Joseph Goebbels™ - campaign - (visual program BELEF 05)
25th July – 8th August 2005
The art campaign, Joseph Goebbels™, will appear within the Belgrade summer festival (BELEF) from 25
July to 8 August 2005. The author of the project is Aleksandar Macašsev, an artist and designer from
Belgrade. The campaign deals with the “Joseph Goebbels-like state” of contemporary mass communication.
The campaign includes TV and radio commercials, billboards, posters, free postcards available in Belgrade
bookshops and a web page that will follow the course of the campaign. The Joseph GoebbelsTM campaign
idoesn’t promote any event and it doesn’t sell anything. It uses well elaborated media communication
techniques for the purpose of contemporary art. This year’s selection of the visual arts in BELEF puts an accent
on the broader possibilities of contemporary art at the beginning of the 21 century where the line between
design, art, and media promotion simply vanishes.
The main visual motif of the campaign is a portrait of Joseph Goebbels composed of media and
communication company logos which are visible after closer inspection. “You should look closer” could be
another message of this campaign. The logo of the campaign represents four loudspeakers in the form of Nazi
symbols. In the course of the campaign, Joseph Goebbels™ establishes itself as a brand and a symbol of our
times. It is a work of art that speaks of mass media through mass media. On the www.goebbels.info web page
you can find additional information about this project. The page will be updated daily during the course of the
campaign. At the beginning of September a complete case study and reactions to the campaign will be
Joseph Goebbels is widely known as the Nazi minister of propaganda during World War II. Joseph
Goebbels™ project tells us that Dr. Goebbels became a paradigmatic figure that established contemporary
media culture and mass communication. Propaganda exists from the early days of human civilization, but it gets
its full power during World War II because of the huge development of infosphere and media (radio, movies,
outdoor advertising, wide circulation of printed material…). Even though intense propaganda existed in Russia,
the United Kingdom and USA, Nazi propaganda with Joseph Goebbels remained the most remembered (most
likely because of the post-war propaganda).
The famous statement of Dr. Goebbels that “A lie repeated a thousand times becomes a truth” is the
ultimate rule of contemporary media culture. The beginning of the 21 century is marked with a global
infosphere (the internet, twenty-four hour news, direct broadcasting, an unimaginable number of non-stop radio,
TV and cable stations, mobile communication, etc), which carries countless messages to media consumers.
The power of the infosphere lies in the fact that a large majority of recipients believe these messages really
speak the truth. Real truth has become irrelevant; all we have to believe in are messages and narratives. There
is no truth. A message repeated a thousand times becomes a “truth”.
Aleksandar Maćašev was born on 3 of August 1971 in Becej. Member of the Serbian Association of Applied Artists and
Directors Club of Serbia. Teaches interactive design at the Department of Computer Arts and Design, BK Academy of Arts.
His work spans the range of contemporary art, graphic/web design and advertising. His work has been shown extensively in
Serbia and abroad. Awarded for web art and design. Cooperates with independent teams in production of cultural events
(Mirko Ilic Exhibition, PUNC’T exhibition, MIKSER production etc). Writes for Remont and Genius Domus magazines.
Check out the author’s web page BLACK PIXEL – www.the-mighty.com
author: Aleksandar Maćašev tel: 064 18 18 350 e-mail: email@example.com
visual program curator: Anica Tucakov e-mail: firstname.lastname@example.org
PR BELEF: Ljiljana Šović tel: 011 3061 575 e-mail: PR@belef.org