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i-2014, INSTALLATION


Professional hand models are employed for a commercial shoot. They are instructed to squeeze lumps of clay and model these for a camera. This process is documented by an advertising photographer.

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As they work, I interview the models. We discuss the political dimension of their profession. Notably, the casting of caucasian hands by commercial advertisers. As one model explains, her hand is as an archetype: it is clean, even-toned, white. It represents the hand of the 'normal' consumer. The privileging of white hands on the part of advertisers points to the normalising rhetoric that structures consumer discourse.

Watch trailer
Watch installation video 1
Watch installation video 2

Read essay by Nella Aarne
Review: Aesthetica Magazine
Review: this is tomorrow
Project description: Radar website

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Commissioned by Radar (UK), presented at Rurart (France)