{"id":1626,"date":"2008-04-15T19:40:00","date_gmt":"2008-04-15T18:40:00","guid":{"rendered":"https:\/\/democracia.e451.net\/projects\/creador-de-duenos-the-creator-of-owners\/"},"modified":"2021-10-13T19:43:54","modified_gmt":"2021-10-13T18:43:54","slug":"creador-de-duenos-the-creator-of-owners","status":"publish","type":"project","link":"https:\/\/stage.democracia.com.es\/en\/projects\/creador-de-duenos-the-creator-of-owners\/","title":{"rendered":"Creador de due\u00f1os (The Creator of Owners)"},"content":{"rendered":"\n

Off Limits, Madrid. April-June 2008.<\/p>\n\n\n\n

Artists: Laibach, PSJM, Juan P\u00e9rez Aguirregoikoa, Andreja Kuluncic, Karmelo Bermejo, Noaz, Da\u00f1os Colaterales, Daniel Villegas y Antonio Ballester.<\/p>\n\n\n

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Laibach. “Life is Life”<\/em><\/p>\n\n\n\n

One of the great leading motors in society is consumption. Consumption that, beyond the logic of the need, has acquired a primary simbolic function. Within the planned harassment of our individual and collective imaginery, The Great Stories of Modernism, their great projects, have been moved by a great amount of short stories, the stories that are given to us by the consummerist-advertising machine\u2026 the failure of utopias has been replaced by the daily seduction of the goods offered on the open market.<\/p>\n\n\n\n

The capitalist logic has entered all areas of collective experience (both exceptional -rites of passage, celebrations…- as the everyday) monopolizing the simbolic exchange networks that give forc\u00e9 to a community. In its expansion process it also has appropriated the scope of privacy, it is increasingly dependent on the technological means connected, dependent on big multinationals that monitor and guide our consumption. Therefore, the traditional moulds where life experiences were re-elaborated (family, education, city, political parties\u2026) have come into crisis.<\/p>\n\n\n\n

In a recent advertising campaign, the Argentine subsidiary of the Mother agency, created a slogan for a new product of the Mortgage Bank: \u201cCreador de Due\u00f1os\u201d (\u201cThe Creator of Owners\u201d). It is clear that in a society where we do believe that we are all \u201cDue\u00f1os\u201d (\u201cOwners\u201d) there\u2019s little space left to think about other forms of cohabitation and organization. Another Bank, in this case Spanish, Santander, offered mortgages to forty years with the aesthetic and promise of \u201cLa Revoluci\u00f3n\u201d (\u201cThe Revolution\u201d).<\/p>\n\n\n\n

Individualism is a main feature in our society. From it comes freedom, the perception of the Ego, the need to be different\u2026 but it also leads to the \u201crat race\u201d which Bertram Gross spoke about, to refer to the gradual dismantling of the civil contemporary society.<\/p>\n\n\n\n

Contemporary Art is often presented, using a metaphore of war, as an area of resistance to the colonization of images, the new regime of fiction, which now affects social life, polluting, penetrating it to the point of making us doubt about it, it\u2019s reality, it\u2019s sense and the categories that constitute and define it. But its effectiveness rather than transforming (definitely have to be a cynic to believe in it) can only establish the boundaries of these symptoms, using in this case a medical metaphore. The impotence of symbolization at the moment of mediatic globalization matches the medical metaphore with the warrior one. It means that the enemy is within us. Our disease is autoimmune, ours is an internal war.<\/p>\n\n\n\n