Final Prompt - Shaela O'Keefe

Christophe Bruno's "WiFi-SM: Spectacle of Pain" is a very affective piece of art. It is a website promoting a fake product, a micro-chip, that allows people to feel the pain of others' suffering. The website is arranged to look like a real e-store with information about the product as well as customer reviews. Therefore, Bruno's narrative reflects our culture because it presents a commentary on how societies (especially in America) have become detached from the sufferings of the world. With the busy "grind culture" that has been on the rise, people have grown disconnected from the current events that do not specifically cross over with their lives. The phrase, "out of sight, out of mind" has never been more applicable. Our thoughts don't focus on the wellness of community, but instead, on personal goals. Specifically considering the role of media in day to day life, we hear about the news on the media: wars, conflicts, horrendous injustices, take a moment of sadness, and then we simply scroll by. This is a form of "slacktivism," which I believe is also an issue being commented on. Slacktivism is the idea that people feel they are making an impact on a pressing issue by being an supporter online. However, in reality, these "activists" are using very little effort and have no impact on actually improving the issue. For example, liking posts about climate change awareness, submitting encouraging comments, or using trending hashtags are forms of slacktivism. Slacktivism is paralleled to the WiFi-SM micro-chip because the chip makes individuals feel they are helping and engaged with the global sufferings as they are physically feeling it. However, again, this feeling has no path for making positive change on the real issue. Overall, the artist is successful in making audiences feel guilty about their disconnected habits. Viewing the website, it is very easy to pick up on the need to be global citizens and the message of just how truly separated society has become from the injustices that plague thousands of people across the world. It gives the viewer a sinking feeling of regret, but with this emotion also comes the motivation to do better. I think the artist's decision to make a satirical website as the channel for this commentary is also important because it arrives as a hidden message. Much like how slacktivism is draped behind the facade of activism, the commentary on global disconnect is also imbedded behind the store website. This makes it almost passive aggressive, which is a very impactful way of communication to really dig at the viewer and make the meaning hit hard. I feel organizing the message within the store is also smart because it ropes in commentary about capitalism as well. Not only is the WiFi-SM a form of slacktivism, the company is also profiting on NOT making the world a better place. Capitalism will truly commodify anything, and having a price put on suffering is a very powerful way to establish that. Ultimately, Bruno's work is a profound reflection on the need for increased global citizens.