| Common theme for Special Project 2010: MEDIALIZATION The non-commercial part of Art Moscow is dedicated to artistic reflection on the use of mass media, new media and technological advances — in short MEDIALIZATION. Medialization is the functional and conceptual reinterpretation of reality through the use of technology. Technology does change the world as we know it; it affects structures already established through our historic experience, it transforms the existing biological, physical, cultural and economic parameters of human existence. Medialization interferes with our established value systems, forces their reinterpretation, creates anxiety, and makes the environment creative, dynamic and unstable.
Since the mid-1960s artists Nam June Paik and Wolf Vostell from the Fluxus and Expanded Arts have used technical manipulation of the electronic audio-visual image. By means of the electronic channels, new forms of participation and a change in existing communication structures should be made possible.
In the 1970s, artists like David Lamelas, Peter Weibel, Valie Export, Dan Graham and Dara Birnbaum devoted themselves to conceptual work on the relationship between public art space and media space. They investigated the connections between art, information and communication. For example, TV was used as tool for criticism and self-expression. John Lennon and Yoko Ono’s works illustrate the direct references commoditized logic and economics of the brand, as well as explicit parallels between the artist's images and media function as a star. Andy Warhol’s TV, ran in 42 episodes on MTV showcasing stars like Grace Jones, Jerry Hall, John Oates, Blondie. With the Internet as a massive platform virtual art has become part of the artistic practice. Virtual art, virtual reality, augmented reality or mixed reality use established media as subsets. The internet serves as tool, medium and communication platform for artists and their audience without logistical constraints. Art Moscow 2010 aims to show different approaches to MEDIALIZATION.
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