In the seventh and final chapter of "But Is It Art?" Freeland focuses on the role of mass production in art. Both positive and negative arguments are discussed, demonstrating the benefits and disadvantages to art that is able to reach a large audience. Benjamin proposes that mass media can be a very positive experience for viewer in that it has the ability to present many people with ideas or artistic beauty that would not have been available to them before. He uses the example cinematic films, and the ability of modern technology to use techniques such as slow motion and montage to emphasize parts of a film to produce a more artistic effect. Contrastingly, others have argued that the ability to produce more than one of a piece of art removes the "aura" or sacred uniqueness of a piece of work. Also because it has the ability to effect a large populace easily, if the message being sent via the piece of art is invalid or negative, that effect has the ability to effect a greater number of people, thus producing a mass negative effect.
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