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Written & Photographed by Kenn Sava.

Shows seen: Barbara Kruger @ 3 David Zwirner West 19th Street Galleries &
Barbara Kruger: Thinking of You. I Mean Me. I Mean You. @ The Museum of Modern Art

Next year marks the 50th anniversary of the 1973 Whitney Biennial, the first time Barbara Kruger’s work was shown to the public¹.

Over the past 50 years Barbara Kruger’s style has become iconic to the point where now A LOT of people either wish they could design like Barbara. Detail from Untitled (That’s the way we do it), 2011/2020 Digital print on vinyl wallpaper, seen at David Zwirner, July 12, 2022.

A lot of others simply rip off her style, including countless advertisers, most notoriously, possibly Supreme, according to StockX. This is NOT by Barbara Kruger. NYC Subway, August 28, 2022.

49 years later, Barbara Kruger is one of the most powerful voices in Art. Moreover, she is an Artist who is a powerful voice in the world beyond Art.

Detail of Thinking of You. I Mean Me. I Mean You., which fills the 5 stories of MoMA’s Atrium. September 2, 2022.

Year 49 brings two formidable shows of new Barbara Kruger pieces and new versions of older work to NYC- one, Thinking of You. I Mean Me. I Mean You. fills the MoMA Atrium with the new site-specific titular work this fall/winter. Barbara Kruger, a show of new versions of classic work, filled 3 of David Zwirner’s West 19th Street galleries this summer. Thinking of You. I Mean Me. I Mean You. was a traveling retrospective in its prior stops at LACMA and the Art Institute of Chicago. Sadly, the retrospective segment of the show, announced to be mounted at MoMA PS1 (site of a 1980 BK solo show) was cancelled due to pandemic scheduling issues². Darn! New Yorkers will have to make due with the main building’s Atrium and the show’s excellent catalog, which includes 40 of the 60 pieces we could have/would have seen. 

Untitled, 1989, Public Art Fund installation, West 41st Street & 8th Avenue, April 3, 2001. A huge office building now occupies this space. Good luck cleaning it!

In spite of missing the retrospective part of Thinking of You. , New Yorkers have, probably, seen more of Ms. Kruger’s work over time than anyone, being she began here and has maintained a place here all along. While we missed another look-see at the depth of her work and the historical overview the retrospective provides, the impressive (and sad) thing about Ms. Kruger’s oeuvre is that her themes haven’t changed over these past 50 years. The retrospective would have shown her dedication to addressing these issues over time, and for all this time. 

“Issues about power, value, unfortunately do not grow old,” she told Art21.

Blind Idealism Is…, Paint on wall, the High Line Mural for 2016-17, seen February 5, 2017. An adaptation of a quote from Frantz Fanon. That’s “DEADLY” behind the trees, which I guess cannot be moved. Installed in summer, 2016, it eerily foreshadowed what was to come. Seen on February 5, 2017.

Barbara Kruger was born in Newark in early 1945 to a working class family. Her dad was a chemical technician, her mom a legal secretary³. After 1 year at Syracuse U, she took some classes at the Parsons School of Design with graphic designer/art director Marvin Israel and legendary Photographer Diane Arbus⁴. Though she never earned a degree, she credits her studies with Arbus & Israel with influencing her, and it was through her connection with Mr. Israel that she began her professional life at Condé Nast in the design department of Mademoiselle Magazine⁵. She became chief designer at 22,  before becoming a freelance picture editor and designer for magazines and books, including at stint at the Aperture Foundation.

“You know, it always gets me when people say I worked in advertising. I never did. I never had that experience of selling a particular product. When you work in magazines, it’s a serial process, it’s about seriality- and so is photography. Or Painting,” Barbara Kruger, Interview Magazine, 2013.

Instead, Barbara Kruger uses advertising’s methods and means including billboards, posters, pieces mounted on buildings, and short videos, while also being regularly featured in public spaces of all kinds all around the world. In her work, she lays bear the methods advertisers uses to manipulate viewers (as does Sara Cwynar more recently). The major difference is in her work Barbara Kruger isn’t “selling” anything. She wants her viewers to think.

Barbara Kruger’s David Zwirner show featured a number of older works that the Artist has reincarnated as short videos. In I Shop Therefore I Am, the work comes together on the screen as a jigsaw puzzle gradually falling into place. Untitled (I shop therefore I am), 1987/2019 Single-channel video on LED panel, sound, 57 sec. David Zwirner, July 12, 2022.

After forming “I shop there fore I am,”, the “I Shop” is replaced with other words making new phrases.

“These are just ideas in the air and questions that we ask sometimes- and questions that we don’t ask but should ask.” she told Art21.

In the 1970s, she began showing her work, then took a year off late in the decade to consider what she was doing and what she wanted to do with her Art. Now, her 1970s work has all but disappeared- I can find no trace of it anywhere. In the 2010 Rizzoli Barbara Kruger monograph, the largest and most comprehensive book on her work so far, the earliest pieces included date from the 1980s. During her break, her time with the Artists Meeting for Social Change proved critical in helping her focus her ideas, which she combined with her graphic design expertise to develop the unique text & image style that has become instantly identifiable as hers. In the 1980s, a steady string of gallery shows began, continuing right up to this summer with Barbara Kruger, her first show with David Zwirner. The museums came on board with the 1999-2000 MoCA, Los Angeles, mid-career retrospective. Her work has since been on view in numerous museums around the world (with the text in her work in the local language), up to Thinking of You I Mean Me I Mean Thinking of You. I Mean Me. I Mean You. now at MoMA after prior stops at the Art Institute of Chicago (Sept, 2021- Jan, 2022) and LACMA (March – July, 2022). Such has been the demand for her work, her Zwirner CV runs 31 pages.

Partial installation view of one of the three Zwirner galleries, July 12, 2022.

The images that appear in her work are often sourced from mid-century catalogs⁶. But, Barbara Kruger has issues with Photography- particularly Street Photography and Photo-Journalism.

“There can be an abusive power to photography,” she said⁷.

Thinking of You. I Mean Me. I Mean You., MoMA Atrium, September 2, 2022. It won’t, but I think it should stay right here permanently. In the now 16 years this space has been here, this, and Adam Pendleton’s recent piece, are the best use of almost all of it I have seen. Unlike much of her earlier work, there is no Photography in this piece.

Her signature red on white pieces, which suddenly became black on white pieces, often pose tough questions that put the viewer on the spot. “You talking to me?,” as DeNiro said. Christopher Bolen walked readers through what happens next in Interview Magazine-

“The direct address is disarmingly direct. Certainly, the “you” implicates the reader—a shopper, a consumer, a part of the capitalist enterprise, guilty of impulsive buying habits. But the “you” is also a general composite—that annoying, far more guilty everyperson-and the reader sides with the artist in condemning this sector of the population who is greedy, wasteful, and irresponsible. So already—and almost always in a graphic Kruger text piece—a haunting repositioning occurs in the mind of the viewer: judged and also judging; agreeing with the charges even as she or he is charging others.” Christopher Bolen, Interview Magazine, 2013. 

The view of MoMA’s Atrium from the 5th floor, September 2, 2022.

If anything, her newer black on white style without Photographs is even more direct. There is nothing to distract the viewer from her text. Not even color.

Detail of Untitled (No Comment), 2020, Three-channel video installation, sound, 9:25 min. As she has used found Photography, Barbara Kruger may also use texts from others. “Those who make you believe absurdities can make you commit atrocities” is a quote from Voltaire. At David Zwirner, July 12, 2022.

“I want my work to create commentary,” the Artist told Art 21.

In doing so, she turns the methods of advertising on their heads, “to teach us how to the two languages of persuasion, photographs, and words, influence us. Believing that no message is neutral, Kruger would have us be critical interpreters, rather than passive consumers, of the media⁸.” In doing so, she allows the viewer to see how advertising works- how it manipulates and persuades, while helping the viewer understand the power of the media.

David Zwirner, June 30, 2022

At David Zwirner, some of the Artist’s most well-known pieces, including Untitled (Your Body Is A Battleground), 1989/2019, have been given new life as single channel videos on LCD panels. Originally created to support women’s reproductive rights for the 1989 Women’s March on Washington, it’s just one example of the unfortunate timelessness of Barbara Kruger’s work. Your body is a battleground is already 33 years old. I shop therefore I am, is 35 years old.

Detail of Thinking of You. I Mean Me. I Mean You., MoMA Atrium, September 2, 2022.

As she prepares to enter the second half-century of her work, she finds herself in a world that is substantially more open to her voice, and that of female Artists, than it was when she began to show her work in the early 1970s. Barbara Kruger has been a substantial catalyst of that change. I’m not sure she’s gotten enough credit for it. Of course, there is still much to be done. Though her methods have evolved over time, the effect she’s had, already, is incalculable- in so many ways. Purely as Art, 50 years on, her work has more than held its own.

Detail of Untitled (That’s the way we do it), 2011/2020 Digital print on vinyl wallpaper at David Zwirner, July 12, 2022.

Based on all of this, leaving aside how her work will be viewed aesthetically, it seems to me that 100 years hence, her work will remain every bit as relevant as it is right now.

For better. Or for worse.

Untitled (Remember me), 1988/2020 Single-channel video on LED panel, sound, 23 sec. David Zwirner Gallery, June 30, 2022.

*- Soundtrack for this piece is “Color Synesthesia,” by Nik Bates, with the classic line, “And without Barbara Kruger, there would be no Supreme,” from his album Goodbye, San Diego, 2010.

Also- I’m pleased to announce I’m curating a selection of Art, ArtBooks & PhotoBooks for sale! All items are from my collection or selected by me in my travels through the Art world. The complete selection of over 370 items is here.

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Written & photographed by Kenn Sava for nighthawknyc.com unless otherwise credited.
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