Neutralizing an Icon: Michael Jordan

Language is a strong tool, which delivers different images based on tone and depth of the producer. Its strength is drawn from the lack of understand of the particular language. The power behind this lack of understanding creates a curiosity and wanting based upon the viewer purity and intelligence for learning. Any image can be placed with the language, which will make the viewer use his sense of comparison to decipher the message. Language generates exploration. Exploration generates discovery.

The power of imagery, rather common or an icon places a date upon the image. Imagery relays a connection between recognizing and placing a time on the image. Viewing a new image, however in text or out of text, catalogues the image into our memory. A photoflash second of an image can create a permanent storage in our consciousness.

In this collage, the image of Michael Jordan is taken out of text and place into a universal medium. The basketball icon is very unfamiliar in certain parts of Russia. However, the African man is quite familiar in Russia. The collage has stepped into the universal realm generate by the bonds of brotherhood. The icon status of Michael Jordan has been neutralized when it is being seen as a contributor to mankind.

The Russian translation is a mystery to me. The words “ Work it out” are in comparison to the Nike campaign slogan “ Just do it” which are in comparison to the American icon Michael Jordan. When placed out of context, as this collage is, the Russian translation could mean something totally different and the African man could convey a totally different sense of pride.

I created this image in 1990 in Indianapolis, Indiana nonetheless it was 16 years later, in 2006 in Jacksonville,
Florida that I could fully explain this creation. This collage is similar to print advertising. The collage is spliced into two parts. I am not quite sure where the inspiration originated in 1990, however I have reviewed the collage as an unfinished product until 2006.

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