351 Inc. / Ongoing work, 2025-2026
Performative Spectatorship as Social Contagion
124 participants, in no particular order
Tap a portrait to isolate its own sound
The Clap / Melletios Kyriakidis / 351 Inc.
Ongoing, 2025-2026
The Clap is an evolving participatory video and sound installation exploring applause as ritual, performance, social conditioning and collective expression.
The work began with a simple proposition: to film individuals clapping alone. Friends, acquaintances and strangers are invited to perform the gesture in isolation, removed from the crowd where applause usually belongs. In this shift, clapping changes. What is ordinarily a collective act of approval becomes strange, vulnerable, comic and performative.
Each recording becomes part of a growing archive presented as a grid of moving image portraits. Played simultaneously, individual claps accumulate into a dense sonic field, a chorus of overlapping rhythms that moves between celebration, noise and disorientation.
The project draws connections between the civic chorus of ancient theatre, the orchestrated applause of Roman claques, and contemporary cultures of algorithmic affirmation, from the "like" and the double-tap to the circulation of approval as social currency. Applause is approached not only as a gesture of praise, but as a structure through which participation, desire and power are organised.
Zizek identifies what he calls enjoyment, the obscene surplus that clings to a ritual long after the meaning has gone. We know clapping is empty. We clap harder anyway. The repetition carries something that will not let go. Euphoria becomes noise becomes discomfort becomes labour. The body keeps transmitting intensity long after meaning has left.
Central to the work is a participatory exhibition model. Visitors are invited to contribute their own clapping portrait, which is folded into the installation and the ongoing online archive, allowing the work to expand with each presentation. Audience and artwork become mutually constitutive.
The Clap considers applause as both absurd and political, intimate and collective, a bodily act through which joy, discipline, belonging and performance are negotiated.
Data collection began in November 2025 and continues.
Melletios Kyriakidis CLAP CLAP CLAP. 124 participants. Data collection: 2025, ongoingThe Clap / Melletios Kyriakidis / 351 Inc.
Ongoing, 2025-2026