Catalogue exhibit #45
REVOLUTION WILL NOT BE MONETIZED
The Moment
The image captures Kendall Jenner during the filming of Pepsi's infamous 2017 commercial that attempted to co-opt protest imagery for marketing purposes. The highlighted "THINK OF THE SHAREHOLDERS" sign creates an ironic commentary on how corporate America tried to capitalize on social justice movements, particularly contrasting with the authentic protest signs typically seen at real demonstrations.
Look Closer
The title "REVOLUTION WILL NOT BE MONETIZED" plays on Gil Scott-Heron's famous phrase "The Revolution Will Not Be Televised," while critiquing how corporations attempt to commercialize social movements. This resonates with our instinctive aversion to perceived inauthenticity and exploitation of serious causes. The juxtaposition of Jenner's smiling face with the satirical shareholder sign creates a pointed commentary on the disconnect between genuine social movements and their commercial appropriation. The piece captures a moment that became symbolic of tone-deaf corporate attempts to profit from social justice movements, highlighting the jarring contrast between authentic protest and its sanitized, marketable version. The highlighted sign serves as a reminder of the true motivations behind such corporate "activism" - not social change, but shareholder value - making visible what usually remains unspoken in such marketing campaigns.
The research library
Why moments like this hold value → The Science