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TRANSLATIONS 1

Barbara Sterle Vurnik wrote the following text about my project Translations1:

"Čigon’s latest project differs somewhat from her other works in its explicitly conceptual structure. On this occasion, however, Čigon has decided to address the viewer directly using only the manipulative power of a form of the mass media, namely, magazines. Thus she has conceived Translations 1 on the model of today’s women’s and men’s magazines. She selected a few of the most notorious, and most influential, publications found in Slovenia, which through their inane advice impose unrealistic norms and unattainable ideals of beauty, misleading and dulling the minds of the “believing” masses. To achieve a new balance of comparisons, she conceived and "published" new variations of one women's and one men's magazine both consisting of 40 pages of text, pictures and also few advertising pages . Her purpose was to make visible a great amount of stereotypes hidden in text and pictures that are found in this kind of magazines.

The method she used to show this is "translation". She took the articles that she found in women's magazines and put them into the new men's magazine and vice versa. She also replaced all the female names with male names and corrected the text where it was necessary. Similarly she proceeded whit pictures - where there was a picture of a man in the magazine, she replaced it with a woman etc. Both of the new developed magazines work in two phases: the initially predictable look of the official magazines (or rather Čigon’s copies) retroactively triggers the viewer’s recognition of the 'truth' and the trick."

 
VIDEO presentation of the work on artyčok.tv
 
     
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Ana Čigon