Cogito, ergo sum
René Descartes
Growing up, we only had a tiny window into the lives of philosophers. It was a philosopher’s profession to philosophize. The aforementioned quote in Latin translates to ‘I think, therefore I am’, and individualizes philosophy. It is a self-sustaining paradoxical statement. Now the real question? Is philosophy for the individual, for a group, or abstract concepts (again engendered by the individual)? For Barbara Kruger, it is the intersection of all.
I Shop, Therefore I Am?
Artist Barbara Kruger was a page designer at ‘Mademoiselle’, where she learnt the ropes of font, image, and most importantly the art of seduction. She also worked part-time as a picture editor and a columnist. One of her works, which will forever remain a pop culture moment (in the most ironic way) is her 1987 artwork, ‘I Shop Therefore I Am’, which is appropriated from Descartes. Barbara Kruger’s artworks are recognised and celebrated for critiquing society and phenomena birthed by the cultural industry. This artwork is no different.
The artwork is essentially a black-and-white picture of a hand. It sits atop a red backdrop, which successfully frames the picture and restricts the viewer’s eyes from wandering around. Centred around the image is a text box, which covers the palm, adding to the illusion that the hand is holding a placard. The box reads, in Futura Bold typeface – ‘I Shop Therefore I Am’. The font is reminiscent of another New York-based lifestyle and clothing brand, Supreme. (which wasn’t found till April 1994)
Hands Up; Hand’s High
When one looks at the hand, one may easily notice the stark difference between the left (illuminated) and right (darker) sides of the subject. It not only alludes to artist Barbara Kruger’s prowess in design but also reveals a hidden meaning. As the hand extends, it seems to be reaching for something. So far, all of us agree that rising capitalism has made humankind passive, entrapping them into a vicious circle of buying things that we don’t even need. That is the magic of marketing — leading the horse to consumerism (and not water). The yearning hand connotes an insatiable addiction. Addiction to consumerism and gluttony for diverse and frequent consumption.
The Lyrical Poetry
The words ‘I shop therefore I am’ borrow heavily from Descartes’ quote. ‘Cogito, ergo sum’, which was first written in French as ‘je pense, donc je suis’ appeared in 1637 ‘Discourse on the Method.’ In short, Descartes wished to explain to the readers that the mere act of thinking paves the way for their existence. Barbara Kruger replaces ‘think’ in favour of ‘shop’ which seems more fitting to a climate of consumeristic identity. The word ‘therefore’ has a smaller font and is nestled between the two phrases ‘I shop’ and ‘I am’. Each of the five words is legible and can be read across the exhibition hall. The emphasis lay on the other four words. The use of this particular phrase amounts to her quintessential humour and sarcasm.
Kruger has always emphasized the pronouns in her artworks. In this particular artwork, the strategic emphasis on the pronoun ‘I’ connotes a sense of individualistic urgency. An urgency to give in to the demands of the rising consumeristic identity. At present, the identity of the viewer (read every one) is not defined by how or what they think about, but rather what they own. Although there are myriad downsides to a capitalistic culture, one that permeates (and which has extensively defined Barbara Kruger’s oeuvre) is the status symbol. Owning multiple entities and curating a diversified portfolio enhances the status symbol. It’s almost as if they are set on a pedestal, only to be worshipped and idolized. Perhaps, that’s one way to look at ‘I shop therefore I am.’ — Ozymandia was mighty, but not enough to stand the test of time. He was bound to fall; sooner or later.
Life In Plastic. Is It Really Fantastic?
Artist Barbara Kruger’s artwork came at a time when the Americans were realizing their economic potential, becoming owners (lands and market shares) in the process. Credit became a staple in their lives. However, the disciplined use of cards was something that wasn’t taught (not just yet). Hence, individual’s unnecessary indulgence gave capitalist corporations and megalomaniacs a push. It is almost as if Americans (which applies to the global bourgeoisie and middle class) were trying to evade a void with every credit card swap.
Her artwork describes the shallow and incessant demand to own more and more things. It denotes that material things have never and will never contribute to deeper personal attributes, achievements, and ideas. The cultural industry did give us another means to create a false identity. And people, without thinking twice, bought into the fantasy.
How Far Will They Go?
An artwork is nothing without the audience to consume it. ‘I shop therefore I am‘ describes the downside of a consumeristic globe. It is extremely ironic that her artwork, which aimed at audiences unlearning consumerism and reevaluating their expenditure, was later reproduced on products of consumption such as shopping bags and t-shirts.
Image Courtesy – Artsy
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I love writing about pop culture and all things queer.
Sub Editor at Abir Pothi
