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‘No theory today is outside the market’ Theodor Adorno
Piemonte Share Festival will be in Torino from the 3rd till the 8th of November 2009 at the Museo Regionale di Scienze Naturali, at via Giolitti 36.
Piemonte Share it’ll be an intense full immersion in the cultures and in the arts connected to new media and digital technologies.
Market Forces is the theme of the fifth edition of Piemonte Share Festival: which the relation between contemporary culture and market, how new media integrate the artistic languages and the economy, which the convergences between interactive art and advertising?
The market is the place where commerce and culture meet. The market is an arena, a battle ground where questions of value and chaos, of meaning and randomness, politics and economics, collide and clash. The market, and the dynamics of the market, constitutes the theme of Share 2009 - Market Forces.
Art practice is becoming increasingly relational - like the market - and less representational. This move towards the transaction as the privileged form of communication is having profound effects on culture in material, symbolic and strategic ways. Exchange is everything.
The informatic dream promoted by neo-liberals and techno-libertarians considers that the world is flat, that flows of money, energy and culture can move without hindrance, that there is no friction, no discontinuity, no disruption. At the heart of this dream is the idea that there is nothing beyond the free flow of information, nothing external to it, that connection is everything and that everything is connected. This dream of a world without friction clashes with our experience of a more complicated reality, with its uneven patterns of distribution, difficult meetings and local tensions.
The world is not flat, it’s complex. And it is complexity, rather than informatics, which characterises our reality - different things connected in different ways, self organising, emergent, open and adaptive, born locally, but with global reach, always unstable and therefore always evolving.
It is within this context that Share Festival 2009 addresses the specific relationship between artistic innovation and corporate communication. Creative innovation is a vital corporate strategy for breaking through ever denser flows of information and reaching the customer/spectator. At the same time, market forces themselves are helping us to define critical approaches to media art.
Andy Cameron
