Untitled (I shop therefore I am) 1987

Eat, sleep, shop! In this satirical collage by the American conceptual artist Barbara Kruger (b. 1945), the values and priorities of modern society are questioned. ️ The collage consists of a black and white photograph of a hand (cut out from a newspaper) overlaid with a block of text. The slogan reads ‘I shop therefore I am’ – a humorous reimagining of the famous statement ‘I think, therefore I am’ by the 17th-century philosopher René Descartes. Here, Kruger has chosen to use the font ‘Futura Bold’. This style, alongside the bold red colouring, is often associated with tabloid magazines. By using a style associated with sensational and commercial publications, the artist offers a further aspect of cultural commentary. Yet the simplicity of the composition is almost timeless, and could be understood by many generations. How do you think the black-and-white colouring of the background photograph impacts this piece? Barbara Kruger worked as a graphic designer for magazines during her early career. Do you think this had any impact on her art style? Kruger’s pieces are often attention-grabbing and use clear, bold messaging. This collage is confrontational and provocative. The scarlet red, Kruger’s signature colour scheme, symbolises danger and urgency. Through the slightly humorous statement, the artist makes a critical point; she exposes our use of consumerism as a shallow and obsessive form of identity-building. To what extent is this true? Are we defined by our material possessions? This famous image has been printed on bags and t-shirts, offering another sarcastic aspect of its meaning. ‘I Shop Therefore I Am’ just goes to show how art can be used as a political or ideological tool. It is never detached from its social context!