Every creative is always looking for a new aestehtic. And now there really is a New Aesthetic.
I will date the New Aesthetic to Bruce Sterling’s essay on the subject, in response to the SXSW panel chaired by James Bridle. But I’ll date my personal interest to the AlterFutures talk I gave recently, where it came up as a subject of conversation.
A better question might be ‘What will the New Aesthetic be when it stops being interesting?’
The most interesting period in a new aesthetic is its molten youth, when it picks up random debris from the surrounding landscape and no one can say for sure what form it will solidify in to or what parts of human society will be destroyed by its flow. So asking ‘What is the New Aesthetic?’ is like trying to fast forward through the big budget disaster movie. A better question might be ‘What will the New Aesthetic be when it stops being interesting?’
The New Aesthetic has been given a name by a group of London based design and creative types, and maybe it’s taking off because its just about loose enough to encompass one of those ideas that is emerging among many creative people; who given the social conditioning of creativity still at large in the early 21st C, are likely all of a similar age and social class; 20 to 30 somethings with the educational privilege to understand both contemporary culture and the technology driving it all.
The visible tropes of the New Aesthetic are: glitches and corruption artefacts in digital objects, render ghosts, satellite views, retro 80’s graphics. If you look through a tumblr of New Aesthetic imagery thats kind of what you will see. But it tells you nothing, so forget it.
Here’s a better way to think about it. The early 21st C has spawned an entire class of ‘cultural creatives’. Maybe 10-15% of the population of modern post-industrial nations like the UK are employed creating text, imagery, video, animation, sound, for the entertainment and advertising industries, and sometimes even as art. Expand your definition of creative to comfortably accommodate coders and some other knowledge worker types, and it all tallies up to a lot of people creating a lot of stuff every moment of every day. Start thinking about user generated content and you can increase the amount of stuff by factors of ten.
You could call the New Aesthetic the ‘Apple Mac’ Aesthetic
But. Actually what all of these people are doing, now, is using a computer. You could call the New Aesthetic the ‘Apple Mac’ Aesthetic, as that’s the computer of choice for most of these acts of creation. Images are made in Photoshop and Illustrator. Video is edited in Final Cut Pro. Buildings are rendered in Autodesk. Books are written in Scrivener. And so on. To paraphrase McLuhan “the hardware / software is the message” because while you can imitate as many different styles as you like in your digital arena of choice, ultimately they all end up interrelated by the architecture of the technology itself.
Every item of clothing in TopShop, whatever fashion style it is aping, has more in common with every other item because they are all products of the same digital creation / automated manufacture process. The cities of Britain are increasingly just agglomerated masses of Autodesk wireframes constructed from the most economically profitable prefabricated building blocks. Films and television are driven by innovations in CGI, and the superhero franchise reigns supreme because once you have all the digital assets in place, there is no reason not to make the Nth Spiderman movie.
I’ve strayed too far in to negative critique here, some of the outcomes of all this are actually quite beautiful I imagine. And also, this isn’t new. It’s been emerging for a generation. And it’s not what the New Aesthetic is or will be. Think of the New Aesthetic as the totality of our response to this as creators, and we might be getting closer.
Imagine the world’s creative community as a huge colony of meerkats, hanging out on the digital savannah, every single one of us wired and responding to the same stream of information via Twitter, YouTube and Tumblr. If you’re one of us, don’t ever fool yourself in to thinking you’ve found an idea first. Even in the old days of telephone calls and television, no one ever had an idea without a few thousand other people having it as well. If you got lucky, you were the person in the right place and time to capitalise on the idea. Ideas are built from the repurposed components of other ideas. Creativity is re-combinatorial. Curation is the core creative act of all artists, even if only of their own work. And now with social media the speed of viral idea transmission has topped out the acceleration graph. At any given time hundreds of thousands of people are having the same idea, built from the same blog posts and tweets and videos and e-books. And the New Aestehtic is one of these ideas, and it is the aesthetic that arises from understanding that this is how ideas are now.
And that’s another demand of the New Aesthetic worth considering. The constant demand to let go of I.
Which is a challenge. Because I can’t own the idea. And neither can you. Or at least you’ll need an unspeakably monstrous ego to take ownership of something like the New Aesthetic in today’s networked world. And that’s another demand of the New Aesthetic worth considering. The constant demand to let go of I. Because our I can’t grasp the New Aesthetic. It’s a thing of We. A thing of the network.
There are 7431 CCTV cameras in London. I would like to put forward their combined video output over any given 24 hour period as a work of art in the New Aesthetic. Firstly, there is no I present for any of the images being recorded. They are electrical impulses recorded as 1’s and 0’s in magnetic storage. We might sit and watch the footage back in various combinations. We could edit it in to a two hour feature presentation. But that would be at best an introduction to the 178,331 hours of footage that is the complete text. It’s humanly possible to watch all the footage, but would take – as previously mentioned – a monstrous act of ego. And I could hardly claim to be the creator of this artwork. As for any meaning the footage might reveal, its far beyond the the reach of any single I to ascertain it.
The world, the universe, confronts us every day with a vast complexity that we can not hope to understand. One purpose of mediated objects is to give us an edited and abbreviated version of that complexity which our very limited perceptions can comfortably grasp. Films and books that tell limited stories which we can understand. Fashion that makes the world coherent enough that we can adopt a role within it. Visual imagery with a finite grammar that remains somewhat familiar. The New Aesthetic are the mediated objects which in one way or another return us to the actual complexity of reality. As such they become once again frustratingly impossible to grasp through the limited construct of I.
- Report from Austin, Texas, on the New Aesthetic panel at SXSW. James Bridle, convenor, on the… (new-aesthetic.tumblr.com)
- The New Aestetic and Future Fatigue (izabael.com)
- SXSW, the new aesthetic and writing (russelldavies.typepad.com)