The text considers a cliché as an autonomous concept that is enormously important for contemporary art and cinema. It tries to define a cliché in a very broad sense and understand it as more than just lazy repetition. A cliché is an epistemological tool for creating complex but unified objects. A cliché is the arbitrariness connecting the style and the content of an artwork. In the end, the text tries to solve the main problem arising from the theorization of a cliché by turning to architecture and design.
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