Sajjad Ahmed

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Testimony 27th September 2007

'LANGUAGE' evolved from my interest in semiotics. The word 'language' is written in roman in traditional calligraphic style in arabic. Approaching the work near, the sacred-looking calligraphy reveals to be composed out of thousands and thousands of the word 'language' itself, written in English. The work adresses the notion of tradition in the age of globalization where merger of cultures and hense text/languages/communication is affected in its most direct form. Tradition stays sacred but it is actually composed out of a global language.

Sajjad Ahmed (2007)

Sajjad Ahmed

LANGUAGE, 2007

  

The interactive installation, 'CONSUMED', is realization of the fact that entertainment and advertising consumer is also a consumer product in the hands of all this media, media tools and ways of persuading.

Usually, we believe that we are consumers, we consume - but at the same time we also get consumed by media, entertainment business, advertising, in this time and age, wherever popular culture exists.

Sajjad Ahmed (2007)

Sajjad Ahmed

CONSUMED, Interactive Installation (Displayed in a dark room), 2007