Ownership of the Face Exploits Human Expression
Vasiliki Marapas — November 4, 2014 — Art & Design
References: kristinacranfeld & dezeen
Royal College of Art graduate Kristina Cranfeld has created a series of facial-distorting masks for her 'Ownership of Face' project, presented during this year's Istanbul Design Bennial.
The masks, which exaggerate facial features and modify facial expression, are a commentary on how the physical modes of social interaction can be manipulated for commercial gain.
The London-based artist explains, "Ownership of the Face is a speculative narrative, where the human face is an artifact that is highly commercialized and manipulated by external forces." In fact, Cranfeld goes as far as to say the project visualizes a future in which facial expression is, first and foremost, a commodity exploited by the workforce for corporate advancement rather than a means of expression. An example is seen in a pair of eyeglasses, intended for airline stewardesses, that force the wearer to smile. The glasses ensure the appropriate facial response of an airline worker -- no matter what the circumstance.
The masks, which exaggerate facial features and modify facial expression, are a commentary on how the physical modes of social interaction can be manipulated for commercial gain.
The London-based artist explains, "Ownership of the Face is a speculative narrative, where the human face is an artifact that is highly commercialized and manipulated by external forces." In fact, Cranfeld goes as far as to say the project visualizes a future in which facial expression is, first and foremost, a commodity exploited by the workforce for corporate advancement rather than a means of expression. An example is seen in a pair of eyeglasses, intended for airline stewardesses, that force the wearer to smile. The glasses ensure the appropriate facial response of an airline worker -- no matter what the circumstance.
Trend Themes
1. Exaggerated Facial Masks - Creating masks that exaggerate facial features and modify facial expression for commercial commentary presents an opportunity for artists to explore the boundaries of self-expression in regards to consumerism
2. Commercialization of Human Interaction - The concept of commercializing human expression and interaction is a disruptive innovation opportunity for marketers to create new ways of selling products and services
3. Commodification of Emotions - The 'Ownership of Face' project, which takes a critical look into a potential future where facial expression is treated as a commodity, provides an opportunity for psychologists, futurists, and artists to rethink the psychology of emotions
Industry Implications
1. Art and Design - The art and design industry has the opportunity to create new, thought-provoking works of art that challenge norms and encourage societal reflection
2. Marketing - The marketing industry has the opportunity to capitalize on the commercialization of human interaction and explore new ways to sell products and services through emotional manipulation
3. Psychology - The psychology industry has the opportunity to investigate the potential consequences of the commodification of emotions and how it could impact society in the future
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