Friday, December 18, 2009


The animation 'I am' by Tronic Studio is some excellent eye-candy, with a message. This spot was created to give animals a voice and put them into our consciousness and conscience. They are depicted as temporary assembled from scrap materials, because that is more or less how we treat them in our urbanized landscapes. We still easily get seduced by technology's newness and in that we tend to 'progressively' forget what we call nature. Nature has become more and more useless in our everyday interactions, so it only remains on the background of awareness in providing a platform for organic life. Thus we are trading an embodied existence for one that is abstracted away from physicality but constituted by symbolic constructions, such as social relationships, the mediasphere, and the self-concept. We connect to static constructions we can give a name to, and give a place in our conscious web of mental associations so they can become social assets, but in that we are alienated from the ongoing and ever-flowing process that that construction is in. We seem to be too much conditioned by structuralism and the linguistic turn in philosophy. In general, people seem stunned by the complexity of the world this view gives us, and have forgotten simple wisdoms such as that everything is in flux and that all boundaries are created by the mind.

But back to the animation. To me, it is particularly well-chosen to depict the animals as temporary constructions without faces, so the focus is not on the character, but on the process of death and rebirth. It makes it clear that any identity is transient and that we all consist of the same things. We are all ghosts, and what defines us is not the form we are in but the potentialities of our embodiment and the stance that we adopt in the process of physical and psycho-spiritual evolution.

Thanks to the excellent blog Spatial Robots for this link.

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