consumption
as a definition:
the action of using up a resource.
untitled (I shop therefore I am), Barbra Kruger (1987) [photographic silkscreen/vinyl]
about:
- Barbra Kruger's photograph gives representation to consumption in terms of the literal meaning of the word.
- By displaying the words,"I Shop Therefore I Am,"Kruger is making a statement in regards to material consumption. The open-ended statement allows the viewer to re-think materialism.
- Kruger challenges the notion of consumption. As well as this, she challenges the audiences perception. By doing this she offers two meanings in this artwork. The simplicity of the photograph, allows the audience to focus entirely on the statement that Kruger is making.
- Barbra Kruger previously had a career in advertising, her knowledge allowed her to arrest the audiences attention. This resulted in her choice in colour, which attracts and demands the audiences attention. Barbra Kruger's artwork has stemmed from Descartes’ philosophy of "I think therefore I am". She has appropriated this statement to fit the idea of material consumption, where Descartes' initial meaning had nothing to do with Kruger's intentions. The artwork was ironically printed onto thousands of shopping bags, t-shirts and other products of consumption.
all from consumption.
Analysis:
With Barbra Kruger's influential font, comes the irony of consumerism. The well known fashion brand Supreme, who ultimately used Barbra Kruger's font and typography style for the face of their brand. It has been seen since then that Supreme, have sued brands for stealing their identity.
The irony is uncanny, Barbra Kruger's response:
“What a ridiculous clusterfuck of totally uncool jokers,” Kruger wrote. “I make my work about this kind of sadly foolish farce. ...Kruger didn't call Supreme thieves or Supreme Bitch opportunists and, in her amusement and restraint, did more damage than the most hyperbolic flame war. (thecut, 2017)
Kruger's artwork which critiques sexism, power and consumerism makes her an anti capitalist activist, using her artwork as means to take down these social issues, this makes the use of Supreme using her art style ironic.
I shop therefore I am, made in 1987, depicts a hand in black and white, holding a red box which reads 'I shop therefore I am' the popular phrase is influenced by French writer René Descartes who came up with the phrase 'I think therefore I am', a phrase which was not meant to be doubted. Kruger transforms this statement into a matter of identity shaped by consumerism. For example, buying a supreme garment can be a form of shaping or distorting ones identity - asserting our existence, yet artists who are against capitalism, such as Barbra will say that material goods can not shape ones identity.
I shop therefore I am is a symptom of a capitalist world, the creation of anti-capatilst slogans on text recognisable to a brand is an area of exploration in which I will seek. I enjoy the use of anti-consumerist language that she uses within her prints and will be exploring different ways that I am able to replicate this within my future designs.
I shop therefore I am, consumption.
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