The Threadmill of Consumption
A project that looks at the role graphic designers play in creating a consumerist mindset, through the manufacture of desire; in other words, frivolous design. It also looks into the critiquing of the dominant consumer culture, specifically the notion of commodity fetishism, through the use of social commentary. The project, ironically, does not take upon a stance of anti-consumption, but to investigate the discourses of consumption resistance. It would hopefully function as a critique on a Singaporean’s everyday life, whereby we question, “what exactly are we living for?” This would be to suggest an attitude not of counter culture, but consumer resistance that is alternative of the rat race that so many individuals of society are embarking on today.
Enslavement – Just as how a yok enslaves bulls into labour, we as society have been enslaved by brands to work for them, literally.
Worship – An illustration utilising the reference of Gollum and his personality to exemplif the notion of the fetishism of commodity amongst society.
The Zombie & the Carrot – Playing on the carrot and stick principle, which is very much extrinsic in nature, consumers are constantly led in this pursuit for more goods.
Run Till our Deaths – An instance of how we work ourselves to death in the pursuit of attaining material goods.
The Circus – We are seemingly being manipulated by brands for their entertainment through profit, at the expense of us and our lives.
