We, the Market Segments
Installation, with Persuasion Lab
Are you Human?
Khoj, International Artists Association, Delhi
Does political address survive its delivery mechanism? We, the Market Segments inhabits the visual and rhetorical grammar of online political advertising, staging encounters with the characters and characteristics of the medium.
Voter segments — the aspiring home entrepreneur, the wary pensioner, the child receiving a polio vaccination — are cast as market segments, their civic identities already indistinguishable from consumer profiles.
Where citizenship once implied guarantees of social representation, it now risks being reduced to addressability within the affective infrastructures of advertising. The installation asks what we recognize when we see ourselves segmented.
