Hasselblad Announcement (3) is a frantic attempt to enter into a close encounter with the viewer.

The expansive video performance project Special Announcements started in 2006 and is an ongoing lifetime project. The viewer meets a head in a monochrome space which keeps repeating brief sentences, sometimes with eyes open, sometimes closed. The sentences express loneliness and isolation and the words form monologues with pauses that seem to indicate a desire for a reply from the viewer. The disconnected and deconstructed phrases are transformed into psychological studies of human behaviour. The sentences turn out to comprise psychological concepts such as denial, negation, compulsive acts, self-fulfilling prophecies and actual or imagined feelings of being observed. Sederowsky’s art is controlled by a conceptual system of regulations where she carries out her tasks solely on her own, autonomously active both in front of and behind the camera. For instance there is no editing and no visual references to time and space.

The overall title of the series, Special Announcements, suggests that these utterances are important messages to the public. Hasselblad Announcements is a triptych part of this project dealing with notions of still photography.