OBEY
32° Leader...
The OBEY sticker campaign can be explained as an experiment in Phenomenology.
Heidegger describes Phenomenology as “the process of letting things
manifest themselves.” Phenomenology attempts to enable people to
see clearly something that is right before their eyes but obscured; things
that are so taken for granted that they are muted by abstract observation.
The FIRST AIM OF PHENOMENOLOGY is to reawaken a sense of wonder about
one’s environment. The OBEY sticker attempts to stimulate curiosity
and bring people to question both the sticker and their relationship with
their surroundings. Because people are not used to seeing advertisements
or propaganda for which the product or motive is not obvious, frequent
and novel encounters with the sticker provoke thought and possible frustration,
nevertheless revitalizing the viewer’s perception and attention
to detail. The sticker has no meaning but exists only to cause people
to react, to contemplate and search for meaning in the sticker. Because
OBEY has no actual meaning, the various reactions and interpretations
of those who view it reflect their personality and the nature of their
sensibilities.
Many people who are familiar with the sticker find the image itself amusing,
recognizing it as nonsensical, and are able to derive straightforward
visual pleasure without burdening themselves with an explanation. The
PARANOID OR CONSERVATIVE VIEWER however may be confused by the sticker’s
persistent presence and condemn it as an underground cult with subversive
intentions. Many stickers have been peeled down by people who were annoyed
by them, considering them an eye sore and an act of petty vandalism, which
is ironic considering the number of commercial graphic images everyone
in American society is assaulted with daily.
Another phenomenon the sticker has brought to light is the trendy and
CONSPICUOUSLY CONSUMPTIVE nature of many members of society. For those
who have been surrounded by the sticker, its familiarity and cultural
resonance is comforting and owning a sticker provides a souvenir or keepsake,
a memento. People have often demanded the sticker merely because they
have seen it everywhere and possessing a sticker provides a sense of belonging.
The Giant sticker seems mostly to be embraced by those who are (or at
least want to seem to be) rebellious. Even though these people may not
know the meaning of the sticker, they enjoy its slightly disruptive underground
quality and wish to contribute to the furthering of its humorous and absurd
presence which seems to somehow be antiestablishment/societal convention.
Giant stickers are both embraced and rejected, the reason behind which,
upon examination reflects the psyche of the viewer. Whether the reaction
be positive or negative, the stickers existence is worthy as long as it
causes people to consider the details and meanings of their surroundings.
In the name of fun and observation.
Shepard Fairey, 1990
Shepard Fairey
- American contemporary graphic designer and illustrator -
USA
NEWSLETTER
|
|
Search with Leader For One Day
