michaelGOLAN
FINE ART
GRAPHIC DESIGN
VIDEO PRODUCTION
WEB DEVELOPMENT
 
 
 
HYPERMARKET is the first work in a series of videos & installations focused on the exploration of consumer culture in America. In the modern retail environment, consumers are offered a choice between a vast number of products. Yet in HYPERMARKET, the ability to choose has been taken away from the consumer by allowing the camera to take the point of view of the shopping cart. This work disrupts the typical relationship formed between consumers and products by reducing the viewer into such an overlooked instrument of consumerism. The shopper, now stripped of his or her ability to choose, is rendered obsolete and powerless. By taking away the act of purchasing, the consumer’s role becomes limited to observing consumerism.
February 9, 2004
HYPERMARKET, 2004 Video, 5 min 15 sec.