Artist Kongkee's installation Taotie (2022) is featured at the Asian Art Museum of San Francisco's The East West Bank Art Terrace special outdoor exhibition space.
In Kongkee's 2022 neon artwork titled "Taotie," the artist delves into the rich tapestry of Chinese mythology to rekindle the tale of a legendary creature.
According to legend, the Taotie was a monster so consumed by its own greed that it continuously devoured humans until it ultimately exploded from overindulgence. This tale, traditionally a moral warning against excessive greed, finds a new expression in Kongkee's work. The Taotie is not only a historical totem commonly depicted on ancient Chinese wine vessels as a cautionary symbol but also a relevant metaphor in the artist's contemporary reinterpretation.
Kongkee's innovative use of neon, a material emblematic of contemporary advertising, transforms the ancient myth into a striking critique of contemporary society. The neon art is intricately composed of the logos of social media, the symbols of the crave of "likes" and "shares." This choice of imagery poignantly highlights today's digital age greed-wherein the insatiable hunger for virtual validation and social media accolades mirrors the Taotie's destructive gluttony.
Displayed in a public space, Kongkee's artwork extends beyond a mere reminder of historical lessons. It boldly challenges viewers to reflect on the pervasive influence of advertising and social media in our lives. The piece suggests that contemporary advertisements, much like the commanding visuals in John Carpenter's 1988 film "They Live", wield the power to hypnotize and manipulate. In "They Live," the protagonist uncovers that the ruling aliens use advertisements laced with subliminal messages to control the human population. Drawing a parallel, Kongkee's "Taotie" critiques not only the consumerist impulses driven by advertising but also the subtle ways in which social media can dictate and dominate our sense of self-worth and identity.
Through "Taotie," Kongkee calls for a critical examination of the ethical responsibilities that come with the creation and dissemination of advertisements and social media content. This neon art serves as both a contemporary parable and a call to action, urging viewers to reconsider the profound impact of these mediums on societal values and individual.
