Research

 Consumerism task  

For my second piece of research into artwork exploring the idea of consumerism I have chosen the piece, I shop therefore I am by Barbara Kruger in 1987. 

This piece is a found photograph that Kruger has manipulated with graphic vibrant white and red text to create this anti-consumerist piece. The black and white photograph of the hand reaching out gives a sense of yearning, grasping for something you just can’t have, much like an ever changing consumerist society or this idea of the American dream that was so prominent at the time. Always wanting the best but that can’t be achieved if the new best thing constantly changes. This graphic phrase of “ I shop therefore I am” is a slightly altered and appropriated quote by the philosopher Descartes that originally read “ I think therefore I am”. This quote is exploring the idea that truly thinking is true meaningfulness however they way Kruger has appropriated the term has ironically flipped the meaning completely. This appropriation is creating a social commentary about how we have moved to a consumerist society where meaningfulness is now being measured through material gain opposed to the slower time of the past. The use of this striking red colour against this grey toned black and white photo really creates a drama that instantly pulls your eye towards the piece. I believe this piece portrays this anti consumerist message in a very effective yet dramatic way.