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May 17, 2011
We live in a visual world of commodities as much as we live in a material one. The everyday life of the consumer is surrounded by manufactured images and hence also played out in the field of the visual. ‘Global consumers enthusiastically consume images; brand images, corporate images and self-images are critical economic and consumer values.
The commodity has entered and transformed the realm of the visual and it has become a hegemonic visual rhetoric that enters the realm of sense perception.
Gary Sauer-Thompson, mannequins, Collins Street, Melbourne, 2010
We live in a society where things have taken on social characteristics of a flow of commodity images whilst social relations have taken the form of relations between things. Commodities were socially significant not so much as material objects which were produced by labor but as signs, as a mode of signification that was independent of the mode of production.
Commodities no longer function as use values, as things which serve the needs of the rational individual, rather they are part of the social system of the exchange of meanings---as a self-sufficient system of signs that have a magical appearance. They have and objective reality that come to constitute a universe of sensory experience.
The phantasmagoria of modernity is a mechanism of transforming seeing into believing and of fabricating realities out of simulation. It is a mechanism through which modernity constitutes itself as a regime of visibility and more generally, of representation; thus asserting itself as reality in which we live.
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