A scratch film by Sam HEYDT {2015)

‘The time of an instanteous presence that is no longer even the present moment in relation to a past or a future” (Baudrillard 30)

Entangled in an endless cycle of distraction, the western world inhabits the space of post-history where all grand narratives dissipate and technological dependency diminishes the tangibility of our experiences. Our collective consciousness has been reduced to a scattered blur that drifts from the new multiplex, the old strip mall, from one meal to the next, twitter, a text message, a coffee- medium or large, a cigarette, numbing hours of TV, all unnaturally constructed “needs”. Our attention is hijacked by the seductive glow of flickering promises tied to a brand. 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.