The topic of this essay is artistic work. I am not, of course, an artist. But in spite of being quite specific in some respects, artistic work is not fully autonomous. It relies on the more general—social, economic, technical, and political—conditions of art production, distribution, and presentation. During recent decades these conditions have changed drastically, due first and foremost to the emergence of the internet.
In the period of modernity, the museum was the institution that defined the dominant regime under which art functioned. But in our day, the internet offers an alternative possibility for art production and distribution—a possibility that the permanently growing number of artists embrace. What are the reasons to like the internet, especially for artists, writers, and so forth?
Obviously, one likes the internet in the first place because it is not selective—or at least much less selective than a museum or a traditional publishing house. Indeed, the question that always troubled artists in relation to the museum concerned the criteria of choice—why do some artworks come into the museum while other artworks do not? We know the, so to speak, catholic theories of selection according to which artworks must deserve to be chosen by the museum: they should be good, beautiful, inspiring, original, creative, powerful, expressive, historically relevant—one can cite thousand of similar criteria. However, these theories collapsed historically because nobody could explain why one artwork was more beautiful or original than another. So other theories took their place, theories that were more protestant, even Calvinist. According to these theories, artworks are chosen because they are chosen. The concept of a divine power that is perfectly sovereign and does not need any legitimization was transferred to the museum. This protestant theory of choice, which stresses the unconditional power of the chooser, is a precondition for institutional critique—the museums were criticized for how they used and abused their alleged power.
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