Séamus Duffy’s work examines the ‘herd mentality’ phenomenon. In dividedividedivide he explores this phenomenon through a tightly edited combination of still photography, video and audio. Slowly submerging the viewer into a chaotic space, he aims to artificially emulate the experience of being absorbed into a crowd. His work highlights how the herd mentality can lead to dangerous behaviour if individuals fail to critically analyse their own position within a ‘herd’. Duffy explores how a psychological trait that evolved to keep us together, and keep us alive, has the power to do the very opposite in a society shaped by data algorithms.