Showcase/Vitrina (work in progress)
This work explores how the culture of consumption is shaped by the marketing of cultural symbols. Since my arrival in Chicago in 2022 for an artist residency at the Segundo Ruiz Belvis Cultural Center, I have become increasingly aware of how the polarized Puerto Rican community uses patriotic symbols to promote their identity. The Puerto Rican flag, as a symbol of identity, is commodified and transformed into objects of consumption that represent and celebrate the homeland.
The flag’s meaning undergoes a liquefying process, evolving into a retail product. The symbol is used as a method of differentiation, more so than as a reference to daily life. Everyday objects, such as keychains, t-shirts, and headbands, among others, are sold as markers of Puerto Rican identity. This transformation highlights how cultural symbols are re-contextualized to fit the demands of consumerism.
In the broader American context, I also observe that the process of commodifying cultural symbols is not much different. Each season, a flood of seasonal items fills discount stores, with marketing campaigns ramping up months before. The seasonal items are sold with the idea of how to dress "culturally" for the occasion, framing culture itself as a commodity.
My work engages with this socioeconomic process by examining American culture through the lens of well-worn mannequin heads. Since 2022, I have designed costumes for these mannequins using seasonal items purchased from discount stores, capturing them with bespoke studio lighting. This dramatic aesthetic underscores both the marketing process and the critical issue of cultural appropriation, highlighting the tensions between culture and consumerism.
