On kitsch and kic: Comparing kitsch concepts from Bavaria, Serbia and Slovenia

Abstract

The German word kitsch has been internationally successful. Today, it is commonly used in many modern languages including Serbian and Slovenian (kic)-but does it mean the same? In a pilot study, thirty-six volunteers from Bavaria, Serbia and Slovenia rated two hundred images of kitsch objects in terms of liking, familiarity, determinacy, arousal, perceived threat, and kitschiness. Additionally, art expertise, ambiguity tolerance, and value orientations were assessed. Multilevel regression analysis with crossed random effects was used to explore crosscultural differences: Regardless of cultural background, liking of kitsch objects was positively linked to emotionally arousing items with non-threatening content. Self-transcendence was positively linked to liking, while ambiguity of the parental image was concordantly associated with kitschiness. For participants from Serbia and Slovenia, threatening content was correlated with kitschiness, while participants from Bavaria rated determinate items as kitschier. Results are discussed with regard to literature on kitsch and implications for future research.