Nicola Toon 109768 Context of Practice 2 – 15/01/2014

An illustrated essay which critiques how practitioners including myself have addressed the issue of unsustainability through socially engaged visual communication practice

In this essay I will firstly look at my subject matter, unsustainability and what that is, how we are unknowingly playing a part in damaging our natural world as well as the possible implications it can have upon ourselves and the waste that is caused as a result of our unsustainable ways. Providing examples of practitioners who have or actively worked to highlight this issue and make a change, how they have informed my work and what message it is I wish to communicate through my piece. Continuing on to say what my take on social engagement is, I will then explain my process of how my piece came to be, including what I did, any development of the piece, my learning process and any ups and downs. Following that a reflection of my work and whether or not my message was successfully conveyed.

The environment and our ecosystems are vital to life on earth. As a consequence of the way we currently are treating these, they are diminishing at a rapid pace. We are becoming an ever increasing consumerist society, and we’re catching up to the limits of our environment because of this. Mass production of food is a key element to this, and I feel it’s something that we need to be aware of, because if we continue to live the way we are before we know it there won’t be much left of anything at all. It is for this reason I have chosen to base my project around this issue as I feel it’s something we need to address as soon as possible, I believe people need to be aware of this so that they can take action themselves and begin to steer away from the convenience of our consumerist society; realise the potential and greater convenience of self-sustainability therefore working towards a better future not only for themselves but for our planet also.

We are exhausting our resources more and more each day but we’re also now altering the face of the natural world itself. With advancements in technology- no doubt something that will continue to progress and grow further, we are now tampering with the very genetics of our planet’s organisms. Industrial farming is one of the biggest threats to our planet and to us as a race. We’re using more and more unsustainable methods to increase production/improve the quality of produce such as Genetically Modified Organisms (GMO’s), fertilizers, pesticides, agricultural subsidies and factory farming. Some genetically modified crops do not reproduce seeds; they are made so that the farmers have to buy new seeds for the following year “officially known as genetic use restriction technology (Gurt), making crops produce sterile seeds.”(Lean, 2006) However any farmer that makes a purchase of GMO’s are met with limitations as the biotech companies wish to protect their investment, buyers are to sign a private contract, “Such contracts generally contain a "no saved seed" provision. This provision prohibits growers from saving seed and/or reusing seed from GM crops. In effect, the provision requires growers of GM crops to make an annual purchase of GM seeds.”(Kruft, 2001) Even the genetically modified seeds that do reproduce are being restricted by the biotech companies. This process of genetic modification is not only harmful to our environment because it disturbs a natural viability of our seeds. The long term impact of genetically modified food on us and on the environment is unknown, because it’s a recent ‘advancement’, yet I don’t believe that in the future it can possibly hold anything good in store for us. Though it can be said that there are benefits to GMO’s such as producing plants that are more resistant to weeds, diseases and pests, more efficient use of land as a result of better yields, better texture and arguably flavour. However it is the same science of organisms that made this mass growth possible that is also warning us that our rapid consumption is creeping up against the limitations of our environment. Pesticides that cover our crops to ‘protect’ their quality are no doubt harmful as those that spray them have to wear protective clothing, yet they make it to the supermarket and we are led to believe that they are suitable for us to ingest. A similar issue arises with preservatives, these are used to make our food look more appealing as it sits in supermarkets and make it last longer, so that it can make it from

Visual Communication Level 5

Nicola Toon 109768 Context of Practice 2 – 15/01/2014

across the world to our supermarkets and back to our homes, a process of transportation which in itself causes harm to our environment, but in small quantities preservatives are safe for us to consume but the long term intake of these chemicals that coat our food proves damaging to our health, such as the preservatives EDTA and Nitrites which increase the risk of cancer. We are led to believe that this process of mass production is required in order to fill the demands of our society, and in order to be more efficient, though it’s only efficient in terms of production per unit of labour. The process of mass production creates and vast yield, with very few people working on the farms because of the aid of massive machinery- which further harms the environment. Of the food that is grown through these processes around a third doesn’t even make it to supermarket shelves, its thrown away before it gets there purely because it doesn’t fit their high quality standards and they deem it unfit for sale even though the majority is perfectly edible. Even of the food that does make it to the shelves, a very large amount is still thrown away because it passes the date they say it should be consumed before, though much is still safe to eat. A third of all food globally is wasted and 1.3 billion tonnes of food is not even consumed – per year. Environmental art is defined in as “the production of artistic works intended to enhance or become part of an urban or other outdoor environment, the production of works of art by manipulation of the natural landscape and the production of works of art in the form of large installations or assemblages that surround the observer.”(Oxford, 2013) However I also see environmental art as being art that addresses the importance and delicacy of the environment, our effect on it and promotes awareness to our impact upon it, this is why I feel it’s important as it has the power and ability to change how we view our world. It is for this reason I wish to play my part in trying to encourage people to think about the environment more and the impact they have on it individually and globally. Also taking into account my personal love for nature and that I want to do whatever it is that I can through my practice to support it for it supports us on a daily basis.

A number of practitioners and organisations have already tackled environmental concerns in a range of different ways, some reusing or recycling items to create art pieces to raise awareness or to create eco-friendly art. Others have also tried to encourage people to be more involved with preserving the environment such as Ron Finley, an American based agricultural activist who is currently working one city at a time to try and spread his dream of edible gardens. “In part of this effort, Ron is planning to build an urban garden in South Central LA that will serve as an example of a well-balanced, fruit-and-veggie oasis – called “HQ.” Inspired by the idea of turning unused space such as parkways and vacant lots into fruitful endeavours, this garden and gathering place will be a community hub, where people learn about nutrition and join together to plant, work and unwind.” (Finley, 2013) I love the work he is doing, it’s something that includes the community he’s building these guerrilla gardens around, and encouraging them to be self-sustainable. I admire the way he used growth, not only as a way to improve communities but also as a statement against the neglectful man made world and in promotion of natural growth and resourcefulness.

Visual Communication Level 5

Nicola Toon 109768 Context of Practice 2 – 15/01/2014

Another practitioner that has worked to change the outlook of our environment and food growth is Agnes Denes, well known for her piece Wheatfield - A Confrontation. In an aim to comment on

human values, waste, economics, world trade and our “misplaced priorities” Denes planted a two acre wheatfield on top of the Battery Park Landfill, Manhattan. The wheat was then harvested; the harvest came to a total of 1000lbs and was taken around the world in ‘The international art show for the end of world hunger’. Like Finley this shows that we can use waste space around us to be self-sustainable, it highlights

the neglect of our agriculture and communities while also supplying our need for food.The message I want to communicate for sustainable growth and the encouragement of growing your own produce, these practitioners are perfect examples of working for a similar cause and supports a statement; “Humanity has the ability to make development sustainable to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs” (United Nations, 1987) their work proves eco-urbanity is possible and even cities have the potential of sustainability, yet we’re too consumed in the convenience of our consumerist society. We all have played our part in consumerism, there’s no avoiding it in this day and age. We are ‘brainwashed’ into thinking we need all these things, private companies mean we sometimes have no option but to participate in it. “We too often abandon self-awareness in the euphoria that arises during the emergence of new technologies”(Low et al, 2005), we become blissfully ignorant of what the consequences are for our gluttony as well as the impact it has on ourselves and the natural world. I believe social engagement to be something that involves the public, that may catch their eye when passing and make them think or even stop and ask questions, perhaps though just take a second glance but it is an engagement of their attention, making themselves part of the audience. However it does this by addressing a social issue that they may or may not be aware of, such as the production of GMOs. Taking the research that I had done, I worked through a number of ideas, I felt it was Important in this to lead by example as I didn’t feel I could adequately encourage others to grow unless I was able to show in some way that I grew myself. “The battle for a just and healthy world is fought on many fronts. Whichever way you contribute, try to offer others the encouragement and space they need to find their own path. The work of guerrilla gardening is heavy enough without having to carry the pressures of someone else’s expectations. It’s always better not to coerce but to convince by example.”(Tracey, 2007) Though wanting to grow during the winter season is no easy task, but I felt if I could manage to grow something in this climate it would surely strengthen the point that it is doable, that you can sustain yourself. I also had to take on board working in a time frame; this had

Visual Communication Level 5

Nicola Toon 109768 Context of Practice 2 – 15/01/2014

to be something that grew quickly. I had played around with ideas such as growing an indoor nursery, or moss graffiti, but there was no guarantee of success there and I wasn’t sure if it conveyed

the message against the big supermarket corporations that feed us these genetically modified foods. I decided that the best way to convey this message was to grow a message in cress. Cress grows all year round and takes little time at all, my original idea had been for the message to be “Fuck It” however it was brought to my attention that this was perhaps not the right message, giving the impression we should just give up. The process I undertook however did prove successful and proved to me it was

doable. I’d grown by message by cutting the letters out of card forming a paper base and made a recycled paper pulp, mixing in the seeds and layer it that above the paper. I pressed more seeds on top so it would seem fuller. They’d sprouted overnight and within 4 days were pretty much fully grown. With the knowledge that it was now possible for me to grow a message in cress I chose to say “Fuck ‘Em” with the supporting base of my piece to have newspaper cuttings from relevant stories of supermarket blunders and layer their plastic shopping bags over that; thus giving my piece its content so it was not just some general rejection. It had made it clear that my message had been to those supermarkets, the growing of the message itself showing that growing yourself is possible, and being a reference to growing actually being the way in which you, “fuck ‘em”. Growing my original piece had shown me that I needed a stronger base in which to put my pulp on so that they could be re-placed more easily – this proved useful as when making my second piece I was able to create more sturdy lettering by having a cardboard letter base. I created smaller letters so that it would be easy to move around the city and relocate to different areas to gain a wider audience. It didn’t grow as well as it did previously as there was less sunlight each day, it grew all the same though I didn’t feel the letters were as bold and readable as they were at the previous size, however I had to work in a time frame, so settled for what I’d been able to produce in these conditions as an honest grower. I placed my piece in 4 different locations, places that I thought it would be seen by the right type of audience or a busy location. The first location was against an allotment fence on Hyde Park, few passers-by but I’d spontaneously decided I wanted to support those who were also already actively doing their part, rather than just trying to wake up those who aren’t. I collaborated with a student on the photography course who assisted me in moving the piece around and documenting it. However on the second location at Hyde Park monument we had our first hiccup as she unfortunately dropped it when going to move the piece, but we quickly put it back together again and it wasn’t in too bad of a shape so we went ahead with relocating it and getting a reaction. We left the piece in each location for around half an hour, standing near to the piece keeping watch to observe reactions and be around for any possible questions. The third location was the steps of the Leeds University Parkinson Building, I felt this was a good location as there was a wide audience most of which including students/young adults, the types of people I

Visual Communication Level 5

Nicola Toon 109768 Context of Practice 2 – 15/01/2014

want this message to get to as we’re the generation for change. My fourth location was millennium square where I moved it around a few times, from the steps outside civic hall to the distinctive silver benches that line the square, before finally leaving it facing traffic.

My piece certainly had attracted attention, many people stopped to look. No one really stopped and asked any questions which I would have liked them too, I am unsure of whether this means I conveyed my message well enough that they didn’t need to enquire further or whether they were just disinterested after all and I didn’t succeed in engaging them completely, but initially I did. I did however receive a good response from students around the area and who have seen images of the work I have been doing and they showed great support to my message and ideals, as well as a high interest as to how it is possible to grow ‘cress letters’ which is reassuring. In honesty I do not feel this was bold or engaging enough, using hindsight I would have sacrificed the ease of manoeuvring this piece for the message of sustainability and rejection of these big supermarket corporations to be bigger and clearer, I feel it would have had more impact if I had have left it at its original size, I was however thinking practically. Also using hindsight I think I would have taken the images to document this myself as I am disappointed in the final images as I don’t feel they adequately capture what I’d hoped they would such as people looking at the piece, though that’s only a small factor. I feel that the damage done to the piece may have affected its effectiveness as it made it quite hard to read, so this was an unfortunate accident to have occurred. Whether or not this piece was successful is hard to judge as I am unaware if I have inspired any change in anyone at all through the displaying of this statement. Although a success I can take from this in producing this piece is that it has encouraged the student that I reside with to grow their own produce, and are already in the process of saving old jars to grow herbs in.

Final word count: 2,904

References

Agnos, Chris. Permaculture. May 4, 2013. <http://sustainableman.org/infobox/permaculture/> [Accessed: November 4, 2013]

Corn, Josh. GMOs – Be Concerned, Be Very Concerned. February 28, 2011. Available at: <http://www.badseed.info/GMO-genetically-modified-crop-news/22520_gmos--be-concerned-be-very-concerned.html> [Accessed: November 4, 2013]

Denes, Agnes. Wheatfield- A confrontation. 1982. Available at: <http://www.agnesdenesstudio.com/WORKS7.html> [Accessed: October 22, 2013]

Finley, Ron. Meet Ron Finley, The Ron Finley Project. Available at: <http://ronfinley.com/?page_id=5> [Accessed: Novemeber 4, 2013]

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Kruft, David. Impacts of Genetically-Modified Crops and Seeds on Farmers. November, 2001. Page 3. Available via: <http://law.psu.edu/_file/aglaw/Impacts_of_Genetically_Modified.pdf> [Accessed December 16, 2013]

Lean, Geoffrey. EU: Ministers back ‘Terminator’ GM crops. March 5, 2006. Available at:

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Nicola Toon 109768 Context of Practice 2 – 15/01/2014

<http://www.corpwatch.org/article.php?id=13352> [Accessed: November 4, 2013]

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Simpson, Jamie. Harmful Effects of Preservatives in Food. December 4, 2010. Available at: <http://www.livestrong.com/article/325437-harmful-effects-of-preservatives-in-foods/> [Accessed: December 16, 2013]

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Visual Communication Level 5

Nicola Toon 109768 Context of Practice 2 – 15/01/2014

Visual Communication Level 5