On sale for the purpose of viewing beyond the limits of the rainbow
2016 (ongoing > on sale)
— This work reframes a photographic image as a contested proof. By placing its analogue negative on sale, it activates photography’s indexical promise within a culture of digital suspicion.
The image does not resolve doubt – it stages the desire for evidence as both a visual and an economic construct.
The book contains a faithful copy of the negative on Kodak Duraclear film and a Certified Quality Fine Art C-print.
In the image On sale for the purpose of viewing beyond the limits of the rainbow by Giovanni Scotti, the eye-machine and the chemical support enclosed in the frame play as third-party subjects capable of producing an objectifying documentation of reality, as free as possible from any vision distorted by anthropological subjectivism. With analog photography, there is a necessary mediation between human being and the thing in order to create a detachment between emotion or feeling and the real world. Only with the frame, in the indifferent form of material support as a value of documentation, can one contemplate a principle of visual reason that is impossible to manipulate, alter, sugarcoat, or adulterate.
Cosimo Flavio Gioia
Philosopher of the Unimage
Excerpt from the essay “Immagine e materia dello sguardo”