Consumerism has become an integral part of contemporary society, shaping how we perceive success, happiness and identity. It is a culture driven by the desire to acquire goods and services beyond necessity, often marketed as symbols of status and personal achievement. While consumerism promises convenience and fulfilment, it simultaneously fosters alienation, dissatisfaction and an unrelenting cycle of desires. The tension between aspiration and reality in consumer culture raises profound questions about the human condition, many of which are critically explored through the lens of art.
Consumerism thrives on the human need for belonging and recognition, capitalizing on emotions to create an illusion of fulfilment through material possessions. Brands and advertisements craft narratives that promise not just products but lifestyles, embedding themselves in the fabric of our aspirations. However, the relentless pursuit of these ideals often leads to isolation, as individuals measure their self-worth against unattainable standards set by a consumer-driven world.
This duality of consumerism—its seductive allure and isolating consequences—has inspired many contemporary artists to critique and dissect its impact on society. Among them is Arpan Sadhukhan, whose artistic practice delves deeply into the complexities of consumer culture and its influence on human emotions and relationships.
Arpan Sadhukhan: Critiquing Consumerist Culture Through Art
Arpan Sadhukhan’s work emerges from a personal and cultural context steeped in the realities of consumerism. Growing up in a Kolkata suburb, where his family ran a small grocery shop, he witnessed firsthand the intimate interplay of economic aspiration and consumer behaviour. This upbringing instilled in him a nuanced perspective—one that neither outrightly condemns consumerism nor glorifies it but instead seeks to expose the dissonance beneath its glossy facade.
In his art, Arpan employs vibrant, sweet colours that often transition into darker, melancholic tones, reflecting the contrast between aspirational branding and the stark realities of middle-income households. His works are populated by phantasmagorical characters inhabiting dreary, distorted spaces, embodying the caricatured absurdity of consumerist behaviours. These disfigured figures serve as a critique of how emotions and desires are monetized and transformed into tools for capital gain rather than genuine human connection.
Arpan’s visual language also incorporates elements inspired by local gods, religious practices, and poetic texts common in Bengal’s suburban landscape. These motifs juxtapose the globalized, brand-oriented capitalism with localized, alternative consumerist practices where economic aspirations coexist with cultural and emotional connections. Through these layers, Arpan critiques the commercialization of human emotions while acknowledging the complexity of cultural heritage and identity.
Arpan’s art resonates deeply with the broader discourse on consumerism. His exploration of the commercialization of emotions, the commodification of relationships, and the pervasive influence of branding invites viewers to question the narratives they have internalized. By presenting distorted, surreal characters and melancholic hues, he reflects the isolation and dissonance that often lie beneath the surface of consumer culture.
Through his work, Arpan offers a layered critique that does not reject consumerism outright but instead examines its impact on human relationships and cultural identity. His art encourages a re-evaluation of the values we attach to material possessions and the emotional cost of the relentless pursuit of aspirational lifestyles.