Shredded Wheat (It's All in the Shreds!), vinyl on cardboard, performance documentation, 0:49, 2018

In We Were Feminists Once: From Riot Grrrl To CoverGirl, The Buying and Selling of a Political Movement (2017), Andi Zeisler takes on corporate exploitation of the Feminist movement - a phenomena that she terms marketplace feminism. Shredded Wheat is among the first to commodify empowerment. Shredded Wheat was not just a cereal - it was “Her Declaration of Independence.” For this work, Witt compiled quotes from Shredded Wheat’s advertising campaigns from 1910 until present. She then recreated a Shredded Wheat cereal box, replacing the text on the box with troubling quotes from their advertisements. As resistance to the commodification of the feminist movement, Witt puts her vinyl reproduction of Shredded Wheat through the shredder.

 

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