The concept of the aura has been treated differently by authors. Benjamin connects the idea of authenticity and time and space, to describe the loss of aura of the art that has been reproduced. So, reproductions don’t have the authenticity factor therefore the aura is not present. On the other hand, for authors Latour and Lowe (2010), the aura can be present in reproductions or representations. In this case, the original work of art doesn’t lose value because of the reproductions that are made of it and the aura can migrate from the original to the reproductions (Latour & Lowe, 2011). To this, Benjamin (2002) argues that technological mediation transforms the relationship between art and the masses as it becomes widely accessible, so it loses value and authenticity.
Technology mediates with a lot of aspects of our lives. The concept of aura in 3D reproductions can have different meanings. As aura can be related to personal values (Cardozo & Papadopoulos, 2021), it is possible that the viewers of this edition of LOL Surprise’s Pink Baby don’t give the same meaning to this toy as they may give to other toys because this is a relatively new toy. The mediation here alters the aura of the toy, but the aura of it depends on the affordances of Voyager and the use the authors made of it, such as annotations, and interactivity (Cardozo & Papadopoulos, 2021).
In this scholarly edition of 3D models of toys, a question may arise regarding the aura and authenticity they strive to reach. Does the aura of the original toys persist in them despite 3D models and new technologies that strive for the most accurate depiction of them?