THE MASS-MAN PROJECT
Jorge Conde
"THE MASS-MAN PROJECT" explores the idea of agglomeration and its relation to mainstream consumerism in today's market societies from a triple perspective:
(1) Agglomeration as a performative form of dominion over public spaces.
(2) Agglomeration understood as an identity-building mechanism that serves the purpose of segmenting social groups according to their needs and affinities as part of a broader strategy promoted by today's so-called "artistic capitalism" (see Lipovetsky, Gilles & Serroy, Jean (2013): L'esthétisation du monde, Éditions Gallimard, Paris.)
(3) Agglomeration as a closed, stereotyped thought structure which aims at becoming dominant regardless of its truthfulness or critical sense.
Within this theoretical context, widespread phenomena such us the massification (sold-out) of public spaces, the artificial creation of market trends in order to attract different segments of society, and non-critical thought structures, can be regarded as utopian strategies that allow individuals to adjust reality so as to gain power and feel more comfortable and secure within their own biography as well as among their peers.
Methodologically, this projects finds inspiration in Spanish philosopher Ortega y Gasset's essay The Revolt of the Masses (1926-30), particularly in his concepts of the "Mass-Man" and the "Happy Many", both now updated.
For the exhibition at Sala FORTUNY three complementary, mutually enriching pieces have been selected: the installations Masses Do (It) Better and There's No Essential Difference, along with the video The Overcrowded Mind, all of them dated 2014.
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| Masses Do (It) Better, 2014. installation View |
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| The overcrowded mind, 2014. Full HD Video |
