What Should I Do? 1988

Allen Ruppersberg made this poster, ‘What Should I Do?’, using commercial printing techniques common in the late 20th century. The directness of the question invites us to reflect on the public role of art, especially in times of uncertainty. Made in the United States, it reflects the socio-political anxieties of a period marked by cultural shifts, economic restructuring, and institutional critique. The simplicity of the design – black text on a colored background – mimics advertising, blurring the lines between art and commerce. Ruppersberg's choice to use a mass-produced format raises questions about the commodification of art and its accessibility to a broader audience. Is he challenging the exclusivity of the art world? To fully appreciate Ruppersberg's work, research into the social and institutional contexts of American art in this period is essential, including artists’ manifestos, critical essays, and gallery records. Only then can we understand its commentary on the social structures of its time.