Sunday, 23 May 2010

Raising the question of value

When exploring how best to communicate with the audience it is important to understand what is valued. Living in a diverse world where everyone is different yet also very much the same, the words of Arthur Schopenhauer spring to mind
" Despite the same environment we all live in different worlds".
This however leads us to question how those different worlds are formed. Are we all really that different when surrounded by the same? Are there certain things that bond us? What are they?- Where can they be found?
Intervening in the space of others is obviously a feasible means to manipulate and influence those worlds. It remains a mere competition between "idea presenters" to become the best. In order to compete with them must you play by the same rule book?- it's important to remember that just because they are more successful then you, spite and jealously must not become an obstacle that prevents you from seeing the good in what they do, their successful means of manipulation. As ultimately, they are still succeeding in manipulating, which remains your desired goal.
Presenting, by its nature allows people to form their own judgement, you may have a desired effect intention, however people still make their own decision as to whether they are in accordance with your message/product or not. Dictating on the other hand suppresses personal judgement thus can become counter productive as people become aware that they are being forced into something. As a result they often thus have the greater will to rebel or oppose. Either this or they go along with the dictatorship mesmerised by the message, comfortable in a controlled environ.
When presenting a product, ethics and morality come into play. What to leave to the viewers imagination and what to dictate.
Artist Haim Steinbach explored this through presenting common products in clear concise ways- raising the question how art is valued. He highlights the way in which aesthetic choices are made in everyday life influencing the way we consume.

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