Identity Transfer 3 by Valie Export

Identity Transfer 3 c. 1968 - 1999

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Dimensions: support: 956 x 700 mm frame: 1006 x 738 x 35 mm

Copyright: © DACS 2014 | CC-BY-NC-ND 4.0 DEED, Photo: Tate

Editor: This is Valie Export's "Identity Transfer 3" from the Tate collection. The choice of materials and the way they're presented create a stark, almost confrontational mood. What stands out to you about this work? Curator: The image compels us to consider the means of production behind identity, both in terms of physical labor and the manufacturing of gendered appearances. The clothing, the jewelry: What societal systems do they represent? Editor: So, you're saying the materials are not just materials but symbols of larger systems? Curator: Precisely. Export is prompting us to question how our identities are constructed and consumed, blurring the lines between art and commodity. Editor: I hadn't considered the consumer aspect so directly, but it makes perfect sense now! Curator: The photograph itself is a product, isn't it? A statement made through material choices. Editor: Thank you for sharing that! Curator: Likewise!

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tate's Profile Picture
tate 2 days ago

http://www.tate.org.uk/art/artworks/export-identity-transfer-3-p79180

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tate's Profile Picture
tate 2 days ago

VALIE EXPORT created her black and white photographs Identity Transfer 1, 2 and 3 (P79178, P79179 and P79180) soon after creating her artistic identity as ‘VALIE EXPORT’. Born Waltraud Lehner, she rejected both her father’s name and that of her former husband (Höllinger) and reinvented herself using the name of an Austrian cigarette brand, EXPORT, that marketed itself as unique – ‘semper und unique, immer und überall’ (quoted in Ob/De Con(Struction, p.26). In a mock advertising shot she had herself photographed holding out a packet of VALIE EXPORT cigarettes, bearing her own face on its side, to the viewer (VALIE EXPORT – SMART EXPORT, 1970). Her pose is confrontational and macho – a burning cigarette clamped between her lips, she looks down at the viewer from under virtually closed eyelids – while an area of breast visible above the low neckline of her leaf-patterned dress emphasises her femininity.