Social Media, Video & the Art Scene – Conditions and Consequences of Diffusion of Media Innovation

By using online videos and their social media platforms (YouTube and Vimeo) as case studies, the project examines systematically the conditions of the diffusion of new media in the art scene and how they change the social structure of art itself. The project clarifies first of all the meaning of visual interrelations and rhetorical metaphors for an integration of new media into the art scene. And secondly against the backdrop of the historically recurring discussion of media optimists and pessimists the project answers the question, if the art scene -as often assumed- currently enters a more globalised and democratic age. Therefore profile based image practices by amateurs as well as by galleries and museums are under examination.
By synthesizing divergent theoretical approaches like viscourse, intericonic and system theory, ANT and science of the mind the project essentially enriches the present state of contemporary art theory.