Introducing Shame Case X ProFIT
“What is important to keep in mind is that valuing the
hip entrepreneurs of digital production more than
those who materially produce the things that make
cybercultures possible is a political choice with
political consequences for millions of people.”
T. V. Reed
Digitized lives C2.
How is the digital world made?
The dreamers/workers/users production cycle
The materiality of technology is often hidden from view. Thinking about databases, we often
ignore the fact that it takes so much natural resources and space just for us to watch Netflix or
text funny cat pictures to our friend. Because technology companies have made these devices
and services so frictionless, it is easy to forget that conflict minerals are used in electronic
components and computer products, our iPhones are assembled in factories with questionable
labor practices, and that browsing the internet contributes greatly to global warming.
I want to make a series of cases for smart phones, laptops and other digital devices that remind
people where our technologies come from. Using the visual language and content writing
strategy in lifestyle brands (like goop) and apple ads, I am calling out marketing that attempts at
woke-washing and erasing the problems in the supply chain. The irony lies in these cases made
for people who are conscious of the problems behind the products are used to signal that those
people are socially aware. These are pictures of child labor, conflict mineral mines or Foxconn
factory dormitory with suicide-prevention nets. In further editions, I also added metal studs so
that there is a visceral discomfort and more friction when used.
The white background, bold sans-serif font and product photography are clear references for
Apple, but ideally this project would be with a more diverse set of technology companies. I am
aware that I am being a little unfair to Apple, because it is leading in refusing conflict minerals in
its products compared to its competitors Sony and Samsung. My own privilege of using
exclusively apple product has, ironically, restricted the effectivity of this project.
