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NAME MATTERS (1998)
Collages based on ad pages torn out of art magazines, "Name Matters" incorporate my own name (or parts thereof) by one means or another. While such ads usually present artists' names monolithically and assume prior knowledge of the work on the part of the audience, here the names become the artwork. But these ads have become fictions, at the same time that their fiction is contradicted by their physical presense. They are fictions if you believe the galleries named are real galleries and these are (formerly) real ads, and if you look at the cut-and-paste method. On the other hand, if they are reproduced in any way (by a museum or newspaper, for instance) their fictional quality becomes blurred. And, if a gallery were to publish one as an ad, it would then become non-fiction of a sort, even if the gallery doing the publishing was not the one named in the collage: the fiction becomes an advertisement and thus non-fiction, a reality.
First exhibited in the group show "Conceptualisticationism" at Star-67 Project Space in Williamsburg, Brooklyn, the work was reviewed in the December 20, 1999, issue of the New Yorker.
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