"America is the original version of modernity. We are the dubbed or subtitled version." – Jean Baudrillard, America

“In "No One Rides Free," artist Christopher DeLoach channels the essence of Baudrillard’s critique of America, dissecting how consumerism and propaganda have become cultural expressions and defining features of American identity. The exhibition, opening on September 21, 2024, at Cruise Control Gallery, offers a striking exploration of how the symbols of modern American life have infiltrated our collective consciousness, subtly rewriting the narratives we live by.

Baudrillard argued that America was the purest expression of modernity, where signs and images dominate reality. DeLoach’s exhibition takes this idea further, illustrating how advertising, logos, and mass media have become so embedded in the American psyche that they now form the backbone of our sense of self. These visual elements shape how we navigate our world, from the Super Bowl commercial to the logo on a T-shirt.

"No One Rides Free" showcases how these pervasive images come with hidden costs. DeLoach’s work embodies the notion that simply observing—whether from a car on the highway, in front of a television, or in a gallery—means participating in a larger exchange system. The exhibition questions what is sacrificed in this transaction, as familiar symbols exact a toll on our consciousness, shaping us into ideal consumers without our knowledge.

Through rugged reimaginings of everyday imagery—billboards, bumper stickers, iconic logos—DeLoach critiques the capitalist propaganda machine that fuels the American Empire. His works ask viewers to look beyond the surface of these symbols and recognize the subtle manipulation at play. Is there truly a difference between Coke and Pepsi or between two political candidates when the message is so carefully constructed?

Each piece in "No One Rides Free" operates like a maze, a labyrinth of text and images that invites viewers to “peer under the hood” of the cultural messaging they encounter. DeLoach’s reorganization of familiar American symbols offers a new way of seeing, reframing ads and slogans as predatory forces exacting a mental toll with every glance. His art reveals the dog whistles embedded in these everyday images, urging viewers to consider the unseen costs of constant exposure to capitalist messaging.

DeLoach’s work directly relates to Baudrillard’s assertion that America is more than a place—it is a hyperreal experience where the distinction between reality and image is increasingly blurred. In this visual landscape, no one truly rides free.”

Elisa Carassai- Editor-in-Chief and Co-Founder of Sali e Tabacchi Journal