“Net gain/net loss: the Googlization of new media art in the era of neoliberalism” presented by Gumiela


Session Title:

  • Transformative Creativity - Participatory Practices I

Presentation Title:

  • Net gain/net loss: the Googlization of new media art in the era of neoliberalism




  • Abstract

    As Internet technology and access has improved exponentially over the past two decades, there has been a global influx of new media artists using the Internet as a primary venue for exhibiting, distributing, and collaboratively authoring digital artwork. Many new media artists have turned to the Internet and alternative copyright schemes in an effort to embrace open source media content and production while distancing themselves and their work from commercialization. These practices have resulted in the popular myth that the Internet exists as an autonomous venue for creative work that is uninhibited by government regulation, commercialization, private interests, and economic policy. Drawing on the context of neoliberal practices, this paper analyses the Internet search engine giant Google and its function as an inhibitor to the dissemination of noncommercial, open source new media art. Netlabels are specifically addressed as an exemplification of new media art that has become marginalized by the Internet search techniques developed and employed by Google, which often favour advertisers and revenue over autonomous authorship and the public interest.

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