Caoímhe
Mac Allister

Recuperation and Detournement – A Modern Interpretation

Mac Allister’s work considers the Situationist International principal of Recuperation and Detournement. This theory considers advertising techniques and products/ideas sold by mass media and seeks to subvert their intended meaning. This theory was established in the 1960’s, however it remains relevant within today’s society, particularly within the realm of online culture, which offers many people an alternate reality. Mac Allister interprets this through a variety of mixed media, including photography, screen printing and sculpture. This encourages the viewer to challenge their preconceptions of what an advertisement is.