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Persona Consumer

PERSONA CONSUMER
Ural vision gallery,  April 2016
Polyethylene bags

The word «personality» comes from the Latin word «persona», formed from the Greek πρóσωπον – «mask». Today it is well known that the cult of death masks was widespread in ancient Greece and Etruria, and masks were used in Greek theater. Anyone could become a «person» only wearing a mask and embodying a certain image. Today in the context of globalization our image is built only on the basis of what we consume. Artist went in the opposite direction and created masks of his personality. He took casts of his face using plastic bags as material, which are the most popular package and the invariable attribute of commodity-money relations. These masks are very light and amorphous, but they are durable and can survive for hundreds of years, even without the museum’s storage.