Mixed media Karin Hansson 2003.
In western marketing rhetoric five core values are important when addressing a new market. One have to give the consumer (1) Identity, (2) Belonging, (3) History , (4) Family and (5) Taste. In this project that was part of an exhibition about Kazakhstan identity, I worked with these five core values as an attempt of understanding the mentality of this former part of the Sovjet union.
Kazakhstan is a fantastic place and home of many ethnic groups most of them deported here during Stalin. Identity here means a something else than a pair of brand new jeans, and the project raised a lot of debate around issues like the concept of the citizen versus the consumer.
