General Idea is the collective project of artists Jorge Zontal, AA Bronson, and Felix Partz. Between 1969 and 1994, the trio transformed their life together into a “living work of art,” which they presented in performances, objects, videos, and publications. In doing so, they forged a complicated theory about how visual forms operate in society, best summarized in their motto “image is virus...General Idea took aim at the myths of consumer affluence, patriarchal power, and technological progress that shaped life in North America after World War II—myths they argued were sustained by cultural forms and images that spread through society like a virus.