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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