Barbara Kruger

I shop therefore I am (1987) Barbara Kruger

Face It (Green) 2007 Barbara Kruger

Barbara Kruger draws on her background as a graphic designer, in the magazine industry, to produce works of a distinct, highly recognizable style. Through the process of layering found images, predominantly sourced from mainstream magazines, with provocative and confrontational text, Kruger involves the viewer in a discussion centered around common social ideologies. (“Barbara Kruger. Com,” 2003).) Feminism, Classicism and consumerism are key themes in her work, which has often been classified as feminist, conceptual, Pop Art. (“The Art History Archive “, 2007).

The Two works displayed above, although produced two decades apart, clearly illustrate Kruger’s definitive style.

Both works are explicitly targeted towards the concept of consumerism and insist the viewer considers ideas surrounding the theme of equating self worth and identity with wealth/material possessions. However each of the images presented here also inherently comment on the prominent ideologies surrounding the concept of consumerism at the time they were produced.

“I Shop Therefore I am” Produced in 1987 establishes the idea that one must shop in order to exist. This idea is in alignment with the upsurge of consumerism in 1980’s America. (“Encyclopedia Britannica Online”, 2011).

While Face It a fairly recent work developed in 2007, invokes and questions the idea that the world is seen through a lens of consumerism. Challenging perceptions as to whether goods can fulfill personal desire.

This work also involves feminist themes. The use of the word beautiful is typically associated with the female gender, in current media, and this work questions the link between possessions and beauty.  These ideas reference the fact that the 2000’s have been the most prolific era of consumerism to date and deal with ideas about consumerism as a well-entrenched social mantra. .

(“Encyclopedia Britannica Online”, 2011)

By considering the social contexts of Kruger’s works we see that these images not only question the concept of consumerism but also provide a visual timeline of prominent ideologies related to the theme over time. I feel this is testament to Kruger’s high level of skill in the field of visual communication.

 The works communicate their associated themes so effectively that as stand alone pieces or when viewed as entire collection they provide an accurate and eloquent depiction of social ideologies/contexts Kruger feels it is necessary to question. I believe her body of work can be described as a visual encyclopedia of prominent western social ideologies.  

When looking at Kruger’s work it is interesting to look at in with a perspective informed by the concept of mercantilism.

Mercantilism was the prominent economic theory in Europe from the 16^th to 18^th century .It celebrated state regulation of a nations economy for the purpose of gaining power over rival nations. It was based on the concept that wealth and power were gained by increasing exports and gaining precious metals in return.

(“Encyclopedia Britannica Online”, 2011) while the economic system was eventually superseded by capitalism, Mercantilist nations were among the most affluent of the time and from this theory emerged the idea that wealth was something to be celebrated. An idea that forms the basis of consumer culture. . (“Encyclopedia Britannica Online”, 2011) Kruger’s works seen here, can then in fact be seen as a depiction and comment on the after effects of mercantilism and the rise of the consumer.

So where to now?

Untitled-Chess Board ,2006 Barbara Kruger

 The  image above is of one of Barbara Kruger’s more recent works titled Chessboard, 2006, this sculpture i

s a prime example of the exploration into different mediums Kruger has been in engaged in over the past few years.

I find this work interesting as it venerates an ephemeral object while also using this object to make a provocative comment on the culture it stems from. I believe experimenting with different mediums is a positive move for Kruger as it provides a more tangible interactive experience for the viewer , which is still something of a novelty in a Post Modern culture bombarded by print media.

References:

Barbara Kruger. Com (2003).

http://www.barbarakruger.com/biography.shtml

Encyclopedia Britannica Online (2011). Mercantilism.

http://www.britannica.com/EBchecked/topic/375578/mercantilism

The Art History Archive (2007). Barbara Kruger.

http://www.arthistoryarchive.com/arthistory/feminist/Barbara-Kruger.html

Encyclopedia Britannica Online (2011). Consumerism

http://www.britannica.com/bps/consumerism