In 1968 AA Bronson, Jorge Zontal, and Félix Partz reinvented themselves as the artists' group General Idea, producing films, videos, performances, and photographs, all of which functioned in unison. As they stated in 1975, "General Idea is basically this: a framing device within which we inhabit the role of the artist as we see the living legend." They reimagined themselves as figures of popular culture, courting fame, fortune, and glamour. If an investigation into the nature of glamour was the principal concern of their early works, it found its quintessential expression in the various beauty pageants that they started to develop in 1970. More specifically, the 1984 Miss General Idea Beauty Pageant and the subsequent 1984 Miss General Idea Pavilion elaborated framing structures that reference forms of popular entertainment. General Idea sought the pleasures of the so-called entertainment industry, devising different modes of dissemination--for instance, publicity/promo shots of their various masks of identity and a video documenting the orchestrated and programmed cheers of an audience. In Let's Entertain, General Idea is represented by
General Idea
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XXXvoto: (for the spirit of Miss General Idea)General Idea1995
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Gesundheit (Why Not Sneeze Lucio Fontana?)General Idea1991
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Lucre Shopping BagGeneral Idea1990
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File Megazine No.29General Idea1989
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Aids StampsGeneral Idea1988
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Test Pattern PlacematsGeneral Idea1988
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Test Pattern TV Dinner PlateGeneral Idea1988
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File Megazine No.28General Idea1987
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File Megazine No.27General Idea1987
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File Megazine No.26General Idea1986
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File Megazine No.25 : Art & Text No.22General Idea1986
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File Megazine Vol.6 No.3General Idea1985
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Nazi MilkGeneral Idea1984
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General Idea 1968-1984General Idea1984
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File Megazine Vol.6 No.1-2General Idea1984
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File Megazine Vol.5 No.4General Idea1983
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File Megazine Vol.5 No.3General Idea1982
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File Megazine Vol.5 No.2General Idea1981
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File Megazine Vol.5 No.1General Idea1981
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The Getting Into the Spirits Cocktail BookGeneral Idea1980
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File Megazine Vol.4 No.4General Idea1980
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File Megazine Vol.4 No.3General Idea1980
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File Megazine Vol.4 No.2General Idea1979
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File MegazineGeneral Idea1972–1989