Cheese

This video installation entitled 'Cheese' is a "experiment in the architecture of sincerity". Female actresses are asked to smile at a camera for an hour and a half, having their expressions constantly analysed for sincerity... If the actress does not display a large enough smile to satisfy the software an alarm begins to sound, and will continue to sound until a satisfactory smile is once again plastered across her face.
This work deals with forced friendliness and the 'work' that appearing happy at all times involves.
I like the subject matter of this piece as we can all relate to being expected at times to appear friendly when we are feeling the exact opposite... It also seems that by using all female actresses Moeller is suggesting that females with their often empathetic nature are easily exploited into appearing happy for the sake of others. The installation is quite blatant and after watching the women for only a short time we can see the discomfort that they are in while trying to conform to their instructions.
I do not however like the gallery setup that shows all this footage simultaneously... it is overwhelming and makes it easier to miss the all the emotional signifiers that are occurring on the women's faces.

I think that this work is very strong and deals with happiness from a unique perspective, that the appearance of happiness is sometimes false and for the benefit of others...Ultimately that it may be more detrimental than good!