Essay of photographer Barbara Kruger.

Barbara Kruger is an American conceptual artist known for her use of text, graphics, and photography to explore and critique power dynamics, cultural norms, and ideology. She is best known for her large-scale installations and public projects, which often feature bold text in sans-serif typeface superimposed over black-and-white images.

Kruger was born in Newark, New Jersey in 1945 and received her BFA from Syracuse University in 1967. She began her career as a graphic designer and art director in the 1970s, working for publications such as Mademoiselle and House Beautiful. In the 1980s, she started creating her own artwork, which merged text and imagery in a way that was both visually striking and intellectually provocative.

One of Kruger’s most iconic works is her “I Shop Therefore I Am” series, which features the phrase “I shop therefore I am” superimposed over images of consumer goods. This work critiques the consumer culture of the 1980s, suggesting that people’s identities are defined by what they consume rather than by their thoughts, feelings, or relationships.

In addition to her art, Kruger is also known for her activism. She has used her platform to speak out about issues such as reproductive rights, sexual assault, and police violence. She has also supported various political campaigns and causes, including the Black Lives Matter movement.

Kruger’s work has been exhibited in museums and galleries around the world, including the Museum of Modern Art in New York and the Whitney Museum of American Art. She has received numerous awards and accolades for her contributions to the art world, and her work has had a significant influence on the development of conceptual art and graphic design.

“I Shop Therefore I Am” is a series of artworks by Barbara Kruger that features the phrase “I shop therefore I am” superimposed over images of consumer goods. The subject matter of the photo is consumer culture and the ways in which it shapes people’s identities and values.

One striking aspect of the photo is the contrast between the bold, sans-serif typeface of the text and the black-and-white images of consumer goods. The text is eye-catching and confrontational, while the images convey a sense of abundance and excess.

I relate to the photo in a number of ways. As a consumer, I am constantly bombarded with messages about what I should buy and how I should look and feel. This artwork speaks to the ways in which consumer culture can be overwhelming and seductive, and how it can shape our sense of self.

I think that the photographer is trying to show the power of consumer culture and the ways in which it shapes our identities and values. The text “I shop therefore I am” suggests that our very being is defined by what we consume, rather than by our thoughts, feelings, or relationships.

Compositionally, the photo uses framing, point of view, and scale to convey and emphasize its meaning. The images of consumer goods are tightly cropped and close-up, drawing the viewer’s attention to the individual objects and their details. The scale of the text is larger than the images, drawing the viewer’s eye to the central message of the artwork. The repetition of form and the use of black-and-white imagery also contribute to the overall impact of the photo.

In conclusion, Barbara Kruger’s “I Shop Therefore I Am” series is a powerful critique of consumer culture and the ways in which it shapes our identities and values. Through the use of bold text and images of consumer goods, Kruger calls attention to the seductive and overwhelming nature of this culture and invites viewers to think critically about their own relationships with consumerism.

Citation:

TypeRoom. (n.d.). A Time to revisit Barbara Kruger’s past, present and Futura Times. TypeRoom. Retrieved December 20, 2022, from https://www.typeroom.eu/article/time-revisit-barbara-kruger-past-present-and-futura-times