Meta culture: branding, semiology and the language of display

Georgetti, M 2019, Meta culture: branding, semiology and the language of display, Doctor of Philosophy (PhD), Art, RMIT University.


Document type: Thesis
Collection: Theses

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Title Meta culture: branding, semiology and the language of display
Author(s) Georgetti, M
Year 2019
Abstract Through the use of expanded sculpture, painting and installation this research project examines some of the unrecognised ideologies and values that are perpetuated into visual culture through the fragmentation and distribution of brands and the commodified image. The artworks made in this project explore the ways in which the display of commodities informs socio-political value systems, class structures and notions of status within consumer culture. I think these values are often mediated through cultural signs, semiotic structures and on a large scale, influence the production and presentation of contemporary art today.

The research examines our psychological and unconscious relationship to brands. I aim to examine how this may influence the cultural notion of excess and how this is perpetuated through current modes of representation used within a commercial context. In particular, some of these psychological and social values that will be explored surround notions of desire, security, pleasure, the ego and notions of self.

Within the development of large-scale installations and environments, I aim to create a correspondence or dialogue between certain histories within abstract painting and corporate culture. These assemblages are used to create satirical and paradoxical readings of the language of display and to explore the relationship between art and merchandise.

The research will seek to identify the ways in which brands function as structures of written language and in doing so, influences the role of images within a capitalist economy. I believe they abstract notions of value and affluence based on their role as spectacle. This is an area of discussion explored through methods such as juxtaposition, re-contextualisation, collage and an analogous arrangement of commodities and found materials.
Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Art
Subjects Fine Arts (incl. Sculpture and Painting)
Keyword(s) Meta-culture
Culture
Branding
Semiology
Language
Display
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Created: Fri, 25 Oct 2019, 07:49:45 EST by Adam Rivett
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