[IWAR] GIANT they say it best

From: Mark Hedges (hedgesat_private)
Date: Mon Jun 22 1998 - 16:58:11 PDT

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    >From http://www.andrethegiant.com:
                         ANDRE THE GIANT HAS A POSSE
         The Andre The Giant sticker campaign can be explained as an experiment
    in Phenomenology. Heidegger describes Phenomenology as "the process of
    letting things manifest themselves". Phenomenology attempts to enable
    people to see clearly something that is right before their eyes but
    obscured; things that are so taken for granted that they are muted by
    abstract observation. The first aim of Phenomenology is to reawaken a
    sense of wonder about one's environment. The Andre the Giant sticker
    attempts to stimu late curiosity and bring people to question both the
    sticker and their relationship with their surroundings. Because people are
    not used to seeing advertisements or propaganda for which the product or
    motive is not obvious, frequent and novel encounters w ith the sticker
    provoke thought and possible frustration, nevertheless revitalizing the
    viewer's perception and attention to detail. The sticker has no meaning
    but exists only to cause people to react, to contemplate and search for
    meaning in the sticker.  Because Andre the Giant has a Posse has no actual
    meaning, the various reactions and interpretations of those who view it
    reflect their personality and the nature of their sensibilities. Many
    people who are familiar with the sticker find the image itself amusing,
    recognizing it as nonsensical, and are able to derive straightforward
    visual pleasure without burdening themselves with an explanation. The
    paranoid or conservative viewer however may be confused by the sticker's
    persistent presence and condemn it as an underground cult with subversive
    intentions. Many stickers have been peeled down by people who were annoyed
    by the sticker which they consider an eye sore and an act of petty
    vandalism, which is ironic considering the number of commercial graphic
    images everyone in American society is assaulted with daily. Another
    phenomenon the sticker has brought to light is the trendy and
    conspicuously consumptive nature of many members of society. For those who
    have been surrounded by the sticker, its familia rity and cultural
    resonance is comforting and owning a sticker provides a souvenir or
    keepsake, a memento. People have often demanded the sticker merely because
    they have seen it everywhere and possessing a sticker provides a sense of
    belonging. The Andre sticker seems mostly to be embraced by those who are,
    or at least, want to seem to be rebellious. Even though these people may
    not know the meaning of the sticker, they enjoy its slightly disruptive
    underground quality and wish to contribute to the furth ering of its
    humorous and absurd presence which seems to somehow be
    anti-establishment/societal convention. Andre the Giant stickers are both
    embraced and rejected, the reason behind which, upon examination reflects
    the psyche of the viewer.  Whether the reaction be positive or negative,
    the stickers existence is worthy as long as it causes people to consider
    the details and meanings of their surroundings. In the name of fun and
    observation, the experiment continues... 
                                                 Thank you for your interest, 
                                                 (no matter what the reason.) 
                                                         -Shepard Fairey

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