Jasmina Cibic
Jasmina Cibic’s piece is a sharp, high definition view of an artistic future. A sculptor enters the bright, open atmosphere of the scene wearing modern, sophisticated clothing with a precise red haircut that echoes the red, blue black and white colour palate of the entire film. She speaks confidently and precisely, juxtaposing a poetic style with a determination reminiscent of a politician’s address. Two more stylish women enter while the sculptor is working on a female form, and they discuss the role of art, and what it represents. Should art make money? Should it be beautiful, or about the artist’s brand? All very important questions to a contemporary artist. Art is now a commodity and since Duchamp, are we now even alienated from making process, like any other product available to purchase? With our constant connection now with social media, we have all become a brand- we can now control down to the colour of our eyes how the world perceives us. Our down time is now dedicated to image management, following the trends so that we can project the upmost visage of fun, health and glamour to rake in the optimum amount of likes. Capitalism has reached the digital, our image is the commodity and likes the currency.
As the women in the film discuss the position of art, and what they want to present to the public, I question whether they represent the state, the artist world, or the individual, creating propaganda without the worry of truth and integrity. This idea of commodification is reinforced by the striking shots of the grounds of the building. Naked women pose on plinths as smart men study them for life drawings. The women are beautiful, statuesque but definitely pale and vulnerably naked against the stark sky. Is this symbolic of the male gaze, even with the powerful vocal women inside? However whilst inside, having moved from the sculpture studio they now debate in an exhibition space, covering and uncovering black female forms with a blood red cloth. As they do this they talk again of what art and messages to reveal to the audience. They are in control of what is acceptable to be
viewed, and who gets that privilege. Art and politics are exclusive realms and only the worthy are allowed to enter- taste, value and skill are abstracts that are dictated by the people on top. I believe that this is a central issue in the art world today. The concepts and imagery used are often elitist and inaccessible for someone not educated in specific areas of the arts, and even some buildings are too intimidating for the general public to enter. A sense of ego elevation is gained from understanding high culture where others cannot, but should arrogance really be valued over communication? Art is a cultural tool used to express any important feeling or idea, and to isolate people from this experience represents the greed and contempt that capitalism has cultivated.
