Rumeurs–Les Avatars

Magali Claude
December 8, 1997
Citywide
Photo courtesy of Creative Time
Fascinated by the distortion of information through the process of repetition, French artist Magali Claude crafted a series of apocalyptic environmental rumors. Distributed via matchbook covers and classified ads in the New York Times, each evocative phrase, such as “Another Will Consume All The Light,” “Darkness Will Close In On The Earth,” and “The Atmosphere Might Change,” is deliberately ambiguous in order to provoke multiple interpretations. The project also incorporated a phone number one could call to hear a hypnotic audioscape of rumors read by poet Nicole Blackman.
Claude’s strategy shares a kinship with the time-honored tradition of exchanging gossip over the back fence, but in a media savvy environment, the back fence expands to encompass phonelines, the Internet, and virtually any printable surface. Like the parlour game Telephone, with each social exchange Claude’s ominous rumors gathered momentum as they acquired misconstrued associations. Claude’s intent was to explore how these misinterpretations play into people’s fears and shape daily existence.



