NAME: Divya Pandit TITLE: Street Art DESCRIPTION: The message of street art DEPARTMENT: Communication Design (UGFD) DURATION: 23rd March - 24th April COHORT: 2015-2018 COLLEGE: Pearl Academy
ACKNOWLEDGEMENT During the course of research for this project I gained a lot of knowledge about Street art. This project has made me more aware about how street art can change the world. I would like to thank pearl academy of design, fashion and business for giving me an opportunity to do this project. Additionally, I am very thankful to my academic mentors, professor Javed and his guidance and support has been absolutely integral to this project. I am also using this opportunity to express my gratitude to every one who supported me throughout the coarse of this project. I are thankful for their aspiring guidance, invaluably constructive criticism and friendly advice during the project work. I am sincerely grateful to them for sharing their truthful and illuminating views on a number of issues related to the project.
TABLE OF CONTENTS CONTENTS
1
INTRODUCTION
RESEARCH SYNOPSIS
FINAL SOLUTION
SCOPE
DATA COLLECTION
LIMITATIONS
DATA ANALYSIS AND SYNTHESIS
REFERENCES
CONCEPT DEVELOPMENT
INTRODUCTION Everyday people are assaulted by advertisement images in the
streets, metro and even toilets. It is difficult not to see them, even though one tries not to look at them. Majority of outdoor billboards are selling a certain lifestyle creating new consumer ideology in society. The majority of street art works are created to occupy the eyesight with something more interesting and cultural rather than commercials. Although many street art graffiti writings are simple anti-capitalist slogans, most of stencil-made street art works are beautiful, eye catching pieces that indeed could be deliberated as an art form. It is really paradox that being “brainwashed” by propaganda cost money and it is considered legal, while getting “enlightened” by street art is free, but it is considered to be illegal and is being terminated by most of the local authorities. My work shall examine relations between street art and society, government and advertisements. Although part of street art is just a joke, authorities make everything to erase it, but
advertising agencies are coping with it in different way by using it as guerilla marketing tool. After observing the ideas and messages of street art one can probably understand the reason of government-street art relations.
As an artist I always felt compelled to investigate my
interest in street art and graffiti art. Though I am not practicing street art or graffiti art, I have always admired the art forms from afar, often attempting to decipher the message, motive, and meaning. I have always felt that there is a certain mystique regarding street and graffiti art that aroused a curiosity, begging further investigation, and yielding a more educated understanding for their being.
RESEARCH a)DEFINING OBJECTIVE To understand the contexts of street art and graffiti as a part of the visual culture found in urban areas, aiding in the identification of street art and its relationship with the society, government and advertisement. As street art gains popularity worldwide, it continues to borrow influences from the graffiti art revolution, but is also increasingly recognized as a distinct art form. While the general acceptance and understanding of street art is in an indeterminate state, this study intends to describe the position of street art and artists by investigating their varying status in the art world, both problematic and successful.
b) METHODOLOGY To go ahead with the objective, I have decided to: • Brainstorm the topic for its identification. • Secondary research shall include what it is about, the evolution, its forms, its relationship with the society and media. • Primary research by conducting a survey to gain a perspective yielding a better understanding for motivations and this genre.
SYNOPSIS c) DELIVERABLE Based on the information I hope to develop a solution that will be particularly engaging to urban areas and help people become more cognizant of current social, visual and cultural aesthetics in their own visual world. I plan to go paint on one of the walls of the street with a design that I shall create.
WHAT IS STREET ART? The street itself has become an explosive platform by which artists
can express themselves, often transmitting their personal visions, values, and opinions on a daily basis. There is as yet no simple definition of street art. It is an amorphous beast encompassing art which is found in or inspired by the urban environment. With anti-capitalist and rebellious undertones, it is a democratic form of popular public art probably best understood by seeing it in situ. It is not limited to the gallery nor easily collected or possessed by those who may turn art into a trophy. Considered by some a nuisance, for others street art is a tool for communicating views of dissent, asking difficult questions and expressing political concerns.Its definition and uses are changing: originally a tool to mark territorial boundaries of urban youth today it is even seen in some cases as a means of urban beautification and regeneration.Whether it is regarded as vandalism or public art, street art has caught the interest of the art world and its lovers of beauty.
HISTORY OF When most people think of “street art,” they conjure crude images of graffiti – provocative and uncompromising. And it’s understandable, due to its close associations with gang culture, used to vandalize public property and essentially mark the gang’s territory. But times have changed. Today, graffiti art has become a respected new art form, a unique aesthetic with very few restrictions or rules. So just how did street art originate? Let’s start with the term “graffiti” itself. The word actually derives from the Italian word “graffito,” which translates as “scratch.” During the prehistoric era, man would essentially “scratch” images onto cave walls. During the Roman Empire, warriors would “scratch” images on the walls of the buildings in their conquered cities. During World War II, both the Nazis and anti-Nazi groups used graffiti as a popular propaganda medium. Many speculate that it was in fact, during World War II that the use of graffiti began its radical shift to a lower art form. Many began using graffiti for tagging or for vandalism, writing derogatory names and slander in public areas. Gang culture thrived, and members began marking public property with gang names, tags and titles.
F STREET ART Soon after, the art form improved, and graffiti moved out of the insular gang culture and into popular culture. Young artists found relief in the new medium as it offered a relevant, creative new way to express themselves. Because street art wasn’t part of an academic institution, there were no rules or boundaries. The artists had poetic license and absolute freedom to create their own unique style and form. While many now regard street art as a legitimate new art form, others still see it as pure vandalism. In fact, in most countries, it is still illegal—hence the reason it is often referred to as “underground art.” Artists will create their works at night, hiding from the authorities. Many street artists have gone as far as to keep their identities anonymous, using pseudonyms in lieu of their names. Probably the most well-known artist is “Banksy,” This man has gone on to not only achieve wide acclaim for his street art, but for his paintings, books, and films. Banksy infuses his work with social and political commentary, often employing a satirical wit and dark humor to make his point.
FORMS OF 1. TRADITIONAL Painting on the surfaces of public or private property that is visible to the public, commonly with a can of spray paint or roll-on paint. It may be comprised of just simple words (commonly the writer’s name) or be more artful and elaborate, covering a surface with a mural image.
2. STENCIL Painting with the use of a homemade stencil, usually a paper or cardboard cutout, to create an image that can be easily reproduced. The desired design is cut out of a selected medium, and the image is transferred to a surface through the use of spray paint or roll-on paint.
3. MOSAIC Mosaic is the art of creating images with an assemblage of smaller parts or pieces, to resemble a single giant piece of art.
STREET ART 4. STICKER Propagatesan image or message in public spaces using homemade stickers. These stickers commonly promote a political agenda, comment on a policy or issue, or comprise an avantgarde art campaign.Sticker art is considered a subcategory of postmodern art.
5. YARN BOMBING Street art that employs colourful displays of knitted or crocheted cloth rather than paint or chalk. The practice is believed to have originated in the U.S. with Texas knitters trying to find a creative way to use their leftover and unfinished knitting projects, but has since spread worldwide. Yarn bombing is almost exclusively about beautification and creativity.
6. Video Projection Digitally projecting a computer-manipulated image onto a surface via a light and projection system.
7. FLASH MOBBING A large group of people who assemble suddenly in a public place, perform an unusual action for a brief time, then quickly disperse. The term flash mob is generally applied only to gatherings organized via telecommunications, social networking, and viral emails. The term is generally not applied to events organized by public relations firms or as publicity stunts. This can also be considered mass public performance art.
8. STREET INSTALLATION Street installations are a growing trend within the ‘street art’ movement. Whereas conventional street art and graffiti is done on surfaces or walls, ‘street installations’ use 3-D objects and space to interfere with the urban environment. Like graffiti, it is non-permission based and once the object or sculpture is installed it is left there by the artist.
9. WHEAT PASTING It is made with an adhesive liquid made of vegetable starch and water.
10. WOOD BLOCKING Artwork painted on a small portion of plywood or similar inexpensive material and attached to street signs with bolts. Often the bolts are bent at the back to prevent removal. It has become a form of graffiti used to cover a sign, poster, or any piece of advertisement that stands or hangs.
STREET ART AND SOCIETY
In 21st century consumer society became more widespread and common with the help of social media and
internet. The image of Starbuck’s mermaid is more common than Van Gogh’s sunflowers. While in some societies having Dali’s and Monet’s paintings hanging in the room has a big value in other societies it has much value to have Starbucks coffee mug, Converse shoes and Apple’s logo on electronic devices. As art is becoming not very popular and sellable in some case, artist started to transfer their works to the street walls. Even though some people prefer to have branded coffee mugs they will still be able to see a piece of art on the street. Before discussing the conversation between street art and society a little should be said about the history and origins of street art. ”The idea of subcultures being a representation of a moment in history, therefore we can see that as street art were born out of a feeling of being left out by society, they will continue to survive as subcultures for however long any one person feels neglected or excluded” (Rose&Strike, 2005, p.200). Today’s street art is very different from former graffiti writings. Graffiti writings generally represented the name of the artist or name of gang that graffiti writer belonged to. After a certain time period graffiti writings developed, they became more attractive, interesting and creative. Why write just a name if you can add shadows and make it three dimensional writing. But nowadays street art writings are more literate and self-conscious. “Society is in a monologue with itself, not allowing in outside voices or new thoughts. Street artists playfully interact with the government that works to buff out their narratives.” (Graffiti writing and street art are often confused with one another. Both are subversive art movements where work is displayed in public rather than a gallery setting. Graffiti writing and street art are closely related contemporary art movements, however, they differ in terms of technique, function and intent.
Street art wall writings are considerably the same as Facebook wall posts, only here an artist shares his thought not only with his so called facebook-friends but with whole society and the government. This last is trying to erase these messages from artist-society conversation. While society is under the state of one-sided informational conversation with advertisements, street art creates a dialogue with capitalist system and government censure of message delivery systems. It is not only about mass media, it is also about outdoors communications such as billboards, leaflets, printed announcements, etc. Most of street art messages are about questioning the mainstream ideology will it be consumerism, autocracy, “fake� democracy, politics, etc.
Fg.1. Banksy - Soldier and Girl
Fg. 2. Banksy - Destroy Capitalism
Figure 1 is an artwork of famous street artist known as Banksy. There is a girl searching a soldier in the picture. Probably the message of this particular artwork is that society must control government and not vice versa. Soldier represents the suppressive force of government and a girl – innocent civilian. Figure 2 is also an artwork of Banksy. His works are usually representing the ideological rebel against the capitalism. Current picture shows a salesman who sells t-shirts with writing “Destroy Capitalism�. People in the line are waiting for their turn to buy the t-shirt, and this people look like punks, hippies and anarchists. The message of this artwork is that the rebel against the capitalism is using capitalist ways. In order to show off the rebellion one must buy a 30 dollar serial production t-shirt.
Fg. 3. Banksy - PARKing Fg. 4. Rainbow Street art is the way artist adapt art to the postmodern capitalist world. Blank grey wall may become a piece of art and even masterpiece in couple of days. Street artist Banksy usually criticizes capitalist structure. Figure 3 shows this very exact adaptation by removing “ing” from the word and living only “park” where a little girl is happily swinging. Figure 4 shows that not every street art are anti-political. There are examples of street art that are just making a person passing by smile. This kind of street art are attractive, colorful and awaking a happy feelings in society. They do not promote any political idea; their message is happy lifestyle apart from propaganda and consumerism
STREET ART AND OUTDOOR ADVERTISING
In the past decade street art changed its face from gang graffiti writings to stencil art pieces and guerilla marketing tool. While in some countries street art still exists under the label of “vandalism” in other countries street art is becoming a tool for advertisement and marketing. Advertisers and “cool hunters” always search for something new and creative to increase sales and popularize the product. If the street art is so attractive and spectacular why it should not be uses in advertisement? Usual outdoor advertisements are memorable if they are related to particular interest of consumer, otherwise regular citizen would not even recognize the advertisement. As it comes to street art used in advertising it is recognized by majority of pedestrians whether they are interested in product or not. One of the examples of guerilla marketing Turkey is installation made for Turk Telekom on the bus stops in Istanbul. The bus stops were decorated as a flat interior as shown in Figure 5. Although majority of people do not remember what was advertised by such creative way, they remember that it Turk Telekom who makes daily life a little bit happier and interesting. As street art becomes more widespread across the world people pay more attention to the wall writings rather than commercial billboards. Therefore advertisers tend to use graffiti writings to attract customers and promote particular information. In 2010 Vodafone used graffiti spray writing on one of its offices in Istiklal Street in Istanbul. The writing on Figure 6 says “Free talking is our right”. Vodafone aimed the target group of age under twenty-five. And it is no coincidence that it was made on Istiklal Street, one of the main modern, entertainment, youth street in Istanbul. Graffiti writing in combination with the world “free” or in other translations “liberty/freedom” bring to mind rebel feeling of youth and shows that the company is in the same “club” as youngsters. In last five years many companies and NGOs have used street art as one the tools to spread theinformation or promote the product. Nestle, Greenpeace, McDonalds, IKEA are the main companies that started using street art as an advertising and guerilla marketing tool.
Fg.5. Ev gibisi yok!: there is nowhere like home
Fg.6. Vodafone office in Istanbul
THE EMERGING FORM OF STREET ART IN INDIA Street Art has always been an intrinsic part of Indian society. The early man used it as a form of remembering or mapping. The Harappans, Mauryans, Cholas, Guptas, Pallavas etc. used it either to portray human interaction with landscape or for preaching purposes. It is presently being used as a medium for social awareness, advertising, beautification and personal recreation. However it has gone unnoticed for centuries due to lack of just one ingredient i.e. ‘a definite purpose’. The awareness created among the highly educated youth has been vital in the resurfacing of street art as a revolutionary phenomenon in the 21st century. In Indian culture, the good and the bad operate synchronously. Street art is no different. There is a very thin line that separates artisanship and vandalism. Street art has lent an inner voice to the public to express their anger and frustration against the government and the social evils. Many unskilled artists have got a platform to nurture their hidden talent, some have even got employment. It has added a fresh vibrance to the dull and dingy streets of many villages, towns and cities. Moreover it has become the fastest mode of public communication. However we must realise that there are people who are misusing this freedom of expression to the maximum degree. Inside monuments, lovers inscribe their names on walls. Piers of flyovers and walls of subways are seen adorned with abuses or other derogatory statements. Politicians are never far behind when it comes to malpractice. The spaces which could have been used for noble causes are full of portraits of their smiling faces. Such acts of uncivility and barbarism dilute the essence of street art. This the reason why Indian street art is far from the pinnacle. Nevertheless there is always scope for improvement. The day when every citizen realizes that street art is all about being ‘meaningful’ and not ‘beautiful’ India will have won gold in this field as well.
DATA ANALYSIS Street art is an original type of art that we can find only on the streets. Many people don’t recognize this artwork like art and sometimes it is related to vandalism. My aim through this project is to promote street art because it has the ability to evoke a set of emotions that many people in today’s world never think is possible to have towards an inanimate object. I am very passionate about street art as I believe that it enriches our lives and make us crave for something more for our otherwise bland landscapes and translates into our lives for craving for something more in our relationships with each other. In this sense, street artists are training us to see beyond and into the potential of our landscape. It invites us to interact and respond to our surroundings. More than this, it teaches us that anything we experience, we can truly make our own. However, whether the views are positive or negative, I can say that, if it makes one think or feel anything at all or makes you say something to someone, then, street art has done its job!
CONCEPT DEVELOPMENT While graffiti is revered as an art form to some, it is often seen as an unwanted nuisance by others. While vibrantly rich in history, graffiti has a controversial past, present, and future that will likely continue to be the subject of debate, especially with the insurgence of street art, an art form that often overlaps graffiti art in subject matter, media, aesthetic appearance, and placement as a public form of art. Distinguishing between street art and graffiti art proves quite challenging to the undiscerning eye. Street art can help the general public to become more cognizant of current social, visual and cultural aesthetics in their own visual world. That’s how I developed my concept of street art and reasons to promote it, especially in india.
FINAL SOLUTION Each kind of image or a piece of art tends to have a different message. A lot of them aren’t very direct, it is sort of esoteric and left open to interpretation. The idea is to answer the question on “What does street art solve?” My final solution is based on the messages which is usually taken from the things I see around, like in the news or my perceptions of the world, some problem that I perceive and also as the City life is so serious, people are going and doing their business, they have to rush from here to there. So this piece of street art is a kind of stop and smell the flowers thing, like hopefully people will stop and get a smile out of it. I have taken inspiration from the 4 wise monkeys.Together they embody the proverbial principle to “see no evil, hear no evil, speak no evil”. The concept of 3 monkeys keeping their eyes, ears and mouth closed originates from Japan and is part of Japanese folk religion called Koshin.
IWAZARU
MIZARU
KIKAZARU
SHIZARU
The proverb advises us of the importance of being unified and pure in mind, speech and action and is primarily interpreted as a moral rule to avoid evil in all forms. I feel that this image is relevant to us because we are the same. We have certain qualities and genes from them. We behave the same. We live in groups, we are scared, we follow the commands blindly and we are driven by anybody. A Marathi poet has mentioned in his poem that “We are dumb driven cattle’s and driven by anybody and we are auctioned at every five years.” However, with time,we have changed a lot adding new meaning to the original one. Instead of “Bura mat dekho, bura mat bolo, bura mat suno” we are having “Mat suno, mat dekho and mat bolo.” Its really funny that inspite of seing everything around us, we still act blind, we hear but don’t listen and we want to speak but we keep numb. Why? The answer is very simple. We are afraid of things or we don’t want to get involved in matters of the people because we want to be on the safe side always. We blame the others. This tendency has drifted us into many problems. Corruption is threatening just next to terrorism. It has shuddered our faith in honesty and has uprooted the belief in constitution where we have “Satyamev Jayate.”Sometimes there is a fourth monkey depicted with the three others; the last one, Shizaru, symbolizes the principle of “do no evil”. He may be shown crossing his arms or covering his genitals.
BEFORE
AFTER
I also volunteered a group of students to paint a wall on the Dockyard road which was sponsered by ‘PROJECT MAD.’ It was an amazing experience, the wall was quite huge, we were asked to wear black. The result was quite amazing and people really loved what we did.
RECOMMENDATION AND SUGGESTION To promote street art as the art world has transitioned into a new realm of aesthetic freedom and unrestricted style. The art institutions and organizations can help putting up exhibits and galleries dedicated to the form. The government can organize an exhibit celebrating street art on walls, public transport areas and parks which will attract a great deal of attention and praise from the public, thus motivating them to respect the property. Having an International recognition which will increase the popularity and support street art, encouraging and inspiring an entirely new wave of artists.
SCOPE Support the growth of the local arts community. Promote pride in the society. Provide opportunities for people to experience art that enriches their lives. Create a community interaction, strengthen social networks and connections. Support tourism. Draw attention to the natural environment and its issues. Motivate the public to respect public property and love the environment. It can prevent the illiterate and literate people from spitting and urinating in the environment. It can enhance the identity of community institutions and civic buildings. Last but not the least, street art can encourage economic development.
LIMITATIONS
- Unfortunately questioning street artist is very difficult since majority of them are anonymous, although they are known by their nicknames. - Slow wifi = time wasteage - Lack of resources (economical) - Lack of time - Lack of sources to have primary interviews.
REFERENCE What is street art and its forms Available at: http://artradarjournal.com/2010/01/21/what-is-street-art-vandalism-graffiti-or-publicart-part-i/ [Accessed on 1st April 2015]. History and evolution Available at:http://www.artandcointv.com/blog/2011/10/the-history-and-evolution-of-street-art/ [Accessed on 1st April 2015]. The message of street art Available at: https://www.academia.edu/4747660/The_Message_of_Street_Art_-_Street_Art_as_ Commodity_and_Communications_Tool [Accessed on 10th April 2015]. St.ART Delhi- Street art festival: Available at: http://www.widewalls.ch/street-art-festival-india/ [Accessed on 15th April 2015]. The 3 wise monkeys Available at: http://www.varshapargat.com/?p=417 [Accessed on 16th April 2015].