Barbara Kruger's Iconic Artwork Highlights Consumer Culture
By Shaylise Silvester
In 1987, renowned artist Barbara Kruger unveiled a thought-provoking artwork that would leave an indelible mark on the art world. With a powerful message aimed at the consumer-driven society of the time, Kruger's creation, titled "I shop therefore I am," challenged the notions of identity and materialism that had permeated modern culture. Drawing inspiration from the famous catch phrase coined by French philosopher René Descartes, "I think therefore I am," Kruger delved into the heart of modern existence, exposing the transformation of our culture into a plastic, possession-driven world.
Borrowing Descartes' philosophical premise, Kruger's art piece ignited a profound exploration of the meaning of existence in the face of rampant consumerism. "I think therefore I am" emphasizes the importance of thought as the gateway to a meaningful life. However, Kruger's reinterpretation, "I shop therefore I am," aptly captured the shift in priorities where individuals became defined not by their thoughts but by their possessions.
Directness is a hallmark of Kruger's artistic style, and "I shop therefore I am" exemplifies this trait. The artwork skillfully employs various font sizes to convey its message and seize the viewers' attention. Kruger's deliberate use of vibrant red hues further amplifies the visual impact, compelling observers to engage with the piece. Notably, the central hand in the artwork gripping the message becomes an object, symbolizing the possession that defines modern society.
Even today, Kruger's poignant message continues to resonate as we navigate the depths of consumerism. Pursuing possessions and wealth remains a driving force, often overshadowing our true identities. Personally, Kruger's artwork holds immense significance, serving as a reminder that material possessions are ultimately hollow and inconsequential.
Beyond her critique of consumer culture, Barbara Kruger addresses pressing concerns regarding women's rights through her art. Her work is a testament to her ability to explore multiple social issues and provoke contemplation among viewers.
As we reflect on Kruger's contributions to the Postmodern Era, her artwork "I shop therefore I am" stands as a testament to her artistic prowess and commitment to challenging societal norms. With her powerful visual language and thought-provoking concepts, Kruger invites us to question our values, prompting a deeper examination of the relentless pursuit of material possessions that define our existence in the modern world.