Editor’s Pick
APRIL 23, 2010 8:13AM

Misunderstood American Masters #2: Norman Rockwell

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  no swimming

 

 

If one picture is worth a thousand words, then any randomly selected Norman Rockwell Saturday Evening Post cover could replace pages of scornful academic writing about the spiritual danger of kitsch and the aesthetic disease of sentimentality. For most people, Rockwell defines ‘corny’. He’s become a generic term, the commercial branding for the fake and the trite. Kleenex means facial tissue, Thermos means vacuum flask; and Rockwell means cheese.

 

Rockwells’s paintings are lies – the world he depicts never existed. Doctors never humored little girls by giving stethoscope examinations to their dolls; jovial policemen never sat chatting at the soda counter with cute runaway little boys (complete with all belongings tied into a scarf at the end of a stick). Boy Scouts may indeed salute the flag, but not generally while standing in front of the Liberty Bell. When members of the tea-party movement whine about taking their country back, this is the country they’re talking about – the idealized, homey, sugar sweet middle America of Normal Rockwell. But no one likes a steady diet of sweets and this man’s work could put a hypo-glycemic into a diabetic coma.

 

That’s the critical consensus as we move tentatively into the second decade of  the twenty-first century.

 

I won’t say it’s wrong, but I will say it’s wrong headed. It’s simplistic. It’s incomplete. Of course he produced hundreds, even thousands of sentimental icons – gossips and baseball players and big turkey dinners: that was his job. He was an illustrator, and he was proud to be an illustrator. He was one of the best, ever. But he was also an artist, and he could have been a great one, right up there with Edward Hopper and Winslow Homer, if he had made different choices. No, you can’t deny the cascade of saccharine imagery, revealing what Orwell referred to as “A talent that extends no farther then the wrist”. Orwell was talking about Salvadore Dali,  about whom who Nabokov famously remarked that he was “Norman Rockwell abducted by gypsies as a child.” But there are other pictures, only few, perhaps, but more than enough of them to rehabilitate his reputation, where the purity of his feeling and the skill of his art came together like a storm surf wave hitting the backwash from the steep beach, and lifting into something wild and unique and unrepeatable.

 

barbershop

 

I have always been haunted by a painting called “Shuffleton’s Barbershop”,  which depicts a pick-up nighttime jam session in the back  room of  titular Vermont establishment, just glimpsed through an open door. Part of it is the detail, the hanging clippers, the leaning broom, the old fashioned barber chairs slumbering in the late autumn darkness. It seems like late autumn in that painting, with the fire smoldering in the woodstove. And then there’s the sense of small town intimacy, together with the sharp spike of exclusion: we are staring through the window-mullions that subtly frame the image, perhaps drawn by the faint sound of fiddle music, eternally on the outside, looking in. It’s a vision of community, with a note of isolation like a minor key change from that bluegrass violin. You want to try the lock, (of course the shop will be open), slip inside, and listen for a while. But you start off down the deserted street again, buttoning the top button of your coat. Winter is coming on. There’s a chilly wind blowing off the mountains.

 

freedom from fear

 

Then there’s “Freedom from Fear”, the second and most affecting of Rockwell’s “Four Freedoms” series. Though not the most famous – the praying heads, gaunt working man standing up to make a point at town meeting, the giant roast turkey brought to the table by the smiling grandma (“Freedom to Worship”, “Freedom of Speech”, “Freedom from Want”) are all better known – and more simplistic. It’s hard to imagine Rockwell’s craggy proletarian rising to fight the Domestic Partnership article on the warrant, or a squabbling miserable family, barely assembled and bickering, at that Thanksgiving table. Do any of those worshipping folk have an abused alter-boy in the family? I don’t think so. That’s not Rockwell’s world. But just when Rockwell’s world begins to seem hopelessly, absurdly, cornball, he gives the one more picture in the series: a mother and father tucking their two small children into bed for the night. There’s no hype in this picture, none of the forced sentimentality that mars the other pictures: the father didn’t even put his newspaper down before joining his wife in the nightly ritual (they had evening newspapers in those days). But it speaks volumes to me  -- and, I suspect, to every other parent who has had the privilege of  performing that simple daily ceremony.

 

problem we live with

 

Finally, I love Rockwell’s clear-eyed and unblinking conscience, his tough, New England political acuity (The “Middle America” slight was always a few thousand miles off: he lived in Stockbridge, Massachusetts). Look at his de-segregation painting, “Problem We All Live With”. A negro girl (this was 1964, the cover of Look Magazine) walks to school in what is obviously her best white dress, clutching her books, surrounded with a four-man honor guard to protect her from the rabid bigots just out of the picture (about where we’re standing, looking at the painting, actually). The work is rendered subtly from her point of view, though presented at some distance from the stark parade. Rockwell’s image emerges from the little girl’s height – all we only see  the men  from the neck down, making us feel small and vulnerable, pulling us into her perspective. She’s a tiny heroine ... but she’s also just another kid, nervous about her first day at school. Somehow Rockwell evokes the big picture of America’s fraying social fabric and still presents the tiny exact specific reality of one  moment in a little girl’s life, simultaneously.

 

Well, I promised myself I’d keep this talk of pictures to a thousand words and I’m about to go over my limit. That’s OK, though.

 

The pictures speak for themselves.

 

GirlAtMirror

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It begs the question: does it have to be "edgy" to be art? Do we have to keep pushing the frontier of shock and discomfort in order to prove our creativity? The answer may well be yes, but in that case there must be room for highly competent, comfortable journeymen like Rockwell. For me it was his wry sense of humor, rather than the sentimentality, that makes him a favorite.

Great series. Keep them coming.
The last photo especially makes me forgive the "kitsch" that Rockwell was most associated with. Thank you for opening my eyes and changing my mind. Lovely post, Steven.
I love art, I could spend hours in a gallery going from painting to painting. I have even written about an artist or two. And what calendar is hanging on my wall at work? Norman Rockwell.

Mention the name Roy Lichtenstein or David Hockney and most people will have no idea who you are talking about, bring up Rockwell and they will instantly picture their favorite image from his work. That is success. Norman is probably the best illustrator in America of all time.
That they don't know who David Hockney of Roy Lichenstein is denotes failure rather than success.

Rockwell was a very slick magazine illustrator.

Nothing more.
Salon's homepage says "Normal Rockwell?"

WHERE are Salon's editors these days? This is far from the first glaring typo--in a headline no less!--that I've seen in as many days.
Is an artist that has mass distribution less of an artist because of it? I like this piece, and looking forward to part three.
I'm not so sure people are confused about Rockwell, but perhaps between the different objectives of illustration and fine art. Rockwell and Hopper did not have the same intention when they approached their easels, and should not be compared.

Illustrators create images designed to communicate to a broad audience. They illuminate a concept pictorially. Sometimes the concept is editorial, sometimes narrative. Rockwell did both. He was and is considered one of the major illustrators in the history of illustration, important enough that every spring we take our illustration students (I am a professor of Illustration at a large art and design college in the NEast) on a required field trip to the Norman Rockwell Museum in Western Massachusetts.

There are of course "edgy" illustrators. Ralph Steadman jumps to mind. Matt Mahurin. Brad Holland. But again, these illustrators illustrate edgy content...the life of Hunter Thompson, for example.

To understand Rockwell, you also need to understand the context and usage of his work: the covers of a popular picture magazine about Americans, not a NYC gallery.
I have never been a Rockwell fan, but I understand the simple idea that his art is not representing an “idealized” values orientation or lifestyle. Rather it represents a lifestyle that is lived by millions of people and as a result, the viewers of his art can gain an understanding of the rituals, routines, values, and behavior of this subset of people. They certainly do not represent the lifestyles of a majority of Americans, but that does not make them irrelevant or objects of ridicule. There is no lifestyle existing that is the majority lifestyle. So, I agree that Rockwell’s art has value and should be appreciated for giving us a peek into the lives of this particular subset of people.
Well done. I always thought the critique of Rockwell was what was false -- the way the prevailing culture first honed in on just a few of his works and then later rejected them as naive. The totality of Rockwell's work, it seems to me, observed a a social order both outwardly nostalgic and also anxious; one which was beginning to fray at the seams.
Artists, and I am one, so I can say what I want, do not fit into an analysis or mold, if you will. They do what they do. Rockwell was an illustrator, illustrating something for commercial purposes. He was a talented artist but his work is in the context of his job not his art. Whether we like it or not the "trueness" of his work does not matter to his talent or to him. It matters only to whomever the work was commissioned. Teaparty folks seek their own interpretation to his work and many other things. You can find a picture of a goat and call it a god if you want to, no one is stopping you. Rockwell as I said was gifted and I doubt he would care how his work was used as a social icon of this country, and the dreaminess of our simpler past. Our past was never dreamy or simple. Out news coverage and our history books made it so. Rockwell's art contributed to that notion because he was hired to illustrate it within an agenda. Just my opinion. I like the work and what it conjures up, reality or not that is the gift of the artist.

I have been to Winslow Homer's studio in Maine. As authentic as he was and sitting on the ocean, I would love to live there, right now.Rated for originality and for art's sake.
Nice post, Steven, lots to think about. Have you read the recent Norman Rockwell: Behind the Camera -- it's about how he composed and executed the illustrations (he never referred to himself as an artist or painter, always an 'illustrator'). He used dozens of photographs taken by his team of professional photographers. There was also a giant projector he used to trace the photographs onto a canvas. Fascinating process.

Then there's a book that interprets the illustrations in an unexpected way: Norman Rockwell: The Underside of Innocence. Not entirely convincing but you'll never look at a Rockwell painting the same way again.
" it represents a lifestyle that is lived by millions of people and as a result, the viewers of his art can gain an understanding of the rituals, routines, values, and behavior of this subset of people. "

What "subset"?

It's all about middle-class. midwestern white people.
Ha! The homepage listed this as "Normal Rockwell" -- I thought it would be a satire. But excellent essay. I love Norman Rockwell's art.
I was also going to comment on Rockwell's background as a commercial artist and his intended audience, but greenheron has already done so, much better than I could have. I know that he was fastidious in his preparation, positioning and repositioning his models, who were also carefully chosen. He certainly does not fit the artist stereotype.
Rockwell was a professional illustrator but, in my opinion, he produced art. He was the Andy Warhol of the middle class.

In a period when 'Outsider Art' is considered anything but a visual representation of psychopathology, why not embrace a bit of 'Insider Art'?
My grandparents gave my sister and ABC story book that was 26 Rockwell prints that I loved reading to them. Being 11 years older than I, she gave me that alphabet book when I had my own children. I adore his stuff.

I might be mistaken, but I believe a key part of that picture of the gaunt dad holding the Newspaper was the headline which I believe was a WWII one. Might have even been Pearl Harbor, but I cannot recall.

When reading the book putting the kids to bed, however, I thought of that seeming disconnect. The adults worrying about all that is going on outside the house while trying to make sure the innocents in their charge can simply sleep soundly and, well, get to be kids.

Don't know if you have a larger version, and that alphabet book has been passed back to one of my nephews to read to his kids, so I can't readily look it up, but I would be curious on that point.
I don't care how corny other people think he is. I don't even care that they're not entirely wrong. I've always liked his work, even more so when I came across “The Problem We All Live With”. And it's worth reading the speech by Franklin Roosevelt that inspired Rockwell to paint the "Four Freedoms". Anyone that touched by that speech to paint those images would have spurned teabaggers talking about taking "their" country back.

My partner and I just recently visited the Norman Rockwell Museum in Stockbridge, MA, and I'd highly recommend it to anyone who doesn't dismiss his work. Very interesting, and it was wonderful to see some of his works in their original forms.

An earlier comment notes that he used professional photographers to capture people and places -- *real* people and places that he placed in his works. Many of his models were his neighbors, happy to pose for a nominal fee. (Example: All of the people in "The Gossip" were locals, and he include his wife and himself in the line-up to assuage any suspicions that he was calling *them* gossips ... or that if he was, he included himself in their number.) The illustrations may have been idealized, but they were idealized images of real people and real lives.

How real are the Photoshopped images on the covers of most magazines today?
Gwool, if I remember correctly, the headline is about the Germans bombing London during WWII.
that's not a newspaper in Dad's hand, that's a no-contact order... he couldn't afford his own apartment on top of the mortgage so he came back early. Mom just told the kids not to mention it to the school counselor or CPS.
When I see Norman Rockwell art, I am reminded of the confusing contrast between morals and ethics.

One dictionary defines "mores" as the customs and conventions (whether good or bad, destructive or fruitful) embodying the fundamental (every fluxing) values of a group or society. It is the word with which we get morals & morality. Simply put it is what IS.

The dictionary defines "ethics" as the rules or standards governing the conduct of a person, society or the members of a profession. Simply put it is what SHOULD BE. It is so big of you to be able to reduce Rockwell’s perspective to such a narrow place, picking and choosing what is redeeming and then what is misguided. Yea, I too wonder about the failures of that perspective. Then I snap out of it.

In a world gone mad with a catastrophic clashing of the universes of ideology, the massive appeal of Norman Rockwell was his ethics. He was able to see through what is and show us what should be.

We as a culture can never compromise our dream of what should be based on what is.

Steven, how jaundiced is the world you live in? You list human failures as if they are the norm that defines our culture. They are not. Millions of people of all faiths worship freely in this country. Millions of minorities live quiet and peaceable productive lives within the framework of that Rockwellian dream. Too bad the alternative thinkers refuse to take hold of the foundational truths embodied in that dream.

I couldn’t help but catch your bitterness towards the Tea Party movement. You call them tea baggers. Your hatred for traditional American values is exposed in that horrific condescending name. Long gone from the American vernacular are the words that so commonly divided us. If anyone on the right called gay men cocksuckers or faggots, or lesbian women carpet munchers or blacks spearchuckers or jiggaboos you would be having a f _ _ _ing heart attack. But you use the most slanderous and deliberately insulting term against something you hate. That my simple angry friend is hate speech. You bitter little hypocrite.

Anyone who really thinks the Norman Rockwell world never existed for the VAST majority of Americans has a jaundiced view of our history and this wonderful dream come true that we call America. It’s too bad people trade the dream of what should be because of the failures of what is. That thinking is the reason cultures go backwards.

Doctors do humor little girls and policemen do chat at soda counters (Dunkin Donuts) and Boy Scouts do salute the flag in front of the Liberty Bell, and the overwhelming majority of white people would fight and die for the rights of real minorities. If only more Americans believed and acknowledged and would cultivate that, this world would be a better place. Peace
Thanks for this; a world in which authority was imbued with a sense of civic responsibility and not narrowly focused on the costs.
Good essay. You define and illustrate (ha) his flaws and strengths as an artist as well. It's not much of a stretch to see that he could have done art such as Andrew Wyeth did and have had a more "high brow" career. And the style of the classic "American Gothic" by Grant Wood has always reminded me of Rockwell.
I'm sorry, Steven, you lost me at 'teabaggers'. Not rated and read no farther.
His artwork captured a period in time. I always get so much feeling from his paintings. Thanks for this great look into what made him more than just a magazine illustrator.

rated ~ Thanks

~ T
Today at work, I was trying to explain to an earnest but clumsy novice memo-writer that there is a difference between expressing your ideas and communicating. Poets and songwriters compose marvelous, exciting verbiage. It's enchanting self-expression whether we understand it or not.

But other times, we need to communicate. We need to make a sure, solid connection with our audience. We have to go where they are, use the language they understand, and work with their assumptions and expectations before we take them someplace new.

The same it true for visual expression and communication, I suppose. Rockwell communicated, obviously. Maybe not with everyone, but with a great many.

Fault him, if you will, for depicting white middle-class folks. I won't: he used models from real life, and he lived among white middle-class folks. My family lore is that the doctor--the one with the stethoscope on the doll--is my mother's uncle Eli Harvey, a sculptor who shared or rented studio space with Rockwell. The schoolteacher at the blackboard with birthday messages, I was told, is Aunt Edith. (I find an effective, short-hand introduction at social gatherings is to say, "I come from a Norman Rockwell family--literally.")

But if you look past the skin color and socio-economic class, Rockwell painted humans. The pictures would have told the same truth if Uncle Eli and Aunt Edith had been black, or Iranian, or Mexican, or richer or poorer.

There's room in the world for both great hamburgers and great Marmite de Boeuf Printaniere. There's room for both great illustration and Great Art.

We're enriched either way.
"The Problem We All Live With" unavoidably brings to mind "Southern Justice," a work that carries as much darkness and raw emotion as anything the famed illustrator created.
I've always enjoyed Rockwell, as a look at an era gone by. Pictures, especially like the "barbershop one" never seemed "kitschy"
over exposure has blinded our eyes to his work. As time passes and a new generation comes along they might see the aparently simple beauty then marvel at the detail and ability to envoke a story.
I confess I am a bit of a sucker for Rockwell. I'm glad I'm not the only one. First of all, I find it somewhat unfair to ridicule someone for simply creating what they were paid to create. Sure, a pop song is less impressive than a symphony, but then it was never supposed to be a symphony, was it? Rockwell was an excellent craftsman, as far as I can tell. And I think anyone who looks at "Problem We All Live With" will have to admit that he could handle serious subjects (although he was apparently rarely asked to do so). To me, that's a genuine masterpiece.

"Edgy" can take many different forms. Rockwell's edginess was to occasionally dare to handle serious subjects like segregation within the confines of his genre - and do it well.
I've been a visual artist from time to time, and Norman Rockwell comes off very mixed at best to me. His technical proficiency is superb, and I wish I had his technique. His technique is head and shoulders above 99% of all artists.

Unfortunately, between some nice touches in the details from time to time, I call Rockwell the leading artist in the school of Capitalist Realism. I've seen technicians as superb in the Moscow subway, and they were marketing different hype in the same tune as Norman.
man, this comment is going to get lost in the Uggs and Nike pitches, but i'm so late to this party, it doesn't matter. just wanted you to know i stopped by and enjoyed this next in the series. and appreciate the point you make so well.

i sometimes wonder why we can't appreciate the talent of an artist even if their genre isn't our favorite. i'm old enough to remember rockwell's work on original magazines that came in the mail, and i pored over them, amazed at the detail.
Sgt Mom -- I just wanted to respond to your comment with a heartfelt apology. I suppose it's a ignominious testament to my insular life that I allowed myself to be confused about the tea-party movement and its proper name. I was talking about your comment with my daughter today, saying "Did she object to the accusation of whining -- or just being identified with Rockwell?" And Caity said, "I think she objected to the term 'tea-bagger' Dad! Wake up." I literally went white when she said that. It took me a second to make all the connections, but of course that's a disparaging term. I should never have used it and I'm going into the post now to change it. I'm also posting this on the comment trail ... if anyone can read past all the weird spam to see it.

Oscar Wilde defined a 'gentleman'' as a person who was never 'unintentionally rude". I've always tried to be a a gentleman.

This time I failed.
When I think of Norman Rockwell I think of my mother's era and all that she identified with. I think he was a wonderful illustrator with a lot more depth than people give him credit for.
Having grown up in the period of Norma Rockwell's popularity, I must say that it really was a dream of America as we all wanted it to be.
As Americans we have always had our icons and our dreams. My own family lived in the darkness of sexual molestation and sadism and Rockwell's portrayals of the wholesome American family , which would you prefer? Escapism is always preferable to the harsh light of reality. At least by my families perception. I danced away from pain as long as I could until I got backed into the corner.
Norman made me smile. What can I say?
Thank you, Steven - accepted. And rated. I agree with your premise that he was a talented and successful illustrator - who did absolutely magnificent, gripping and accomplished stuff. I'd love to see your examination of Winslow Homer and C.H. Russell - the first of whom also was a professional illustrator, and the second a very good genre artist - who also produced some astoundingly and startlingly original stuff.
Alas, I don't think we can hope for Thomas Kinkade to come up with anything like what WH and CHR did. On the upside, though - he makes a living from his art. Always a bit of a plus, IMHO.
I am an artist, as was my father. He joined in the popular disdain for Rockwell and it took me a while to see through the contempt and appreciate what Rockwell did. There is no question of his technical expertise and that alone is worthy of appraisal. The kitschy aspect sold The Saturday Evening Post (which I purveyed as an enterprising 9 year old back in the 1930's) but I see him as someone skilled in setting out the myth of the USA that was sold to me as a kid and still lurks in my unconscious the way a religious Catholic has the myth of Christ as a stain on his very bones. The USA may have had incidents and occasions where this wonderful fairytale actually worked and like events actually took place but to a large degree the open fierce brutality and raw disdain for basic human values is bursting through the hypocritical packaging of the myth of the wonders of the nation and people are seeing the frightening truth. The death of innocence is always shattering and basically healthy but obviously discomforting. I miss that world even though it never existed and perhaps never will.
Rockwell may have often painted as we yearn to see it, but why does that disqualify him as an artist in anyway? He succeeded. He painted the truth of our yearnings. And as you so accurately presented, sometimes painted to mark the truth in events as they were. Have you seen his work at Stockbridge? The canvas reveals the mastery the print doesn't as clearly convey. In my uneducated opinion, whether cooking mac n' cheese or a tricky souffle, either done well makes the creator a chef. The mouth knows. My eyes and spirit says Rockwell was an artist. One I love. Along with vermeer, van gogh, whistler, sargeant, seraphine, valazquez...