KONTRA a new name for a revolutionary format
For decades advertising created the mass conciousness of the global consumer society. The messages are simple: be yourself and take what you want – consume, don’t care about anything but your own pleasure. Meanwhile nature sends signs to remind us of the limits of resources and pollution. Developments in society show us that tension between different groups grow and become more violent. Also reactons and actions of individuals show the outcome of the “endless freedom and pleasure” culture.
To set a sign and give voice to different problems, solutions, developments Ethem Özgüven produced spots which he now calls “kontra” (formerly called “social ads”). As TV is one of the most important mass-communication media and ads are the main means to spread today’s ideology KONTRA uses some basic elements from advertising: short and memorable messages, symbols, music and repetition...
However, contrary to the commercials KONTRA advocates solidarity, protection of the weak, solutions for problems, cooperation, etc.
Until now spots on themes like: violence against women, crimes in the name of honor, children living on the streets, anti-personal mines, earthquake, erosion, pollution of the Mediterranean, persons with special needs (pyschiatric, pysical, neurological), danger of corrosive liquids for children, violence in football, ... were made. They are available on ozguven.bilgi.edu.tr
The importance of KONTRA is to show sensitivity towards the persons and issues being communicated. KONTRA tries to ensure the diginity of the persons involved and to take in account their voulnerability. Once again, contrary to commercial agencies KONTRA is not focused on sexy appearance of issues and people but to present the intentions and messages in a way that involves the audience rather than striking them.
KONTRA develops an international platform: Ethem Özgüven, Videobrasil (Sao Paolo), Videoformes (Clermont Ferrand, France) and Karşı Sanat Çalışmaları (Istanbul) create a website where films, spots, videos fitting the aims of KONTRA can be displayed and shared with a global public. Any video-maker with similar aims is invited to share her/his short films and to use the films according the principles of “copy-left”.
Once a year the platform aims to meet and show the films in different places. The first event is planned in September 2007 during “Videobrasil” in Sao Paolo. Screenings of KONTRA are also planned during the next edition of “Videoformes” in March 2007 in Clermont Ferrand.
İstanbul Bilgi University Ethem Özgüven
Videoformes Clermond Ferrand France Gabriel Soucheyre
VideoBrasil Sao Paolo Brasil Solange Farkas
Karsi Art İstanbul Turkey Petra Holzer
NaytilosİnAction Stelios Kraounakis
NaytilosInaction Efi Latsoudi