NEW HORNS SOUNDING IN THE WIND

We live in an era that is closing the sphere of political representation. The individual with their smartphone unwaveringly believes in their influence and participation in the world. This belief in their selfie creates unimaginable feelings of power, and one is lulled into a seemingly endless sense of security.

I am what I am / I am what I am, never has a reign found a more unexpected motto. I am what I am, this is the last offering-sacrifice of the marketing to the world, the latest stage in the evolution of advertising.

Time and again, attempts have been made to measure, categorize, and manage the world, but for some time now, attempts have also been made to divide human material into classes.

However, this measurement also involves the concept of quality. And the criterion of quality is increasingly becoming the sole criterion for research and art. The work must be salable. But the work must also be understood. Both are subjective and manipulable measures of value.

This sample from the series New Horns Blowing in the Wind is a video-performative presentation based on the numbers 7 and 17.

MJC