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.
- - -
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 installation video 1
Watch installation video 2
Read essay by Nella Aarne
Review: Aesthetica Magazine
Review: this is tomorrow
Project description: Radar website
- - -
Commissioned by Radar (UK), presented at Rurart (France)