From My Madinah: In pursuit of my hermitage… 2004

This sprawling installation by Jason Rhoades presents a web of neon signs and hanging objects. The assemblage offers a window into the artist's stream of consciousness and his critique of consumer culture. Made in the United States, the piece reflects the late 20th and early 21st century’s obsession with brand names and celebrity culture. Rhoades playfully subverts the authority of language and mocks the art world's obsession with originality. He uses neon, a medium typically associated with advertising, to create a visually chaotic environment that challenges our perception of meaning and value. The use of neon is a visual shorthand for Los Angeles car culture, as well. To fully understand Rhoades' work, one must delve into the artist’s biography and also the history of assemblage and installation art. Rhoades challenges the traditional art institution, presenting a world where meaning is fluid and subject to constant reinterpretation.