Jesse Fitzmaurice

Jesse Fitzmaurice

‘Influenced by the appropriative performances by Spartacus Chetwynd, I began the semester investigating the idea of national identity in contemporary Western culture in Australia. As I started to develop a library of sampled video media, I noticed a variety of severe sexist cultural behaviours that have been established and made accessible.Sampling media, such as advertisements and popular film, enabled me to amplify and recontextualise aspects of their content. My investigations led to further critical questioning about objectification and consumer culture and how these things are reinforced through certain media images. My first experimentations this semester developed into a series of reformulated, small, looped videos consisting of mainly women consuming ice creams and hamburgers as well as carrying out acts like applying makeup and exercising. While I find appropriating media can often have a satirical tone, I am drawn to a more honest approach to my collected material. The motivation behind this process is the practice of ‘detournement’, which is the process of reformulating the original image under a critical light.

Big M Girls 1

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