Am I real?

Exhibited:

Solo exhibition, Progress Gallery, Belgrade, 2017.
Photography: Uroš Dozić

Am I real? is a collection of digital prints, objects and video works that question the construction of femininity and female identity within consumer and media culture. The identity of a woman is considered as a ravishing, artificial scene whose character becomes a visual fantasy of the global system which the observer unconsciously reads. The author points to certain models of femininity whose role is the transfer of meaning offered and “bought” by selecting products like the perfume bottle. The product becomes a packaged value that is internalized by providing identification with the descriptive and visual characteristics of the product itself. Works explore global advertising – a femininity characterized by several available types of sexuality, romanticism, seductiveness, social or status achievement. Identity is therefore identified with the illusion of choice and the appropriation of the meanings that this choice implies. In this way, the global female identity becomes a highly aestheticized field of self-alienation.