SAM HEYDT
The world, no longer in focus, has succumb to a blur of movement amidst the obscurity of media images and sequence of endless distractions and schizophrenic moments. In the space of post-history, all grand narratives dissipate as technological dependency diminishes the tangibility of our experiences. Our collective consciousness has been reduced to a scattered daze as the state of the spectacle empties and nullifies every real identity. In its place, the media offers semiotically encoded avenues for ideology and identity construction. 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.
Film by Sam Heydt [www.samheydt.com]