The cover or front page of a magazine, in this case the business magazine Forbes known for its lists of wealth, power, and influence, is interpreted as a frame that brings a certain worldview to the fore. When I pick up this magazine, I am confirming my own worldview. My expectations regarding the content match what I am being served. I have no need to step outside my comfort zone, because I am looking into a world I know.
The series explores what happens when the content presented no longer matches the expected content. The frame is turned upside down, so to speak.
The three richest men on the 2021 edition of the richest human list, Elon Musk, Jeff Bezos and Bernard Arnault, who together have a fortune of 664 billion dollars, are portrayed on coverpages that are modeled after 2022-Forbes-Covers.
However, the portraits of the three men are placed in a context that questions precisely this fetishisation of success and money and thus the frame that would be expected by a Forbes magazine. The structure of the collages follows a delicate balance between striking statements and questions that invite reflection. The synthetic word ethicassos, which I invented, may be remotely reminiscent of a compound of the words ethic and assholes.