“A clonar, a clonar que el mundo se va a acabar”: imagen digital y subjetividad en la obra fotográfica de Cecilia Avendaño"

Abstract

Among current young Chilean artists, the photographer Cecilia Avendano is known for exploring, in an extreme manner, the game between real and visual, through the intensive use of technology. Focusing on Avendano’s work Pride , a series of digital photomontage-portraits of children and adolescents, inserted within fashion photography conventions, this article analyzes the construction of digital body image through fragment, and its relationship with the processes of subjectivity construction in the context of globalization. Initially, it studies how the process of digital recording, cutting and assemblage produces body images without real referents, tending to indetermination; idea that refers to the construction of a floating subject, according to Sociologist Gilles Lipovetsky. Also, it addresses the connection of photomontage with processes of body normalization in a time dominated by mass media and advertising.