Egyptian Hyperreal Pop

In the 90s in Egypt, an artistic vernacular style was defined by urban artists that attempted to bridge the gap between Eastern and Western mores and values as transmitted by visual culture. Their approaches and techniques used a hybridized version of East-West visual motifs that questioned the underlying assumptions of consumer culture that had arrived with the flood of Western advertising at the same time as it defined its own home grown aesthetics. This book studies the photo-based works of three Egyptian contemporary visual artists Sabah Naim, Hazem Taha Hussein and Nermine Hammam and questions the influence of practicing photo-documentation and advertising techniques on their personal visual production. The three artists were born and educated in Egypt, and currently live and work in Cairo, Egypt, and the three of them have exhibited internationally in the past decade.