global tribalism were embraced by commune-building hippies and attacked by establishment scholars.

California artist Ed Ruscha (pronounced rooshay) must have a dog-eared copy somewhere in his library because he has been turning cliches into archetypes throughout his career.

His current show at the Richard Levy Gallery is well-crafted, graphically pure and enigmatic enough to escape the perusal of some viewers. His almost minimal approach masks a love for corn dogs, umpires, cheap architecture and popular culture. …

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