Video 8: 27 min. / 2009
The video “Consumption Practices” reflects on the condition of the individual in a society that is mainlyfocused on consumerism where the single one is reduced to one role and becomes a the characterof an advertisement campaign. Especially in places like the big shopping malls and anonymizingsupermarkets that are emerging more and more, this becomes visible. As Jean Baudrillard stated,‘The hypermarket is already, beyond the factory and traditional institutions of capital, the model of allfuture forms of controlled socialization: re-totalization in a homogeneous space - time of all the dispersedfunctions of the body, and of social life (work, leisure, food, hygiene, transportation, media, culture);retranscription of the contradictory fluxes in terms of integrated circuits; space .’
In the standardized space of the Profilo Shopping Center in Istanbul, which follows global norms withshops, restaurants and entertainment areas featuring the same as everywhere in the world, Ninedifferent persons to interrupt their shopping with a kind of gymnastic exercise. In doing so theconsumers resemble images and strategies from advertisement campaigns, more than that they createtheir own advertisements (turning into a “collective entreprise” to be able to impose its own image ofsociety) in these spaces. By complementing advertisement’s melting position with the critical, thoughtprovoking visuals of the exercises the video work aims to communicate this problem to the public.