3267_002_pub--imatge-so-is-this 3267_003_pub--imatge-so-is-this 3267_004_pub--imatge-so-is-this
3267_002_pub--imatge-so-is-this
Michael Snow
So is This
So is This
1982
Made at the beginning of the eighties, when experimental cinema was mostly interested in the textual aspects of the medium and prioritised a semiotic and structural approach to cinema, So is This is an exercise in the textuality of film. Without sound, Michael Snow records a long succession of white words that appear on a black background. With just one word on the screen (and never more than one), they configure messages around the word ‘this’. This is the title of this film.

The rest of this film will look just like this ... With a low-res image, as if from the cinema of the 1920s or thirties, the time for which each word is exposed varies depending on its length: the shortest words (such as ‘is’ or ‘of’) are shown very quickly, while longer words are given more time. Clearly self-referential and without narrative content, the messages invite reflection on the act of looking and the condition of cinema. Snow refers to the non-existent narrative content in the film, and denies its supposed necessity, with messages such as: ‘This, as they say, is the signifier’ or ‘Some of the more cultivated members of the audience may regret the lack of in-depth semiological analysis in this film’. So Is This reduces semiology to pure semiotics. So Is This overlaps reading and cinematic experience, hindering the ‘normality’ of both. The film places the spectator/reader in the immediate present. With no other element than this one discourse and always located in the here and now, Snow establishes a unique relationship between the viewer and the film, akin to a private language.
The texts of the MACBA Collection draw on previous documentation. Please let us know if you find any errors.
original title
So is This
year of acquisition
2008
type of object
Audiovisual recording
credits
MACBA Collection. MACBA Consortium
registration number
R.3267
date
1982
fonds
MACBA Collection. MACBA Consortium
media
Digital file, Master, color, silent, 43 min.
Copyright
© Michael Snow
images
3 images
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OBRA TITLE
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ARTIST NAME
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