“Götterdämmerung im Infocosmos”
A new star is emerging which only appears remotely similar to the old one, a digital planet not larger than the head of a pin. ‘Artifact’ project focuses on the holographic indistinctness of a world, the contours of which were recognizable until now only by extension.
‘Artifact’ staged digital metamorphoses over continental boundaries, an intergalactic trip through the micro cosmos of bits and bytes into the future of communications. Collages, encoded interference patterns, mirrors of hidden associations and meanings, digitally fused cultures appeared.
Six different base subjects went from Germany via the Internet over 6 meridians and 30 countries around the world. Modifications of the respective subjects were made in each country in order to return after about half a year to its starting point as the first interactive collage of digital, visual communication of the world.
In this case ‘Artifact’ worked deliberately against the inflationary tendency of interactivity as an end in itself such as the pressure for digital ordering. This in order not to jeopardize the modification of the subject with the lifestyle and culture of the individual authors.
In case a system, the market reality, becomes increasingly more complex, also the relations within the system become more complex; they acquire another quality, so to speak they need to work on a higher level.
Dealing with the high and qualitatively unaccustomed demands of market communication means that it no longer suffices to judge a communicative task ‘by itself’, it becomes necessary to handle it as embedded in the complex processes of a changing company.
In Marshall McLuhan's time messages still had to be deciphered via the media, today the message itself is the medium for observation- and identifications processes.
‘Artifact’ project was conceived and realized by Joop Greypink. It is to be understood less than business-oriented image activity of the Deutsche Telekom or an example of the application of leading-edge technology, but rather as a creative hint and form of expression of a possibility of dealing with it.
Greypink Ultimate Realization Unit at: www.guru.ag
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