Joe Jowitt SHUT UP EDIFICE (a Civil Surface) 22 September – 10 October 2016
A half-utterance, a pause, unsatisfactory, before the sense that something else must be coming, the verb at the very least, to locate, to settle, to finalise. When is an image complete? When is an image ready to be viewed? At what point should we ignore the coming-of-the-image, the acts and processes that deliver the image to us, and instead behave as though the image was always there, always waiting? Crucially, does the image legitimate the frame that supports, surrounds and delivers in the very act of superseding the frame by drawing the eye from it? Consequently, the image is never here, never finished or completed, only ever – or always ever – arriving, iteration after iteration. This is especially the case for the advertising image. It is never done and, therefore, never successful. How else to understand the frenzied activity that surrounds it, the many industries that profit from its incompletion and replacement with the next, more perfect, utterance? The paradox of advertising is that the next image, the one that promises completeness, satisfaction, repletion, is never the one the arrives but always the one yet to be, the next partner in the chain. Half an arrow, and then half of that half, and then half again, never to arrive, endlessly deferred.
Text: When is an Image? Scott Wilson