General Idea
Life & Work by Sarah E . K . Smith
General Idea ’ s appropriation of television formats can also be seen in videos , such as Test Tube , 1979 , which quotes the structures of a news magazine , infomercial , and talk show . Notably , this work was created for television broadcast — a further infiltration of popular culture .
The group ’ s exploration and appropriation of popular media extended to print culture . In 1972 they created FILE Megazine , modelling the look and logo of the popular American magazine LIFE . As AA Bronson explained , “ We wanted something at a normal newsstand that anybody would pick up , just because of familiarity . But then they would find that it was something not at all familiar .”
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Cover of LIFE magazine , vol . 61 , no . 12 ( September 16 , 1966 ). General Idea fashioned FILE Megazine ’ s look and logo after the popular American publication , here featuring Sophia Loren on its cover
Cover of FILE Megazine , “ IFEL Special Paris Issue ,” vol . 2 , no . 3 ( September 1973 ), web offset periodical , thirty-two pages plus cover , black and white reproductions , with centrefold , edition of 3,000 , various collections
General Idea ’ s diverse works , which highlight the artifices of media , reveal the influence of McLuhan ’ s theories on media and communications . In Bronson ’ s words , “ we were media moguls in a universe of our own making .” Through their appropriation of media and popular culture formats , the trio critiqued and satirized contemporary society and its social structures .
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