Zach wanted to make a piece for Small Spaces that is a provocative commentary about the culture industry so about a month ago, he finished carving a 3x3ft linoblock of One Dimensional Man.
Last Saturday, we wheat pasted One Dimensional Man on the side of TBird Engineering.
The concept of One Dimensional Man is based on the book of the same title by critical theorist Herbert Marcuse. The large human head that Zach carved is composed of popular brands and logos that we encounter on a daily basis. It puts forth the idea that we live in a homogeneous society where we have become subject to repetition and uniformity. We believe we are individuals, we believe we have choices, but in reality, we buy the same things from the same stores, we listen to the same music, watch the same shows, and eat the same food. The present culture industry prevents us from knowing our true selves by prescribing us our identities. Our notions of distinction and difference are undermined. We give up the ability to critically question social, political, and economic boundaries. We accept and live with our false identities.