Task Two / Consumerism / Brian Ulrich

Brian Ulrich (born 1971) is an American photographer best known for his profound exploration of American consumer culture. The featured image, entitled Rialto Theatre (2009), is from the Dark Stores chapter of his decade long project, Copia.

http://notifbutwhen.com/wp-content/uploads/darkstores/dark-37.jpg

In etymological terms, the title of the project refers to "an abundance, ample supply, profusion, plenty" (Online Etymology Dictionary, 2014).  

As a whole, it not only examines "the everyday activities of shopping, but the economic, cultural, social, and political implications of commercialism and the roles we play in self-destruction, over consumption, and as targets of marketing and advertising". This is partially evidenced in the projects conception, as an initial response to the vehement environment generated by the events of 11/09/01. In the aftermath, the American government urged citizens to consume with the intention of boosting the US economy, thereby associating "consumerism with patriotism" (Brian Ulrich: Not If But When, 2014). Here is an extract from the transcript of President Bush's address to a joint session of Congress on the 20/09/01, in which the aforementioned action is implied: 

"Americans are asking, "What is expected of us?"

[...]

I ask your continued participation and confidence in the American economy. Terrorists attacked a symbol of American prosperity; they did not touch its source.

America is successful because of the hard work and creativity and enterprise of our people. These were the true strengths of our economy before September 11, and they are our strengths today." (CNN, 2001)

In the following YouTube video, President Bush explicitly encourages shopping. However, it's clear that two separate sections of speech have been cut together, thus making the source somewhat unreliable. This is due to the potential for changing the context in which Bush's words are heard. 

The Dark Stores chapter chronicles the impact of the financial and economic downfall of 2008. The crisis began in 2007, with the decisive fall of home prices in the USA and subsequently spread to the American financial sector, shortly followed by financial markets overseas. American losses included the investment banking industry in its entirety, the largest insurance company, two government chartered enterprises that facilitated mortgage lending, the biggest savings and loan, and two of the biggest commercial banks. For this reason, companies that generally relied on credit suffered and banks ceased to make the loans that the majority of businesses required to regulate cash flow, thereby making business implausible (Havemann, 2008). As a result, a number of locations photographed by Ulrich at the beginning of the project, were left empty, "laid barren in the hulking empty architecture of the big box, mall or store" (Brian Ulrich: Not If But When, 2014).

In reference to Rialto Theatre (2009), Capitalism is a Michael Moore documentary in which "the social costs of corporate interests pursuing profits at the expense of the public good" are examined (IMDb, 2009). The image and the documentary comment upon similar issues.    

With regards to display context, the images are for exhibition, and are to be viewed in their respective chapters (Retail, Thrift, & Dark Stores). When seen in this particular context, the audience is invited to consider "the broader ecology of consumer culture" and "the interconnectedness of consumers" through what they choose to buy and what they choose to leave behind (NCMA, 2013).

http://notifbutwhen.com/wp-content/uploads/darkstores/dark-51.jpg

Interestingly, at the similar time to the Copia show (Sept. 29th 2013- Jan. 5th 2014), the North Carolina Museum of Art put on an exhibition of Porsches, entitled Porsche by Design: Seducing Speed (Oct. 12th 2013- Feb. 2nd 2014). The comparison of the two shows heightens Ulrich's comment on consumerism. In one, there's witness to the appetence for the marketplace and its inevitable downfall (Copia). In the other, there's witness to the celebration of discernible consumption with little to no consequence (The Herald Sun, 2013).

http://ncdcr.gov/News/tabid/95/EntryId/145/Porsche-by-Design-Exhibition-Extended.aspx

                  
Bibliography

Online Etymology Dictionary. 2014. Online Etymology Dictionary. [ONLINE] Available at:http://www.etymonline.com/index.php?allowed_in_frame=0&search=copia&searchmode=none. [Accessed 18 March 14].

Brian Ulrich: Not If But When. 2014. Statement. [ONLINE] Available at:http://notifbutwhen.com/ulrich/statement/. [Accessed 18 March 14]

CNN. 2001. Transcript of President Bush's address. [ONLINE] Available at:http://edition.cnn.com/2001/US/09/20/gen.bush.transcript/. [Accessed 18 March 14].

AnarchyEnsues. (2012). bush: go out and shop. [Online Video]. 20 February. Available from:https://www.youtube.com/watch?v=fxk9PW83VCY. [Accessed: 18 March 2014].

Havemann, J, 2008. The Financial Crisis of 2008: Year In Review 2008. Encyclopaedia Britannica , [Online]. 1, 1. Available at: http://www.britannica.com/EBchecked/topic/1484264/The-Financial-Crisis-of-2008-Year-In-Review-2008#toc280409 [Accessed 18 March 2014].

IMDb. 2009. Capitalism: A Love Story. [ONLINE] Available at: http://www.imdb.com/title/tt1232207/. [Accessed 18 March 14].

NCMA. 2013. Brian Ulrich: Copia - Retail, Thrift, and Dark Stores, 2001-2011. [ONLINE] Available at:http://ncartmuseum.org/exhibitions/brian_ulrich_copiaretail_thrift_and_dark_stores_20012011/. [Accessed 18 March 14].

The Herald Sun. 2013. At NCMA - Art from a Consumer Society . [ONLINE] Available at:http://www.heraldsun.com/lifestyles/lifestylescolumnists/greenberg/x1388440215/At-NCMA-art-from-a-consumer-society. [Accessed 18 March 14].