‘Human-S-core’

 

Neoliberal advertising does not teach us the strategies of puritanical self-denial, but rather the strategies of orgiastic and never-ending self-fulfillment. It does not create a rigid adherence to the tastes of the herd, but rather a vigilant and constantly updated individualism. We do not consume in order to fit in, but rather to prove we stand out, each one of us as a ‘rule-breaking’ and ‘hierarchy-defying’ being. Rebel sell philosophies at work assign what is most human about human beings – our minds and our volition – to algorithms and markets. 

 
 
 
 

Credits

Concept: Paula Chaves
Video Creation: Alex Reuter & Paula Chaves
Edition: Alex Reuter 
Artistic Advising: Lisa Skwirblies & Bruno Listopad

Paula Chaves