Azar Alsharif (N/IRN) focuses on processing various forms of popular culture, especially the mechanisms used in the advertising industry and the questions arising therefrom regarding authenticity, truth and luxury. She uses mainly materials recycled from fashion and lifestyle magazines. These she subsequently combines, blends and installs into new pictures and objects. Alsharif is mainly interested in the psychology of this problematic. The fragmentariness, manipulation and reshaping of images is for Alsharif not only a way of undermining the credibility and authenticity of the original material, but above all a strategy for thematising the cognitive framework that the effect of advertising creates.

Markéta Stará

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