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In English, which became a global means of communication, multiplication means reproduction, duplication and growth, reflecting in the best way the character of the present cybernetic culture. According to one of the new doctrines – memetics – cultural evolution reminds in its nature biological evolution, in which the unit of selection is gene; analogously, meme is the smallest unit of cultural information. From this perspective, mass media stopped to be only the effect of civilization development, becoming its driving force. A huge role in this process was played by photography, “freeing” humanity from meanings encoded in words, moving us again to an era of visual communication, from which our evolution began. These days, thanks to Web 2.0 system, the Internet becomes a democratic medium. Wikipedia, USENET groups, RSS channels or blogs allow internauts to be “broadcasters" who deliver messages. In this way, anonymous culture is being developed, full of producers of media discourse, who usually use the library of knowledge contained on the net to create a patchwork of someone else’s words or images. In the actual reality, starting from the times of Postmodernism, bricolage, the creation of quotation and objects in varied configurations has become more popular, but only the Internet accelerated multiplication of media, repeatability and schematism of culture.

Omnipresent consumerism transforms art into a sector of services adorning life or brightening relaxation. An important feature of consumerist approach is disappearance of creative attitude, eclectic thinking and standardization of aesthetic tastes. Lack of the need to assign copyrights is popularized by the economy of gifts, which by part of society is recognized as a form of piracy, becoming one of the most popular methods of the consumption of culture, changing forever the way we look at intellectual property.

The purpose of the exhibition is to present the diversity and multidimensionality of contemporary artistic discourses. Within more or less complicated memes, hybridization and multiplication take place, rather than the actual diversity of products of contemporary art. Repeatability at this stage is the basic artistic activity. In accordance with memetic interpretation, adding of another coil (according to mathematical function) describes snail’s work on the shell. From a new cultural perspective, contemporary art is distinguished by self-replication. A challenge for an artist is to find methods to implement an idea, which can be repeated endlessly. Therefore part of creative thinking is studying new methods and acquiring new materials, which leads to certain unexpected collaborations between artists, scientists and performers.

Quoting Boris Groys we can ask: what determines the value of work in an artistic practice focused on repeatability, popularity and consumption?

The developing doctrine of self-design creates the art industry. The role of recipient as co-creator has been growing. Contemporary forms of production are supposed to a greater extent create an aesthetic or creative model, and work should approach the status of creativity, and even art.

The organizer of the exhibition will invite famous artists who look for their own artistic language on the borderline of many fields, starting from visual arts, through sociology, psychology, biology, music, and combine them with the latest technologies. In this way, they contribute to development of contemporary multiplicated culture and highlight their own strategies in it.

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Designed: Jimpenny / Programmed: FreshData