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The essence of kitsch is the confusion of ethical and esthetic categories; kitsch wants to produce not the "good" but the "beautiful."

Hermann Broch
Beautiful, Essence, Confusion
Hermann Broch (2002). “Geist and Zeitgeist: Six Essays by Hermann Broch”, Counterpoint LLC
The essence of kitsch is the confusion of ethical and esthetic categories; kitsch wants to produce not the good but the beautiful.