Posts Tagged ‘advertising’

Regina José Galindo & the dematerialisation of the live artist 1999-2009

Monday, February 2nd, 2009

Regina José Galindo is a 34 year-old artist from Guatemala City and the major retrospective of her work that opened this weekend at Modern Art Oxford (AKA Oxford MOMA and Madam Mao’s) entitled The Body Of Others is stunning. The large upper gallery contains 3 video works: I’ll Shout It To The Wind (1999), Who Can Erase The Traces (2003) and The Fashionable Cut (2005). In the first, Galindo hangs by a harness from an arch in the centre of Guatemala City and is filmed literally shouting her poems to the wind; as she does so she drops sheets of her poetry and the crowd beneath her scramble after the paper thinking it might be money, since this is an area used for illegal currency exchanges. Who Can Erase The Traces is the piece that broke Galindo internationally, in it she walks from the Constitutional Palace across Guatemala City to the National Palace, stepping every so often into a bowl of human blood so that she leaves a  trail of red footprints behind her. The final video in the first gallery shows Venezuelan plastic surgeon Billi Spence using a marker pen to indicate how a beauty industry professional would ‘improve’ Galindo’s body The Fashionable Cut is one of a number of works in which Galindo presents the viewer with a problematic eroticisation of her nude body. She appears in this piece as an attractive and very young looking 30 year-old, but it is simultaneously a document of what is supposedly physically wrong with her from the perspective of popular contemporary body aesthetics.

Galindo has a background in advertising and it was only a couple of years ago that she was able to give up copy-writing and become a full-time professional artist. What Galindo has taken from advertising is the practice of distilling sets of ideas and experiences into a single image; she uses this process to raise social issues but in a poetic form. The result is neither activism nor advertising because Galindo does not provide solutions to the problems she raises. If Andy Warhol were still alive he’d be both fascinated and mesmerised by her because she combines an insider knowledge of advertising industry practices with YouTube aesthetics. Galindo does not employ a regular cameraman and her work does not have the slick finish we associate with so much of the video art produced in the overdeveloped world. Instead she will hand a camera to anyone who is available to record what she’s doing and much of the resultant footage is extremely rough, with some of her films suffering very badly from camera shake. This is a deliberate choice, one Galindo has made because she does not want the poetic core of her work obscured by an unnecessarily smooth finish.

The upper gallery at Madam Mao’s is spacious and the huge screens onto which Galindo’s works are projected use the space to great effect. The Fashionable Cut is silent, the other two films feature soundtracks of incidental street noises with the volume on both turned up so that they blend into each other. By this means a pleasing tension is created between the clean space and the chaotic camerawork and street sounds. This is a very slick piece of installation that deploys films which have been distributed in part on the internet (including via platforms such as YouTube) fantastically well on a monumental scale in a gallery setting.

The middle gallery is dominated by photo documentation. Angelina (2001) consists of 31 pictures each documenting a consecutive day on which Galindo dressed as a domestic servant. This was done to test public reaction to someone pursuing activities that might be considered unusual for a person of this station. Survival Skills Course For Men & Women Preparing To Travel To The United States (2008) is a video documenting ten people learning skills that will aid illegal entry into the wealthiest economy in the Americas. America’s Family Prison (2008) features Galindo and her family living in the type of cell in which illegal immigrants into the US are detained, and a photograph of this architectural structure. Finally there are two versions of The Conquest- Scalp (2009), a hand-crafted wig and a photograph of a similar item, one made from the hair of indigenous Guatemalan women and the other from hair sourced in southern India. Again the crisp and spare installation shows the work to best advantage.

The Piper Gallery features five further films, four of which are shown on Sony Cube monitors. Confession (2007) records a volunteer Spanish nightclub bouncer repeatedly pushing Galindo’s head into a barrel of water. The volunteer becomes extremely enthusiastic about the role he is playing, to the extent of ignoring an agreed stop signal and as an improvised addition to the scripted performance shoving Galindo across the room into a pile of wood. Amir Shakouri of La Caja Blanca, where this performance was staged, told me the audience directed their anger about the violence of the action towards Galindo rather than at the bouncer who’d overstepped the limits set down for this piece. I don’t find this particularly surprising, since art lovers often credit cultural practitioners with a level of agency they do not in fact possess, and when someone like Galindo exposes the fact that artists are every bit as constrained by capitalist social relations as anyone else, culture vultures tend to become enraged about having their illusions shattered.

Why Are They Still Free? (2006) depicts Galindo in the eighth month of pregnancy positioned on a bed in the way the Guatemalan army prepared pregnant indigenous women for gang rape; in this piece Galindo is restrained by umbilical cords. Social Cleansing (2006) shows Galindo being hosed down with highly pressurised water, something I vividly remember seeing done to rough sleepers in London in the 1970s; it forced them to move on and given the cold climate was likely to compromise the health of this vulnerable group, potentially fatally. XX – II (2007) documents workmen hired by Galindo placing tombstones on unmarked graves in Guatemala City. At the back of the exhibition space is a large screen onto which Identification Of A Body (2008) is projected. In the film Galindo lies heavily anesthetised with a sheet draped over her body, the audience lift the covering as if they were going to identify a corpse. This video is far slicker than anything else in the exhibition, and  some of the shots within it even bear a striking resemblance European Renaissance painting. It is thus shocking proof that Galindo’s trademark slacker aesthetic is a matter of conscious choice.

Not quite a part of the exhibition, and hidden away next to the Madam Mao’s reception desk, is Breaking The Ice (2008). This is a video of a performance in Oslo for which Galindo sat naked in a cold room with clothes laid out next to her, waiting for the audience to dress her. Before the Madam Mao’s opening, Galindo gave an anti-performance called Warm Up (2009). Those attending were made to queue before being admitted into an over-heated room; Galindo was not present and the work consisted of the audience reaction to this. This anti-action was followed by a talk during which Galindo’s frustration with the tendency of European audiences to exoticise her work was greeted with incomprehension by many of those listening; and this was particularly noticeable when Galindo stated that the reason she documented her activities was so that she could live from the sale of her photographs and videos (rather than starving or having to return to her former employment in the advertising industry). Tate curator Gabriela Salgado made a passionate intervention during the Q & A at the end, and this brought forth thanks from Galindo.

Listening to Galindo speak both during the talk and later in the more intimate setting of the Madam Mao’s cafe, I was very much struck by the way her work was shifting away from its initial focus on her own body, to an ever increasing emphasis on the manipulation of her audience. Indeed, as was the case in Oxford, Galindo no longer needs to be physically present for her live actions to be realised. It was also interesting to see just how small Galindo is in person, I’d guess around 4 feet 10 inches, I hadn’t realised she was this tiny from watching her videos. That said, Galindo has a larger than life personality and this is the most exciting exhibition I’ve seen at Madam Mao’s since the Gustav Metzger retrospective a decade ago (back in the days when the venue was still calling itself the Oxford Museum of Modern Art). So if you find yourself anywhere near Oxford, do yourself a favour and go check this one out. Regina José Galindo: The Body Of Others at Modern Art Oxford (MAO) runs from 31 January to 29 March 2009. Galindo’s Oxford performance and talk took place on 30 January 2009.

And while you’re at it don’t forget to check – www.stewarthomesociety.org – you know it makes (no) sense!

Let’s burst the web 2.0 commercial bubble & instead get really funky!

Thursday, January 29th, 2009

The commercially driven nature of Web 2.0 has been stressed by many commentators, for instance Tim O’Reilly in his influential essay of September 2005 “What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software“. Thus when I first looked at MySpace a little before O’Reilly published that text, rock bands clearly knew how to promote themselves to a new (as well as their existing) audience via this site, but writers and artists on the whole didn’t. The later two categories of would-be culture industry ‘professionals’ tended to use the internet as a means of advertising (largely ineffectively) what they were doing, rather than integrating their activities into it. Since MySpace made streamed sound central to its platform, musicians found the site was tailor made for them, and it didn’t require much adaptation on their part to benefit from it.

There were and still are very few professional artists on MySpace with notable exceptions like Martin Creed and Jane Pollard/Ian Forsyth; most of the art profiles are either for complete amateurs or run by fans of dead iconoclasts like Duchamp and Warhol. The majority of artists I encounter in London don’t seem to like the web very much (among other things it doesn’t allow them much control over the way their work is viewed and who sees it, which is why they prefer galleries), but Facebook attracts them as a networking tool. On Facebook gallery artists fit in very well alongside suit wearing culture industry professionals and corporate managers with their spreadsheets and calculators. If gallery artists have work they want to sell and that really is their bottom line, those artists working on the web (and doing more than simply publicising upcoming shows and reproducing catalogue essays) are more likely to have something to say or at least formalist concerns they wish to explore. Strangely beyond those involved in genres such as conceptual literature (Kenny Goldsmith is the most prominent figure in this field) or perhaps cyberpunk, even fewer writers than artists show much interest in the internet as a creative tool, despite the fact it is language based and offers enormous scope for ‘social sculpture’.

Moving on, the developmental model many Web 2.0 businesses work with is offering a service either cheaply or for free in order to mine data from their users. Web business ‘guru‘ Tim O’Reilly doles out advice along the lines of: ‘leverage customer-self service and algorithmic data management to reach out to the entire web…  For competitive advantage, seek to own a unique, hard-to-recreate source of data… The key to competitive advantage in internet applications is the extent to which users add their own data to that which you provide…. Involve your users both implicitly and explicitly in adding value to your application…. Set inclusive defaults for aggregating user data as a side-effect of their use of the application…. When benefits come from collective adoption, not private restriction, make sure that barriers to adoption are low. Follow existing standards, and use licenses with as few restrictions as possible. Design for “hackability” and “remixability.”… Don’t package up new features into monolithic releases, but instead add them on a regular basis as part of the normal user experience. Engage your users as real-time testers…“

In recent years networking theory has made much of the notion of weak ties. The pioneer in this area was Mark Granovetter in the 1970s and by the late 1990s his work had been combined with Stanley Milgram’s research into how many links separate people from each other (the so called six degrees of separation) by mathematicians Duncan Watts and Steve Strogatz. These ideas were later popularised in mass market paperbacks like Mark Buchanan’s “Small World” (known as “Nexus” in the USA). A completely ordered network (where every node is tied only to its neighbours) is inefficient in terms of its degrees of separation: but when some long distance ‘weak ties’ are thrown in these massively reduce the number of moves needed to get from any one node to any other. Thus from the perspective of networking theory MySpace is superior to both Facebook and Bebo since it encourages weak ties as well as networking among established friends (Facebook and Bebo actively discourage users from befriending people they don’t know). That said, those ‘virtual’ communities that go beyond ties to a single platform and that aren’t committed to capitalist business practices are infinitely superior to anything MySpace can offer.

Web business ‘gurus’ like Tim O’Reilly recognise the strength of collective activity, but they attempt to recuperate it for individual gain. Their world is one in which everything revolves around a bottom line; their outlook is essentially behaviourist, web surfers are enticed to click through links and to buy something (anything). Business data miners are interested in what makes someone click through links and make purchases, not why they do it. Thus what doesn’t gain clicks is either discarded or placed so far down search lists that few surfers will find it. This is a pseudo-meritocracy in which whatever is already popular has its position constantly reinforced, and what isn’t popular is buried under a mountain of celebrity trivia in a world that is currently ruled (‘ironically’ of course) by the likes of Lady GaGa. Nonetheless, social networking trends are constantly shifting and while both advertising and data mining on platforms like MySpace are now slicker than 3 or 4 years ago, that particular site is still not exactly generating a huge profit. Indeed, last year saw a small downturn in MySpace and Facebook usage in the UK (see “Is Facebook going out of fashion” – you’ll need to roll down the page on The Guardian site to see this).

So trendsetters, perhaps this really can be the year in which millions more groovers and bloggers break with the digital establishment by embracing a WordPress freakout. The easiest way to do this is to set up a blog on the WordPress site, but I’d prefer you all to be more dispersed and for as many of you as possible to use your own domains…. And let’s start using our sites to really play with the web, to spread myths and confusion, create false identities, disorientate the authorities, and inauguarate communal situations that overflow all the barriers between the so called ‘virtual’ and ‘real’ worlds! Oh and a few backward glances at how we got here wouldn’t go astray either… so if you’re not already familiar with them, look up the Luther Blissett Project, neoism and mail art (the ‘original’ pre-web paper net). “Those who do not learn from the past are doomed to repeat it.”

And while you’re at it don’t forget to check – http://www.stewarthomesociety.org/ – you know it makes (no) sense!

Secrets of click thru ad busting….

Wednesday, January 28th, 2009

I want to look briefly at a specific aspect of one of the web’s greatest commercial success stories, Google. AdWords is the name for the pay per click service offered by Google to advertisers for the sponsored links that appear beside the queries entered into their search engine. Google explain their advertising system this way: “Concerned about costs? Don’t worry – AdWords puts you in complete control of your spending. Set your budget. There’s no minimum spending requirement – the amount you pay for AdWords is up to you. You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad. Avoid guesswork. We provide keyword traffic and cost estimates so you can make informed decisions about choosing keywords and maximizing your budget. (Estimate keyword costs) Pay only for results. You’re charged only if someone clicks your ad, not when your ad is displayed.”

So what Google does is match searches with relevant advertising. Now it is the advertiser who initially decides what keywords are relevant to their product, but Google helps them with this since they offer a search for effective AdWords function. While the advertisers determine how much they are prepared to pay both per click and in total, the more people click on an ad the less Google charges per click (their search engine dominance is based on ‘ relevance’ AKA ‘popularity’ and they are obsessed with preserving this). A simple mathematical formula is used to work out a Google AdWords rating but I won’t bore you by actually going through it here; suffice to say that the most effective ads are charged at lower rates and shown the most often. So to use AdWords successfully an advertiser has to write good copy and bid high enough on click payments to be displayed.

Where Google led others have followed, and a similar but less effective system operates on social networking sites such as MySpace and Facebook. Until last spring I had a number of profiles on MySpace most of which mentioned my passion for communism (anti-Bolshevik of course!), but the data miners didn’t seem to know the difference between real communism  and fake communist tendencies that are now historically discredited – therefore when I was on MySpace I was often subjected to adverts with the following headlines: “School trips to Russia”, “All types of Russian Visas”, “Trotsky T-Shirts & Books” and even “Russian Beauties Seek Dating And Marriage”. Since like Bordiga and many others I view what happened in Russia under the Bolsheviks as a capitalist and not a communist revolution, these ads were of little interest to me and had been poorly targeted. Naturally the data miners are constantly attempting to refine their ad placement but since they never got me to click on anything, they were unable to learn much about what pushed my buttons, and I’d say the same is true for many readers of my blogs – a number of those from outside the UK wondered why after visiting my old MySpace pages they had been bombarded with ads for products associated with people they’ve never heard of; these were invariably British micro-celebrities such as Abi Titmuss who’d been lampooned – often just in passing – in my blogs or the accompanying comments.

That said, the data miners expect a certain failure rate, so the fact that they’ve been spectacularly unsuccessful at targeting ads at me and my blog readers isn’t statistically significant to them, but it does demonstrate that despite the hype their techniques are often too crude to work. What I haven’t worked out, but maybe someone else has, is when it would be more damaging to the click thru advertising industry for me to click on an ad that doesn’t interest me rather than ignoring it. Is there a way of driving up costs for advertisers by clicking thru to their product but not buying it that will discourage them from using click thru? Since this must vary from web service to web service, we clearly need specific equations to work out how to do click thru ad busting on specific sites such as Google and Bebo.

And while you’re at it don’t forget to check – http://www.stewarthomesociety.org/ – you know it makes (no) sense!

Newsflash for T-Mobile: gimmie some quids capitalist scum….

Thursday, January 15th, 2009

As I was making my way through Liverpool Street Station this morning, several hundred people were dancing on the main concourse…. it could  have been a flash mob but it wasn’t… for those who don’t know, a flash mob is a large group of people who assemble suddenly in a public place, perform an unusual action for a brief time, then disperse… It turned out a T-Mobile ad was being filmed. By lunchtime there were reports of this stage-managed media event in the British national press:

“There are many ways to kill time while waiting for your train – read a paper, grab a sandwich . . . break into a synchronised dance?

“It certainly got the attention of commuters at Liverpool Street Station, as 400 strangers – including tourists and Underground staff – suddenly leaped into action, busting out a co-ordinated mix of hip-hop, disco and ballroom moves right in the middle of the London station.

“The dance was an example of ‘flash mob’, which occurs when people arrange to meet at a certain place and time to carry out a quirky action, before disbanding minutes later.

“Flash mobbing is seen as an anarchic, freedom-of-expression act, although this one was organised by T-Mobile for an advert which will debut on Channel 4 and YouTube tomorrow.”

This definitely wasn’t a flash mob because the filming was still going on when I returned to Liverpool Street station an hour later. Coming back I noticed a sign that claimed if I went into the area being used to fabricate the ad, I had consented to being filmed… Not so, since I hadn’t seen this sign until after I’d been through the station once, and besides which not everybody can read English… Liverpool Street station is a public space and a lot of people have no choice about using it if they need to catch the tube or an overground train. Therefore I’m using this blog to notify T-Mobile that I have not given my consent to appearing in their advert. If T-Mobile want to use footage that shows me I expect to be paid: I want a 1K (a grand, £1000) for every second or fraction of a second used that shows me from any angle (including my back)….. and a further 1K per day for every day after tomorrow in which the advert is either shown on TV or left up on YouTube or used in any other public way.

The production of adverts such as this around London often pisses me off. A few years ago I was making my way back home around midnight and was grabbed by some guys who told me they were filming a car advert and I wasn’t allowed to walk where I was headed. I told them I lived in the block of flats they were trying to prevent me from approaching and that they could fuck off. The wankers who’d manhandled me had to stop filming while I went into the block. Advertising, it’s the antithesis of a groove sensation!

And while you’re at it don’t forget to check – http://www.stewarthomesociety.org/ – you know it makes (no) sense!