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February 1998

1998 DVD Presented on a monitor » Like every other company Technologies To The People (TTTP) is highly aware of (the value of) its public image and how this image is presented through different media. In this promotional video a number of international tech-economic experts praise the values and ethics of TTTP. However, originally the experts were not hired and paid by TTTP but by its market rivals — global corporations like Dell, Microsoft, and so forth. The promotional video strings together sequences hijacked from corporate PR videos and the abstract concepts they use to deliver ultra-positive descriptions of their companies’ imagined role in the world. Thus, it adopts the language and visuals of business to promote the rival notion of a human-centred and common culture, subtly and humorously confronting the viewer with the question of which of the two cultural economies one wants to define ›freedom‹, ›the future‹, and not least ›access to technology‹. (Jacob Lillemose)

1998 DVD Presented with DVD Footage of a swinging suspension bridge with a car on it is accompanied by a heavymetal guitar riff. Suddenly the driver is seen to switch off his car stereo, the music stops, as does the swinging of the bridge, and one hears birds singing. All is peace. The guy looks into the camera and with a silly grin on his face says, »Sorry.« The video is a smart piece of advertising, a precise illustration of the way irational rocks our mental and physical infrastructures with a delicate balance of danger and humour. The video was originally used by a corporation dealing with technology. (Jacob Lillemose)