Mega-Bytes (2011)

Curated by drewett21
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Today, as our culture veers towards the technological and materialistic, we tend to purchase things purely because we want them and not because they are a necessity in life. Some advertising and marketing campaigns use manipulation with the intention of turning our desires into a ‘need’, implanting in us the idea of essentiality. This exhibition shows the transition from the power of advertisements to the aftermath of excessive consumerism, focusing predominantly on the internet environment. *********************************************** The first piece, ‘THE AD GENERATOR', looks at the use of manipulation within marketing and advertising. It randomly matches images from Flickr (an online photography bank) with words used in real slogans, thus creating an imagined advert. This is intended to show the relationship between image and language; how they are used to connect with the target audience on a deeper level. *********************************************** ‘ALL CATALOGS (A-Z)’ is an accumulative list of the 15,294 mail-order catalogues available on the internet. It is an interesting way of representing the “absurdity of the overwhelming amount of useless "stuff"” you are currently able to buy online. This is a follow up to the creator’s previous piece, using images from these catalogues to examine how certain pictures are chosen to represent our desires. *********************************************** ‘WANT & NEED’ takes this a stage further. People were asked to text their personal ‘wants’ and ‘needs’ to particular numbers set up in temporary window displays across the world. These words would then be generated into representational images to be displayed in a gallery. It was an interactive piece that allowed you to think about the difference between desire and necessity, and the result showed the priorities and value people placed on certain objects. *********************************************** With regards to the physical objects themselves, ‘DINGWELT [THING WORLD]’ is an exploration of the “Ebay era” and the value placed on items during a virtual exchange. The project is a comment on today’s consumer culture, questioning whether objects can gain value through online exchange (selling items for profit on Ebay, for example) and what limitations this can have. *********************************************** Finally, the piece ‘ALL MY LIFE FOR SALE’ further examines this concept of Ebay consumerism. Starting as an attempt to downsize the contents of his home, the project’s creator, John Freyer, literally sold everything he owned on Ebay. Consequently, he would write to the successful bidder and tell them a brief history of their internet-purchased item. He wished to learn about the relationship between people and objects, seeing the effect it has on everyday life.

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