Small Global, an installation by D-Fuse, is a multi-screened immersive environment that explores the way in which aesthetic, architectural, agricultural, natural and civic diversity is being lost by a consumer driven push toward a global mono-culture. Using animations of high-resolution still photos and simple vector maps of the planet, D-Fuse creates a data driven installation on themes of consumption. Images presented map out the relationship between growth of McDonalds against the destruction of rainforest, and the connection between the mining of Coltan (a metal used in cellular phone chips) and the human death toll and extermination of the world’s gorillas in the Congo. Small Global seeks to make visual the uncomfortable facts of our daily consumption of convenience and technology.
"The world is an ever changing, unconquerable place and yet our consumption of global products leads us to believe that the world & the things we use are everlasting. At the same time the world is becoming smaller and more homogenous at precisely the time that record numbers of people have the ability to travel to far-flung corners of it. With the same meal in every stomach, the same song on every radio, the same story on every news page, the same coffee in every cup, we are moving towards a monochrome culture, led by multinational business, where every high street has been replaced by global and national chains. With economic systems that favour the large, remoteand uniform there’s a threat to local economies and communities, diversity and choice. Aligned with this, biologists have suggested we are now living through a global mass extinction with environmental degradation and over-consumption, driving countless plant and animal species to extinction. D-Fuse have created a multi-screened immersive environment that uses 3D animations of high resolution still photos and simple vector maps of the planet to explore these issues. Offering a reading of this global mono-culture where aesthetic, architectural, agricultural, natural & civic diversity is being lost as the consumer driven culture spreads across the globe.
"As a data driven installation that explores themes of consumption, the first module references McDonalds and was chosen for Small Global as the most widely acknowledged symbol of the growth of mass global consumption. By graphically mapping the data of the company's growth against the destruction of the rainforests the audience will experience the hidden costs of the great changes in our world. The second module contrasts the mining and prices of Coltan [the metal used in cellular phone chips] in the Congo, against the human death toll and the extermination of the worlds Gorilla population. These are all facts that wash by us in our daily consumption of convenience and technology."
Project Type: Activism, Animation, Data Visualization, Installation
Tags: Produced at Eyebeam '05