WB | video essay | 7 min | 2023 | work in progress
Marketplaces have become an integral part of our daily lives in recent years. The video essay
"WB" explores the history of infrared light, from its discovery to its modern-day use, such
as barcode scanning on product packaging. The starting point of the video is one of the warehouse of the Wildberries marketplace, an analogue of Amazon, where an automated penalty system has been in operation for several years.
"Neoliberalism and its goal to make the market more flexible led to factories changing
the employment-to-population ratio. It was accompanied by reduced job security and, therefore, put people in an increasingly vulnerable position, followed by the emergence of the precariat.
At the same time, digital automation was becoming more and more present. On the one hand,
it increased efficiency and made life more comfortable. On the other hand, it progressively alienated people from their work.
To look into the problem of alienated labor, I chose the Wildberries warehouses case. In August 2022, the company introduced a new system of fines, which implied that all costs were passed
to warehouse workers. The Wildberries call it the "allocation of responsibilities." The company believes it should build solidarity among the employees. In fact, such a system, implemented through algorithms, creates chaos and, on the contrary, prevents the creation of solidarity.
What companies like Wildberries and Amazon really capitalize on is the packaging and its affective component—the moment of opening a package at pickup points.
For my research, I chose the video essay format. In my work, I follow the history of infrared light from its discovery to the modern everyday use— barcode scanning on product packaging.
The off-screen text breaks up into logical chains parallel to the visual narrative, which includes
a number of experiments with a moving image: documentary filming, found footage, screencast, laboratory optical instruments, and a thermal imager. In the film, I raise questions about the role objects such as packaging and barcodes play in the system of oppression and reveal the other side of the connectedness of the modern logistics.".