milan

Name Diffusion

Luciano Inga-Pin Gallery

Marion Baruch has made female subjectivity the core of her work. In 1990 she formed a company, called NAME DIFFUSION, signing her works with this “commercial” logo. An industrial product needs a name and needs to be diffused. But men and women also need a name, and they too require the diffusion of their products—emotions, work, ideas. A telephone-directory entry has no voice, no face, no thoughts, it remains anonymous. To break from this condition, in any field of endeavor, both public and private, it is necessary for the name imposed upon us to produce its own discourse one that is singularly identified with that name. In this only apparently vicious circle, Baruch locates the birthplace of female creative subjectivity. The logo beneath which her true name and family hide doesn’t support the anonymous and undifferentiated supremacy of advertising communication. Indeed, in signaling its

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