Crusade

THE GLOBAL CRUSADE OF SOCIAL MEDIA

Hollenbeq's Crusade is far more than a critique of social media. It is a commentary on the inexorable spread of modern ideologies and the subtle, often invisible mechanisms by which they are embedded in our society. The work features the Facebook logo in a crusader red and draws on the symbolism of historical crusades to open up a deeper, sociological reflection on power, belief systems and the dynamics of influence.

Title of the work:

Crusade

Format:

100 x 150 cm

Artists:

Silas Hollenbeq

INITIALIMPULS | Year:

2017

BACKGROUND

Missionizing the digital era

In Crusade, Hollenbeq suggests that social media is not just a platform for exchange, but a tool of ideology - a proselytizing machine that incorporates us all into its system, often without our knowledge or consent. But this idea goes beyond social media: Hollenbeq sheds light on how modern societies are shaped by structures that "proselytize" us with their values, rules and priorities. The parallel to the historical crusades becomes a metaphor for the way technological and cultural forces shape our beliefs and actions today.

A new global belief system

Social media is just the tip of the iceberg. Hollenbeq's work reflects the emergence of a global "belief system" fueled by technology, data and algorithms. The crusades that were once driven by religious fervor are now taking place in a secular form: It is the ideologies of efficiency, self-optimization and networking that guide our thoughts and actions. These ideologies promise freedom, but at the same time bind us ever more closely to the systems that created them. Missionizing in the digital age is subtle: it is done through likes, trends and personalized content that steer our behavior and push us in a certain direction. Hollenbeq's Crusade shows us that we are part of a new crusade - not as fighters, but as a target group.

THE VIEWER AS ACTOR: PERFORMATIVE INTERPRETATION

A central aspect of Crusade is the illusion of voluntariness. The historical crusaders often saw themselves as liberators who brought faith and salvation. Similarly, the digital world presents itself as a platform of freedom and self-realization. But Hollenbeq exposes this façade: our participation in the systems is less voluntary than we believe. We are being proselytized - not by force, but by data, convenience and the subtle takeover of our decision-making spaces.

The global crusade of control systems
Hollenbeq's Crusade also raises the question of whether the crusade of the present lies in the control mechanisms themselves. Data is the new currency, and the systems that control it have acquired a power that was once reserved for religions and states. The "faith" in technology and progress is becoming a global religion whose temples are located in server farms and algorithms. But this crusade is not aimed at redemption - it is aimed at control.

A work that reflects our times
With Crusade, Hollenbeq takes the discussion about social media to a universal level. It is not just about platforms or technologies, but about the fundamental mechanisms that shape our world. Just as the crusaders once wanted to shape the world according to their beliefs, invisible forces are shaping our reality today. Hollenbeq's work is an invitation to question these forces - and to take a critical look at the crusade in which we all participate.

Crusade is more than a reflection on social media. It is an artistic warning against the ideologies of the present that surround and influence us unnoticed. Hollenbeq challenges us to recognize the crusade of algorithms, platforms and systems - and to reflect on our role in it.

LIST OF WORKS