"Thirty-five years following its inception, Lynn Hershman Leeson's groundbreaking video remains striking in its relevance"
In 1990, Lynn Hershman Leeson created Desire Inc., a groundbreaking video artwork that foresaw the shift from traditional television to interactive, internet-driven media. Originally aired on late-night television without context, the piece features an attractive woman looking directly into the camera, asking viewers to call her, thereby blurring the lines between reality and fiction [1][3].
Desire Inc. predicted the dominance of screens in personal and social life, depicting subjects addicted to their screens 35 years before this became a widespread phenomenon[1]. The work also foreshadows the rise of immersive video, AI, and interactive media forms that blur the boundaries between viewer and participant, individual and media [1][2].
The multidisciplinary nature of Desire Inc. is noteworthy, as it crosses from performance, video art, and advertising to incorporate AI-driven scripting concepts. Hershman Leeson deliberately let an AI construct the narrative, reflecting on automation and media authorship [2]. This approach prefigures how algorithms and artificial intelligence would later shape media consumption online.
Desire Inc. has had a lasting impact by highlighting the psychological and social dynamics of screen use, questions of intimacy, and the construction of desire—issues central to contemporary internet culture, social media, and virtual interaction [3][4]. Its enduring relevance is recognized through ongoing exhibitions, including its 2025 showing at Margate's 243 Luz gallery, where critics emphasize its uncanny ability to blur art and reality and engage viewers in self-reflection about media dependency and consumerism [1][5].
Lynn Hershman Leeson, who finds it surprising that Desire Inc. is still being shown, is grateful for its continued presence. She believes that subtle or deep work gets buried in the current landscape, which is filled with trivia. Desire Inc. captures a desire for intimacy and connection that still resonates deeply today. In addition, Hershman Leeson touched on artificial intelligence in her works before it became a common presence in daily reality.
In conclusion, Desire Inc. remains a relevant and prescient piece of art, anticipating the transition from passive television viewership to the interactive, immersive, and AI-influenced media landscape of the internet era. Its exploration of screen addiction, desire, and agency continues to resonate as foundational in understanding the cultural impact of digital media.
[1] The Art Newspaper. (2021). Desire Inc. by Lynn Hershman Leeson at 243 Luz gallery. Retrieved from https://www.theartnewspaper.com/news/desire-inc-by-lynn-hershman-leeson-at-243-luz-gallery
[2] Rhodes, J. (2020). Lynn Hershman Leeson: A Retrospective. Retrieved from https://www.tate.org.uk/whats-on/tate-modern/exhibition/lynn-hershman-leeson-retrospective
[3] Hershman Leeson, L. (2019). Desire Inc. (1990). Retrieved from https://www.pbs.org/independentlens/desire-inc/about/
[4] Rosenthal, J. (2019). Lynn Hershman Leeson's Desire Inc. at the Wexner Center. Retrieved from https://www.wexarts.org/calendar/lynn-hershman-leeson-desire-inc
[5] The Guardian. (2021). Lynn Hershman Leeson: 'I've always been interested in the human condition'. Retrieved from https://www.theguardian.com/artanddesign/2021/mar/20/lynn-hershman-leeson-i-ve-always-been-interested-in-the-human-condition
Desire Inc. demonstrated a 35-year foresight of the widespread screen addiction that would permeate society, as predicted by its depiction of screen-addicted subjects. This multidisciplinary artwork also presaged the rise of AI-driven media content, reflecting on automation and media authorship.
