Zbyněk Baladrán – The Jevons Paradox

In 1865, this was a highly controversial topic: William Jevons first described how technological progress—specifically the increased efficiency of steam engines—did not lead to a decrease in coal consumption but, paradoxically, to an increase. In his work The Jevons Paradox, Zbyněk Baladrán uses this principle to describe the history of industrial civilisation and to reveal the power interests concealed beneath seemingly neutral systems of labelling. Through the example of standardised colour charts, he shows how nomenclature is rooted in imperialist history and how the normed classification—intended to facilitate communication—simultaneously reflects power hierarchies. The abbreviation RAL, a global standard for colour classification in coatings, references in its name the German “Reich Committee for Terms of Delivery” (Reichs-Ausschuss für Lieferbedingungen), as Baladrán points out in his accompanying text. He also notes that in Central European countries during state socialism, parallel national nomenclatures existed until the hegemony of RAL ultimately prevailed.

The Jevons Paradox consists of five large-format prints mounted on a structure made of black slats. Each corresponds to one of five black-and-white photographs of North Bohemian lignite basins found in an antiquarian bookshop.