Thirty-five years Post-creation, Lynn Hershman Leeson's groundbreaking video remains remarkably relevant today
In the heart of Margate, the 243 Luz gallery is currently hosting an intriguing exhibition, "Desire Inc," a groundbreaking video work by Lynn Hershman Leeson. This thought-provoking piece, created three decades ago, continues to resonate deeply and remains strikingly relevant today.
"Desire Inc" is a seminal exploration of artificial intelligence, media, and consumer relationships that subverts traditional advertising language to critically examine themes of agency, voyeurism, and desire construction. Originally aired on late-night television, the video blurs the lines between art, performance, and reality, featuring a woman who invites viewers to call her, creating a play on consumer relationships.
The work is a fascinating mix of reality and fiction, with real calls interspersed with staged advertising, resulting in an uneasy interplay between consumer desire and media manipulation. This innovative approach anticipates many cultural shifts toward digital participatory media, commodified intimacy, and the blending of public and private identity on emerging platforms.
Hershman Leeson, who aimed to respond to the present and include things in her ads that people hoped for or were secretly thinking about, expresses her gratitude for the work's continued presentation. She finds it surprising that "Desire Inc" is still being shown, yet is appreciative of the opportunity to continue sparking conversations about the evolving roles of media and self-identity in the internet age.
The exhibition, which runs until August 30, 2025, is complemented by new responses from contemporary artists Lizzy Deacon, Ruth Angel Edwards, Susanne Oberbeck, and Niina Ulfsak. These additions deepen the dialogue about self-surveillance, self-disclosure, and media’s evolving role in shaping identity in the internet age.
"Desire Inc" stands as a historical document and a radical critique of media culture’s shift from centralized broadcast to decentralized digital forms. It reveals how mass media previously shaped identity and desire, laying the groundwork for today's networked media environment.
In summary, Hershman Leeson's "Desire Inc" is a visionary artwork that offers a critical look at media and consumer relationships in 1990, now re-examined in contemporary context at Margate’s 243 Luz gallery through August 30, 2025. Visitors are encouraged to experience this thought-provoking exhibition, which continues to resonate deeply due to its exploration of a desire for intimacy and connection.
"The video work, 'Desire Inc' by Lynn Hershman Leeson, is a seminal exploration of artificial intelligence and artificial media, offering a critical commentary on themes of agency, desire, and manipulation."
"Through its innovative blend of reality and fiction, 'Desire Inc' serves as a historical document and a radical critique of media culture's shift from centralized broadcast to decentralized digital forms, shedding light on the evolution of media's role in shaping identity and desire."
