imaginary brands
TRANSCRIPT
Imaginary Brandsthe role of troublemakers
Originally intended to quell morning sickness in pregnant
women, and instead created the telepaths of the films'
title. Was also used on the telepaths themselves to
dampen their psychic abilities, and to prevent them from
being overwhelmed by mental noise.
ScannersDavid Cronenberg (1981)
Beyond the surface, the film is a deep meditation on the state of
the mind in a time of medical and technological
experimentation. Like with all of Cronenberg's early efforts, this
is a film that seems to be created in direct scrutiny of Canada's
ever-controlling public health care system. If a single drug can
nearly bring the apocalypse in Scanners, then what can happen
when an entire system of state medical control makes a
mistake?
Imaginary Brandsthe role of troublemakers
on art and creativity:
“The emergence of the Experience
Economy coincides with, albeit not
coincidentally, heightened interest in
creative thinking. It also introduces a
real need for greater improvisational
skills in the workplace.”
Phase 1a changing industry
Second Industrial
Revolution BODIES
Third Industrial
Revolution MINDS
Zombies!
aristocrat
monster
freak
superstar
monster of
everyday life
what is the zombie of the 21st century?
a space plant
duplicates human
beings and extends
its reach all over the
world, much like the
World Wide Web,
exposes the violent
normative power of
the American way
of life
1978 remake, by Philip Kaufman moves the
discourse to highlight the role of
technologies and networks: the snatchers
occupy telecommunication networks and
start a planetary action for the circulation of
bodies, in the transition from the industrial
era to the one of immaterial labor.
Production ends, replaced by a regime of
mediation and reproduction.
“Most product designers focus
primarily on the internal mechanics of
the good itself: how it performs. What
if the attention centered instead on
the individual’s use of the good? The
focus would then shift to the user:
how the individual performs while
using the good.”
Both art and creativity, become norms,
expected, needed, both from the point of
view of the industry, and from the
perspective of the user, of the individual.
Both become performers, in stage acts
(the authors describe them in terms of
theatre genres), in which both parties take
active, constructive, creative part in a
creative action.
“The Industrialisation
of the Mind”
Hans Magnus Enzensberger
The term “cultural industry” is vague and
inaccurate, and embeds a paradox.
Conscience can be induced and
reproduced by industrial means, but it
cannot be produced.
Conscience is a social product, and the
result of dialogue. No industrial process is
able to replace the people who generate it.
The industry of the mind does not produce
anything, but the dynamics of infiltration
and transmission which are necessary to
the formation of the perception of what is
possible, desirable, preferable: in the
formation of the perception of the future.
The industrialization of the mind begins from education.
The education system as a mass-media
what is the role of intellectuals?
artists, designers, coders, creatives, writers…
the majority of creative products
are derivatives
this is not enough
to feed the industry
we have to deal with
potential troublemakers
… also said: those who radically innovate
Enzensberger:
“The rapid development of the mind industry, its rise to a key
position in modern society, has profoundly changed the role of
the intellectual. He finds himself confronted with new threats
and new opportunities. Whether he knows it or not, whether
he likes it or not, he has become the accomplice of a huge
industrial complex that depends for its survival on him, as he
depends on it for his own. He must try, at any cost, to use it
for his own purposes, which are incompatible with the
purposes of the mind machine. What it upholds he must
subvert. He may play it crooked or straight, he may win or
lose the game; but he would do well to remember that there is
more at stake than his own future.”
According to Marshall McLuhan
“the artist is the person who invents the means to
bridge between biological inheritance and the
environments created by technological innovation”.
According to Derrick de Kerckhove
“few people apart from artists are capable of predicting the
present. […] The role of the artist today, as always, is to recover
for the general public the larger context that has been lost by
science’s exclusive investigations of text”.
According to Roy Ascott
“the artist as the figure which is able to confront with a world
which increasingly sees its content and meaning as created out
of people’s interaction and negotiation. A world which is
unstable, shifting and in flux; which parallels life, not through
representation or narrative, but in its processes of emergence,
uncertainty and transformation.”
According to Gregory Bateson
“art was the only possible way to satisfy the need of finding
solutions through radical changes in our way of thinking, or even
to our way of knowing.”
Arts are about possibility, and opportunity.
About sensing the present (the contemporary) and
exposing it, in ways that suggest reflection, and the
insurgence of imagination.
About the opportunity – through artworks and performance
– to shift what is perceived as “possible”, as
“imaginable”.
Phase 2(Un)Branding
(un)Brandingperformative brands in the era of interconnectedness
the end of the Brand… and the beginning of the conversation
new forms of identity
performative identities
Brand as Enzyme
Transmedia
art, marketing,
hacking and activism
San Precario
mythopoiesis
PRECARIO SANTO from Preco, unstable; unsteady;
without balance, XXI century A.D.
In legents, patron saint of the evicted,
underemployed, exploited, blackmailed, precsrious
workers. Invoked against liberism, injury without
insurance, mobbing. It is celebrated on February
29th.
…
Serpica Naro
Supermarché Ferraille
RedNoze
Crashvertise
This Man
AdBusters
ArtVertiser
Squatting Supermarkets
Enlarge Your Consciousness
http://artisopensource.net/projects/enlarge-your-consciousness.html
REFFromaeuropa fake factory
CYBERSQUAT
FAKE IDENTITY
PROCESS
NETWORK
PRACTICES
(SOCIAL) HACKING
REVERSE
THE LOGIC,
ENACT A FAKE,
CREATE REALITY
80+
PARTNERS
1000+
ARTISTS
THOUSANDS
OF LINKS
MASS MEDIA
THE FAKE
BECOMES MORE
REAL THAN THE
ORIGINAL
REFF IS
OFFICIALLY RECOGNIZED BY
CULTURAL COMMISSION
OF THE ITALIAN SENATE
EUROPEAN COMMUNITY
YEAR OF CULTURE
Incautious Porn
http://www.artisopensource.net/projects/incautious-porn.html
Phase 3Near Future Design
Near Future Design
the FUTURE does not exist
the FUTURE is a performance
FUTUROLOGY
FUTURES
alternative futures
with varying likelihood
assumption:
FUTUREis the result
of a conversation
CONTINUOUS
DISRUPTION
transitory + nomadic
CHANGE & MUTATION
understanding & shifting of the
IMAGINARIES
SENSE OF
the POSSIBLE
the DESIRABLE
HUMAN BEINGS
daily lives
HUMAN BEINGS
daily lives
recurring/emerging
behaviors
HUMAN BEINGS
daily lives
RITUALS
MAPPING EMERGING RITUALS
EXAMPLE:
EXAMPLE:
Paul Du Gay
“Doing Cultural Studies: the story of the Sony Walkman”http://books.google.it/books?id=Gop0dQGKm5sC&dq=paul+du+gay+walkman&hl=it&source=gbs_navlinks_s
the most influential anthropological
study of modern times
the iPhone is “empty”
it is ready to be “filled”
(with apps)
this is its value:
it is a platform for human expression
Emerging Rituals
IDEA
SIMULACRUM
State of the Arts & Technologies
Future Map
+
SIMULACRUM
s possible — in short, remain close to the “truth,” in order to test the reaction of the apparatus to a perfect simulacrum. You
– Jean Beaudrillard’s “The Preecession’s of Simulacra”
Transmedia Narratives
a transmedia story represents the integration of
entertainment experiences across a range of different
media platforms
Henry Jenkins, 2007
SIMULACRUM
WORLD-BUILDING
WORLD-BUILDING
people
reactions
expression
of the
“preferred
future”
Shifts the
perception
of what
is “possible”
transforms
the future
into a
collaborative
performance
The Future becomes a performance
http://www.artisopensource.net/network/artisopensource/2013/10/28/near-future-design-the-perception-of-a-new-possible-and-a-new-role-for-design/
http://www.artisopensource.net/2013/05/26/transmedia-narratives-simulacra-simulation-fake-and-design-fiction/
http://www.artisopensource.net/network/artisopensource/2013/08/02/design-fiction-and-near-future-design-at-frontiers-of-interaction-2013/
http://www.artisopensource.net/network/artisopensource/2014/05/19/borges-welles-baudrillard-ballard-dick-and-caronia-creating-futures/
http://www.artisopensource.net/network/artisopensource/2014/04/30/transmedia-design/
Some References:
the FUTURE does not exist
NFD
http://www.artisopensource.net
http://www.nefula.com
https://www.facebook.com/artisopensource
Salvatore Iaconesihttps://twitter.com/xdxd_vs_xdxd
Oriana Persicohttps://twitter.com/penelopepixel