JUGGERNAUT

From the perspective of ethnology, societies are understood as “hot” cultures – cultures in which progress and development are the central ideals of the prevailing worldview. Within the capitalist system, liberal individualism is elevated to a guiding principle, defined by separation and ownership. In these so-called hot, patriarchal cultures, competition and rivalry govern every individual and, in turn, shape the formation of community and solidarity. For those growing up within such a system, hierarchical and market-driven behavior can appear to be genetically embedded in human nature. In the experimental found-footage film JUGGERNAUT, cis-masculine figures sourced from YouTube archives take on the leading roles. They engage in an endless competition for the title of the “BEST of the BEST.” The film weaves together historical documentary films from the 1950s – praising the virtues of capitalism – with a deluge of YouTube videos uploaded by men revealing their secrets to getting rich quick. Their core message: success depends solely on the “right mindset.” The title JUGGERNAUT refers to an overwhelming, unstoppable force – a destructive power that sweeps everything away in its path. This metaphor becomes tangible in the film: the fragmented protagonists, obsessed with competition and success, continue to fuel this allcrushing momentum.

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Trailer

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Art Collectives photos © NEOZOON