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Prosumer!Complex! ! Isobel!Harbison! ! ! ! ! ! ! Goldsmiths!College! University!Of!London! ! Phd!In!Art! ! ! ! ! !

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Prosumer!Complex! ! Isobel!Harbison! ! ! ! ! ! ! Goldsmiths!College! University!Of!London! ! Phd!In!Art! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! The!Prosumer!Complex! ! Isobel!Harbison! ! ! ! ! ! ! Goldsmiths!College! University!of!London! ! PhD!in!Art! ! ! ! ! ! ! 1! ! ! ! ! ! ! ! ! ! DECLARATION! ! ! ! ! I!hereby!declare!that!this!submission!is!my!own!work!and!that,!to!the!best!of!my! knowledge!and!belief,!it!contains!no!material!previously!published!by!another!person! nor!material!which!has!been!accepted!for!the!award!of!any!other!degree!or!diploma!of! the!university!or!other!institute!of!higher!learning.!Where!other!sources!have!been! used,!they!have!been!fully!acknowledged.!! ! ! ! ! Isobel!Harbison! September!2014! ! ! ! ! ! ! ! ! 2! ! ! ! ! ! Acknowledgements! ! ! This!thesis!began!when!I!attended!Mark!Leckey’s!performance!of!‘Cinema!In!The! Round’!at!Tate!Modern’s!Starr!Auditorium!in!2007.!A!number!of!people!have!since! provided!invaluable!conversations!and!observations!about!that!work!or!the!diverse! subjects!upon!which!it!touched,!including!Dr.!John!Chilver,!Vanessa!Desclaux,!Jennifer! Higgie,!Lisa!Le!Feuvre,!Simon!Martin,!Jenifer!Papararo,!Dr.!Adrian!Rifkin,!Dr.!Edgar! Schmitz,!Polly!Staple,!Martin!Westwood,!Andrew!Wheatley,!Ian!White!and!Catherine! Wood.!I!am!incredibly!grateful!to!Mark!Leckey!and!Ericka!Beckman!for!extended! conversations!throughout!this!research!about!their!artistic!practice,!influences!and! challenges,!as!well!as!their!ambitions!for!the!future.! !! A!great!many!thanks!to!my!tutors!and!peers!at!Goldsmiths!Art!Department!Research! programme!and!on!the!Curating!MFA!programme!where!I!learned!and!then!taught!and! then!learned!prior!to!and!during!the!writing.!The!research!would!not!have!been! practicable!without!funding!from!the!Arts!and!Humanities!Research!Council!and!my! Fellowship!in!Cultural!Journalism!at!the!Arts!Foundation.!Thank!you!to!Dr.!Simon! Sheikh!for!taking!on!a!supervisory!role!at!a!late!stage!with!such!generosity,! thoroughness!and!good!humour.!! ! I!am!indebted!to!my!primary!supervisor,!Dr.!Andrea!Phillips,!for!a!great!many!reasons! and!without!whose!extraordinary!dedication!and!intelligent!provocations!this!thesis! would!be!a!lesser!document!and!my!research!would!have!been!a!far!lesser!journey.!! ! Finally,!thank!you!to!my!mother!and!to!my!husband,!for!everything.!! ! ! ! ! ! ! ! 3! Abstract! ! ! ‘The!Prosumer!Complex’!regards!prosumerism!as!a!new!productive!mode!of!online! image!work.!Prosumerism,!I!claim,!recuperates!practical!elements!of!artistic!practice! and!looking!as!labour,!and!puts!these!to!work!in!a!new!kind!of!viewing.!As!prosumers! we!are!discouraged!from!assessing!the!function!of!our!viewing,!the!nature!and! outcomes!of!our!production.!On!websites!like!Facebook,!Twitter,!Instagram!we!‘share’! personal!images!as!a!form!of!interplay!on!prosumer!platforms!that!claim!to!enable! communion,!communication!and!creative!freedom!for!users.!! ! In!this!thesis,!I!regard!the!recent!history!and!changing!meaning!of!the!term! ‘prosumerism’,!the!new!industry!of!images!it!has!created!and!how!its!recent!critiques! relate!to!theories!of!the!capitalist!recuperation!of!artistic!labour.!I!outline!specific!film! and!performance!works!by!artists!Mark!Leckey,!Frances!Stark!and!Ericka!Beckman!and! analyse!how!they!probe,!dramatise!and!disturb!the!activity!of!prosumerism.!The! intrinsic!and!extrinsic!aspects!of!prosumerism!are!played!out!within!the!work!and!thus! become!reflexive,!showing!the!social!and!economic!conditions!in!which!they!are! produced!and!performing!the!exhibitionary!tendencies!those!conditions!create.!! ! These!reflexive!works!elicit!a!more!complicated!and!differentiated!mode!of!viewing! than!the!uniform!regard!prosumerism!encourages.!They!provide!unique!models!for! exhibition!making!that!expose!a!common!contemporary!subjectivity!with!a!voracious,! growing!appetite!for!images!as!well!as!its!relationship!to!productive!display!platforms! for!and!from!which!these!images!are!produced!and!consumed.!Manipulating!and! exposing!this!coYproduction!by!implementing!the!curator’s!subjectivity!and!agonist! display!architectures,!‘The!Prosumer!Complex’!becomes!a!curatorial!form!of! ‘détournement’!where!the!exhibition!visitor!sees!prosumerism!at!work!within!the! exhibition’s!elements.!Thus!the!prosumer!complex!becomes!a!mode!of!reflexive! curating!and!an!affective!advance!from!prosumer!critique.! ! ! ! ! ! ! 4! List!of!Colour!Plates! ! Fig.!1!–!3,!p.!13.! Mark!Leckey,!‘Fiorucci!Made!Me!Hardcore’,!1999,!video!(colour,!sound),!15!minutes.! Still!images,!courtesy!the!artist!and!Cabinet!Gallery,!London.! ! Fig.!4!Y!6,!p.!13.! Mark!Leckey,!‘Parade’,!2003,!video!(colour,!sound),!30!minutes.!Still!images,!courtesy! the!artist!and!Cabinet!Gallery,!London.! ! Fig.!!7,!p.!14.! Mark!Leckey,!‘Cinema!in!The!Round’,!2008,!video!(colour,!sound),!42:21!minutes.!Still! image!of!Philip!Guston’s!‘Two!Fat!Feet’,!c.1976!(source!of!image!unknown).!Courtesy! the!artist!and!Cabinet!Gallery,!London.! ! Fig.!8,!p.!14.! Mark!Leckey,!‘Cinema!in!The!Round’,!2008,!image!of!Chapter!1!slide:!‘Meat!and! Potatoes’.!Video!still,!courtesy!the!artist!and!Cabinet!Gallery,!London.! ! Fig.!9,!p.!14.! Mark!Leckey,!‘Cinema!in!The!Round’,!2007,!performance,!auditorium!MOMA,!New! York,!image!courtesy!the!artist!and!Gavin!Brown’s!Enterprise,!New!York.!! ! Fig.!10,!p.!14.! Mark!Leckey,!‘Cinema!in!The!Round’,!slide!of!Fischli!and!Weiss’s!‘The!Way!Things!Go’,! 1987,!16!mm!film!!(colour,!sound),!30!minutes!(original!source!unknown).!Video!still,! courtesy!the!artist!and!Cabinet!Gallery,!London.! ! Fig.!11,!p.!14.! Mark!Leckey,!‘Cinema!in!The!Round’,!slide!of!the!‘Uncanny!Valley’!graph,!original! source!unknown.!Video!still,!courtesy!the!artist!and!Cabinet!Gallery,!London.! ! Fig.!12!–!14,!p.!15.! Mark!Leckey,!‘In!the!Long!Tail’,!2009,!documentation!of!the!performance,!ICA!London,! approximately!55!minutes.!Courtesy!the!artist!and!Cabinet!Gallery,!London.! ! Fig.!15!Y!16,!p.!15.! Ericka!Beckman,!‘We!Imitate,!We!Break!Up’,!1978,!Super!8!film!(colour,!sound),!30! minutes.!Film!stills,!courtesy!the!artist.!! ! Fig.!17!–!21,!p.!16.! Ericka!Beckman,!‘Cinderella’,!1986,!16mm!film!(colour,!sound),!30!minutes.!Film!stills,! courtesy!the!artist.! ! Fig.!23!Y!25,!p.!17.! Ericka!Beckman,!‘Cinderella’,!1986,!16mm!film!(colour,!sound),!30!minutes.!Film!stills,! courtesy!the!artist.! ! Fig.!26,!p.!17.! ! 5! Ericka!Beckman,!‘Hiatus’,!1999,!16mm!film!(colour,!sound),!30!minutes.!Film!stills,! courtesy!the!artist.!! ! Fig.!27!–!31,!p.!18.! Ericka!Beckman,!‘Hiatus’,!1999,!16mm!film!(colour,!sound),!30!minutes.!Film!stills,! courtesy!the!artist.!! ! Fig.!32,!p.!19.! Frances!Stark,!‘I’ve!Had!It!And!A!Half’,!2011,!documentation!of!performance,!Sunday! 17th!April!2011,!Hammer!Museum,!Los!Angeles,!approximately!40!minutes.!Image! courtesy!the!artist!and!Marc!Foxx,!Los!Angeles.!! ! Fig.!33,!p.!19.! Frances!Stark,!‘Why!Should!You!Not!Be!Able!to!Assemble!Yourself!and!Write?’,!2008,! vinyl,!paint,!rice!paper!&!fabric!on!casein!on!canvas,!55!x!34!inches.!Image!courtesy!the! artist!and!Marc!Foxx,!Los!Angeles.! ! Fig.!34!–!37,!p.!19.! Frances!Stark,!‘My!Best!Thing’,!2011,!digital!video!(colour,!sound),!100!minutes.!Video! stills![&!36:!installation!shot!at!Venice!Biennale,!2009].!All!images!courtesy!the!artist.!! ! Fig.!38,!p.!20.! Exterior!View!of!Wyld's!Great!Globe,!Leicester!Square,!1851,!image!courtesy!Sheppard! FHW!(ed).!Survey!of!London,!The!Parish!of!St.!Anne!Soho,!Vol.!34,!1966.! ! Fig.!39,!p.!20.! Interior!of!Wyld's!Great!Globe,!Leicester!Square,!1851,!image!courtesy!The!Illustrated! London!News,!1851!in!Sheppard!FHW!(ed).!Survey!of!London,!The!Parish!of!St.!Anne! Soho,!Vol.!34,!1966.! ! ! ! ! ! ! ! ! ! 6! Table!of!Contents! ! ! Title!Page! ! ! ! ! ! ! ! ! 1! Declaration! ! ! ! ! ! ! ! ! 2! Acknowledgements! ! ! ! ! ! ! ! 3! Abstract! ! ! ! ! ! ! ! ! 4! List!of!Colour!Plates! ! ! ! ! ! ! ! 5! Table!of!Contents! ! ! ! ! ! ! ! 7! ! Introduction! ! ! ! ! ! ! ! ! 9! ! Colour!Plates! ! ! ! ! ! ! ! ! 12! ! ! ! ! ! ! C!SECTION!ONE!C! ! Chapter!1!C!The!Prosumer! ! ! ! ! ! ! 20! 1.1!Alvin!Toffler’s!Prosumer!! ! ! ! ! ! ! 20! ! 1.2!Tapscott!and!Williams’!Prosumer!! ! ! ! ! 29! ! 1.3!Toffler!and!Tapscott!and!Williams:!comparative!analysis! ! 35! ! ! ! ! Chapter!2!–!Blip!Culture!! ! ! ! ! ! ! 39! 2.1!Stock!images! ! ! ! ! ! ! ! 42! ! 2.2!Stock!postY2003! ! ! ! ! ! ! ! 50! ! 2.3!PostY2009:!Stock’s!‘Big!Bang’! ! ! ! ! ! 59! ! ! ! ! ! ! Chapter!3!–!Prosumer!Critique!! ! ! ! ! ! 67! 3.1!New!Modes!of!Production! ! ! ! ! ! 67! ! 3.2!Recuperation!of!artistic!practice! !!! ! ! ! ! 81! 3.3!Workerist!critique!! ! ! ! ! ! ! 84! 3.4!Digital!Humanism!! ! ! ! ! ! ! 90! 3.5!Prosumerism!as!Free!Labour! ! ! !!!!! ! ! 94! ! C!SECTION!TWO!C! ! ! Chapter!4!–!The!ProsumerCArtists! ! ! ! ! ! 101! 4.1!Mark!Leckey!! ! ! ! ! ! ! ! 104! 4.2!Ericka!Beckman! ! ! ! ! ! ! ! 118! 4.3!Frances!Stark! ! ! ! ! ! ! ! 129! ! Chapter!5!–!Prosumerism’s!subjective!appeals!! ! ! ! 138! 5.1!Prosumer!narratives! ! ! ! ! ! ! 139! 5.2!Prosumer!images!&!tools!! ! ! ! ! ! 153! 5.3!Film!and!performance:!psychic!space! ! ! ! ! 157! 5.4!Participation!in!the!digital!realm!!! ! ! ! !! 163! 5.5!Détournement! ! ! ! ! ! ! ! 169! ! Chapter!6!–!Prosumerism’s!platforms!exposed! ! ! ! 174! ! 7! 6.1!The!artists’!reprisal! ! ! ! ! ! ! 174! 6.2!Critical!metonymy!! ! ! ! ! ! ! 176! 6.3!Sites!of!artistic!productivity! ! ! ! ! ! 180! 6.4!Productive!display!platforms! ! ! ! ! ! 185! 6.5!Capitalising!on!prosumerism!! !! ! ! ! ! 191! ! ! ! ! ! C!SECTION!THREE!C!! ! Chapter!7!–!The!Prosumer!Complex!I!! ! ! ! ! 197! 7.1!Exhibitionary!Complex! ! ! ! ! ! ! 197! 7.2!The!Complex!of!Prosumerism! ! ! ! ! ! 203! 7.3!The!Prosumer!Complex! ! ! ! ! ! ! 208! ! Chapter!8!C!The!Prosumer!Complex!II!!
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