The video work PINK TAX utilizes found footage from a live TikTok stream, centering on a woman in her car who expresses frustration with the traffic around her particularly when a young man overtakes her. Her visible annoyance serves as a symbol for the broader challenges faced by women in contemporary society.
This piece examines the interplay between emancipation and women’s issues today, particularly through the lens of the “pink tax”—the phenomenon where products marketed to women are often more expensive than similar products for men. This video segment explores how shopping, as a form of expression of freedom and choice, can act as a form of emancipation though not necessarily so AS WE WITNESS((NOT)LIVE).
The CLOSING statement, “AND I will buy IT!” provokes critical reflections on the genuine nature of freedom in consumer choices and the empowering potential of such decisions, especially in light of existing economic and social barriers. Rather than presenting consumption as the sole avenue to emancipation, the video invites viewers to reconsider the complexities of women’s experiences and choices in today’s society, ultimately fostering a more nuanced understanding of empowerment.
EMANCIPATION IS A MATTER OF THE SPIRIT ALSO.