The University of Maryland Art Gallery is pleased to present Richard Serra and Carlota Schoolman: Television Delivers People (1973), as part of its ongoing Video in The Atrium (ViTA) initiative. Launched in fall 2022, this initiative brings art beyond the traditional gallery setting by activating an underutilized section of the Parren J. Mitchell Art-Sociology Building’s expansive atrium. ViTA showcases video art from the Art Gallery’s collection alongside new works from national and international contemporary artists, celebrating the medium's rich history and its latest innovations. By expanding the Art Gallery’s footprint, ViTA engages the many students and visitors who pass through this vibrant space daily.

 

Television Delivers People is a critical commentary on the commodification of television viewers, with Richard Serra and Carlota Schoolman using minimalist scrolling text paired with elevator music to expose the symbiotic relationship between mass media and capitalism. Although created in 1973, its message remains highly relevant today, as it critiques how audiences are turned into products for advertisers. This work transcends its original context, offering a timeless critique that resonates with today’s media formats, including social media and streaming platforms. Serra and Schoolman’s work continues to provoke reflection on the role of media in shaping public perception, even as the platforms and delivery systems evolve in the 21st century. 

 

This exhibition is organized by Director Taras W. Matla and Curatorial Assistant Patricia Ortega-Miranda, with administrative support from Program Administrative Specialist Charisma Oparaugo, and design and installation led by Preparator Korey Richardson. Additional contributions by Curatorial Assistant Nan Zhong. 

 

Major support is provided by the Dorothy and Nicholas Orem Exhibition Fund. Generous support is provided by the Maryland State Arts Council. This exhibition is in association with University of Maryland's Arts for All initiative. 

 

 

Image credit: © 2024 Richard Serra / Artists Rights Society (ARS), New York