softcover, 352 pages, 190 × 125 mm,
London based graphic designer and author Elena Etter`s book „To focus on reading rather than looking“ is a collection of re-writings: re-written through reading, through listening, through attentiveness. It is both an experiment in writing and a record of some sort. Gathered over the years and with no explicit purpose at first, this assemblage amounts to more than the sum of its parts – the unique construction of the text becomes more important than what it says or does. It is an invitation to think about literature in terms of the ready-made, forming new narratives from existing ones (even in re-enactment, a creative dimension emerges). It's about the malleability of language to transform the mechanical and mundane into the legitimate. The selection of writings also argue that we do not passively receive information but actively generate it, inadvertently constructing our very own realities as we go through them. We don't see things as they are, but as we are.