Melanie Petkova, 19013470 BA Graphic & Media Design Whether displayed above the seating in the underground train or projected onto the tall walls of a gallery – every piece of visual work meant to be perceived by an external audience takes its own certain stance and has political impact. At the foundation of remaining a politically conscious creative practitioner in a severely consumerist society is the habit of being involved and curious. It is our responsibility to keep questioning the industry we are part of and ourselves, without settling neither for mass compliance nor convenience. My professional practice as an intern at a leading creative agency for the past seven months, has allowed me to get a taste of the industry through observing myself and my surroundings. It is a process that happens simultaneously outside and within – as we change, so does our perspective and, therefore, the world around us. Hence, I became aware that even though I was involved with such a well-known established institution, it was still an advertising company, and this meant that at work I was the creator, and in society the consumer. All the tactics to obtain one's unlimited attention, whether it be through push notifications, behavioural, weather, and geo-targeting, data tracking, or even the purposeful use of visual and written messages, ricocheted back to me. In a sense, I grew worried whether we, as designers, are working against ourselves to become the best consumers possible. I realised that even if an organisation has good intentions, its main objective is to surpass all its competitors and become a world leader, which means a domination of the audiences – the audiences being ourselves. I read a quote once in an interview with creator coach Josh Zimmerman for the New York Times (2020), which outlines how creatives cannot separate from their work, because they are their work, and it profoundly resonated with me. Moreover, now, having gained more experience, I reflect upon the concept of whether it is also impossible for us to separate from our working environments, as authentic individuals with personal values. This is how we end up being torn between these two polarities, the fine line between which causes us to fall victim to our own ideas and inventions. In the contemporary cluttered fast-paced world we live in, the topic of mindful curation of our physical and digital spaces has become quite common as well, revolving around simple habits such as limiting the daily access of notifications we receive. Therefore, is it possible that we are producing the same type of tangible and virtual content as designers that we are aiming to avoid as users, programmed to insert itself into and seamlessly interrupt the cycle of our lives? As part of creative organisations, we give our clients the exact meticulous and polished mechanisms with which to overtake the market, and as humans we are the ones being swayed by it. Essentially, where does the creator end and the consumer begin, or have they now become deeply interwoven? American conceptual artist, Barbara Kruger, evidently addresses these cultural constructions of power, identity, and consumerism in her rather provocative collages. Her work, such as a large photographic screen-print located at Tate Modern, titled ‘Who Owns What?’ (2012), speak directly to the viewer, implying a reconsideration of the ways in which the advertising and mass media industries impact our society. However, to extend the importance of these concepts on a wider scale her images have appeared on billboards, posters, and museums (accompanied by the artist’s name) across the globe – once again blurring the boundaries between creator, work, ownership, and audience. Which brings the point that if one has political self-awareness, they can touch upon such topics with grace, and create authentic and accurate pieces of work. Perhaps being mindful of the industry and the consumerist threats it holds could be our strength, rather than weakness, and a stimulating vessel for creating a better future together, for all of us. Reflecting upon these threats and opportunities within the political spectrums of creation and consumerism, and how significantly interwoven they have become, is a source of concern for me, but equally one of hope. I believe that it is never too late to make a positive shift, and maybe it all starts with looking around and seeing. Bibliography
0 Comments
Leave a Reply. |
|