
The Guardian with a few more typos than usual
Kim Rugg’s new exhibition at Nettie Horn (Next to the Victory Pub off Vyner St) presents her iconic cut up Guardian Newspapers, with wallpaper, postage stamps, comic books and cereal boxes.
Proliferating successfully across the art world, Rugg’s cut-up newspapers have been featured on the BBC website as well as other major media sources. They are immediately arresting and beguiling. One of the things that strikes you instantly is disorientation – the brain accustomed (through learned responses) to the layout instinctively attempts to read and decode it. Confronted with the Guardian front page, your eyes scan to the top left hand corner (this is where we all scan pages from – unless we are reading Hebrew or Japanese) and read the first few words only to be confronted by gibberish, staccato letters, and harsh constants. The eyes quickly learn that none of the text is forming into intelligible words; the sounds of words and the images they trigger have hit static, noise. Looking for relief in the headline picture one experiences a similar difficulty, something has disrupted the signal. After a time the eyes no longer attempt interpretation of the text or pictures, a new strategy must be formulated to assimilate meaning from the familiar. Reading becomes arbitrary, different areas, devices, without regard for convention, stick out – the whole rather than the parts are digested, the graphic designed format we are left with is filled with garbled content, or rather emptied of its former purpose or meaning.
Ultimately the uniqueness that remains, or that the artist has deliberately, almost as hyper brutal editor, retained – is the graphic designed template. We begin to analyse this for the first time. The strategies the designer used to embed qualities inherently and subliminally. The palette of corporate branding rather than fine art; spacing, typefaces, weight of font, colour, placement, use of caps, italics, bold, column width, demarcations, lines, logos etc.
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