The start of my graduation work begins with the question what Advertisement and Psychology have in common in this age of mass media. What is the relations between these “instruments” that are used in our economic world and heavily influence the mediacrazy? Therefore I started interviewing designers, artists, head of publicity agencies and psychologist with different working methods and tried to describe there qualities.
Advertisement, created by Public Relations, let’s you desire a product or desire an identity. It wants to give you the idea of an opportunity, a reason to create your earned identity. Thereby advertisement tries to activate a person. I call it “the step forward to identity” method. To give you an example see: Precious and think about cognitive processes.
Psychology researches our identities, our behaviors. Thereby it examines our mental processes, mental functions and cognitive processes we use. It is to understand our human nature. As we know this knowledge is also used by a psychologist. When something has become a problem in “normal” life behavioral therapy treatment is used to confront ourself with our identity. I call it “the step backward identity” method.
From the viewpoint of psychology they research our identities and behaviors and this research is used in advertisement and public relations to understand the viewpoint of a target group. But is it possible to know and really understand our changing identity in a mass media world that is so dependent on creating identities and thereby products? In this mass media world it is not the image that we want to see, it’s the image that we get to see.
Thereby it is an images that was created with specific software, instruments like a camera, a frame, editors, producers etc. It’s an image created through media that creates it’s own believable world. My question: How do we experience the world through media when are put into the middle of an art installation with a media image of ourself balancing between reality and virtual fiction? How existing and real is it when we become part of it?
I used this question in my graduation installation and started to create two worlds in my work presented in a glass room.
When visitors came in my installation they where secretly filmed for 6 seconds. An IPad movie with myself under a glass plate and a scratching glass sample was playing continuously and was trying to get the visitors attention. With a face recognition program I filmed the person who was in front of the IPad. This 6 second movie was looped in a 30 second movie that was put into a database, creating a manipulated image from a live happening less then a minute ago.
Arrived in the glass room I realized a “reality” world that existed of four hanging wooden windows and a mirror creating a repetition in space where visitors could walk through. The second world, the virtual media world, was presented by a virtual image that was floating between the windows. This was created with the 30 second movie from a participant, projected through the four wooden windows. This made a strong virtual image that floated between the windows and created a Droste effect. An image so strong that it also exists outside the glass room. So when a participant walked in the installation he/she would be confronted with his/her manipulated image in repetition and in and outside the room. Organizing an environment where media, virtual space, participants and reality blend to one creating an environment to question.
Graduation work “ALIEN” at the Gerrit Rietveld Academy
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