Sam Heydt's profile

Weight of a Needle Film

Sam Heydt
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The social landscape has become a noisy, fractured space dominated by advertisements. We produce scads of shiny short-lived products destined to eternally decay in the purgatory of landfills.  For 50 years, corporate power has been glorified, consumption championed and waste justified.  Now we stand before a precarious future.  Amid the onslaught of media images, we experience life as a sequence of schizophrenic moments.  Entangled in an endless cycle of distraction, the western world inhabits the space of post-history where all grand narratives dissipate and technological dependency diminishes the tangibility of our experiences.  Our collective consciousness has been reduced to a scattered blur that drifts from the new multiplex, the old strip mall, from one meal to the next, twitter, a text message, a coffee- medium or large, a cigarette, numbing hours of TV, all unnaturally constructed “needs”.  Our attention is hijacked by the seductive glow of flickering promises tied to a brand.  Ideologically encoded through the use of semiotics, advertisements posit meaning through the relational system of signs.  There is no reality outside representation, but rather a socially constructed system of meaning. Subconsciously, we are structured by this repertoire of codes and grammar of meaning that dissects binary structures.
Weight of a Needle Film
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