Žižić/Kožul have been working together since 2013, forming an artistic tandem. They continuously map the range of factors of post‐transitional reality which reveal the discrepancy between the social and economic reality and its representation by different mechanisms of the marketing industry. Fifty years after coining the term capitalist realism, at the time linked with the criticism of the bourgeoisie and its idealization of consumerism, this term is now painfully topical because it has been absurdly contextualized – in the social hierarchy the
middle class has disappeared and the possibility of choice has become a virtual category, which offers a myriad of almost
identical outcomes with cert ain modifications. The installation Standard builds on a n earlier work – The Happy Couple, created
by replicating an advertising campaign. It shows two young models, in different moments of practising suggestive posturing and facial expressions, as one of the marketing tactics to gain sympathy. As the artists say themselves, the quasi‐democratic nature of the marketing propaganda requires that the content is acceptable/desirable for the majority of the target population. Perpetuated exposure to a specific content that defines gender positions, racial identity and aesthetic norms in the media results in positive affirmation, defining acceptable forms of behavior and social relations. The work is composed of superimposed consumable elements used in corporate propaganda (standard‐size billboard, video on an LCD screen).
Ministry of Culture of Republic of Croatia, City of Zagreb