Art Journal 45 3 Video The Reflexive Medium

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Published by
rheCollege
4rl Association
ifAmerica
Art Journal
Fall 1985
Video: The Reflexive Medillm
Bart Robbett,
Backyard Earth Station, 1984.
Gllest Editor: Sara Hornbacher
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Published by
the College
Art Association
ofAmerica
Art Journal
Guest Editor Sara Hornbacher

Managing Editor Rose R. Wei!
Editorial Associate Jane Levin Edelson
Advertising Manager Minerva Navarrete
Editorial Board Ellen Lanyon, Barbara
Fall 1985
Novak. George Sadek, Irving Sandler
Design Tom Kluepfel
Vol. 45 No.3
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Video: The Reflexive Medium

Editor's Statement by Sara Hornbacher 191
Electra Myths: Video, Modernism, Postmodernism by Katherine Dieckmann 195
Why Don't They Tell Stories Like They Used To? by Ann-Sargent Wooster 204
The Passion for Perceiving: Expanded Forms of Film and Video Art by John G.
Hanhardt 213
From Gadget Video to Agit Video by Benjamin H.D. Buchloh 217
Subject to Change: Guerrilla Television Revisited by Deirdre Boyle 228
Tracking Video Art: "Image Processing" as a Genre by Lucinda Furlong 233
Pressure Points: Video in the Public Sphere by Martha Gever 238
The New Sleep: Stasis and the Image-Bound Environment by Tricia Collins and
Richard Milazzo 244
Video: A Selected Chronology, 1963-1983 by Barbara London 249
Reviews: Five Exhibition Catalogues reviewed by Lori Zippay 263 / Peter

D'Agostino and Antonio Muntadas, eds., The UnfNecessary Image, reviewed by
Marshall Reese 269 / Revising Romance: New Feminist Video, reviewed by
Marita Sturken 273
Books and Catalogues Received 277
Correspondence for the Art Journal

should be addressed to the Managing
Editor at the College Art Association,
149 Madison Avenue, New York, NY
10016.
Correction: The volume number of the Manet issue (Spring 1985) is incorrectly
given on the Contents page of that issue. The correct number is: Vol. 45.
Fall 1985
189
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Editor's Statement:
Video: The Reflexive Medium
By Sara H ombacher
t has been my intention as Guest

to suggest the scope of video
Iart'sEditor
brief history and to isolate particular theoretical issues, without recourse
to a totalizing principle. The eleven articles and reviews that constitute this
issue serve to distinguish a number of
possible methods of analysis and styles
of discourse, and Barbara London's "Selected Chronology" is included to assist
further historical research of this twenty-year period (1963-83). As artist/
editor, I have adopted a personal style of
appropriation, assuming or annexing the
persuasions necessary to the project of
introducing this first Art Journal issue
devoted to video. This approach utilizes
a montage of the fragment, the direct
quotation of the authors I have chosen,
and an enactment of style in the postmodern spirit.
In the opening paragraph of his
article, Benjamin Buchloh observes this
period concisely with regard to the
development of video and its relationship to contemporary theory:
The usage of video technology in
artistic practice since the mid sixties has undergone rapid and drastic changes. This makes it a particularly significant topic for the
study of the shifts to which art in
general has been subjected since
the conclusion of post-Minimal
and Conceptual art, the context
within which video production
established itself firmly as a valid
practice of representation-production.
It is clear that these changes concern the
affiliation of art practice with other discourses (film, television, advertising),
the conditions of its institutional con-
tainment, and its audience relationship

as well. Buchloh promotes a theoretical
discourse relative to these through the
rather comprehensive discussion of the
work of four major video artists. He
posits a post-avant-garde practice that is
reflective of the critical authority in
images themselves, recognizing that
there is no neutral information or technology and insisting on an artistic practice that informs its audience concerning
the ease with which cultural authority
is molded into the realm of objective
reality.
Electra: Electricity and Electronics
in 20th-Century Art. a massive exhibition at the Musee d'Art Moderne de la
Ville de Paris in 1984, is critically examined through its catalogue by Katherine
Dieckmann, who applies a definitive
view of postmodernism's task. Following
Electra's survey of technological development and art historical periods relative to electricity, as outlined by the
exhibition organizer and catalogue essayist Frank Popper, Dieckmann summarizes, "The history of electrical
inventions in art can be interpreted as a
series of impulses towards the creation
of an image-producing tool, towards video." The appearance of new inventions
in the period from 1880 to 1918particularly mechanics, optics, and,
finally, electricity---<:orresponded to the
development of modern aesthetics,
which ultimately gave rise to parallel
philosophic ideas leading to changes in
perception. That we are again witnessing dramatic dialectical shifts is evident
in the very notion of postmodernism. As
cultural experience becomes increasingly synthetic and simulated, contemporary culture is obsessed with videoas form, as technology, as consumable
effects and mediated environments.

Video embraces the very paradox of
pluralist qualities (access and diffusion)
with the modernist trope, and tools, of
technological progress.
Video, inextricably bound to technological changes, carries with it the priority of advancement, represented in the
search for better equipment, better
image resolution, and ever more efficient compositional control. Not long
after Nam June Paik distorted television
physically by placing an external magnet on the surface of the screen, the first
portable video equipment was marketed
in the United States by SONY/Japan.
Lucinda Furlong tracks the historical
development of a genre called "imageprocessed video" that claims Paik as one
of its foremost influences. "Challenging
the institution of television in the late
1960s also meant creating images that
looked different from standard TV."
Thus, image processing grew out of an
intensive period of experimentation; it
was at once a modernist exploration of
the basic properties of the medium and a
subversion of the technology transmitting Vietnam into our living rooms.
During the seventies video became institutionalized as media centers were organized and funded primarily through
state and federal agencies, and university art and humanities departments
expanded curriculum and faculty to promote this new cultural form. These institutional systems of support permitted a
few persevering pioneers to carve out
personalized territories where imageprocessing tools were developed and utilized as a means towards understanding
the structural properties of the electronic image. With the advent of the
microchip in the mid seventies, video
Fall 1985
191
was off and running towards its digital

future. In the mid eighties it is increasingly difficult to identify a distinct genre
of image processing, despite a continuing school of practitioners, as more
artistic productions utilize certain varieties of digital imaging and control.
Whatever future promise digital-imaging techniques hold for artistic production, extra-aesthetic utilizations problematize their discursive use in video
art.
Many of the early practitioners
viewed their activity as the locus or site
of a profound social criticism directed in
particular at the domination of individuals by technological culture, manifested
most visibly in broadcast television but
also in modernist aesthetics. The video
artists who aligned themselves with the
modernist project to put forward the
new electronic medium as the message
were (despite the anarchist content of
much of their work) seen as perpetuators of the previous institutionalized art
forms by most members of the alternative television movement. Reflecting the
political turmoil of the sixties and early
seventies, Deirdre Boyle elucidates the
split that occurred, dividing the video
artists and video documentarians into
two camps. For both, video offered the
dream of creating something new, of
staking out a claim to a virgin territory.
Although there was a distinctly formalized strategy in the deconstruction of the
television set as material object and the
re-presentation of the TV signal as
material, perhaps the more transgressive behavior of this period was
embraced by the guerrilla television
movement, which sought to challenge
the more public, information-based
technology-broadcast television. Both
spheres of activity were "molded by the
insights of Marshall McLuhan, Buckminster Fuller, Norbert Wiener, and
Teilhard de Chardin." Subject to the
wider cultural effects of the encroaching
conservatism of the late seventies,
including changes in government funding patterns, the demise of guerrilla
television served as an indicator of the
sociological changes occurring in this
country. To a great extent, the intellectual and physical energy of this communal enterprise has now been transmuted
into the theoretical discourse of the
eighties-urgent given the incursion of
pluralist kitsch. A postmodernism of
reaction is more entrenched than a postmodernism of resistance.
t would be difficult to conceive of
postmodernism without continental
Itheory-structuralism
and poststructuralism, in particular-as a strategy of
deconstruction to rewrite modernism's
universal techniques in terms of "syn-
192
Art Journal
thetic contradictions," to challenge its became instead a major publication, ;

master narratives with the "discourse of more portable dissemination of curato
others." The theoretical practice of rial intent. Marshall Reese reviews thi:
deconstruction is paramount in a num- crossover publication and the works pre
ber of the articles published here.
sented by the twenty-one artists, man)
The entry of psychoanalysis into post- of them artists also working in video
structural readings of cinema gave rise Reese notes that the editors have striver
to the analysis of the spectator's identifi- to arrange the contents in critica
cation with the basic cinematic appara- response to those corporate styles 01
tus and physical position relative to it. In layout they are appropriating, annual
the arena of modern film theory, mean- reports and museum catalogues, for
ing, significance, and value are never example. As a summary representative
thought to be discovered, intuited, or of all the artists in this photo-text exhiotherwise attained naturally. Every- bition, Reese points to Hans Haacke's
thing results from a mechanics of work: statement about the role of the committhe work of ideology, the work of the ted artist with a direct quotation of
psyche, the work of a certain language Bertolt Brecht's 1934 remarks about the
designed to bring psyche and society "Five Difficulties in Writing the
into coincidence, and the work of tech- Truth": "the courage to write the truth,
nology enabling that language to so although it is being suppressed; the
operate. In "The Passion for Perceiving: intelligence to recognize it, although it is
Expanded Forms of Film and Video being covered up; the judgment to
Art," John Hanhardt traces the histori- choose those in whose hands it becomes
cal precedents for video practice, partic- effective;the cunning to spread it among
ularly video installations, to indepen- them."
dent cinema. Citing Christian Metz's
In Tropics of Discourse, Hayden
The Imaginary Signifier as title source, White suggests that "post-criticism"
Hanhardt addresses the specific specta- (-modernist, -structuralist) is constitor participation in four museum instal- tuted precisely by the application of the
lations-two involving film and two devicesof modernist art to critical repreinvolving video-to point to the dif- sentations; furthermore, that the princifering strategies employed to engage the pal device taken over by the critics and
viewer in the text of the work.
theorists is the compositional pair colRecent analysis of the "enunciative lage/montage. Collins and Milazzo,
apparatus" of visual representation increasingly noted for their dense style
from a feminist perspective reveals the of scrutiny of contemporary art, culture,
designatory ability of media to construct and aesthetics, have contributed "The
gender identification. Marita Sturken's New Sleep: Stasis and the Image-Bound
reviewof Revising Romance: New Fem- Environment," a paraliterary deconinist Video, a video exhibition distrib- struction of the instrumentality of sevuted by the American Federation of eral video artists' works within the
Arts, discusses the construction of the context of mapping a more inclusive
"subject" within the text. Curated by theoretical practice of artistic practice.
Lynn Podheiser, this show broaches the As Rosalind Krauss has noted, postmodissue of romance-a subject associated ernist practice is not defined in relation
primarily with women-and asks, in to a given medium, but rather in relation
effect, "What are the psychological, to the logical operations on a set of
political, and aesthetic consequences of cultural terms. Collins and Milazzo's
popular ideals of eternal passion and collaborative practice dissolves the line
transcendent love?" Sturken suggests traditionally drawn between creative
that these videotapes represent the first and critical forms.
stage of intervention in the continuing
As the nexus for global cultural disproject to "identify the structure of the semination, video is the site of myriad
opposition's hierarchy and its inherent problematics. Barbara London has writvocabulary" in order to replace it. Fur- ten that "like printmaking, photograthermore, although Revising Romance phy, and film, video has artistic and
has a specific topic, it is an admirable commercial applications" and that
attempt to isolate this topic within the "both approaches utilize the same telepanoply of issues relevant to it.
communications technology, but reach
In Pure War, Paul Virilio states that audiences of different magnitude." That
the problem is not to use technology but ever greater numbers of the art-school
to realize that one is used by it. The educated are engaged professionally in
Un/Necessary Image is a volume of some cultural sector of commerce relaworks by artists dealing reflexively with tive to advertising, television, and enterthe content and meaning of public infor- tainment is obvious in the eighties.
mation, with the "public image" gener- Indicative of the epistemological break
ated by mass media, advertising, and occurring is the MOMA programming
communications systems. Originally of video exhibitions that include artists
planned as an exhibition at M.LT., it who have successfully utilized a digested
avant-garde vocabulary of techniques

and effects in their drive for expression
in high-tech modes-in order to reach
maximum distribution as music television. Here, the postmodern notion of la
mode retro-retrospective stylingexceeds even the newest technologies,
and exemplifies the cultural consumption of all pasts, the fragmentation of
time into a series of perpetual presents.
Lori Zippay reviews five publications,
all international in their scope, all emanating from the period 1983-84. Although the seventies saw an evolution of
independent video activity around the
world, particularly in Europe, the widescale production, funding, exhibition,
and distribution by artists seemed a
distinctively American phenomenon.
Whereas the seminal influences in video's infancy as an art form originated
within the European avant-garde,
American art since 1980 increasingly
suggests the construct of television,
while European video remains more
clearly contained within the continuum
of contemporary art or even cinematic
traditions, having less in common visually, syntactically, and conceptually with
television. Four of the publications are
catalogues for international video festivals, which are gaining popularity as the
worldwide network for video curators,
artists, and critics grows. Zippay sees
this "internationalization of the medium" as revealing, resulting in the distanced investigation of the art form outside any specific cultural context, and as
leading to a more informed critical dialogue and a corresponding body of theoretic literature.
In recognition of the indigeneous
nature of video activity in America,
Martha Gever investigates the "Pressure Points" for producers, audiences,
and the sustaining power structures. In
establishing her argument she discusses
the development of public support for
the varying kinds (or genres) of productions and the distribution of this work to
both closed-circuit and television audiences. Gever situates the current
effort of American museums to establish a legitimate lineage for video art.
She suggests that while social-change
issuesare frequently mentioned in introductory curatorial statements, collective
political videotapes are less frequently
included in the programming. She notes
that the neglect of the considerable contribution of the documentary points to
the inadequacy of video history conceived only as art history, maintaining
that artist's television is "a social structure, a cultural condition."
Ann-Sargent Wooster's theses concerning the historical origins of certain
conventions in video art are enlightened
by her graphically visual descriptive
style. In her article, "Why Don't They

Tell Stories Like They Used To?,"
Wooster traces art historical precedents
leading to video, twentieth-century
avant-garde ideas regarding the structure of contemporary experience, and
the appropriate devices/methods for
narrative expression of modernity. In
discussing individual videotapes to illustrate her points regarding fragmentation, disjunction, and chance operations,
Wooster prioritizes artistic production
as the nexus for discourse and provides
further insights as artist/historian/
critic into the failure of art criticism to
embrace video art as a valid art form.
In the mid eighties, the extent to
which the globe has become a village is
readily apparent. As Dieckmann points
out in "Electra": "Images generated by
electronic means can be manipulated to
lend a veneer of veracity to any number
of ends." Video is a medium in suspension, bridging modernist and postmodern conditions with a variety of pluralistic features. It exerts a postmodernist
tendency towards the interdisciplinary;
many artists have entered video--out of
other fields or afresh-for precisely the
postmodern potential for a variety of
practices and the possibility for playful
experimentation. But video artworks, by
the very nature of their continuity with
philosophic tradition, cannot be exempted from investigation into the
nature of their medium by a protective
cloak of scientific perspective. Artworks
generated by technological means require a broader discourse than the
rationalist one of the "forward."
Sara Hornbacher is a visual artist
working in electronic imaging
mediums. Her works in video have been
screened throughout the United States
and in Europe. She is the curator of
high-tech video exhibitions and
screenings and has been an
artist-in-residence at The
Experimental Television Center,
Owego, New York, since 1976.
Fall 1985
193
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Electra Myths:
Video, Modernism, Postmodernism
By Katherine Dieckmann
Every technology produces, provokes. programs a
specific accident. I-Paul Virilio
Machination and Modernism

Confronted with the machine-crazed
tunnel vision of his Futurist cohortsparticularly Marinetti, who pledged fervently to replace the romantic moon as
poetic muse with a new goddess, Electra
or electricity-Umberto Boccioni
painted his States of Mind triptych in
1911 as a corrective to pro-electrical
fever. Those Who Stay, The Farewells,
and Those Who Go were Boccioni's
titles for three stages of existence in an
age of increased speed and a corresponding frenzy in science and art. The first
moment in this study of progressive
movement, Those Who Stay, depicts
full figures inclined slightly to the right,
ready to take off, but imprisoned in bold
vertical bars of paint. The Farewells is a
quasi-Cubist swirl with semifigurative
shapes encircling the broken image of a
moving train: an agitation in process.
And in Those Who Go, the aesthetic of
turbulence is realized: the vertical shafts
of Those Who Stay metamorphose into
hyper diagonals; the full figures are now
faces, rushing up and practically out of
the right side of the frame, as though in
too much of a hurry to wait for their
bodies to catch up.
Boccioni's triptych represents the
sequential movement so crucial to the
Futurists in the wake of Muybridge and
Lumiere; but more important, it
attempts to express the emotional or
psychical states attached to the first
great rush of technological fervor. The
triptych provides a metaphor for attitudes to "the new." Perhaps these
images seemed reactionary at the time,
a longing to "wait a while" and reflect
(reflection as nostalgia). Today they are

decidedly melancholic, evoking the
inauguration of a great machine age
whosedemise we have by now witnessed
and documented. Jean Tinguelv's selfdestructing machine, Hommage a New
York, transformed the Museum of
Modern Art's polite sculpture garden
into a site of Hegelian inverse creation
in 1960. Out of annihilation, the effort
to hit degree zero, came a brief but
intense coalescing of mechanical-luminescent-kinetic interests in art, which
burnt themselves out, side by side with
the modernism that had prompted them,
by the end of the decade. The Museum
of Modern Art held a requiem for the
theme in 1968-The Machine as Seen
at the End of the Mechanical Agewhich, like Boccioni, bemoaned a loss of
innocence. In his foreword to the catalogue for the show, its curator K. G.
Pontus Hulten wrote: "the mechanical
machine-which can most easily be
defined as an imitation of our musclesis losing its dominating position among
the tools of mankind; while electronic
and chemical devices-which imitate
the processes of the brain and nervous
system-are becoming increasingly
important. ,,2
The machine's unplanned obsolescence and the possibility for nonhuman
replication-not just imitation-of cognitive processes coincided with and perhaps encouraged the "closure" of modernism in the late 1960s and early
1970s. The unlikely pair of Pop Art and
Minimalism together drove artmaking
into a corner of disengagement (one as
pose, the other as absence); the heightened kineticism of the sixties has agitated itself into a standstill. Postmod-
ernism arose from the fallout, dragging

its forefather along with a prefix that
acknowledges an awkward relationship
to its past. The sense of contradistinction built into that term points to its
chief feature: a willingnessto reconceive
linear history in favor of a belief in
discontinuity. In that reconceiving, the
artwork's impermeability and self-containment under modernism could be
penetrated by exterior forces-politics,
ideology, even other artworks. Art is
interpreted as a process of information
rather than as a logical development of
individual works. Postmodernism challenged conventional art history-its
structure of orderly sequences of stylistic action and reaction and its privileging of the object.3
The prevailing beliefs of postmodernism are difficult to situate in relation
to technology and the myth of progress
as it has been phrased under modernism
The case of technology and art lends
itself easily to dualisms: reason versus
inspiration, logic versus the irrational,
the intellect versus passion. The cliches
associated with artmaking-that it is an
outpouring of the creative, the uncontrolled, the spontaneous, harnessed
through form--counter the conventions
of the scientific process, which involve
formal mastery of a different sort, an
attempt to make empirical reality
"knowable" through a tidy program of
investigation, experimentation, and conclusion. When artists take on the concerns and tools of science, it is supposedly to "humanize" this process.
With regard to technology itself,
there is a healthy polemicof pro and con
attitudes towards tools, which are
assembled by hand but invariably tend
Fall 1985
195
to operate without the need for direct

human intervention. On the one hand,
there is a Futuro-ecstatic embrace of
"the new" (a salient feature of modernism and the grounding for Boccioni's
paintings) and, on the other, a quasiLuddite strain of suspicion, resistance,
and skepticism. The latter strain troubled the forward push of modernism.
Under postmodernism, a mode of thinking that interrogates binaries in general,
the relationship of art and technology is
unduly problematic. We can locate this
partially in the loss of the machine as a
continuous, historically traceable thread
in art history, as it gives way to information-based art such as video and computer-generated pieces. After a slew of
exhibitions devoted to multimedia in the
late sixties and early seventies; largescale attempts to situate technology's
relationship to art practice have been
practically nonexistent.
Meanwhile technology advances outside the art world with its characteristic
stealth. We cannot see these changes.
Our hearts beat a little faster, our eyes
blink a bit more rapidly, as an unsurpassed period of invention profoundly
alters our conventional time-space continuum.' Scientific developments, which
always pointed towards "the future,"
tend now to encourage a kind of intensified present. "Instantaneousness" encroaches on daily life in the form of the
computer, which gathers random and
distant information and absorbs it into a
heightened present with the turn of a
switch. "Duration," says Paul Virilio in
his dialogue with Sylvere Lotringer,
Pure War. "is the last commodity" (p.
28). The machine art of the sixties, with
its naive utopianism and equally naive
critique of futural faith, is not just obsolete-it's antediluvian. The terms of
scientific progress have changed so
extremely that positivism is increasingly
untenable. The war industry perfects its
techniques of delivering an absolute
instantaneousness, the nuclear bomb.
Time and speed face new pressures as a
cultural desire for the instantaneous
(exemplified by the omnipresent computer) makes immediacy the key pleasure; it comes as no surprise that
nuclear-weapons experts term a megatonnage explosion the "orgasmic
whump."" We must remember Martin
Heidegger's call, made more than
twenty years ago, to unmask the meaning of technology, which is never "neutral."? The art world is not exempt from
this task.
The Case of"Electra"

The massive exhibition Electra: Electricity and Electronics in 20th-Century
Art at the Musee d'Art Moderne de la
Ville de Paris in 1984 is crucial to this
196
Art Journal
interrogation of technology. Spanning

the entire twentieth century, Electra is
the first recent large exhibition organized in the spirit of the multimedia
shows of fifteen years ago, and it was
organized and cosponsored by a large
corporation, Electricite de France,
which wished to celebrate the IOOth
anniversary of the founding of the Society of Electrical and Electronic Engineers in an "aesthetic" way, and with a
sense of spectacle. Undoubtedly the utility's ample dowry prompted this particular marriage of age-old lover-enemies,
art and science. The art congratulates
the scientific institution for a job well
done. Electrical and electronic motifs
throughout modern art history attest to
the persistence of progress, legitimizing
its value through culture. The investigation into the consequence of development-the Heideggerian inquiry into
the nature of technology-is deterred by
the artworks.
Electra-both the show and its
accompanying catalogue, which is now
our sole means of experiencing it-has
received no attention in the Englishlanguage art press: a bizarre case of
continental divide in this, the glorious
age of telecommunication. Actually, the
silence seems fitting considering the
show's carefully cloaked isolationist
stance. Despite a contemporary focus
and an effort, as its curator Frank Popper puts it, to show how works are
"situated in relationship to others, especially with regard to present-day debate
on Avant Garde, Post-Modernism, and
the relations between art, science, technology and society."! Electra protects
its artworks from questioning by allying
them to science, characterizing them as
specifically modernist tendencies that
develop according to an internal logic.
Popper (who organized the influential
Kunst-Licht-Kunst show at the Stedelijk Van Abbe Museum in 1966) states
that he and his fellow curators, all of
them French, decided that "the exhibition should not offer a didactic, linear
path," but work via "a number of distinctive recollections of the recent past"
(p. 24). This position seems a nod to the
prevailing poststructuralist mood, both
within the culture that gave us Derrida,
Lacan, and Foucault and within certain
branches of art criticism.
Still, it's just that, a nod, for somehow
these "recollections" fall into a straightforward progression. There are a few
acknowledged aberrations within the
field of artistic development; neon, for
example, has remained constant in form
but varied in its uses from the mid
forties to the present. Electra charts a
model of rational development, a
method of reading urged by the extensive chronology that prefaces the book
and the unfolding of "movements" in

time. The science-related subject matter
encroaches on the presentation of the
works-well-known Futurist, Constructivist, and machine-art pieces until
1945; lasers, neon, holograms, copy art,
kinetic sculpture, and more, post1945---eontorting them into a model of
linear succession. Thus Electra moves
seamlessly from the Bell Telephone
(1876), through Raoul Dufy's monumental history-of-the-moment fresco,
La Fee Electricite (1937) (permanently
installed at the Musee and a choice
reason for holding Electra there), to
Disney Production's Tron (1982). The
serial presentation of "just facts" is then
amplified by Popper's lengthy introduction, which is in turn fleshed out by
essays on "special subjects" (art and
industry, the importance of Japan,
music and digitalization, etc.). The
Electra presentation provides a textbook
synposis of inventions and "isms" with
which to enclose the current of efectricity-of power---eoursing through
modern (and into postmodern) times.
These movements are accounted for
without developed references to events
like world wars. Even the critical curatorial breakmark of 1945 fails to be explicated as a point where fascination with
machine art had to face its connection
with war making (where the machine's
main function became the production of
war). This progressive militarism has
reached the crisis point explored in Pure
War. That such political and economic
forces are obfuscated in traditional art
history is nothing new. But to unify art
and science (science as technology)
requires greater attention to socioeconomic and political repercussions. A
pixel is not a paintbrush. A monitor, a
digital photograph, an electronic score
are products of a multinational industry
that also manufactures the devices that
help man decide whether or not to push
the button-or push it for him." These
tools exist within a milieu of politicalmilitary decision making. Electra's
bluntly utopian presentation is a disturbing document of our times-art historical and otherwise. Boccioni's warnings from the beginning of this century
remain pertinent. A faith in the forward,
in speed. sent the heads whirling out of
his picture plane in the third part of the
States of Mind triptych.
Electra History or the Birth of Video

The history of electrical inventions in art
can be interpreted as a series of impulses
towards the creation of an imageproducing tool, towards video. It is useful first to get a sense of the kind of video
work exhibited in Electra. then go back
and look at specific prototypes and historical tendencies that may show how
very reductive the Electra video presentation is. The works selected for the
video section (most of the tapes are by
French artists and relatively unknown in
the United States) by Dominique Belloir
are, to judge from the program notes,
overwhelmingly supportive of the miracles of high technology and the way it
may surmount the formal difficulties of
more "archaic" forms such as painting,
sculpture, and writing. Thus we have
Colette Devle's examination of light,
line, and "the electronic weave" (the
minimalist grid?): "Form is dust of
light, a whirlwind of sight, wind-ofcolors, windswept memory, and all of
this is painting." Or Patrick Bousquet's
claim that video is "not merely a
medium" but an object, and it is its
objecthood that requires the greatest
attention. Jean-Paul Fargier makes no
bones about his preoccupation with literature as he relates Finnegans Wake to
electronic production (the catalogue
fails to make Fargier's relation to Nam
June Paik, the man who made the Joycevideo association famous, c1earalthough Paik participated in the creation of the tape)." Paik himself is
notably absent here. Popper devotes a
scant paragraph to him in his introduction, stating his importance but noting,
without further explanation, that his
presence in Electra will be "modest" (p.
52). In light of Electra's obsessive devotion to "memories," Paik would seem
perfect, conjuring up as he does the
ghost of Duchamp and the spirit of
collective collaboration in his Fluxus
period. But among tapes that seem
strongly committed to a glowing embrace of technological tools, Paik's provocateur positions (exemplified by his
quirky TV Buddha. 1974, and ominously techno-tropical TV Garden.
1974-78) would mar a near-uniform
tone of positivist production.
With a sense of the kind of work
selected for Electra. we can now go back
and travel along Popper's modernist
summation of art movements and relate
them to video, filling in the curator's
numerous ellipses. In the period from
1900 to 1984, Popper situates three tendencies of electricity in art: inconographic usages (depicting the light bulb
or imaging of light but not employing
electrical light itself); "energetic"
usages (machine art, kineticism); and,
finally, the invention of tools able to
communicate, diffuse, or generate information and images. Each tendency has a
unique history, and there are, of course,
moments of cross-pollination and parallel development. What is important here
is how varying electrical uses point in
some way to the need or desire for the
video medium, which incorporates light,
electricity, movement, the potential for
Fig. 1 "Illumination-as-Nostalgia": Paris, "the city of light" (light spectacle of

1937), from Electra catalogue, p. 136.
perception over time, and immediacy.
Popper divides the art of this century
into three main periods: 1900-45 marks
the years of "positive development" of
electrical themes by the Futurists and
Constructivists and "ironic" or "irrational" stances by the Dadaists and Surrealists; 1945-70 the time of "medium
domination"; and from 1970 to the present the age of "computer and electronic
domination." The Futurists founded a
cult of the electric in the early decades
of the century, championing speed, the
forward, and the notion of "progress."
Electricity was used imagistically in
painting, sculpture, and poetry, but also
as a central philosophic tenet: Marinetti
nearly called Futurism "Electricism."
Popper attends to the obvious Futurist
interests in representing motion (particularly in transportation-the automobile and locomotive)," but excludes the
Futurist absorption with the question of
information and its dispersal. The manifestos, the polemical paintings and texts,
the overall conviction in a dynamism of
positions. made the Futurists great publicists of their own ideals. They realized
that artworks can dispense ideology-an
ideology of speed and rapid transit that

ties directly into the highly advanced
communications processes of our own
age. 12
In the twenties and thirties the Constructivists shifted electrical usages
from merely imagistic to actual. Gabo's
revision of Cubist and Futurist attempts
to reconceive time and space (his Construction in Space with Balance on Two
Points. 1925, is a good example) offers
both a critique of and an advance on
electrical themes to that point. Popper
discusses only the Constructivists' elevation of the kinetic and their development
of the multimedia performance using
light, motion, and spectator involvement
(shifts of no small import to video). The
works of Tatlin, Gabo, Moholy-Nagy,
Lissitzsky, Malevich, and their followers are treated merely with concern for
what concrete (physically recognizable)
changes in the electrical theme were
made. But of equal vitality to the Constructivist enterprise is the centrality of
building, and building via architectural
models and kinetic rhythms, via altered
perceptions of real time and the use of
scientific paradigms of measurement
Fall 1985
197
and experiment to create new visual

experiences. There is, for example,
Gabo's plan to alter the shape of Berlin
through lighting in his proposed "Light
Fest" (1929). (Paris underwent a metamorphosis similar to the one Gabo had
planned for Berlin with the heroic
luminism of the International Exposition of Art and Technology in Modern
Life in 1937; what was then vanguard is
now nostalgic-the city of light becomes
the city of the byte [Fig. 1]). Malevich
amplified Gabo's program for desolidifying mass and object through the use
of light with the more metaphysical
proposition posed by White on White
(1918), which was described by his colleague Moholy-Nagy as "the ideal
screen for light and shadow effects
which reflect the surrounding world in
painting. The manual picture is suppressed by the painterly possibilities of
light projection.?" This pictorial rejection of representation in favor of the
foregrounding of light is not unlike
many contemporary uses of the video
monitor as a luminous "space." Malevich attempted to make an invisible
property (light) visible, but artworks
that do not clearly and obviously address
the question of discernible advance are
passed over by Popper.
Marcel Duchamp and the Dadaists
reacted to the very blindness Popper
embodies in their attack on what was
fast becoming "modernism" in artFauvism, Cubism, and Futurism-by
critiquing the cult of the forward and
positive. Duchamp's "works"-the
ready-mades, the pre-Op sculptural
image-producers such as Rotary Demisphere (Precision Optics), 1925-made
up the concrete side of Dada's interrogation of the ethic of the modern. The
other and less apparent side of a
Duchampian aesthetic is its treatment
of movement. As Octavio Paz has
observed, "Right from the start Duchamp set up a vertigo of delay in opposition to the vertigo of acceleration....
Duchamp's pictures are ... the reverse
of speed.':" Duchamp's delays allowed
movement to be analyzed, to become
duration (Virilio's "last commodity").
Not least of Duchamp's influence on
video, especially Paikian video, is his
challenge to rapid time and absorption;
interest in stasis, repetition, and
response-rather than the object-provides the basis for much video work,
which is why the work is often charged
with being unendurably dull.
Dadaism, unlike Constructivism, concerned itself with the effects of electricity rather than with its use in objects.
Surrealists such as Ernst, Matta, and
Wols, Popper contends, used electric
iconography to similarly subjective
ends: to explore electricity's relationship
198
Art Journal
to the psyche, the unconscious, dreams,

and sexuality. The essential invisibility
of electricity aligned itself with the
unseen functions of the subliminal. Popper treats Surrealism with one sentence
in his survey, and completely ignores
Surrealist film, which might have provided him with his best examples. This is
one of many omissions in Popper's history that disservice ironical or "irrational" responses to modernist reason. For
example, Popper never discusses Cubism, which gave the Futurists their
deconstructed picture planes and challenges to the imaging of form, space,
and motion (not to mention its influence
on Duchamp's Nude Descending a
Staircase and Constructivist treatments
of structure). Nor is any mention of
Vorticism made. Under the guidance
of Wyndham Lewis from approximately 1913 to 1920, the Vorticists drew
pointed affinities between love of the
machine and the war making that coincided directly with their period of production. In fact, Popper does not mention World War I in detail, except to
refer vaguely to "realist reactions" in
the twenties and thirties. IS
Popper's 1900-45 segment frames the
mighty "isms" of the early part of the
century. The "Medium Domination"
period of 1945-70 is far more resistant
to such periodizing; Popper characterizes it simply as a time when "art was
increasingly becoming a social phenomenon" (p. 32). He separates works into
"nco-Constructivist" and "neo-Dadaist" trends, borrowing from a conventional separation of "rational" and
"irrational" developments. Various collectives arose internationally: some borrowed from Constructivist-kinetic impulses (Gutai in Japan and Grav in
Paris, for instance) and some from Dadaist positions (Fluxes, Zero, and Nul are
examples).
The 1945-70 period also witnessed
both increased attention to environmental art and inventions such as the
laser and hologram. And this is the time
of what Popper calls "early electronic
plastic expressions" (the work of Paik,
Wolf Vostell, Nicolas Schoffer, Piotr
Kowalski, Tsai, among others), which
prefigure video in their shift from
strictly mechanical uses of light and
movement to the incorporation of electronics, which will dominate the seventies and eighties. We hear nothing substantive about Pop art, Minimalism,
Conceptual art, or even the light show
spectacles of the sixties-again the
omissions are those which fit uneasily
into a dominant modernist stance. Even
worse is the fact that Popper
entirely neglects the birth of television in
the fifties. This particular invention is,
of course, of enormous significance both
for the entry of electronic images into

the home (a populist presence preceded
only by the light bulb and radio) and for
the later development of video, which
defined itself (at least at first) in strong
opposition to the television medium.
Special Studies: Electra Expansion

To take Popper's compressed and
slanted history as indicative of the catalogue's presentation as a whole would be
misleading, so it is worth looking briefly
at a few of the eleven essays in the
"Special Studies" section of Electra.
The juxtaposition of the selections by
Jacques Rigaud and Francoise Balibar
unintentionally (one assumes) suggests
an underlying division among the
essayists: several will consider electricity's socioeconomic and political
functions (keeping one eye trained on
the art world), but most want to delimit
the subject to detailed technical explanations. Rigaud claims an ideal fusion of
art practice and corporate patronage in
his "Art and Industry: A New Relationship"-not surprising in light of Electra's sponsorship. The possibility of
pressure from supporting industries who
have vested interests in making their
products look good goes unmentioned."
It is up to Balibar to point to the problem of power, literal power, when she
describes electricity as always, invisibly,
in something. Never is it just a thing "in
itself." Further, it is a uniquely marketable medium. Thomas Edison, who rose
from isolated inventor to president of his
own corporation, General Electric, offers a case history of "the triumph of
science, electricity and ... Free Trade."
There is a "flaw" in his tale of pioneering inventionism, warns Balibar: "Nothing could now stop the irresistible rise of
American companies and the entire
world would come under their sway.
Chile in 1973 offers a good example."!"
Edison's bulb has come to stand for
ingenuity incarnate (the Idea flashing
over the head of a just-stricken thinker in
comic strips) as well as a mythic "light
that will shine on all." Electricity connotes an ideal of free transit. Pierre Gaudibert disturbs Electra's unimpeded flow
of positivismand echoes Balibar when he
observes in a round-table discussion (titled "Technology and the Respect for
Diversity") that "There is at once an
imperialist and therefore terrorist superiority imposed by colonialism, the neocolonialism of multinational companies
and a seduction by the Western way of
life." Refreshing as this sentiment is
among the myopic positions of Electra,
neither Gaudibert nor his discussants
expand on the problem of technological
production as an instrument in the
oppression of the third world at the hands
of the corporate West. Instead they daw-
dIe over questions of magic and fantasy;

one participant goes so far as to ask:
"Can we imagine in Africa or elsewhere
that with modern techniques and electronicsthere could be real creative activities which go beyond adaptation and
simple itnkeringt?" (emphasis added).
One could indeed imagine such a "miracle"-or better yet, discuss present inthe-field uses of video by Nicaraguan
Sandinistas and civilians to document
everyday events and the texture of a
culture constantly under the threat of
effacement. 19
The panel debate has glimmers of
promise, but winds up operating under
myths of primitivist, third-world creativity. More sensitive is Gladys Fabre's
up-to-the-minute essay on the importance of technology to popular culture
(especially music), "The Overloaded
Culture." Our culture is "overloaded"
because, Fabre says, technological developments have infested our "dreamproducing" industries (music, film,
fashion); the Surrealist recognition of
affinities between electricity and the
unconscious is trenchant as leisure activity is increasingly dominated by electronic modes of pleasure. Circuitry
infuses the realm of relaxation as much
as it does the spheres of work and
industry.
Several of the participants in Gaudibert's panel realize the leveling effects
of a world-wide technoscape (a Venturiesque perception of Las Vegas becoming
Times Square becoming Tokyo), but
Fabre gives this erasure of architectural
differencefar greater attention. She also
does Popper one better by elucidating
the decades of technology's progressive
dominance. She tells of tripsters' fascination with electrokinesis and the spectacular light show in the sixties, of their
delight in experience in excess. Pop art
under the sway of Andy Warhol (the
man who once claimed to want to be a
machine) pushed distanced cool to its
limits. In the seventies, experiments
with "fixation, atonality, repetition,
emptiness and silence" tempered the
extremes of the preceding decade (a
historical relationship not unlike that of
Dadaist revisions of early modernist
trends). This absorption with stasis,
Fabre notes, has been replaced today by
an obsessionwith speed. The widespread
revival of painting under the aegis of
neo-Expressionism (which idealizes
rapid creation) has urged the commodifying tendencies of the international art
market to new extremes. Fabre speaks
of the difficulty "for people in general
and young people in particular, to agree
to postpone satisfaction of our human
rights, of our pleasure, even of our secret
wishes as we did in the past under the
name of the sacrosanct rationality prin-
ciple." The pervasivenessof high tech in

our leisure-time activities (the growth of
the home entertainment center) and in
the products offered (music videos and
scifi films) suggests that we are now
appeasing the "irrational" need for pleasure through technological means. Out
of a love of speed and a desire for
immediate gratification come tools that
operate instantaneously and give us rapidly assimilated images.
Fabre is sensitive to economic factors
in art and art's relationship to popular
culture, but eventually she, too, succumbs to the overall utopian drift of
Electra. She is attached to the thirdworld voice of reggae filtered through
the most advanced apparatuses, and is
even willing to venture into the South
Bronx and hip-hop culture (the latter a
perfect example of a vanguard art practice co-opted by the mass media through
film, music video, and advertisements
and quickly doomed to looking and
sounding "dated"). But her enthusiasm
leads her to declare: "Electronics and
media will no longer be agents of standardization and centralized power
structures, besottedly inducing passive
reception of their message through
mindless attention and an automatic
brainwash, but rather the efficient
spokesman of human diversity."?' Advanced media can indeed disperse information across continents and, when
accessible, encourage a wide-ranging
participation-and, as in the hip-hop
case, can oversell information until it
becomes no more than white noise. This
ideal of dispersal-essentially a postmodern ideal of access .and diffusion,
which is (ironically) transmitted
through media of the most sophisticated
modernity---can be interrogated more
rigorously. In his In the Shadow of the
Silent Majorities, Jean Baudrillard
stresses that we exist within a surplus of
tele-information that is, at bottom,
meaningless. The postmodern goal of
pluralism, where a position of meaning
is ideally open to anyone, finds a convincing critique in Baudrillard's contention that multiple voices, when sounded
through technological media, are essentially silent." Thus, even Fabre's admirable effort to inject a postmodernist
orientation into Electra falls short in the
final analysis-owing mainly to the specific nature of technology.
Electra, Video, lind the Postmodem
Video embraces this very paradox of
pluralist qualities with the modernist
trope and tools of technological progress. The institutions of the art world
have never known quite what to do with
video, and it's no wonder. After twenty
years video still lacks a solidly independent criticism," a situation largely
attributable to its dearth of qualities

required for art historical appraisal (objecthood, agreed-upon "value," and a
past). Video is a medium in suspension,
bridging modernist and postmodernist
conditions with a variety of pluralist
features. The "death of modernism" in
the sixties and seventies coincided with
the birth of vided, and the medium
became a repository for the modernist
need of "the new." Because it is inextricably bound to technological changes,
video carries the priority of "advancement" with the search for better
equipment, better resolution, better
duplication.
Yet video is also postmodern, especially in its effects. Mona da Vinci has
argued in her "Video: The Art of
Observable Dreams" that because video
exists in a viewing system of projection,
and involves the viewer in a closed,
definite space but an open-ended period
of time, the "electronic space" creates a
situation where "Escape into the object
or the other is rendered impossible in
physical terms.... The medium communicates on a mental and psychological level rather than by a direct physical
interaction.?" When audiences complain of the boredom of watching art
video, they are often articulating an
unwillingness or inability to shift their
perceptual habits, to "let go" and enter
a tape's temporal and imagistic structure. Because it reveals itself through
time, a video work alters the notion of a
synthesized, unified appraisal of a singular object. And the medium itself
defies conventional ideas of objecthood-a key postmodernist qualification. Video is dispersible, making it so
annoying to those who want to sequester
art as original and private. It is reproducible on a mass, relatively inexpensive
scale. It plays in more than one place. It
can cheapen the cost of admission.
Video's interdisciplinary development
lends it another postmodern feature.
Many artists came to the field out of
others-painting, sculpture, filmmaking, writing, music, broadcast television, engineering, mathematics-and
brought to its initial growth a breadth of
interests inherently opposed to the hermeticism and separatism often associated with modernism, and often
pointed to as a factor in its demise.
Video is an accommodating form. It
allows for personal-performance art: the
artist in the studio turns on a camera
and performs to his or her own image
broadcast simultaneously on a monitor-video is, as Rosalind Krauss has
observed, a narcissistic form." Video
artists can invoke minimal prototypes of
blank space and abstraction, using the
monitor as a screen of light (taking us
back to Malevich), or, conversely,
FilII 1985
199
employ decorative elements (recalling a

these last two projects one need
vehement reaction to Minirnalism, patonly wait until the spring of '84tern painting). The video is a canvas,
"1984," incidentally, did George
then, but a canvas that moves and can
Orwell not predict omnipresent
even be used sculpturally (Les Levine's
television sets, spy televisions
Contact. 1969, and numerous Paik
transmitting the picture of Big
installations come to mind). Video can
Brother everywhere? To contrago in the streets to provide an alternative
dict these pessimistic forecasts,
to mainstream presentation of events,
though, the 25 screens installed for
political and otherwise ("guerilla" vidthe Art Video section will have no
eo). It can even engender a dream of
surveillance role. They are there to
widely distributed culture: the dream of
convey the phenomenon of
a cable TV revolution, which died a
electricity."
resounding death several years ago.
We may not be able to gaze on the
Many artists entered video, out of specter of Big Brother (yet), but surely
other fields or afresh, for precisely this he can gaze on us: surveillance techpotential for a variety of practices and a niques using the most advanced equippossibility of play. At a panel discussion ment are subtle and to be found everyin November 1984, several video artists where. You probably don't know if Big
who were active in the early days of the Brother is watching.
medium (Vito Acconci, Peter Campus,
Video tapes do play in limos and
Joan Jonas, Beryl Korot, and William
swimming pools, but 1984 happened
Wegman) cited experimentation and
also to be the year when the "small
quick results as reasons to try video. All
screen" took on an added home-enterbut Jonas gave it up around 1978 when a
tainment dimension. The number of
great wave of technological advances
occurred." The initial appeal came from American households owning VCRsplugging in a machine and getting an home video cassette players-jumped
image. Wegman likened his attraction nearly 100 percent from 1983 to 1984.
to a fondness for Polaroids: push a but- Twenty percent of all TV-owning households now have one." Right from the
ton and get ready-made art. This prestart television has been charged with
high-tech affinity for the instantaneous
fracturing its audience and causing isooccurred when speed of production had
lation (the vision of each American famseemingly little consequence outside the ily cloistered in its living room slavishly
workspace. The tapes shown in Electra workshiping The Machine, zombie
pick up just where this idiosyncratic
eyed), but the VCR revolution has creperiod of play left off; since all date
ated an industrialization of the home
post-1980, there is no representation of industry, expanding our sense of the
early stages of video work. This makes
word "video." The either jor dichotomy
sense in light of the fact that the pan- of television-video art no longer suffices.
elists complained vehemently that the Films (narratives) are selected by VCR
equipment they had used with a sense of
owners, rented or purchased, and played
spontaneity had become a demand on video. Filmgoing is no longer exclurather than a freedom. Increasingly
sively an "in-the-dark" proposition, and
computers were combined with simple video's oppositional presentation of a
camera-monitor set-ups. The tools encroached on image making as they viewing situation that could be entered
or departed at will has been weakened
increasingly dictated the scope of the
(though museum screenings of tapes
work.
have
long fostered devotion in the dark
The crucial point about Electra is
and
a
lack of viewer mobility).
that this complication of the medium is
Genres blend: subscribers pay to see
completely masked by an all-consuming
support for progress in tools. Dominique advertisements set to music in the form
Belloir makes the situation perfectly of MTV (and we remember Rigaud's
call for art and commerce to join hands).
clear:
Music video usurps every jolting camera
Thanks to the extreme versatility
and cutting strategy invented by a
of video diffusion equipment (a
French New Wave director, making the
simple screen and video-tape recabrupt segue a narcotic rather than a
order to go with it), it is possible to
shock in a vulgarization of editing. Colwatch video tapes in the most
orization, long the domain of video art,
unlikely places, comfortably inis a standard aesthetic ploy on MTV.
stalled in the back seat of a 4
Film directors such as William FriedHorse Power (intimist drive-in
kin, Brian DePalma, and even, it is
rumored, Federico Fellini direct videos.
devised one day at Bourges by
Liegon-Ligeonnet), underwater at
A reciprocal appropriation occurs bethe bottom of a swimming pool or
tween technology and the art world.
else lying on the sand of a beach in
Artists take what technology can give to
Normandy where the Allies
satisfy formal or expressive needs; comlanded forty years ago.... For
mercialized industry takes up avant200
Art Journal
garde practices to sell products.

Belloir's extraordinary shortsightedness expresses perfectly the overall trouble with Electra's hommage to the
alliance of science and art. She is right
to comment on the "extreme versatility
of video diffusion equipment" (an essentially postmodernist feature but one
treated reductively, much like Popper's
promised symptomatic history), but
there can be no "phenomenon of electricity alone." As Balibar reminded us,
electricity exists as a seemingly immaterial and yet material force; Heidegger
warned that the danger of technology is
to consider it a thing-in-itself. The "phenomenon of electricity" is merely a construct unifying a series of tendencies.
The mythical "Electra" is just that, a
myth, albeit one that ties together nicely
the supposition that rationality (the progress of science and modernity) equals
"light. ,,28
Digitalization Simulation, and the

Knowing Image
Science and technology came from
man's questions about Nature. It
was from this revealed knowledge
about the riddle of Nature that
technology was produced. Since
then-for about a century nowthe riddle of science and technology has tended by its development
to replace the riddle of Nature.
And there are no scientists or technicians to answer this riddle. More
than that, there aren't any because
they refuse. because the scientists
and engineers, claiming to know,
don't allow anyone to inquire into
the nature of technology. And so
the riddle of technology becomes
more fearsome, or at least as fearsome, as the riddle of Nature.
-Virilio, p. 34
In the digital imagery section of Electra.
which includes digitalization in video
and still images, Edmond Couchot
adopts a supremely pragmatic voice,
even when describing processes that
have, as we shall see, unsettling possibilities. Couchot demystifies various computer functions in layman's---or lay art
historian's-terms:
The three-dimensional synthesis
image is an almost infinite potential of images, never visible in their
entirety. It no longer represents
the object on a projection plane, it
simulates it in its totality. It corresponds to a way of perceiving and
considering space-a topologywhich no longer has anything to do
with traditional optic techniques
(photo, cinema, television). Digital three-dimensional synthesis introduced a new visual order into
our culture, that of simulation.

The synthetic three-dimensional
image with its extra dimension, as
compared to the two-dimensional,
gives artists the opportunity to discover and experiment with a radically different visual world."
What is this "radically different visual
world," and what does such a difference
mean? From the digital section, all we
know of synthesis is that it is nonrepre sentational. Virtually every work shown
(and again , this is a matter of the catalogue presentation and perhaps not the
actual Electra show) investigates patterning, flat pictorial space, bright color
relationships , and balancing acts of
form. But, as has been the case throughout the Electra exhibition , this is far
from the whole story of the medium
under discussion.
There's only one jarring work in this
mania for abstraction. It is by Jane
Veeder, who, thanks to the alphabetic
arrangement of illustrated works and Fig. 2 Jane Veeder, from Montana. 1982.
the location of the digital section at the
end, gets shoved to the back of the
It is now possible not only to make
catalogue. Veeder's Montana (1982)
almost seamless composites of
(Fig. 2) is one of just two image-text
existing photographs and to alter
works in both the video and digital secimages in such a way that the
tions (the other is Roy Ascott's La PUschanges may not be detected,
sure du Texte, a planetary fairy tale
but-using mathematics instead
of a camera-it is possible to erededicated to Roland Barthes, to be produced by a computerized teleconferencate images that are nearly photoing network-an attempt at cross-contigraphic in their realism. With the
nental narrative) . Montana. which
last technique, it might even be
seems as out-of-place for its punning
possible at some future date to
Americana as for its political references,
"recreate" long-dead movie stars
features a digital buffalo roaming in
to appear in new movies.
front of triangular mountain ranges
composed of what look like color bars . In considering digitalization-in-theGrafted onto one of the peaks is a form round, as it were, Ritchin gives equal
in the shape of North America, out of treatment to relatively harmless uses
which explode jagged lines (electricity? (science-fiction films, for instance,
radiation?) that spill down both sides of which make no bones about being fantathe picture onto two giant globes sies) and more dangerous ones. Synperched atop more triangular shapes. thetic images may encourage direct,
Under this implosion of U.S. mythmak- representational lies. Ritchin quotes
ing and power is a slogan: "Good luck from an article by the computer consulelectronically visualizing your futures!" tant John D. Goodell:
The potent disturbance-which is all
Consider what a powerful weapon
the more resonant when one recalls Vir"bogus" but convincing images
ilio's account of an intensified present
could be in the hands of the
and its connection to the absolute
K.G.B., the C.I.A., the secret
instantaneousness of nuclear war (the
police or terrorists. These images
"orgasmic whump")-is dramatic, set
could be used for international
against the dry abstractions and endless
blackmail or to create confusion
formal experiments that surround it.
and chaos, with "news" announceVeeder's vision is of a self-destructive
ments about impending disasters
nation-state bent on eradicating its own
or nuclear attacks delivered by a
natural environment and that of others .
synthetic Dan Rather or Ronald
Her commentary suits a time when
Reagan."
"natural" reality can be shaped and
transformed at will by the latest techno- Technology is absolutely a tool of power:
logical tools, tools that aim to create power as a commercial and marketable
fictions of verisimilitude. In a recent substance; power as the capacity to
New York Times Magazine article, watch (surveillance); and now power to
Fred Ritchin describes how digitaliza- lie at will. It may seem antiquated and
alarmist to adapt this "War of the
tion can render falsehoods:
Worlds"-ish forecast of doom, but it is a

long-standing fact that the logical processes and rational methods of technology can provoke hysteria, as in Orson
Welles's legendary broadcast. The irrational seems a condition of our response
to these tools, which might usurp our
autonomy and are programmed to the
possibility of war. Goodell is speaking of
something more foreboding than an apocalyptic scare delivered orally and
unseen through the radio wires. Images
generated by electronic means can be
manipulated to lend a veneer of veracity
to any number of ends. It's easy to lie,
and it's easy to believe what we see.
Digital artworks share the devices used
by the media and thus it is hard for them
to play dumb. Baudrillard has confronted the situation where truth in
images (long a suspect notion) is in
jeopardy: "There are no longer media in
the literal sense of the term (I am talking above all about the electronic mass
media)-that is to say, a power mediating between one reality and another,
between one state of the real and anoth er-neither in content nor in form." The
poles fall atop one another and we are
left with a residue, what Baudrillard
terms an "undecipherable truth" (pp.
102-3). One example of this condition
can be located in Nancy Burson's composites of world leaders, which critique
fibbing representation while using the
very methods that deceive us. Her Warhead (1984) (Fig. 3) is an unnerving
computer portrait that blends the features of Reagan and Chernenko according to the percentage of warheads held
by their respective countries (54%
United States, 46% U.S.S.R .); the result
is a vision of indistinguishable "guides"
Fall 1985
201
strates that it is an inextricable part of the

social processes of domination and control."
Douglas Davis makes a similar charge against
what he calls a "Pop" attitude towards media
that is "proudly objective and nonjudgmental"
and "markedly indifferent to content and to
personality" ("The Decline and Fall of Pop:
Reflections in Media Theory." Art Culture:
Essays on the Post-Modern. intro . Irving
Sandler. New York. 1977, p. 87). Both Owens
and Davis discuss how content tends to be
suppressed under the guise of "purely formal "
interests.
Fig. 3 Nancy Burson, with Richard Carling and David Kramlich, from Warhead.
1984.
who are supposed to "lead" us in a world
where techno-annihilation looms as a
constant.
The possibility for digital synthesis
(both in video and in static images) is
the strongest case against the protechnological myopia of the Electra catalogue.
Its artworks are exempted from investigation into the nature of their mediums
by the protective cloak of a scientific
(rational, linear) perspective; with this
isolation, Electra propagates a modernist progress without consequence. An
interpretation acknowledging reactions,
inconsistencies, ambivalence-a postmodern approach-is avoided by the
Electra curators and critics to favor a
seamless logic of "the new." A discourse
other than the modernist one of the
foreword is required for artworks generated by technological means.
The ape monster looks down at
these territorial holdings (as or the
world): acres after acres of clear
fields, streams running, a few
trees: Nature. I can 't tell the dif202
Art Journal
ference between trees and treeshadow or tree-image. Nature is

either a reflection, or else nothing.
I'm a reflection or else I'm
nothing.
-Kathy Acker"
Notes
Thanks to Sara Hornbacher, Hank C. Linhart.
and Craig Owens for assistance in the preparation
of this essay.
I Paul Virilio/Sylvere Lotr inger, Pure War.
trans. Mark Polizotti, New York. Serniotextte), Foreign Agents Series. 1983, p. 32. All
further citations appear in the text.
2 K. G. Pontus Hulten, foreword to The Machine
as Seen at the End of the Mechanical Age,
New York. Museum of Modern Art , 1969.
p. ix.
3 See: Craig Owens, "Representation. Appropriation . and Power," Art in America (May
1982). Owens differentiates between what he
calls a "d iscipline (art history) which believes
representation to be a disinterested and therefore politically neutral activity. and a body of
criticism (poststructuralism) which demon-
4 Exhibit ions devoted to the theme of light and

movement in art in this period include: 1965,
Art and Movement. Royal Scottish Academy,
Edinburgh, Art Turned On. Institute of Contemporary Art, Boston. Kinetic and Optic Art
Today. Albright-Knox Gallery, Buffalo; 1966,
Kunst-licht-Kunst. Stedelijk Van Abbe Museum. Eindhoven. Computer-Graphic. Howard
Wise Gallery, New York. Art and Machine.
Sigma I. Bordeaux ; 1967, Lumiere et Mouvement , Musee d'Art Moderne de la Ville de
Par is. lights in Orbit. Howard Wise Gallery,
New York; 1968. Cinematisme, Spettacle.
Environnement, Maison de la Culture, Grenoble. The Machine as Seen at the End of the
Mechanical Age. Museum of Modern Art.
New York, Kinetic Environment. Olympic
Games. Mexico City; 1969. International
Exhibition of Kinetic Art. Amos Anderson in
Taidemuseo, Helsinki. TV as a Creat ive
Medium. Howard Wise Gallery, New York ,
Vision and Television. Rose Art Museum.
Brandeis University, Waltham. Mass.; 1970.
Kinetics. Hayward Gallery. London; 1971, Art
Constructif et Cinemat isme, Galerie Guenegaud, Paris; 1972, La Fete Electrique. Plateau
Beaubourg, Paris; 1973. Electric Art from
Europe. The Electric Gallery, Toronto; 1974,
Art Video Confrontation/74. Musee d'Art
Moderne de la Ville de Paris .
Douglas Davis (cited n. 3). p. 93. has
attacked the spectacle mode of presentation for
its "all-at-once" reductive presentation of
media within a visual field of "competing monitors." From all appearances. the Electra show
seems wide open to this charge. especially in
the video presentation. which screened tapes on
a 2S-monitor stack .
5 For a detailed discussion of changes in perceptions of time, space, and their effect on the arts
and sciences in early modernism, see: Stephen
Kern. The Culture of Time and Space : 18801918. Cambridge. Mass. 1983. His observation of the importa nce of World Standard Time
(inaugurated in 1884) makes a strong case for
the advent of "instantaneousness": "In the cultural sphere no unifying concept for the new
sense of the past or future could rival the
coherence and the popularity of the concept of
simultaneity," p. 314.
6 See Thomas Powell's review of Paul Bracken's
The Command and Control ofNuclear Forces.
New Haven. 1984, in The New York Review of
Books. January 17. 1985.
7 Martin Heidegger, "The Quest ion Concerning
Technology ," Basic Writings . ed. David Farrell
Krell. New York. 1977, pp. 283-317. All further citations appear in the text . Heidegger
writes of "The fact that now, whenever we try

to point to modern technology as the revealing
that challenges, the words 'setting upon', 'ordering', 'standing-reserve' obtrude and accumulate in a dry, monotonous and therefore
oppressive way," p. 299. To exist with technology requires an attitude of "catching sight of
what comes to presence in technology, instead
of merely gaping at the technological," p. 314.
8 Frank Popper, introduction, Electra. Paris, Les

Amis du Musee d'Art Moderne de la Ville de
Paris. 1983. p. 75. All further citations appear
in the text. The English translations cited here
and in all following Electra citations appear in
the catalogue.
9 Popular culture has been quick to pick up on an
alarmist attitude towards technology and narrate it. The China Syndrome (1979) and particularly WarGames (1983) typify a genre of
nuclear scare movies that depict man's impotence when faced with circuitry gone beserk.
10 Program notes to the video section of "ElectraVideo," in Electra (cited n. 8), pp. 373, 376.
11 Virilio (cited n. 1, p. 84) speaks of rapid
transportation as generating its own specific
light. Inverting Futurist affirmation, he states:
All speed illuminates. The low speed of
Victor Hugo's train, the relatively high
speeds of the Concorde or the very high
speeds of televised projection are electronic or thermodynamic light-thermodynamic light in the case of the train,
light of the reactor in the Concorde and
electronic light in television. When one
is on a jet or on a train, one sees the
world in a different light, so to speak.
It's not a problem of light source, but of
relation to the world. The world flown
over is a world produced by speed. It's a
representation. We come back to
Schopenhauer's pessimism, the world as
representation, but this time as representation of speed.
12 See: Joshua C. Taylor, "The Futurist Goal,
The Futurist Achievement," Major European
Art Movements: 1900-1945, ed. Patricia E.
Kaplan and Susan Manso, New York, 1977,
pp.164-92.
13 Willoughby Sharp, "Luminism and Kineticism," Minimal Art. ed. Gregory Battcock,
New York, 1968, p. 323. Sharp provides a
thorough pre-video overview of luminist and
kineticist trends.
14 Octavio Paz, "Marcel Duchamp, Or, The Castle of Purity," Major European Art Movements (cited n. 12), pp. 354-55.
15 For a study of the return to figuration and
representation from abstraction in painting
between the wars, see: Benjamin H.D. Buchloh, "Figures of Authority, Ciphers of Regression," October, 16 (Spring 1981).
16 Electra (cited n. 8). pp. 116-22. The inhibitions of sponsorship seem connected to Electra's positivism and Popper's conciliatory
stance.
17 "Light and Electricity: Electrons and Photons," ibid., pp. 128-29.
18 "Technology and the Respect for Diversity,"

ibid., pp. 244-55.
29 "The Digital Image," Electra (cited n. 8),

p.389.
19 See: DeeDee Halleck, "Notes on Nicaraguan

Media; Video Libre 0 Morir.' The Independent
Film and Video Monthly (November 1984),
pp.12-17.
30 Fred Ritchin, "Photography's New Bag of

Tricks," New York Times Magazine (November4,1984),pp.42-50;54;56.
20 Electra (cited n.8), pp. 206-28

21 Baudrillard writes:
Whence that bombardment of signs
which the mass is thought to re-echo. It
is interrogated by converging waves, by
light or linguistic stimuli, exactly like
distant stars or nuclei bombarded with
particles in a cyclotron. Information is
exactly this. Not a mode of constant
emulsion, of input-output and of controlled chain reactions, exactly as in
atomic simulation chambers. We must
free the "energy" of the mass in order to
fabricate the "social."
31 Kathy Acker, "Scenes of World War III,"

Wild History. ed. Richard Prince, New York,
1985, p. 113.
Katherine Dieckmann is an editor for

NY Talk and New Video, and a
graduate student in English at New
York University. This article was
prepared during her fellowship in the
Whitney Museum's Independent Study
Program (Fall/984).
In the Shadow of the Silent Majorities . . . Or

the End of the Social, trans. Paul Foss, Paul
Patton, and John Johnston, New York, Semiotext(e), Foreign Agents Series, 1983, pp. 24-25.
All further citations appear in the text.
22 David Antin has described two stabs at a video
discourse as follows:one is "a kind of enthusiastic welcoming prose peppered with fragments
of communication theory and McLuhanesque
media talk," the other "a rather nervous
attempt to locate the 'unique properties of the
medium,' " also known as "the formalist rap"
(to which one could add "the modernist tact").
"Video: The Distinctive Features of the
Medium," Video Art. Philadelphia, Institute of
Contemporary Art, 1975, p. 57.
23 Mona da Vinci, "Video: The Art of Observable
Dreams," New Artists Video. ed, Gregory
Battcock, New York, 1978, p. 18.
24 Rosalind Krauss, "Video: The Aesthetics of
Narcissism," New Artists Video (cited n. 23),
pp.43-64.
25 This panel was sponsored by Anthology Film
Archives and held at Millenium Film Workshop in New York City on November 29, 1984.
The moderator for the panel, titled "Reel to
Reel: The Early 70s," was Davidson Gigliotti.
26 "Electra-Video," Electra (cited n. 8), p. 366.
27 Kenneth Turam, "The Art of Revolution,"
Rolling Stone (December 20, 1984-January 3,
1985), p. 75.
28 Jiirgen Habermas has situated a break in the
historical meaning of modernism in the
Enlightenment, when "the modern" came to
mean less a countering relationship to the past
than an ideal of futurity. The connotation of a
rational "light" became focused on the forward
as "the idea of being 'modern' by looking back
to the ancients changed with the belief, inspired
by modern science, in the infinite advance
toward social and moral betterment" ("Modernity-An Incomplete Project," The Anti-Aesthetic: Essays on Postmodern Culture, ed. Hal
Foster, Port Townsend, Wash., 1983, pp. 315).
Fall 1985
203
Why Don't They Tell Stories

Like They Used To?
By Ann-Sargent Wooster
ogy. Moreover, they are alienated by its

radical, art-for-art's-sake content featuring personal material, abstraction,
music, film, and-most recently-the and disjunctive narrative for its own
computer. It brings together ideas about sake. Television critics generally see
how to construct a story and how to video art as using a language totally
structure experience, fragmentation, different from that of broadcast televidisjunction, and chance based on avant- sion and outside their province even
garde ideas developed over the last 100 when video art is broadcast-such as the
years. Yet for all its historical prece- recent productions of independent video
dents and for all the varieties of criti- on WNET, New Television, Alive From
cism to which it is open, video art has Off Center and Independent Focusproved opaque not only to its critics but and do not write about it.
In its early years (1968-74), video art
also to its practitioners, who frequently
do not understand the origins of the was treated as an outgrowth of the
structures they share. In reply to a state- visual arts, largely because many of its
ment by Frank Gillette at the 1974 practitioners had crossed over from traOpen Circuits Conference, Robert Pin- ditional art forms. Furthermore, the
cus-Witten said: "It is not a medium to early single-channel tapes and multiwhich the humankind you are so con- channel installations were usually
scious of has access; it's an exceptionally shown in art galleries and museums.
inaccessible medium." I More than ten Videomakers, such as video's chief
years have passed since that time, but a polemicist Nam June Paik, contributed
critical model for video has not yet been to the identification of video with painting and sculpture by asserting that it
constructed.
Because it shares the technology and was the art form of the future: "as
look of broadcast television, video art collage technique replaced oil paint, so
has been frequently treated as an aber- the cathode-ray tube will replace canrant outgrowth of that medium. But to vas." He added that the synthesizer
see video art primarily in the context of made it possible to shape the TV screen
television is to exacerbate the confusion
as precisely as Leonardo
that already surrounds it. A complex
as freely as Picasso
mixture of factors explain video art's
as colorfully as Renoir
continuing lack of clarity. Those who
as profoundly as Mondrian
scorn television as a mass-culture
as violently as Pollock and
medium without any redeeming aesas lyrically as Jasper Johns'
thetic or intellectual qualities dismiss
video art in the same breath with the Although art critics found themselves
Dukes of Hazard. To television aficion- responsible for writing about video art
ados, on the other hand, video art is along with other time- and perfor"poor" television not living up to general mance-based art forms in the early sevexpectations of the medium because of enties, they were never wholly comfortits comparatively impoverished technol- able with any of these mediums. Video,
ideo art is a hybrid adapting and
sharing the aesthetics, content, and
V
history of the visual arts, literature,
204
Art Journal
in contrast to painting and sculpture.

demands too much time in viewing.
Although the medium has some of the
properties of collage and the arrangement of monitors in installations does
have certain sculptural properties, videc
art has less in common with painting
and sculpture than it does with film 01
performance. After condemning videc
art for being narcissistic and boring, art
critics shifted their focus away from
video and began to treat it as invisible.
Video artists themselves have contributed to the murkiness of critical
discourse. In the early years, artistgenerated publications such as Radicai
Software. Video Art, The New Television. and others abounded with artists'
statements on their own work and the
nature and potential of the medium.
These writings stressed video's capacity
for expanding consciousness and enfranchising those disenfranchised by broadcast television. They saw television idealistically: a magic totem capable of
generating Marshall McLuhan's Global
Village, and in their hands bringing
peace on earth. Others, who came tc
video from kinetic art and Experiments
in Art and Technology (E.AT.), celebrated their hands-on involvement with
its technology in the Spaghetti City
Video Manual and other publications.
As a group, the early video artists saw
video art as a way of reinvesting a
technological art form with a spiritual
aura and rarely placed their work in a
historical context, often implying in
their writing a lack of connection with
previous art forms. As three-quarterinch color tapes and lower-cost editing
systems replaced the early, crude
black-and-white portable s~stems, the
generation that followed the first wave

(post-1975) video art produced more
high-tech and more tightly constructed
work. Because a new generation of
polemicists and theoreticians failed to
arise in the community to write about
the new work, an aura of wordlessness
surrounded video art. We are only now
beginning to see a change in critical
attitudes towards the medium.
Video's lack of continuity with the
avant-garde tradition is compounded by
the modernist and formalist rhetoric
prevalent at video's genesis. Accordingly, an art form should be about itself or
only the nature of its materials be discussed, or both. Noel Carroll discussed
this problem in his paper on "category
exclusivity" at the Symposium on SelfInvented Media-Video, Opera, Photography, and Performance at the
Kitchen, Spring 1984. Carroll pointed
out that in an attempt to distinguish
itself from other art forms, each new
medium stressed its uniqueness and
denied the influence of other mediums.
Video had not only the difficulty of
functionally having no history before
1970 but also the additional burden of
being not-film, not-TV, not-theater, and
so forth. Although many early video
artists such as Shirley Clarke, Ed
Emschwiller, Stan VanderBeek, and
Doris Chase began as filmmakers, film
was the art form video art was most
eager to distinguish itself from. Shortly
after the publication of Gene Youngblood's Expanded Cinema in 1970,
which clearly delineated the evolution
of video from film, film and video
were never discussed in the same breath.
The concept of category exclusivity,
which remained in operation until postmodernism began to chip away at its
boundaries, left video without access to
its filmic or other pasts and without the
benefit of the language that had been
developed for describing film.
The Origins ofDisjunctive Narrative

Video art is the heir of the new set of
assumptions about what constitutes
reality that developed in the nineteenth
century. This was a time marked by a
revolution in consciousness as notions of
a hierarchical order as expressed in
Renaissance perspective were replaced
by a multiplicity of spatial and temporal
points of view. The causal or parallel
d~velopments in mathematics (especially non-Euclidean geometry and the
fourth dimension), physics (Einstein's
theory of relativity), psychology, and
philosophy, and the invention of new
methods of transportation and communication altered the perception of time
and space. One of the consequences of
these intellectual and technological
developments was the shift from an
external, Euclidean, and generally

knowable realitl to a more private and
subjective one. The avant-garde and
the bourgeois took up opposing positions
on consciousness and mimesis. The creators of such bourgeois art forms as
realistic painting and sculpture asserted
that their works represented imitatio
naturae and were the true mimetic art
forms. Building on the new notions
about "reality" derived from science,
psychology, literature, and art, the
avant-garde argued that their private
visions and manipulations of form, color,
space, and time imitated the true reality
of the self and constituted the true
mimesis.
The emphasis on a subjective ordering of the world based on personal
logic was inherited by the makers of
video art. One of the commonest forms
of construction in video art is a form of
stream of consciousness in which reality
is ordered in strings of successive or
interleafed images. Although William
James is credited with the invention of
the term "stream of consciousness," the
present use of the form owes rather to
ljterature, to Laurence Sterne and
Edouard Dujardin, as well as to Gustave
Flaubert's style indirect /ibre-where
the point of view of the speaker constantly shifts and there are abrupt temporal leaps using flashbacks and flashforwards-and, finally to the elaborate
four-dimensional web of James Joyce's
Ulysses. in which time, action, and
meaning, as well as the thoughts and
actions of the characters, are treated as
temporally fluid. The literary experiments were influenced by Freud's and
other psychologists' work on dreams and
the unconscious. This approach to reality also asserts the primacy of the individual over the collective structures of
society. Its highly personal order and
hermetic or solipsistic references limit
its legibility to the artist and his or her
immediate circle.
The extensive historical antecedents
for stream of consciousness and disjunctive narrative are often forgotten.
Within the self-contained video community, it often seems as if Nam June Paik
is the progenitor of this type of organized chaos. It has actually become the
normative structure for all avant-garde
mediums and through a trickle-down
effect has influenced the structure of
broadcast television, especially commercials and music videos.
The introduction of film further complicated the definition of reality. Film
maintained the illusion of reproducing
reality, but it accomplished this by
chopping up nature even more radically
than had any of the other inventions.
Editing or montage further chopped up
reality, but instead of increasing film's
parsing of reality, it became in the hands

of mainstream filmmakers a vehicle for
synthesis. Peter Burger has observed
that montage is simply the basic technical procedure of filmmaking, but its
meaning depends on how it is employed.' Used to interrupt or comment
on reality in a way that is designed to
startle the viewer and make him or her
conscious of the illusionistic portrayal, it
serves a disjunctive function; used allegorically-as in Eisenstein's films-it
serves a poetic one. Through the conventions of seamless editing or montage
classique (such as cutting on motion,
dissolves, and so forth), mainstream
filmmakers subverted the essential disjunctiveness of montage and generated
the illusion of continuous reality. Even
the flashback-borrowed freely from
ideas about the past derived from psychology and literature-became merely
another tool for furthering their realistic
illusions.
For the avant-garde artist, the socalled reality of film was a burden,
something they had to subvert to express
an inner vision, and they adopted different strategies to deal with it. One
group said if film is a machine-generated art that slices objects and events
into sequences, logically it should be
used to film machines and people doing
machine-like things such as swinging in
a trapeze. This is precisely what Hans
Richter did in Ballet Mecanique (1924).
His method of composition-building
chains of like or analogous formscontinues to be one of the strategies of
abstract film and video. (Richter is also
credited with producing the first selfreflexive work because at one point the
image of the filmmaker is reflected in a
mirrored ball.) The development of
abstract film and film-as-object continued with the rotating nonconcentric
circles of Duchamp's Anemic Cinema
(1925) and in the work of Oskar Fischinger and the Link group in Germany
before 1933. The heritage of this work
can be seen in the structural films of the
mid-to-late sixties such as Tony
Conrad's The Flicker. which deals with
retinal response to different stroboscopic
conditions; Paul Sharit's Ray
Gun Virus. Razor Blades. and
T.O.U.C.H,l.N.G. which involve the
optical interaction of color in time; and
Michael Snow's Wavelength and La
Region Centrale. Snow describes the
latter's machine-oriented making process as, "I only looked in the camera
once. The film was. made by planning
and the machinery itself."!
The Dada and Surrealist filmmakers
took an adversary relationship to continuity. Wherever possible they attacked
naturalism through the use of unexpected scenes, insuring the impossibility
Fall 1985
205
of the reconciliation of their conflicting

realities. They saw disjunction as a
political act, part of the avant-garde's
commitment to reveal the true realityin this case, the essential disjunctiveness
of stream of consciousness tinged with
watered-down Freudianism. Yet, they
felt no compunction about using film's
credibility as a vehicle of reality to make
their unexpected metaphors more
convincing.
One of the Dadaists' and Surrealists'
most significant contributions to avantgarde structure was the emphasis they
placed on chance, automatic writing,
and other psychic phenomena. The Dadaist Kurt Schwitters and the DadaSurrealist Marcel Duchamp were pivotal figures in the breakdown of the
boundaries between art and life and in
the acceptance of new, untraditional art
materials-Schwitters through the
Merzbau and Duchamp through the
ready-made. Both were responsible for
the opening up of the practice of art that
gave rise to the aesthetics of junk; but it
was Duchamp who brought the idea of
chance to America, where it affected the
works of Jackson Pollock, the Fluxus
Group, the Judson Dance Theater, the
composer John Cage, and, ultimately,
video. Paik, who was greatly influenced
by Cage, made his first video installation as a neo-Dada assemblage in Wuppertal, Germany, and many of his early
TV works were really little more than
junk sculptures using a newly available
industrial waste.
By 1952, John Cage had moved to the
use of chance operations in his work.
Although in art circles the primary
emphasis is placed on the DuchampCage connection, Cage's theories of
aleatory composition are largely derived
from Zen Buddhism and the Huang Po
Doctrine of the Universal Mind. In his
conversations on Zen at Black Mountain
College recorded by Francine Du Plessix he stressed nonhierarchical order.
No value judgments are possible
because nothing is better than anything else. Art should not be different from life but an act within
life. Like all of life, with its accidents and variety and disorder and
only momentary beauties."
Cage felt that his "theatrical music paralleled particular reality models."?
If you move down the street in the
city you can see people are moving
with intention but you don't know
what these intentions are. Many
things happen which can be
viewed in a purposeless way; the
more things happening the better.
If there are only a few ideas the
piece produces a kind of concentration which is characteristic of
206
Art Journal
Fig. J Bruce Connor, A Movie. 1958

human beings. If there are many
things, it produces a kind of chaos
characteristic of nature.!
there are no time sequences or

spatial dimensions, only affinities
and associations based on similarity or contrast.'?
Bruce
Connor's A Movie (1958)
Avant-Garde Film and Film Theories of
J)
fulfills
most of the then-current
(Fig.
the Fifties and Sixties
Cage's theories and music were among avant-garde dicta about structure and
the factors serving to break down the old objectivity, ironically using not the
subjectivity of Surrealism, Abstract materials of life but the most "real"
Expressionism, and Existentialism. This products of the realm of illusions-film
cool, brisk new objectivity with its denial and newsreel footage of sex and disasof metaphor was heralded as early as ters. Connor's work illustrates how com1958 by Robbe-Grillet when he called pletely film and now television have
for the abolishment of subjectivity in the become part of the substance of our
New Novel. Even Pop Art with its cele- conscious and unconscious, producing
bration of commercial products as icons work that is self-reflexive of the medium
and Op Art's emphasis on retinal stimu- (film about film or television about telelation distanced the art object from per- vision), and uses images culled from
sonal content. The advent of Minimal- these sources to describe the artist's
ism and formalist-modernist criticism emotions. To Ottorino Respighi's The
completed the cooling process. In a 1956 Pines of Rome. serious music as much
essay , Rudolph Arnheim announced, like movie music as possible, I I Connor
"By renouncing portrayal, the work of builds sequences of analogous forms and
art establishes itself clearly as an object events such as water-skiing accidents,
possessing an independent existence of car crashes, the destruction of the Hinits own."? Yet, the new objectivity had den burg, the hiccuping death of a
as its basis the old avant-garde ploy of bridge-chains of images that are
drawing back the curtain of bourgeois designed to comment on and illuminate
illusionism and revealing the so-called each other, including the new cliche of
nature of the mind . Sounding like a porno followed by the explosion of such
throwback to the turn of the century, phallic-shaped forms as blimps and
Arnheim describes American indepen- rockets.
Self-reflexivity-art about making
dent movies as simultaneously objective
art
and its own materials-continued
and chaotic:
throughout the sixties. As Jean-Luc
The destruction of time and space
Godard turned from commercial films
is a nightmare when applied to the
to avant-garde and political ones, he
physical world but it is a sensible
used the jump-cut to disrupt continuity
order in the realm of the mind.
and other forms of commentary in order
The human mind, in fact stores
to analyze the nature of the film experithe experience of the past as memence. More experimental and abstract
ory traces, and in the storage vault
filmmakers began to insert blank leader
create an awareness of the arbitrariness of filmic illusionism. In George

Landow's 1966 Film in Which There
Appear Sprocket Holes and Edge Letters (actually, a loop), the physical
nature of film-including accidents and
flaws-was celebrated.
Commercial film emphasized illusion, a synthetic construct of condensed
time, while the rebellious avant-garde
filmmaker often chose to use film in a
manner more closely resembling real
time. Andy Warhol's fixed-cameraposition films, such as Sleep, lasting up
to eight hours are typical of this way of
thinking about film. With the advent of
video, Warhol's practice was adopted by
Bruce Nauman, Vito Acconci, Joan
Jonas (Fig. 2), and others with a perfor mance bent. They would turn on the
video camera and perform in front of it
for the duration of the tape. The composition of the work of art or performance
was determined by the length of the
tape. But, unlike Warhol, the early videomakers neither used the camera as an
objective observer nor clearly separated
the filmmaker and subject. In their work
they were combined, and the artist performed for the camera, using it as a
mirror, a process Rosalind Krauss has
aptly called "narcissistic."
The most problematic concept video
art inherited from the films of the sixties
was the belief in the superior efficacy of
the irrational, wordless experience that
strives to imitate consciousness. The
move towards wordlessness came from
certain attitudes and values expressed
by Jean Piaget, Buckminster Fuller,
Fritz Perls, R.D. Laing, John Lilly, an
interest in' Eastern religions growing out
of the fifties' interest in Zen, and the " oh
wow" factor derived from the use of
mind-expanding drugs by beatniks and
hippies, and the trickle-down effect of
the cybernetics revolution, which destroyed existing value systems and hierarchies by rendering most things in the
world as pieces of information. In
Expanded Cinema, a good summation
of the beliefs of the preceding decade,
Gene Youngblood propounds the virtues
of synchronicity. Quoting Ehrenzeiger,
he defines it as, "The child's capacity to
analyze a total structure without having
to analyze it or choose either/or." 12 The
action of the mind was aesthetically
objectified, and a succession of images
independent of narrative was designed to
produce a mind-expanding experience.
In Brakhage's films such as Dog Star
Man, autonomous images are superimPOSed or compounded not for dramatic
effect but, according to the filmmaker, to
provide raw material for the viewer's
personal psychic experience.
Brakhage places himself in adversary
relationship to commercial films and
to
Fig. 2 Joan Jonas performing in He Saw Her Burning. March 1983, New
American Filmmaker Series (February 22-March 13, 1983), Whitney Museum of
American Art.
event art films such as Last Year at early seventies, the artist had a vested
Marienbad. With a beatnik-hippy elan, interest in playing Shakespeare's wise
he withdraws from capitalistic struc- fool, concealing his structure behind a
tures into a private realm. Brakhage . total incorporeal effect. Youngblood
gives the viewer the power to join him as added a coda to his paean of Brakhage's
a creator, to appropriate and combine abstract films: "This is not to suggest a
his images at will. To a certain extent, non-objective experience. The images
Brakhage anticipates recent experi- develop their own syntactical meaning
ments with computer-assisted storytell- and a 'narrative' line is perceived,
ing using video discs in which the viewer though the meaning of any given image
is permitted to direct the course of the may change in the context of different
narrative. In films such as Water Baby sequences." 14
Window Moving (1958) he uses the
flashback and flashforward to describe Nam June Paik
poetically his feelings about the birth of A case can be made for locating the
his child , conveying his feeling of joy starting point of video art with the genthrough wordless images arranged cycli- esis of television, including Ern ie Kocally . In later work he takes a more vacs's 1952 experiments with distorting
the signal , or, for the distribution of its
God's-eye view.
origins, to a variety of European and
Imagine an eye unruled by manAmerican figures and movements, but if
made laws of perspective, an eye
one person is given credit, it is usually
unprejudiced by compositional
the Korean-American artist and musilogic, an eye that must know each
cian Nam June Paik. Coming to video as
object encountered in life through
an avant-garde musician, under the
a new adventure in perception.
influence of John Cage, George MaciuImagine a world shimmering with
nas, and the Fluxus Group, he saw telean endless variety of movement
vision with its lowbrow reputation as the
and gradations of color. Imagine a
perfect material pour epater Ie bourworld before the beginning of the
geois.
He first used television sets as
word.'!
altered ready-mades and , in The Moon
Video art inherited this emphasis on is the Oldest TV and other works, as
the value of the irrational, wordless self-referential machines capable of
experience that strove to imitate con- generating images from their own mechsciousness. A mystical experience is by anisms-part of the then-current, modits very nature difficult to transcribe and ernist rhetoric about making work about
communicate, but, when it is translated itself. His experiments with feedback
into "art," one is no longer dealing with paralleled the art world's interest in
the immaterial. Because of the com- process and materials. This work led
monly held beliefs in the late sixties and him to develop the colorizer/ synthesizer
Fall 1985
207
Fig. 3 Nam June Pa ik, TV Buddha. 1974, Buddha statue, video camera, and
television, with mound of earth, exhibition installation, Nam June Paik (April
30-June 27, 1982), Whitney Museum of American Art. Statue: Collection Asian
Gallery, New York; camera and television: Collection of the artist.
with Shuya Abe. The Paik-Abe synthesizer-along with those simultaneously
invented by Stephen Beck, Peter Cam pus, Bill and Louise Etra, James Seawright , Eric Siegel, Aldo Tambellini,
Stan VanderBeek, and Walter
Wright-with its capacity for producing
Fauve colors and electronically induced
stacks of bleeding osmotic forms led to
the separate genre of image-processed
work. His video sculptures, TV Bra. TV
Bed, TV Cello. and TV Buddha (Fig. 3),
and performances with Charlotte Moorman introduced performance video,
video sculpture, and video installations.
None of Paik's structures were
entirely new. They blended Fluxus performance, Cage's ideas about music and
art, and stream of consciousness derived
from literature and film. Paik's singlechannel tapes established the norm for
the abstract visual language used in
video. Although more edited than the
work of his peers in the early seventies,
Paik's personal and intuitive structures
had become the norm by the decade's
end. His methods are best seen in Global
Groove (1973) . Here we find a fully
realized form of his use of intensely
visual, chaotic stream-of-consciousness
montage. Its presence here serves a
didactic purpose, allowing Paik to provide his interpretation and visual exposition of McLuhan's remarks on television's effect of creating global unity , the
idealistic " global village" many early
videomakers sought. In one typical
sequence, Paik juxtaposed Allen Ginsberg's chanting in the East Village with
Korean dancers (to demonstrate the
208
Art Journal
diversity of the world) and Pepsi commercials in Japanese (to illustrate its
homogenization). Paik wanted to "heat
up" McLuhan's "cool" medium . He did
this by imitating the structures of television-the short abrupt units of plot
interrupted by brisk commercials-and
then did television one better by accelerating the tempo, overlapping the units,
and then enhancing them through electronic manipulation or the application of
exotic color. The final product was
essentially alien to broadcast television,
on which it appeared. It had the appearance of wily analysis and a pastiche
made by someone who did not understand, or appeared not to understand,
the language and bourgeois reality of
broadcast television. The appearance of
misunderstanding or misreading television was increased by what seemed to be
nervous and random channel switching.
The style Paik chose for his presentation
of global consciousness was a collage of
disparate parts, like the layered images
of Rauschenberg's prints. His editing
had a brusque choppy quality-part
play and part didacticism-that owed
more to Warhol's "performance" films
or to Godard's use of the jump-cut to
disrupt a scene than to Hollywood montage classique. With modifications and
embellishments, Paik 's methodology has
since become standard practice for most
of video art including "new narrative."
The Structure of Video
Video art has been plagued by its legacy
of wordlessness. Viewers often see its
flowing images and unfamiliar circum-
stances as pure kinesis, visual CandY~

confusing it with television and im
posing other limiting ideas that deny i
content. Artists have intensified this;
problem by adopting stream of consciousness and disjunctive or abstract
narrative as the standard structure in
their work, often at the expense of legibility. The historical precedents for
these devices are based on commonl y
held concepts about how the brain functions. In adopting this model, artists
have not distinguished between the ereator's and the viewer's perception and
have not adequately taken into account
the different sources of information
available to maker and viewer. The
maker has access to storyboards and
other plotting devices, as well as a familiarity with the material, whereas the
viewer usually has only the rapidly move
ing stream of images that appear before
his or her eyes. By now, most of us have
had Bill Viola's "seven-channel childhood" and have internalized broadcast
television's essential disjunctiveness'
with its standard fare of short fragments
of story interrupted by commercials,
themselves subdivided into small units.
Although a career as a television
watcher-a passive and unanalytical
activity, at best-may familiarize one
with watching speeding images and
responding to them subliminally, it does
not equip one for a sophisticated reading
of images that are nonnarrative or not
product oriented. Shalom Gorewitz's
U.S. Sweat (Fig. 4) suffers from the
difference between the maker's intentions and the viewer's expectation. The
tape was originally commissioned by the
U.S.A . Cable Network as its nightly
sign-off, but it goes beyond the usual
montage of the good life that is typical
of that genre and allegorically traces the
demographic shift from the rural south
to the urban north and the tensions and
conflicts it induced. In its ambitions
U.S. Sweat's nonverbal montage resembles Stevie Wonder's talking narratives
such as "A Boy Is Born," with further
elaborations on content being supplied
by an expressionist use of color, sound,
and electronic image processing. Because of the subtlety and intricacy of the
patterning of its images and limited
viewer expectation, the nuances of Gorewitz's artistry are lost and the tape is
perceived as merely a mildly disturbing
travelogue.
One of the problems in interpreting
and making video art is that the medium
does not have the clearly defined structures or categories found in music, poetry, painting, and sculpture. This is
owing in part to the relative newness of
the medium ; but, even when a series of
conventions is established it is often reno
dered obsolete or superseded by rapidly
Fig. -# Shalom Gorewitz, U.S. Sweat, 1982, videotape.

changing shifts in technology. As edit- equivalent of the smallest unit, the
ing systems and color became afford- word? And what constitutes the senable, they replaced the early minimally tence? Eisenstein has said of film that
edited black-and-white work. Three- the shot is the montage cell. The shot,
quarter-inch analog-edited color tapes the space between the edits or the misehave been replaced by computerized en-scene, can be construed as a single
editing and special effects, one-inch word or a cluster of words. It can also be
masters, and $40,000 three-tube color a trope such as Homer's recurring
cameras. Through their exhibition and phrase "wine-dark sea" or the ant-filled
funding procedures, museums, festivals, hand in Dali and BufiueJ's Un Chien
and grant-giving agencies have encour- Andalou, which simultaneously illusaged high-tech, high-budget work at the trates the idiomatic expression "hands
expense of low-tech work, which has in the hand," meaning the hand is
proved counterproductive to the growth asleep, and suggests decay. Although a
of the medium. Works that employ single picture may not be worth a thouvarying levels of technology appear very sand words, it does short-circuit landifferent from one another-far dif- guage, and, as James Monaco has said:
ferent from, for example, a sculpture "A picture of a book is much closer to a
done in clay from one in bronze-and book, conceptually, than the word
that difference in appearance has served 'book.' "IS The picture is modified
at times to alienate the practitioners of within a given shot by the presence of
the same medium from one another by other objects or action, compositional
masking the similarities of their work.
shifts in color, and form. These objects
The early and often inaccurate inter- and events change the picture from an
pretation of video art as kinetic painting icon to a symbol.
has diminished through the years. VidFor a variety of reasons, including
leomakers today are more likely to com- budgetary constraints, video images are
:pare their work to poetry or music, frequently stripped of references to a
referring to its imagist or metaphoric specific story or society (its denotative
Content with subsidiary references to its and connotative meanings) and used
tabstract and often rhythmic structure. more purely as an icon or symbol than is
The amorphous designation of materials common in film and broadcast televias being like a poem or music raises sion. In film, shots are usually combined
;more questions than it answers, but it is in a scene, the equivalent of a paragraph
:a good starting point for understanding or stanza. Video generally eschews narIthe tacit assumptions that underlie video rative conventions such as the reaction
lart and for learning to read videotapes.
shot and the dissolve even when working
. If a videotape is a poem, what kind of in a narrative vein. Video tends to see
!poemis it: Haiku, free verse, a sonnet, a the scene as an extension of the shot,
'~treet chant? Or simply a collection of editing to intensify the moment such as
Images, a bouquet of pretty pictures? If in Dara Birnbaum's Wonder Woman
la videotape is like language, what is the and Damnation of Faust, where fast
edits in the former and complex special

effects in the latter magnify experience.
The more unitary, building-block approach to the shot can be seen in Barbara Buckner's The Golden Pictures,
where she gives still-life objects a supernatural intensity through shifts in color,
luminance, and voltage.
In the absence of narrative, greater
weight is given to the effects of propinquity. Meaning is expanded syntagmatically through the modification and
interpretation provided by adjacent
shots. In Mary Lucier's Denman's Col
(Geometry) (Figs. 5 and 6) and Bill
Viola's Hatsu Yume it takes the form of
metaphor. In Denman's Col, Lucier constructs a book of hours based on New
York City architecture seen through the
cycle of a year. Exterior shots of buildings are edited with interior shots, often
of glasses, teacups, and vases being
filled to call attention to the buildings'
dual role as facade and container. Viola
describes his work as like both poetry
and music:
In the visual sense, my works are
more related to music than to the
printed word. They are visual
poems, allegories in the language
of subjective perception, open to
diverse individual interpretation,
yet each thematically expressing
specific concepts derived from
everyday experience."
In Hatsu Yume, Viola presents what
appears to be a high-tech travelogue of
modern Japan contrasting city and
country life. Woven throughout are partially buried symbolic references to his
principal themes of the opposition and
essential unity of fire and water, light
and dark, life and death, with the city
and man-made structures representing
fire. As he explains it:
Video treats light like water-it
becomes a fluid on the video tube.
I thought water supports the fish
like light supports man.
Land is the death of fishDarkness is the death of man. I?
In his Thinking Eye series, especially
in the recent Shifters (Figs. 7,8, and 9),
Juan Downey, operating in an unusual
nexus between art history and personal
reverie, builds on the expectation of
continuity that propinquity gives and
defies it through internally or adjacently
fracturing or multiplying the object,
idea, or story into unusual diptychs and
triptychs. As in Medieval typological
iconography, visually similar or dissimilar scenes that share a common theme,
such as the pyramid of Cheops and the
meaning of hearing, are juxtaposed,
modifying and muddying the meaning
of each.
Fall 1985
209
Figs. 5 and 6 Mary Lucier, Denman's Col (Geometry), 1981, two synchronized videotapes on five monitors in a zigzag wall.
Left: image from Channel I; Right: image from Channel 2.
There are many problems in reading

these works. Since video has no given or
accepted norm, artists generally invent
their own private, idiosyncratic structures. This is further complicated by our
inexpertise in reading images or visual
symbols, especially when they are
divorced from a narrative or advertising
context. We can all by now guess at the
meaning of selling a car by showing it
with a seductive woman or a sleek feline,
but what of more subtle metaphors or
more complicated allegories? To understand video, one has to grant greater
power to images, overcoming the intellectual prejudice against the visualand invest or reinvest them with meaning. In the case of video it often means
naming images for the first time.
If video is like music, what kind of
music is it like: German Lieder, rockand-roll, blues, symphonies, operas, or
the innovations of twentieth-century
avant-garde music where virtually anything goes? When artists declare that
they want their work to be read like
music, do they mean passively with an
unquestioning enjoyment of the
rhythm? Or are they inviting the kind of
analysis an opera devotee equipped with
a libretto gives? When artists describe
their work as being like music they are
not referring to hearing. No, the musical
component in their work lies in the
rhythmic arrangement of images or the
movement within an image. The
description of images as being like music
goes back at least to Eisenstein's theory
of ocular music, which was based on
Baudelaire's and Rimbaud's theory of
correspondences as well as on the
synaesthetic work of Wagner and Scriabin. Eisenstein also found kinetic-music
properties in painting. He felt it was
necessary to link the visual and kinetic
movement in a mise-en-scene to the line
or movement of the music. Yet, Eisenstein was not asking images to project
210
Art Journal
their music without assistance from certain methods of music composition,

actual music or a story. He subordinated they are never as abstract or lyrical as
color, composition, and music to the the equivalent music, and, no matter
overall effect of his films. More often in how generalized the images are, one is
video, when a parity is attempted left with a concrete prosiness like sing.
between music and images, a split ing the alphabet. Nowhere have the
occurs because of their essentially dif- varying degrees of abstraction possible
ferent natures.
with songs (words), images, and music
Sound and images have existed as been more apparent than in the relaunequal partners almost from the begin- tively new genre of music video. Musicning of video. In the early days, with the songs are more abstract and open-ended
exception of the work of Stephen Beck than a sequence of images. With music
and the Vasulkas, for example, and video, the listener-viewer is locked into
Paik's experiments using sound to inter- one specific construction of the meaning
rupt an image, the emphasis had been on of its words. Video art's and music vidthe visual component. This was partly eo's solution is to use generic types (the
because of the poor quality of the audio perfect young man, the blonde model),
equipment available (both recording anywhere situations, and disjunctive
and playback) and partly because many story lines. All these elements combine
of the artists came from essentially to give the viewer greater latitude in his
visual backgrounds and were not as or her interpretation of the illustrated
comfortable with sound as they were music. The use of generic types, which
with images. Images were treated as in video art is often accomplished
promiscuous acceptors of sound. When through extreme close-ups and disjuneambient sound was not used the usual tion, works equally well for Roxy Muspractice was to add a piece of music to ic's Avalon and Mary Lucier's Winter
the sound track. When Shalom Gore- Garden.
witz provided rock clubs with tapes and
In video art, the musical component'
gave them permission to use any song derives in part from editing. You may
they wanted, he discovered that almost not be able to go away humming the
any piece of dance music would harmon- picture but with many works you can
ize with the images if the editing was hum the pattern of the edits. Video
fast paced enough. (I might add that in features a substantially different aphis "art" tapes he carefully selects the proach to editing from film because of
music to enhance the images.) Recently, its different physical properties. In film,
there have been some artists, headed by there is a mechanical juxtaposition of
Reynold Weidenaar, who genuinely discrete parts that are more or less used'
appreciate the "musicality" of their up in their joining. Because it is elecwork and are involved equally in com- tronic and nothing is lost in the editing
posing images and music.
process, video enjoys a greater conservaAnother problem in the video-music tion of matter. As John Sanborn has:
analogy is the differing degrees of pointed out, artists view their material]
abstraction possible with pictures and differently knowing that a shot can be;
music. Images are short-cut signs and interpreted and duplicated through edit-]
always have greater specificity than ing, permitting the exponential expan'i
does music. If pictures are used in an sion of a single moment. To a certain]
abstract or mathematical structure, as extent rhythmic editing is related to the]
Gary Hill sometimes does in imitation of feedback ta pes of Steve Reich in which a i
Figs. 7, 8, and 9
Juan Downey,
Shifters. 1984,
videotape.
recycled tape supplies a layered, staggered rhythm. Tamiyo Sasaki's stuttering edits of fauna represent a similar but
seemingly less mechanistic approach to
parsing and multiplying the subject. In
Sasaki's work, unlike Reich's where
feedback gradually abstracts the words,
repeated edits amplify the characteristic
patterns of the animals she observed,
turning them into robot-like performers.
Despite the fact that different types of
editing systems account for different
styles of juxtaposition, the artist's sense
of how to join pictures and the rhythm of
his or her edits are as much a signature
as is subject matter. So far no language
has developed to acknowledge this quality. In the future shall we say that
so-and-so's edits have a wild and woolly
beat or that they sang like Pavarotti?
The sources for the color content of
video art have also been neglected by its
critics and practitioners. By this I mean a
diversity of uses of color from the color
coding of emotional content in Antonioni's Red Desert. which has "a precise
metonymic use of color, where an overall
grey tonality stands for depression and
splotches of brilliant color stand for freedom,"18 to Brian De Palma's use of red-
suffused fields in Scarface to stand for

blood lust, to the razzle-dazzle chromatics of image-processed work. There is a
long history of the inclusion of color in
the palette of the senses, deriving in part
from Baudelaire's theory of correspondences and Rimbaud 's color alphabet.
Color was so important to Eisenstein that
he composed a virtual dictionary of the
meaning of color, which included references to Havelock Ellis's psychological
interpretation of color. Stan Brakhage
insisted on the importance of color for
shaping meaning in his films:
the comparable light-beeps of
eye's out put tend thru colors (the
order of colors, in rapid flashes) , to
make the shapes of closed-eyevision which resolve into the specific details of memory's pictures;
but, at first, these multiple colored
flashes do smear (for the inattentive) into overwhelming color
tones (viz: red for anger, green for
jealousy, blue for nostalgic sadness, yellow as basic but also
reflective of its psychological cowardly connotation, increasing with
fear)."
Brakhage's description of his use of

color in his films is close to the way it is
used in image-processed tapes. The colorizer /synthesizer simultaneously allows
the fusion of electronic signals from
various pieces of tape and the alteration
of colors by changes in voltage that
affect their saturation and tonality.
Image-processed work is the most direct
inheritor of the traditions of color symbolism in literature, painting, music,
and film. The colorizer/synthesizer
guarantees an effect of exoticism to anything it is applied to. Its application
automatically converts an image from
an icon to a symbol loaded with artistgenerated meaning. But, the knowledge
of color symbolism has almost gone
underground in video. When asked,
practitioners of this genre almost always
acknowledge the importance of color in
their decision-making process, but there
have been few statements by artists and
critics analyzing its exact operation and
no in-depth analysis or even a general
awareness of how the use of altered color
affects the meaning of specific shots or
scenes, such as the blue sheep in Barbara Buckner's Pictures of the Lost or
Shalom Gorewitz's use of red and
muddy maroon to signify factories are
bad places in U.S. Sweat.
It would be false to think this is a
purely machine-based art, generating
images mechanistically without the
maker's intervention. True, the machine
generates the color, and each of the
major colorizers offers a slightly different range of hues: the Paik-Abe synthesizer, for example, tends towards
almost Day-Glo magentas, greens, and
yellows. The movement towards personal colorizers/synthesizers keyed to
an individual artist is just beginning, but
the present state of affairs is similar to
the painter's reliance on brand-name
paint. Still , the work that comes out of a
specific center, such as the Experimental Television Center, Owego, New
York, is as varied as the artists who
Fall 1985
211
make it, and a particular palette is as

much a signature as is the rhythm of the
edits. Although color is a more overt
facet of image-processed work than of
other genres of video, it would also be
wrong to limit its discussion solely to
image-processed work.
The colorizer/synthesizer also affects
the appearance of objects, making it
possible to layer them in a dense transparent collage, glazing and interpenetrating one another. This translucent
stack provides a more immediate and
visual way of building metaphoric relationships than does language. It is also
possible to break the boundaries of an
object, giving it roughly the appearance
of a freely drawn line in painting or the
bleeding of two colors in a watercolor. In
video this suture is more organic than in
painting because it occurs electronically
and temporally at once, and the objects
physically become one substance before
one's eyes. The distortions caused by
technological pyrotechnics have the
same meaning as Expressionist distortions of form-the bean-shaped head in
Edvard Munch's The Scream and Paik's
vortical head in The Medium Is the
Medium are more alike than are Bernini's Pluto and Proserpina and Kojak,
although the latter pair share an interest
in violent pursuit. Recent video work has
become conscious of the meaning of the
manipulation of form, and one of the
attractions of image processing is that
its potential for metamorphosis makes it
possible to render spiritual and emotional realities both graphically and
kinetically.
Christian Metz has written, "When a
'language' does not already exist, one
must be something of an artist to speak
it, however poorly. For to speak it is
partly to invent it, whereas to speak a
language of everyday is simply to use
it."20 If video ever did represent a wholly
new art form, it no longer does. Made up
partly of a forgotten or ignored past and
partly of certain conventions derived
from film, art, television, and its own
genesis, video art has a language. The
time has come for all of us, makers and
viewers, to learn to speak it.
Notes
This article is excerpted from a work in progress
on the structure of video art.
I Robert Pincus-Witten, "Open Circuits," an
international conference of the aesthetics of
television held at The Museum of Modern Art,
January 1974.
2 Nam June Paik, Video 'n' Technology, ed.
Judson Rosebush, Syracuse, Everson Museum,
1974.
3 Stephen Kern, The Culture of Time and
Space, Cambridge, Mass., 1983, proposes that
the shift was a consequence of the loss of
privacy brought on by the new inventionstrains, for example-and the increasingly collective organization of time due to the need for
schedules.
4 Peter Burger, The Theory ofthe Avant-Garde,

trans. Michael Shaw, Minneapolis, 1984, p.
73.
5 Michael Snow, "La Region Centrale," quoted
in Regina Cornwall, Snow Seen, Toronto,
1980, p. 105.
6 Martin Duberman, Black Mountain, Garden
City, N.Y., 1973, p. 369.
7 Michael Nyman, Experimental Music, New
York, 1974, p. 61.
8 Ibid.
9 Rudolf Arnheim, "Art Today and the Film," in
The New American Cinema. ed. Gregory Battcock, New York, 1967, p. 58.
lO Ibid., pp. 63--64.
II Gerald Mast, Film Cinema Movie. Chicago,

1983, pp. 82-83.
12 Gene Youngblood, Expanded Cinema. New
York, 1970, p. 84.
13 Stan Brakhage, "Metaphors of Vision," quoted
ibid., p. 91.
14 Ibid.
15 James Monaco, How to Read Film, New York,
1981, p. 128.
16 Bill Viola. artist's statement in "Program
Notes," Whitney Museum of American Art,
March 16-18, 1982, p. 2.
17 Ibid.
18 Monaco (cited n. 15), p. 138.
19 Stan Brakhage, Brakhage Scrapbook. ed. Robert Haller, New Paltz, N.Y., 1982, p. 134.
20 Christian Metz, quoted in Monaco (cited n.
15), p. 132.
Ann-Sargent Wooster is an artist.

critic. and art historian. She teaches
art history at the School of Visual Arts
and writes for Afterimage, East Village
Eye, Art in America, Video Times, and
other publications. Her videotape
House is currently part of The
American Federation ofArts traveling
show Revising Romance: New Feminist
Video. She is the recipient ofa New
York State Council of the Arts grant
for Video Criticism to write a history
ofvideo art.
212
Art Ioumal
The Passion for Perceiving:

Expanded Forms ofFilm and
Downloaded by [TCU Texas Christian University] at 17:10 30 January 2015
Video Art
By John G. Hanhardt
The picture, certainly is in my eye. But I am not in
the picture.
-Jacques Lacan'
he spectator in the movie theater

T
and the reader of the novel are no
longer seen as passive receivers but as, in
fact, engaged in the active production of
meaning. Contemporary theories of
interpretation are approaching an understanding of the reception of the aesthetic text as a complex hermeneutic of
multivalent readings centered within the
psychology of the reader and the social
institution of discourse production.
The title for this paper, "The Passion
for Perceiving," is taken from one of the
key works of recent film theory, Christian Metz's The Imaginary Signifier?
The role of the spectator holds a central
place in Metz's elaboration of a semiotic
analysis of the formation of the cinema
as text and social institution. Metz's
psychoanalytic inquiry into the roots of
the cinematic discourse posits that the
psychology of the spectator is formed
through the group experience of film
viewing in the theater and the individual's interaction with the film's formal
construct of narrative tropes. Metz thus
enlarges the cinematic discourse by basing his semiotic method not exclusively
on linguistic models but on Freudian
and Lacanian psychoanalysis as well.
One of the problems with Metz's
approach, as with film theory in general,
is that it is given over exclusively to a
cinema shaped by narrative and representational concerns. Metz's reading of
film is conditioned by the dominant
codes of the classical cinema and its
conventions of viewing. But the avantgarde film has evolved its own separate
history, allied to the movements of
modernism. The developing theories of
interpretation in the visual and literary

arts-with their attention to a variety of
texts and visual-art traditions---can contribute to a better understanding of the
cinematic experience when it is seen as
an enlarged discourse composed of a
variety of texts and viewing experiences.
The problem of contemporary film
theory-its exclusive preoccupation
with the normative theatrical film production and viewing experience-figures also in the writing of video's history
and theory. The terms "video" and
"television" identify two different forms
of the medium. Television is the broadcast mode of the medium, which historically has been defined by -the commercial networks. Video traditionally
identifies the independent producer and
artist creating tapes for telecast outside
commercial television.
Television began as an industry whose
developments, through patents, economic consolidation, and communications law, were quickly subsumed into a
monopolistic commercial broadcast industry. Similarly, film emerged in the
nineteenth century as a phenomenon of
individual investors and entrepreneurs
joining the recording ability of film and
photography to its narrative potential as
a popular art form. These protonarrative
forms were explored before the rapid
consolidation of cinematic practice into
the monopolistic entertainment industry
established at the beginning of the twentieth century. Since the highly capitalized corporate structure of broadcast
television did not avail itself of independent production, its history does not
parallel that of the experimentation and
individual innovation of nineteenth-century film. But in the early 1960s, there
did emerge-out of Fluxus and Pop
Art-an appropriation of the television

as an icon, to be destroyed and transformed, by such artists as Wolf Vostell
and Nam June Paik.
The development of the portable videotape recorder and player by the Sony
Corporation released the medium from
its studio confines; it became a new
image-making tool in the hands of artists. One of the experimental forms that
shaped video art was the installation,
which took video out of the customary
single-channel television and galleryviewing format and posited it as a sculptural/ installation/environmental medium. It is this work that will be briefly
reviewed here as we begin to contrast
film and video installations and to
explore the differing strategies they use
to engage the viewer in the text of the
work. This comparison reflects the dialogue that is emerging between film and
video artists who are joining these media
through a conscious reevaluation of the
traditional forms and strategies of film
and video causing a rethinking of sculpture, installation, and performance.
ideo as installation has expressed a
V
conscious rejection of single-channel television viewing within the home.
Video installations employ a variety of
formal strategies and technological
properties of the medium: multichannel
and monitor displays of videotapes
where the monitor as a physical object is
marked within a wall structure, as in
Mary Lucier's Ohio at Giverny (1983);
or the placing of monitors in various
expressive configurations, as in Ira
Schneider's Time Zones (1980); or the
juxtaposition of monitors with other
materials, as in Francese Torres's installation The Head of the Dragon (1981).
Common to these works is the use of the
Fall 1985
213
flexibility of the monitors' placement

and consequent distribution of images to
articulate a whole work out of a dialogue
established among its elements.
A similar set of examples is available
from film-installation work: from filmprojection installations that employ
multiple projections of images on a wall
surface, as in Paul Sharits's Episodic
Generation (1979), to the distribution of
projected images from multiple points of
view within an environment of steam, as
in Stan VanDerBeek and Joan Brigham's outdoor work Steam Screens
(1979), and finally to the intertextual
projection of film images within environments of objects that articulate
together a whole text of different parts
and elements, such as Leandro Katz's
The Judas Window (1982). The examples of film (Morgan Fisher and Benni
Efrat) and video (Peter Campus and
Buky Schwartz) installations described
below employ film and video in a way
that directly acknowledges the spectator
within the work itself, thus positing an
active dialogue between the viewer and
the text of the installation.
In Morgan Fisher's North Light
(1979) (Fig. 1) the content of the film is
determined by the site of the installation, and in Benni Efrat's Putney Bridge
(1976) (Fig. 2) the artist becomes an
active participant in the viewing experience. The two artists working in video,
Peter Campus and Buky Schwartz, both
employ the closed-circuit properties of
video. The image projected onto a gallery wall in Campus's Mem (1975) (Fig.
3) and the image on the monitor's screen
in Schwartz's Yellow Triangle (1979)
(Fig. 4) are real-time, live images being
recorded by the video camera. The two
sets of work in film and video posit the
cognitive experience of perceiving the
work as a dialogue between the artist
and the spectator. The ontological differences between film and video result in
differing perceptions of the nature of the
image. Each piece, however, shares in
forging an active inquiry into the instability of the viewing experience, and
exposing the impossibility of a single
reading/experience of the individual
works. These projects are about the
experience of time and place as both are
acknowledged within the text of the
work and as they affect our perception
of it.
Morgan Fisher's North Light (Fig. 1)
was created for the third-floor gallery of
the Whitney Museum for an exhibition
called Re-Visions: Projects and Proposals in Film and Video? This work articulates the two-dimensional perspective
of the film image and its relationship,
through the content and process of projection, to the surface onto which it is
constantly projected. Fisher, a leading
214
Art Journal
Fig. 1 Morgan Fisher, North Light. 1979, drawing.
Fig. 2 Benni Efrat, Putney Bridge. 1976, film performance.

structural filmmaker within the avantgarde, pursues here his concern with the
process of filmmaking as he treats the
myth of the screen as a window onto the
world. Fisher plays with the idea that
film presents a "true" record of reality.
The image in North Light-a silent
color loop-is a view df the opposite side
of Seventy-fifth Street projected continuously onto the north gallery wall.
Because of the camera's position, the
image can only approximate what an
actual rectangular break in the wall at
the projection point would reveal. This
"approximation" is further attenuated
by the two-dimensionality of the image,
the position of the projector, and optical
factors in filming and projecting the

image. Fisher's installation establishes a
complex metaphor for the representation of point of view within the image
and in relationship to the site of its
showing. The loop captures within its
twenty-minute cycle the action that
takes place within that time in the building across the street. The narrative of
the film loop is expressed in the viewer's:
expectation that "something should i
happen" on film. This is frustrated in i
the changeless replaying of the same
action, which is itself minimal. Because
the body of the spectator standing in the
beam of projection casts a shadow onto
the projected image, he or she becomes
part of the image. Our time spent in the

frame is the image's narrative as we
reflect on our position vis-a-vis the film
and the real-world time taking place
behind the projected image. Fisher's
title, North Light. refers not only to the
projection on the north gallery wall but
also to the light that painters seek in
their ateliers. Thus, Fisher's view from
an imaginary window casts its own light
and recalls seventeenth-century Dutch
architectural painting, where the point
of view of the spectator is acknowledged
as matching the canvas as window.
The temporal, two-dimensional property of the projected film image is further developed as a performance by the
artist in Benni Efrat's Putney Bridge
(Fig. 2). This twenty-five-minute,
black-and-white film is an unedited long
shot of the Putney Bridge in London
showing traffic crossing the bridge and
boats moving beneath it. As the film is
projected in a darkened gallery onto a
blackboard surface, Efrat marks the
blackboard with various pastel-colored
chalks. Thus, the black-and-white film
is interpreted through the application of
the colored chalks to the screen surface.
By the close of the performance-projection the screen has become an abstract
pattern of colors that articulate and
reveal the film image of the bridge.
After the film has run through the projector its beam of light shows only the
pattern of hand-drawn colors. Efrat's
film performances and installations are
distinguished by their concern for the
two-dimensional projected image and its
relationship to both its source and the
three-dimensional context onto which it
is projected. In Putney Bridge it is as if
Efrat were painting the actual Putney
Bridge as an abstract painter who "sees"
the actual landscape through his canvas,
which appears and disappears as one's
eye moves between the painted surface
and the actual landscape.
In both the Fisher and Efrat works
the film projector is part of the work. It
is placed within the gallery, and its
sound is a presence in the gallery. The
projector's beam of light-the method
by which the film image is revealed-is
interfered with either by the spectator,
whose body becomes part of the illusion
of Fisher's North Light. or by the artist,
as in Effrat's Putney Bridge. where the
beacon of projector light reveals the
artist's performance and hand-drawn
interpretation of the filmed landscape.
The two video installations-by Peter
Campus and Buky Schwartz-explore
the closed-circuit, real-time perception
of video. Unlike film, which must be
processed before it can be screened, the
video image is instantaneously recorded
and playable. Thus the video camera in
the hands of the installation artist can
Fig. 3 Peter Campus, Mem, 1975, video installation.
b;n~----------
--
Fig. 4 Buky Schwartz,

Yellow Triangle. diagram of 1979
video construction.
instantaneously transform the space to

which its lens is directed. In Peter Campus's Mem (Fig. 3), one enters a darkened gallery space in which there is a
faintly lighted area. As one moves about
within this space, an image of the viewer's body is projected onto the gallery
wall. The projection is not a direct representation of the viewer's body. Rather,
the camera, which is not visible to the
viewer, renders aspects of the body as
light. Thus, the viewer moving about the
space is involved in constructing a selfportrait as a fragmented image on the

gallery's wall. The projected image flattens the spectator's body as a presencesubstance, playing with the boundary
between abstraction and representation
FIll/1985
215
as fragments of the body are revealed

and disappear.
Buky Schwartz's Yellow Triangle
(1979) (Fig. 4) employs the camera and
acknowledges the two-dimensional
properties of the video image, which
flattens the space surveyed by the camera's lens. In this project, one of
Schwartz's video construction series, a
camera is located near the gallery ceiling and is directed into the gallery space
in which the artist has painted a yellow
triangular pattern on the floor and
walls, which is seen as a triangle on the
monitor. It is only on the monitor that
the painted surfaces can be seen as a
yellow triangle, and that only when the
viewer is in the image itself. Here
Schwartz has created the illusion on the
monitor's screen of a sculptural object, a
yellow triangle, that is only perceivable
on the monitor's screen constructed
from the point of view of the camera.
The spectator is one with the picture as
he or she looks at the monitor and stands
within the triangle.
In both Mem and Yellow Triangle
the artists manipulate points of view
through the camera and position of the
spectator in an active exploration of the
image and space in which the work is
sited. The painterly surface on Campus's projected image and the sculptural
presence of Schwartz's triangle are created by a medium in which the viewer
takes an active role in perceiving the
work.
he film and video installations disT
cussed above are linked to issues of
interpretation theory, since the spectator is actively implicated in the perception and realization of the aesthetic text.
The relationship of the film image to the
surface and production process in North
Light is created within and for its site. In
Putney Bridge Efrat interprets the
photographic image and uses it as the
basis of this performance. In both of
these works there is a tension between
the surface onto which the image is
projected and the image itself. Fisher's
screen in effect is transparent as it
becomes a window, whereas Efrat's
screen becomes both a film and drawn
image.
In the two video installations the
viewer sees the work by being part of the
illusion. In Yellow Triangle one walks
through the three-dimensional space
that becomes on the monitor a twodimensional triangle in which one also
disappears. In Mem the spectator himself becomes the image, the aesthetic
text, projected onto the gallery wall.
These four projects are representative
of a number of film and video installations that function as complete works of
art only when the viewer becomes part
216
Art Journal
of the picture and fuses with the eye of

the camera-projector-monitor. The
spectator is in an active dialogue with
the text, seeing it not as a closed code
but as an engaging phenomenological
experience. These film and video installations can be seen as models or metaphors for the relationship of the readerviewer to text: they exemplify the
aesthetic text as a presence in an active
and reciprocal dialogue between the artist and viewer.
Notes
I Jacques Lacan, The Four Fundamental Concepts of Psycho-Analysis, ed. Jacques-Alain
Miller, trans. Alan Sheridan, New York. 1978,
p.96.
2 Christian Metz, The Imaginary Signifier,
trans. Celia Britton, Annwyl Williams, Ben
Brewster, and Alfred Guzzetti, Bloomington,
Indiana, 1982.
3 Re-Visions: Projects and Proposals in Film
and Video, April 19-May 13, 1979, was the
Whitney Museum's first large-scale film- and
video-installation exhibition. The exhibition
occupied the Museum's entire third floor and
comprised the work of three film artists (William Anastasi, Morgan Fisher, Michael Snow)
and three video artists (Bill Beirne, Buky
Schwartz, Bob Watts in collaboration with
David Behrman and Bob Diamond).
John G. Hanhardt is Curator of Film

and Video at the Whitney Museum of
American Art.
Downloaded by [George Washington University] at 12:52 21 February 2015
From Gadget Video to Agit Video:

Some Notes on
Four Recent Video Works
By Benjamin H. D. Buck/ok
he usage of video technology in

T
artistic practice since the mid sixties has undergone rapid and drastic
changes. This makes it a particularly
significant topic for the study of the
shifts to which art in general has been
subjected since the conclusion of postMinimal and Conceptual art, the context within which video production
established itself firmly as a valid practice of representation-production. These
changes concern not only the affiliations
of art practice with other discourses
(film, television, advertising) but also
the conditions of its institutional containment (video's implicit and explicit
claim to lead the way out of the vicious
circle of gallery and museum institution
straight into the mythical public sphere
of broadcast television) as well as its
audience relationship (opening and
broadening audiences, addressing very
specific audiences at the site and the
moment of their conditions and needs).
As in the first instances of the usages
of film technology by artists (Leger,
Man Ray, Moholy-Nagy), video technology was originally employed by artists parallel to their continuing work in
painting and sculpture or conceptual
practices (for example, such major video
artists of the sixties as Vito Acconci,
Dan Graham, Bruce Nauman, and
Lawrence Weiner). Since then, however, the usage of video technology has
become the central production tool for a
younger generation of artists, many of
whom have had no background in the
traditional academic disciplines of art at
all but come directly out of film- and
television studies or other fields such as
the dramatic arts or even architecture.
Therefore, video artists have generally
maintained an uneasy relationship with
the institutions of reception and distri-
but ion of the high-art avant-garde-the

museum and the gallery-and an even
uneasier one with the customers of this
distribution system, the private collectors. It seems that many of the potentially most progressive features of the
medium have by now turned out to be a
trap for the artists who find themselves
caught between the vigorous reaffirmation of traditional values and techniques
in the worlds of high-art and institutional television and an attitude of
increasing certainty that culture, consumption, and ideology are congruent.
Although recent developments in the
art world have proven the optimistic
assumptions of the video artists of the
late sixties and early seventies wrong on
each account and have thus effectively
transformed their claims into myths, it
still seems necessary to recall these
claims that were once made for video
technology and its usage in order to
recognize the industrial pressures that
video art has faced since then. First, it
appeared at the time that video technology would be a powerful weapon to
assist language, photography, and film
in the gradual dismantling of the traditional modes of cultural production,
breaking down their hegemony and false
claim for an organic and auratic aesthetic quality, dismantling the dominance of the fetishizing practices of
painting and sculpture.
The second assumption was that electronically generated iconic imagery not
only would replace the inherently retrograde aesthetics of a craft-and-skilloriented production with its implied
exclusivity and elitist domination of the
field of culture but would also-by the
mere fact of its technology-establish a
relationship with the dominant and
dominating practice of mass culture,
television, and thus reach new audiences. The promise of video technology seemed to be a progressive transformation both of the traditional fetishistic
production and reception apparatus of
the high-art institution and of the quasitotalitarian conditions of the consciousness industry in television, advertising,
and movie production. This promise
continued the legacy of modernism's
attachment to technology as an inevitably liberating force, the naively optimistic assumption-which had already
distorted Walter Benjamin's famous
"Reproduction" essay and the work of
the most important artists of the twenties-that media technology could induce changes inside a sociopolitical
framework without addressing the specific interests and conditions of the individuals within the political and economic ordering system.
Typical of the technocratic idealists
who fostered the cult of the gadget in the
field ofvideo art is Nam June Paik, who
became the role model for contemporary
video artists. Another typical figure of
the late sixties-and equally a heroic
pioneer of video art-was Gerry Schum,
who initiated the first gallery that was
exclusively committed to video art and
that was supposed to serve the fine-arts
collector and the museum institution on
the one hand and, on the other, as a
studio and producer of artists' video
works to be supplied to television stations for broadcasting: Needless to say,
neither of Schum's heroic and quixotic
commitments were successful-in spite
of his exceptional conviction and professional devotion to the project.
With regard to the traditional highart apparatus and its distribution system, the project failed because private
collectors could not be convinced that a
Fall 1985
217
technically produced object in an artifically limited or an unlimited edition

might be worth collecting and that
screening videotapes like home movies
was the new form of representative cultural patronage. Now that works of art
have been restored to their proper condition as unique auratic objects, we know
better that collecting is motivated notin most instances-by the desire to communicate and conserve cultural production but by the need to possess. Or if not
alone to possess,then to gamble with the
cultural fetish's fortunes and misfortunes on the market. As for museums,
they responded to the assault by video
production as a mellowed follower of a
once-virulent futurist threat, and gradually opened up and acquired and
installed equipment for the continuous
viewing of video work. Ultimately, some
major institutions even developed departments for the collection and curatorial administration of video work. Yet
the institutions were soon to find out not
only that the new technology presented
considerable problems of operation and
maintenance but also that the silent
perpetuity of painting and sculpture in
the galleries attracted growing audiences, who in turn seemed to be rather
disturbed by the presence of the television set in the museum. After all, the
pilgrimage to the object of high art was
not being made in order to be reminded
of the barbarism of everyday life in the
home and on the screen.
Institutions of mass culture temporarily made a liberal opening in the
sixties for adventurers like Schum when
his tapes by artists were in fact admitted
for broadcasting on several occasions.
The most appropriate was probably the
proposal by the Dutch artist Jan Dibbets
to broadcast a prerecorded image of a
fireplace on network television for several minutes. Inevitably, the institutional managers found out that these
artists' ideas about television did not
really agree with theirs or those of their
audiences, let alone those of their advertising patrons. The best that could be
hoped for at that time was a mutual
exchange of tokenism between the institutions of high and low culture and the
myths that this would generate: that
high culture was committing itselfonce again-radically to the formation
and technology of mass-cultural representation and that the mass-cultural
institution was liberal and civilized
enough to support the isolated and ailing
high-art practices. The contradictions
inherent in these myths were particularly evident on the level of video distribution and reception. While the commercial galleries of the sixties were
attempting to make artists' tapes attractive as items for traditional collectors
(hoping perhaps that a new collector's
218
Art Jour"al
personality would develop, a fetishist

without the object but with the apparatus perhaps), they were also trying to
maintain the radical stance of the video
work as an "anti-artistic" and "dematerialized" carrier of visual and textual
information and to keep the rental fees
for this democratic tool of cultural
instruction and entertainment sufficiently inexpensive to make it accessible
to a broader public than fine art had
hitherto allowed for. It seems by now
that the few commercial operations
engaged in video-art distribution that
have survived the late-sixties adventure
in media optimism have decided to keep
sales and rental fees for videotapes high
enough to compensate for illegal dubbing and pirating of the tapes, which
means that the rental of a videotape can
easily be as expensive as that of a twohour feature movie or a public lecture by
an artist in an educational institution.
Those who were involved in production in the sixties seem to have been
unaware that video technology required
and generated its own syntax and vocabulary and that the practices of masscultural institutions and high-cultural
conventions were not so easily integrated. Often the results of artists'
involvement with the technique of video
were rather peculiar hybrids that could
just as easily have been produced with
traditional film equipment. Only those
artists who, like Dan Graham, Bruce
Nauman, and Richard Serra, were
explicitly involved in a phenomenological analysis of the viewers' relationship
to the sculptural construct and to the
surrounding architectural container
were successful in employing video technology in its most essential and specific
capacities of simultaneous recording
and reproduction, feedback of image
and sound, duration and delay of temporal experience in the context of a sculptural installation. Although these artists
were acutely aware of the unique and
specific qualities of video technology for
the purposes of their sculptural investigations, they deliberately ignored altogether the technology's origin and containment in the mass-cultural industry
of television. This was only a typical
instance of the modernists' assumption
that their perceptual and aesthetic
investigation takes place in a socially
and politically neutral field-the virtual
space of art-and is all the more astonishing since the founder of video practice in art, Nam June Paik, since 1965
had always emphasized the interdependence of the institutions of television and
the avant-garde. Unfortunately, however, that interdependence was never
subjected to a critical analysis, and Paik
never addressed the political implications of the ideological apparatus of
television. This accounts for the fact
that his ideas of resistance and subversion remained on the level of the anarchic, playful opposition, countering the
totalitarianism of the consciousness
industry with the transformation of its
technology into the gadget.
The first artist of the generation of
post-Minimal sculptors who really addressed the issue of television as being
inseparable from the usage of video
technology was Richard Serra. After
producing a number of video and film
works that employed all of the medium's
specific potential for a temporal and
spatial analysis of a viewer's relationship to a sculptural process and construct, Serra produced a videotape that
explicitly acknowledged the technique's
dependence on the institution of television: Television Delivers People? This
tape not only referred to the ideological
affiliation of the technology but also
explicitly addressed a non-high-art audience, since it was intended for broadcast television and it "spoke" to the
television public rather than to' the
museum or gallery public.
t some point the history of the
A
relationship between the traditional high-art avant-garde and the new
video technology will have to be written.
It will be surprising how many of the
same grotesque features and problems
that marked photography's encounter
with the high-art institutions in the nineteenth century-the pretenses and disavowels, the mimicry and disguiseswere also at work in the interrelationship of video technology and its artistic
practitioners.
One of the key figures in the development of post-Minimal video art is Dan
Graham, who has employed video technology since the late 1960s for the construction of sculptural situations. The
term "situational aesthetics" was used
at that time with various meanings, but
it could be applied to Graham's work to
describe the multiplicity of its focus,
dealing with the particular conditions of
the site of the sculptural construction in
terms of architectural space at the same
time as with the psychological space
generated by the interaction of the
viewers with the construction itself, the
behavior-space of audience and
performers.'
Graham acknowledged his historical
debt to the sculptors of Minimal art and
the post-Minimal work explicitly; for
the usage of video it was particularly in
the work of Bruce Nauman that Graham had recognized the technology's
peculiar and specific capacity to
heighten an audience's sense of the phenomenological interdependence of spatial, temporal, material, and perceptual
elements that constituted in their totality the phenomenon that had been tradi-
tionally referred to as "sculpture."

Thus, video technology provided the
most accurate means for a true selfreflexivity of spatial conditions and temporal processes as required by advanced
contemporary definition of the sculptural experience.
At the same time, video technology
also provided the means for a different
kind of self-reflexivity: the reflection of
internal psychological and behavioral
processes, be it those of the author or
those of the audience. Against the
legacy of a formalist ban on subject
matter and subjectivity (as Greenberg
had demanded, it had to be "avoided
like the plague") artists like Vito
Acconci and Joan Jonas in the late sixties employed video for the recording
and transmission of psychological content and subject matter, almost as if
they wanted to resist not only that formalist legacy but also the restriction to a
pure phenomenological neutrality of
behavior that Minimal art had at least
admitted back into the discussion of
aesthetic practice and experience.
The impermanence of many of the
installations by Nauman, Acconci, Graham, and Jonas and the inevitably "dramatic" qualities of an analytical
approach to behavior processes led
numerous critics to the discovery of a
distinctly "theatrical" quality in the
work of these artists, presumably a "theater of the conceptual" and of narcissistic self-reflection." This misapprehension originated in Michael Fried's misreading of the insistence of Minimal
artists on incorporating a phenomenological reflection on audience participation in terms of a traditional theatrical
performance. Emphasis on the contingency and contiguity of the perceptual
construct (with which Robert Morris,
in, for example, his Mirrored Cubes of
1964, had initiated a critique of the
modernist notion of the autonomous
space of sculpture) forms also the basis
of the video work produced by these
artists in the late sixties and early
seventies.
Unlike that of Nauman or Acconci,
however, Graham's work from the very
beginning explicitly reflects on the condition that all video practice qua technique is originating and ultimately contained in the dominant mass-cultural
discourse of television. This would be
best evidenced in a work from 1971,
Project for a Local Cable TV,S where
one of Graham's typical experiments to
survey and record the dynamics and
mechanics of an exchange between two
individuals is linked to the community
audience via cable network. The two
individuals in this particular case have
been instructed not to act out internalized modes of social role behavior-as in
so many other earlier works of Gra-
ham-but to act out two opposing viewpoints on issues of community concern.

By feeding the opposing positions
through permutations (each adversary
assumes alternatingly the other's position), the community is encouraged to
respond and engage in an active mode of
participation in the viewing and receiving process of television. Although this
work is clearly marked by the utopian
thinking of the late sixties (in its media
optimism and in its naivete towards the
apparatus of mass culture and the powers that control it), it is also an outstanding example of a video work in which the
three dimensions of video art and its
unique and specific potentials are most
clearly integrated. Whereas Acconci
concentrated on video's potential for
feedback and mirror reflection and its
psychological implications of self-reflection, introspection, and the exemplary
acting out of the imaginary worlds of
self-projection and identification and
Nauman restricted his installations to
abstract formal and perceptual experiments that excluded psychological subject matter beyond that of the psychology of perception of time and space,
Graham clearly opts from the very
beginning for video's sociopolitical potential in every respect. On the level of
the reflection of spatiotemporal phenomena, Graham's works are conceived
of as the containers of social interaction,
never as pure sculptural constructs or
aestheticized domains of neutrality and
purity as they emerge at the same time
at the West coast in post-Minimal sculpture. On the level of individual or interpersonal psychological reflection, Graham emphasizes the dependence of
individual psychic formations on social
and political conditions rather than
treating them as separate phenomena
that occur in a space of behavior and
intrapsychic reality disconnected from
the conditions of reality. Finally, and
most important for the subject of our
discussion, Graham introduces the social institution of the language formation and of the technology that he
employs directly into the conception of
his projects and underlines within the
video work its intricate and inevitable
correlation with broadcast television.
he most complex and advanced
T
work of this kind was produced by
Dan Graham in collaboration with Dara
Birnbaum in 1978: Local Television
News Program Analysis for Public
Access Cable Television." It is crucial
both to recall the implications of this
work in order to understand the changes
that have occurred in current video
practice (particularly in that of Graham
and Birnbaum) and to clarify its by-now
historical qualities in order to criticize
its limitations and to underline its unful-
filled radical potential, its relevance for

contemporary thinking, which attempts
to avoid these concerns. The most pertinent and striking feature of the work is
once again its media optimism and its
belief that access to public broadcast
television will be only a matter of time
and proper organization and that the
instrument of television could then be
turned around from being the most powerful social institution of manipulation
and control to becoming an instrument
of self-determination, two-way communication, exchange, and learning.
The second historical feature of the
work is its abstract relationship to its
audience. It is certainly one of the most
advanced works with regard to reflections on audience conditions, but, paradoxically, it is also one of the most
limited. The assumption that a television audience would be interested
enough to submit itself willingly to a
radical procedure of deconstruction and
defamiliarization during its evening
dosage of news mythology in order to
recognize its own condition of ideological containment follows the century-old
delusion of modernist enlightenment
that aesthetic constructs have only to
confront audiences with the perceptual
and cognitive means of penetrating the
layers of ideological mythification that
mask the social and political conditions
of everyday life to make them rediscover
the underlying reality and to initiate the
transition from the isolation of passive
high-cultural consumption to an aesthetics of instrumentality and active
change. This modernist notion that the
avant-garde could break down the isolation of high bourgeois culture and its
institutionalization by introducing audiences to mass-cultural subject matter
in an unmediated form-and that this
would engage the audiences of mass
culture and disengage the bourgeois
audiences' claim to exclusive access to
cultural knowledge and experiencewas certainly still conditioning Graham's attempts in the early seventies to
reflect upon audience conditions in his
video work for television broadcast. As
Bertolt Brecht struggling with precisely
those problems in the thirties had
argued, the "truth not only had to be
beautiful, but also entertaining."
In his most recent video work Dan
Graham seems to have altered his strategies altogether, and it seems that the
reflections that initiated the changes
engage in precisely those questions.
First of all, and quite remarkably different, Graham's recent video work is no
longer an installation project but "simply" a pre-produced videotar; entitled
Rock My Religion (Fig. 1). Although
this transition from situational sculpture
installations to scripted and produced
videotape with predefined subject mat-
FilII 1985
219
Fig. 1 Jerry Lee Lewis, still from Dan

Graham, Rock My Religion. 1983.
ter is by no means necessarily a definitive change in Graham's work, it certainly indicates a drastic shift of
concerns.
One of the major implications in the
abandonment of the modernist insistence on the material presence of an
aesthetic construct (the facture of the
painting, the sculptural objecthood) in
favor of a system of representations that
defines itself already by its distribution
form as a reproduced and reproducible
entity in a universe of technically reproduced imagery (a step that all video
artists make) is the denial of the exclusive validity of any unique artistic construct and the particular places reserved
for these objects (museums, galleries,
alternative spaces). Rather it opts for an
aesthetic product that is multiple and
diversified in its distribution and exhibition contexts, that shifts its audiences at
least potentially, and, most crucially,
that addresses existing systems and
mechanisms of representation, and that
is not attempting to conjure up in social
reality the individual instance of a
"work" or an aesthetic solution.
Yet what the work gains in universality and potential audience access by
inserting itself into the mass-cultural
totality of floating representations, it
loses in material specificity and contextual concreteness, the sources from
which avant-garde high culture in
modernism had traditionally drawn its
capacity of resistance. These problematic qualities are inherent in Graham's
new video work as well. Although his
subject matter is clearly a mass-cultural
topic-the historical interrelationship of
religious deviance, sexual abstinence,
and the origins of ecstatic musical practices in nineteenth-century America as
the sources for contemporary Rock and
Roll music-his approach and handling
of the material is clearly marked by the
individuality of an artist as author, and
we are confronted with a highly subjective reading of a history that may tell us
more about present-day circumstances
than about its historical material. The
idiosyncratic and eclectic compilation of
220
Art JOllrnal
the material in Graham's subjective history of the relationship between Rock

and Roll and religion is highly original
and it would be foolish to judge the
results by the standard of academic historical research in the field of the history
of religion or that of mass-cultural practices of delirious consumption: Yet even
if one grants the tape all the individual
rights to select at will and compile at
random from the complex history of that
interrelationship in artistic brico/age
manner, it also provokes a response to
the subjectivity of the choice and the
construction of that history resulting
from it. Thus it is astonishing that Graham should omit from his construction
of the panorama of religious and musical consumption any reference whatsoever to the fact that this history cannot
possibly be written without considering
the contribution of the black working
class and its musicians or reflecting on
its cultural contribution in the context of
its role as the traditionally exploited and
oppressed proletarian class of American
society. In the contemporary part of
Graham's analysis this historical omission has its equivalent in the total obliteration of the basis of Rock and Roll in
the apparatus of the culture industry.
Although Graham's main argumentthat contemporary mass-cultural practices have inherited and transformed the
functions of the religious practices in
eighteenth- and nineteenth-century
America-is striking and convincing
.(perhaps not all that new and original as
the author may believe) and certainly
provides the basis for a study of the
history of the functions and formations
of ideology, in particular the increase of
irrationality under the rigid regimenta-
tion of time, the rationalization of all

experience, and the ensuing instrumentalization of individuals according to the
needs of industrial capital, it fails to
recognize the impossibility of analyzing
the subliminal subversive functions of
mass culture (such as a resistance
against the work ethic, against the functionalization of sexuality and the family
order, the denial of prescribed and functionalized sexual role behavior), and
even their manifest subversive qualities,
without discussing at the same time how
it is precisely the mythical quality of
that supposed subversion and liberation
that qualifies Rock music as a perpetual
repetition of the same ritual (in analogy
to the mythical rhythms of identity
construction through fashion production) and as such as an inexhaustible
source for industrial production and
consumption.
Despite the manifest shortcomings of
Graham's Rock My Religion. the phenomena of mass culture are .here
approached for the first time from a
high-cultural vantage point that is radically different from the traditional attitude of appropriation and quotation
(Fig. 2). This attitude has been most
adequately described by Thomas Crow
in a recent essay as a continuous process
of extraction, exploitation, and commercial redistribution." Mass-cultural phenomena are extracted by the vanguard
from their context in order to inject
ailing avant-garde representational systems with a new air of radicality while
initiating a process of control and containment. Once absorbed into high culture, the newly legitimized and legitimizing mass-cultural practices can then
be disseminated once again on the mar-
Fig. 2 Jim Morrison, The Doors, still from Dan Graham, Rock My Religion.
1983.
ket (the recent fate of the graffiti movement would certainly confirm this
theory).
Graham's approach does not follow
the traditional high-art strategies of
quotation, but attempts to develop a
more complex documentary and factographic method. Rather than skimming
the surface of the mass-cultural phenomenon for the skill, the chill, and the
gruesomely crude cultural substitutes of
the lower classes (as is currently fashionable once again in painting), Graham's work attempts to construct a comprehensive reading and an analysis of
the history of the relations between religion and Rock and Roll. Although it
would be difficult for an academic historian to agree with that model in every
respect , it is also obvious that Graham's
original, idiosyncratic approach to the
subject establishes relationships between phenomena that will become the
subjects for the more systematic and
academic forms of mass-cultural studies
for the future. In particular, his selection of the figure of Ann Lee, the
English working-class woman who emigrated to the United States in search of
religious freedom to become the founder
of the Shaker movement, as the focal
point of his historical background of the
origins of Rock and Roll and his selection of Patti Smith as her contemporary
working-class correlative heroine position the work in a direct affiliation with
contemporary questions concerning the
roll of class and of gender and sexual
politics in the definition of cultural production. Further, in the tape's emphasis
on the subject of religion we find as
much reflection on the conditions of the
present as we find attempts at a historical analysis. And finally, in Graham's
reflection on the history of the counterculture movement of the sixties one recognizes a reflection of the conditions of
contemporary reality (that is, the age of
Reagan and the dominant modes of neoconservative thinking) through the
strategies of reconsidering the historically unfulfilled potential of the recent
past.
Having been produced with an
incredibly low budget, the sixty-minute
tape does not measure up to the staneards of broadcast television (and even
if it did technically, it is highly dubious
whether this unorthodox, methodological synthesis of Horkheimer/ Adorno,
Benjamin, Foucault, and Lacan would
be acceptable to public-broadcasting
channels). More problematic, however,
is the fact that the author of the tape
does not seem to have considered at all
Who the actual audience of the tape
could be.
lt is clear that the tape Rock My
Religion fits neither the program of the
Fig. 3 Dara Birnbaum, Technology/Transformation: Wonder Woman, 1978, still

from videotape.
"cultural" channels that broadcast
Masterpiece Theatre nor the channels
that pipe MTV to the adolescent consumers of industrial music . Nor would
Graham ma intain at this time the typical art-world myth of finding new
audiences in the clubs and discos of the
city where giant video screens fill the
voids between sets-a myth that a number of video artists propagated seriously
for a while as an answer to the insupportable ghettoization of video work in
the art-world institutions. While the
audience for Graham's work is therefore
unspecific-and that is clearly problematic-it is at least shifting and diffuse,
and the work is potentially open to nonart-world audiences, neither fixed in its
distribution form nor exclusively contained in one particular institutional
apparatus.
o what degree contemporary video
T
art oscillates between mass-cultural formations (the technological and
the ideological apparatus of television,
whose language critique and knowledge
production video art asp ires to become)
and the high-cultural formation of
avant-garde art (the institutional and
discursive apparatus whose traditional
limitations .video claims to supersede,
yet to which it is intricately bound) has
recently become evident in the work of
Dara Birnbaum. She is one of the artists
who emerged in the context of the early
seventies to become exclusively involved
in video work. Through her early awareness of the work of Bruce Nauman, Vito
Acconci , and Dan Graham, she came to
understand the shortcomings of a video
practice that remained inside the traditional boundaries of the art-world institutions of private collection, gallery, and
museum; and it was partially through
the collaboration with Dan Graham on
the Local Television News Program
Analysis that the focus for a video practice addressing the conventions of television was set. At the same time it is
evident that Birnbaum's work is firmly
grounded in her experience as an artist
and her education as an architect and
that her approach to the imagery, technology, and ideology of mass culture has
its historical origins in the attitude of
Pop artists like Andy Warhol and Roy
Lichtenstein. As she once stated, she
"wants to define the language of video in
relation to the institution of television in
the way Buren and Asher had defined
the language of painting and sculpture
in relation to the institution of the
museum."?
Since her first video tape, Technolo-
gy/Transformation: Wonder Woman

(1978-79) (Fig. 3), Birnbaum has consistently used the strategies of quotation
and montage as they had been provided
by the avant-garde conventions of Dada,
collage, and Pop art. The material that
she quoted were excerpts from popular
broadcast television selected according
to genre and iconic significance as well
as according to the hidden dominance of
the technological device by which the
particular segment of quotation was
marked. Thus the tapes, which run an
average seven minutes, are clearly structured around the central categories of
sitcom and soap opera, commercials and
game shows, live broadcast and serial
Fall 1985
221
stereotype television material. Equally

selective emphasis is put on the devices
of television itself, since each tape by
Birnbaum seems almost to distill the
essence of the standard television strategies by excluding all other aspects (narrative, sequentiality, combination, and
simultaneous operation of various devices). In this rigorous reduction of the
syntax, grammar, vocabulary, and
genres of the language of commercial
television does Birnbaum's work follow
the procedures of deconstruction as they
were developed in the context of modernist collage and montage work, and
the effects of her application of these
high-art strategies are stunning: revealing to the viewer that the apparatus of
television conveys its ideological message as much by its formal strategies
and its technique as by its manifest
subject matter.
The formal strategies of Birnbaum's
tapes seemed obvious: addressing an artworld audience through the quotation of
Pop art conventions and simultaneously
as a general reflection on the conditions
of contemporary video practice, the
work directed attention to the governing
media in mass culture and the technological sophistication with which these
operate. In this juxtaposition Birnbaum
also delivered criteria (if only by implication) that defined the standards of
reflection on contemporary art practice
in general : its relative limitations, its
institutional boundaries, its traditional
production procedures. At the same
time, however, Birnbaum's work seemed
to move out into a different context
altogether. For one thing, it clearly
seemed to approach new and different
audiences since the ideal place for the
distribution of her video work would be
the television set itself: inside the language and inside the distribution as well
as inside the institution of television
would the quotation and deconstruction
of television be most successful, and
they would effectively dismantle the
totality of television ideology.
In her most recent videotape, however, Birnbaum has taken an utterly
different approach, one that may make
us even reconsider our assumptions
about her earlier work. The Damnation
of Faust: Evocation (1983) (Fig. 4)
seems to have originated in the desire to
distance herself from a premature identification of her practice as one of appropriation of pirated TV imagery and a
reduction of her work to the seemingly
one-dimensional critical engagement
with television. It seems to have been
further motivated by the desire to turn
her back on the questioning of avantgarde's relationship to mass culture and
seems to argue for a renewed exclusive
attachment of contemporary artistic
212
Art Journal
Fig. 4 Dara Birnbaum, Damnation of Faust: Evocation, 1983, still from

videotape.
practice to the history of bourgeois high
culture.
Although there would seem at first to
be no problem in a contemporary
attempt to reconstruct a version of the
Faust legend (the puppet show, the
poetic drama, the opera-whichever
version Birnbaum might claim to have
had in mind), the affiliation with the
subject in Birnbaum's work remains on
the level of the title alone (unless one
would consider the repeated images of a
young woman reading a book, looking
out of the window earnestly, sitting in
the wind and reeds an adequate representation of a contemporary female
Faust version) . The rest of the tape
consists of footage that was recorded in
the Italian section of Soho, and it shows
children in a playground, on swings and
benches behind wire mesh, with one
adolescent girl receiving explicit camera
attention since she seems to be a premature victim of the socially enforced,
female narcissistic desire for self-display
in the behavioral and physiognomic
terms that the apparatuses of advertising and television provide. Although
Birnbaum's sense for these intricate
connections is exceptional, her capacity
to observe and reveal them seems to
have been overpowered here by her tendency to identify sentimentally with the
luring cliche of youthful beauty. The
meaningless imagery of Birnbaum's footage has been subjected to an editing
process that seems to have been motivated by a primary obsession to apply
every single electronic computerized
editing device as extensively as possible
and with more sophistication and aesthetic bravura than the industry would
ever be able to muster. Drop wipes of all

kinds, colored linear splits, and, in particular, fan wipes seem to have caught
Birnbaum's vision as infinitely fascinating visual operations. Although she
claims that it is from the tradition of
nineteenth-century japonisme that she
received the idea to use these electronic
editing gadgets and the formal play that
they allow for, it remains at first opaque
why japonisme would enter a contemporary videotape or what the connection
between Faust (be it that of Goethe,
Gounod, Berlioz, or Delacroix-to mention the historical adaptations that come
close to the rise of japonisme) and Japanese woodcuts could possibly mean.
Birnbaum does not seem to realize
that her obsession with "state-of-theart" editing technology and the newest
devices and tricks of computer-generated and controlled electronic imagery
brings her work dangerously close to
that kind of contemporary video production that has made it all along its prime
ambition to produce the most advanced
technocratic art of the state. The video
work of Sanborn-Fitzgerald would be an
example of the kind of work produced by
"artists" who have become voluntary
members of a corporate claque that has
the smartness to perform (not the intelligence to understand) Baudrillard's observation that the time has long since
passed when ideology was conveyed by
political means and that it is now in the
visual and linguistic coding systems
where the affirmation of ruling ideology
can most successfully be enforced.
The violent aestheticization of the
viewers' gaze by the absolute fetishization of the technical gadget (competing
with and delivering to the advanced

practices of advertisement design and
the superpower of special effects in commercial film) seems in Birnbaum's
recent tape directed at a successful entry
into broadcast television itself. Yet no
longer does this move seem to be motivated by the need to transgress the
boundaries of a false exclusivity of high
culture or to criticize the ideological
power of television within its own language; it now appears to be motivated by
the compulsion to enter that system and
to become compatible with it, to construct a smooth transition from one
sphere to the next that eliminates even
the memory of the differences that
might have once existed between cultural production and cultural industry.
It seems, to put it polemicalIy, that if
given a chance, Birnbaum would consider it an honor to redesign and produce
in a more aestheticalIy satisfying style a
few spots or a few snippets for MTV's
growing supermarket of industrial music. Only at first glance does Faust in its
apparent commitment to high-cultural
subject matter of the bourgeois past
(after alI, that is the subject of Goethe's
Faust: the rise and formation of the
bourgeois personality) oppose that liquidation of the qualitative differences
between aesthetic practice and cultural
industry. On closer reading--or repeated viewing-the originally unfathomable reference to the Faust legend
(which is, as actual subject, alI but
absent from the tape) as well as the
incoherent and incomprehensible junction of the Faust subject with latenineteenth-century japonisme become
clearer. (Once again the paraphrase of
that phenomenon is so vague that it is
not even clear whether Birnbaum actually refers to the Japanese woodcut
designs and their spatial and graphic
ordering systems themselves in order to
construct a striking antecedent for her
own graphic and spatial structuring of
the video image by means of new editing
technology or whether she actually
wants to establish a reference to the
reception of these techniques in latenineteenth-century French Postimpressionist and Symbolist art and to relate
her own current artistic practice to that
history and the japonisme tradition.)
In the same manner that The Damnation of Faust orients itself in its deployment of advanced technology to the successful entry into the institution of
television (if as nothing else, then at
least as a source of examples of a stylish
and sophisticated usage of technology
that the mindless managers of the industry are always eager to pick up from
artists in order to glamorize their perpetual repetition of the same), it orients
Itself-in its pretense to high-cultural
subject matter and to the legacy of moded production procedures and

exotic and high-cultural painterly and iconography of contemporary neofigugraphic techniques of composition and rative painting and sculpture with which
design-to the institution of the mu- Birnbaum tries to compete. By aligning
seum (and by implication the art-world her video imagery to the aesthetic
distribution systems at large). Here the demands that these artists supply with
reaffirmation of the hegemony of tradi- goods (ironically, when it comes to
tional modes of painterly and sculptural graphic and chromatic expressivity, the
production and their outright affirma- traditional modes Me far superior to
tion of the unquestionable hegemony of even the most audacious gadgets that
a fetishized notion of an immutable Birnham's editing introduces) and by
high-culture continuity has reemerged succumbing to the pressure of the culand taken a dominant, not to say exclu- tural apparatus (as one that mediates
sive, position. It is as a precise paralIel to the pressure of the other ideological
the strategies employed by these artists formations in society) to reaffirm and
that the willful and meaningless quota- reconstitute the old hierarchical value
tion and assemblage of high-cultural systems that the reception of the history
subject matter in Birnbaum's videotape of high-bourgeois culture seems to probecomes understandable: to assert at vide, Birnbaum betrays the original
this moment the unproblematic, con- impact of her own work and its fartinued hegemony of the high-cultural ranging potential as well as the inherent
tradition (its subject matter, its produc- possibilitiesof contemporary video praction procedures, its distribution form, its tice in general: to produce a language of
reception processes, its audiences, and critique and resistance, to represent the
its institutions). This seems to be the interests of audiences subjected to the
only artistic strategy available to insti- totalitarianism of the television industute artistic production in a position and try, and to interfere within the elusive
a discourse of power (as opposed to one isolationism of high-cultural privileges.
of marginality, institutional-not to
he questions of audience address
mention market-neglect, inefficacy,
and audience specificity, but most
and isolation from the mainstream of
of alI the question of enlarging the scope
cultural support).
Birnbaum's earlier work deserves of a public that is approached in the
credit for having approached the dialec- essentialIy public medium ofvideo, were
tic between the barbarism of mass cul- recently developed further in a colIaboture and the autocratic elitism of high rative work that Jenny Holzer organized
culture, a dialectic that has marked the on the occasion of the 1984 presidential
entire history of modernism and reflects elections. I should say from the start
the essential problem of bourgeois class that although I think that this project
society's division of labor, but it is-at tackled these questions more successleast on the grounds of this tape- fulIy than any other contemporary video
becoming obvious where her orientation work that I am aware of, it also delivwill lead her work. Admittedly, the tape ered the proof that a resolution of these
has been declared to be the "prologue" problems is not to be achieved by aesfor a long work consisting of several thetic or technological means alone.
parts, and it may be premature to judge Holzer's project certainly took the claim
it. But since it has been shown as an of many video artists seriously: to
independent unit of the Faust project by engage in a dialogue with a public that is
Birnbaum on many occasions, one must not a public of gallery-going specialists
assume that it represents the author's focusing on the questions of a specialideas and strategies adequately on its ized industry of high culture. Holzer for
own. Her ideas seem far from any this purpose organized the rental and
attempt to counteract the desublimation instalIation of a large truck designed to
by the mass-cultural formations by display messages on a thirty-foot video
insisting on the historical potential of screen (a Mitsubishi screen comparable
bourgeois culture as a bastion against to those being instalIed in basebalI stathe destruction of individuality (an atti- diums to give viewers instant close-ups,
tude that many artists have developed as slow motions, and replays of the action).
a practice of resistance, most convinc- This Sign on a Truck." as Holzer
ingly the films of Daniele Huillet and entitled the project, was instalIed on two
Jean-Marie Straub or, in the visual different days in two different central
art's, the work of Marcel Broodthaers). locations in midtown and downtown
But this resistance demands more than Manhattan before Election Day, disthe simplistic propping of contemporary playing more than thirty prerecorded
practice with fragments from the history messages and images by artists and
of high culture-more than using the authors as welI as direct interviews that
rubble of high-cultural history as barri- Holzer and her collaborators had concades for the defense of class interest ducted in the street, asking passersby
and privileges-incorporated in the out- about their political concerns and opin-
Fall 1985
223
ions. The project also encouraged, during open microphone sessions, the direct
interference and participation of the
viewers in the process of forming a
visual and verbal representation of the
political reality of the viewers (Fig. 5).
As much as this project seems to be a
successful continuation of the agitprop
techniques of the Soviet avant-garde in
their usage of agit-trains, boats, and
trucks employed for the instruction of
the illiterate masses of post-Revolutionary Russia and as much as it seems to
integrate contemporary technology successfully with the needs of the latecapitalist urban public and its peculiar
forms of illiteracy, the work also
revealed considerable problems.
In the same way that Brecht's famous
dictum emphasized that statements
about the reality of the Krupp factory
can no longer be made by simply photographing the buildings' facades and that
an accompanying constructed text is
necessary to reconstruct the reality that
has moved into the "functional," it is
nowadays a false assumption that a representation of political views and realities on the mind of the populace could be
obtained by a quest for a direct expression, by polling statements in the street.
This idea of a "publicness" of opinion
and direct self-representation, its claim
for the dimension of an unmediated
spontaneity and directness of expression, is in itself responsible for enhancing the mythical distortion of the reality
of the "public." Without an artificial
construction that accompanies the spontaneous representation of the collective
consciousness, we shall be confronted
simply with the voices of the ideological
state apparatuses as they have been
internalized, the synthesis of prejudice
and propaganda, of aggressive ignorance and repression, of cowardice and
opportunism that determine the mind of
the so-called public (especially the white
middle-class public, as Holzer's tapes
showed abundantly). The artifical construction-Brecht's idea of the caption-is crucial to make the distortion of
collective thought evident both to those
who are constituted by it and to those
who contemplate its representation on
Holzer's video screen in the Sign on a
Truck so that they may recognize and
understand their own conditions: that
the systematic depoliticization of the
individual, the constant deprivation of
information and of educational tools,
cannot be compensated for by the
enforcement of consumption.
It would be naive, however, to assume
that the ambivalence of Holzer's installation work was only the logical outcome
of her commitment to the notion of a
popular spontaneity, the notion of a populace that essentially knows what is
224
Art Journal
Fi g. 5 Jenny Holzer. Open Mike. a t Sign
0 11
a Tru ck . 1984.
Fig. 6 Vito Acconci's contribution to Jenny Holzer's Sign on a Truck. 1984.

right and what is wrong if it is only given
the proper means of direct self-expression. This anarchistic trust in the collective mind as being innately democratic,
concerned with its environment and
social equality and justice, has long
become a myth that itself functions to
protect us from insight into the actual
operations to which the collective mind
is subjected. An overwhelming number
of the people who were interviewed by
Holzer during the open-mike sessions, as
well as during the interviews that she
and other participants conducted in the
street before the installation of Sign on a
Truck. turned out to be fervent supporters of Ronald Reagan. Thus some rnessages emanating from the sign could be
perceived as part of a pro-Reagan cam-
paign while other sections could not be

mistaken for anything but compelling
arguments and statements against the
reelection of Reagan (the best example
being Vito Acconci's exceptionally striking videotape- and sound montage)
(Fig. 6). This liberal ambivalence was in
fact an accurate reflection of the funding conditions that had enabled Holzer
to deploy this spectacular video device in
the first place: in order to receive the
public funding necessary for the
extremely high rental fee of the truck
(funding was provided by the New York
State Council on the Arts as well as the
city government's Public Projects in the
Arts) Holzer had to commit herself to a
project that did not engage directly in
the support of one particular political
opinion or party.
Although Holzer's organizational

success in raising these funds deserves
admiration as much as her installation
deserves recognition for setting new
standards for what art in public places
should currently do if it wants to merit
its claim to operate in the public sphere,
one must also, in a sense, regard these as
limitations in order te point out the
actual contradictions within which current political art practice sees itself contained. On the one hand, the success of
the work clearly depended on the presence of the megatechnology: only this
apparatus could stop people in the
streets and make them as much as listen
to a politically controversial argument
that departed from the daily "neutrality" of media reportage. And this technological spectacle, which guaranteed the
work's access to the public sphere in the
streets of New York, could be afforded
only with the help of funding agencies
that imposed political constraints on the
project. In the same manner that the
traditional exclusivity of the work of art
in the confines of the museum and the
gallery had to be questioned, the myth of
a new public audience that can be
unconditionally addressed has to be
examined in all aspects that actually
condition audiences.
artha Rosler's most recent video
work, A Simple Casefor Torture
M
(1983) (Fig. 7) embodies in many
respects an attitude exactly opposite
that of Holzer's Sign on a Truck. Rosier
does not rely on an unfathomable
domain of political common sense in her
audiences but, quite to the contrary,
confronts the viewer/listener with the
seemingly unbearable request to pay
attention for sixty-one minutes to the
kind of political information and historical detail that the American television
viewer or newspaper reader is never
exposed to. Thus, Rosier gives her viewers a sense of the labor of representation. the labor necessary to disentangle
fragments of knowledge and sociopolitical truth from the totality of myth and
ideology that constitutes the nature of
daily experience. Rosier seems to have
learned this approach from the filmmakers Daniele Huillet and Jean-Marie
Straub, who also demand from the
viewer participation in the laborious
reconstruction of consciousness and historical experience in an immensely
delayed observation process.
This delay, committed as much to the
construction of memory and consciousness as to the material analysis of the
political reality of the present moment,
originates in a careful distinction
between the representation and the
materiality of history. In the same manner as Huillet and Straub (and in the
Fig. 7 Martha Rosier, still from A Simple Casefor Torture. 1983.

way suggested by Bertolt Brecht) Rosier
engages the viewers in the parallel
labors of dialectical examination: to
imbue the raw facts of history with
theoretical insight and to anchor the
theoretical knowledge in factual history.
This approach provokes in the viewers
an intensity of resistance and deferral by
which they can gauge the degree to
which myth and ideology (and the low
and short attention span in which these
have trained their perceptual and innervative system) have become constitutive
parts of their personality. To what
extent we depend on the comfort of
distortion that ideology employs by providing us with a "natural" selection of
interested facts that confirm the legitimacy of the views and conditions within
which we are held becomes obvious in
the confrontation with Rosier's slowmoving and didactic tape . It is precisely
against this "naturalness" of ideology
that Rosier's most recent videotape
works on the viewer in a manner that is
adequate to the subject of torture. If
successful (i.e., if the viewers actually
develop the patience that is necessary to
watch this often repetitive and litanylike presentation), the work can also
develop a different kind of resistance:
one that gives the viewer almost a physiological aversion to be further subjected
to the naturalization of ideology, to the
depoliticization of history, and to the
growing deprivation and withdrawal of
actual political information in everyday
life that generate the conditions of a
collective state of anomie and amnesia .
It is quite appropriate therefore that
Rosier's tape on torture begins with the
reproduction of a William Bailey painting on the cover of Newsweek carrying
the headline "Art imitates life," an

image showing us a bare-breasted young
woman (Portrait of S.) who has been
forced by the artist into a position of
exposure to male scopophilia . Thus
RosIer establishes instantly the historical connections that exist between this
kind of ideological violence and the correlative of political reality; as she puts it:
"Realism has become a word for
hawks." Departing from a cultural
reflection on the current rediscovery of
traditional practices of representation in
painting, she reveals them as the cultural forces of legitimation for a political
reality that is the actual subject of her
study . At the same time, she reclaims
the strategies and history of Realism as
the basis for her own work by emphasizing, from the start that "Realism" currently cannot simply be abandoned to
the fashionable rediscovery of the traditions of figurative painting. (The "realism" of the Baileys and Fischls profits
parasitically from the myth of a past in
which painting still had a subject and a
commitment to carry, a past when even
Hopper could still perform some of the
functions of Realism 's historical program of the nineteenth century, however
inadequate and insufficient the tools of
the "realist" painter had obviously
already become in the 1930s and
I940s-the phase to which the contemporary generation refers in cynical paraphrase and parody.) Rosier's video work
engages the viewer in a reflection on the
different necessities that realism currently has to confront if it wants to take
the legacy of realistic practice seriously
and if it wants to approach the reality of
contemporary existence aesthetically.
She makes it clear that primarily this
Fall 1985
225
contemporary realism is involved in the

analysis of the common practices of
mediating and managing consciousness/representations-a field in which
art can be uniquely competent, much
more so certainly than in a direct interference with political realities (or anonymous audiences' voting decisions).
Phrased in a paradox, O!1e could argue
that the referent of RosIer's realism is
the impervious and elusive materiality
of ideology. For this, an essay by an
American philosophy professor, Michael Levin, published under the heading "My Turn" in the pages of Newsweek serves as a striking example, and it
constitutes the key document in Rosler's examination. In this essay, Levin
argues for the legalization of torture and
its application under certain extreme
circumstances that he invents, with
revealingly outrageous fantasies (e.g., a
man holding Manhattan hostage with
an atomic bomb). RosIer goes almost
line for line through this contemporary
document (its peculiar language formation of the neoconservative of the Reagan era will require additional attention
by language analysts) and juxtaposes
the wild paranoid fantasies of the philosopher about a peaceful American
society of mothers and children that is
surrounded by terrorists to the actual
realities of the "real terror network" of
the American-supported-and-directed
terrorism in Central and Latin America.
The philosopher's fantasies of the Manhattan mother whose child is held hostage by an atom-bomb-swinging terrorist (the kind of situation, the philosopher
argues, where a legal basis for stateauthorized torture would be required) is
confronted in RosIer's tape with the
realities of hundreds and thousands of
women in Central and Latin America
who have actually lost their sons to
torturers and death squads or have
themselves been subjected to torture by
the US-backed regimes of Chile, EI Salvador, and Guatemala, or the Nicaraguan contras. At no point are the viewers left in doubt about the artificiality of
the construction that they are watching
(or about the well-researched facticity
of the information that this construction
conveys).
Employing strategies of defarniliarization that are very effective in confronting the viewers with the necessity
of reconstructing consciousness and of
understanding political reality for them selves at every given moment, RosIer
demonstrates that it cannot be the
videotape's function to operate as a onetime aesthetical substitute for the continuous labor of representation-construction. Layers of information (such
as simultaneous voice-over, charactergenerated rolling textual information,
226
Art Journal
Fig. 8 Martha RosIer, still from A Simple Case/or Torture, 1983.

and visual imagery) are compressed
often into an almost inextricable network that clearly does not consider a
didactic agitprop approach as its only
mode of operation or trust the straightforward "documentation" of political
and historical facts (a task that a video
work would be uniquely qualified to
fulfill). Frequently, the overwhelming
impact of the factual information presented is countered with calm panning
shots along the Manhattan skyline or
across the stacks of books providing the
historical, political, and theoretical
information that has entered or determined the tape. These apparently
"meaningless" images, in their rhythmic recurrence, not only structure the
viewers' attention into phases of confrontation with an overload of information and phases of a visual relief but
return the role of the active, productive
part in the construction of the representation itself to the viewer as an explicit
suggestion to confront the apparent
mutability of a monolithic reality with
the efforts necessary to its comprehension. These devices (again reminiscent
of Huillet and Straub's techniques , as,
for example, in their History Lessons'
traveling shots of Rome) grow in intensity by their simple repetition and ultimately assume metaphoric qualities in
which the difficulty and the necessity to
represent political reality at all in an
aesthetic construction are reflected in a
dialectic of speechless facticity and artless knowledge.
In some instances the tape's constructed artificiality (as opposed to what
could easily be misperceived as an
attempt at a political documentary) is
even more emphatically pronounced: we

see RosIer play with toy tanks that she
runs across and over a pile of books, for
example, and, most poignantly, someone's fingertips shuffle a tiny, awkwardly cut crown of gold paper across
the portrait photograph of the philsopher who advocated in Newsweek the
legalization of torture, trying to place it
on his head (Fig. 8). This striking
image, which seems to have emerged
directly out of Benjamin's reflections on
the loss of reason under the weight of
power, crowns the philosopher who has
prostituted his discipline to the unconditional support of ruling-class power with
the fool's cap. At the same time, this
image is so haunting in its grotesque
qualities of shrunken and miniaturized
artifice that it instantly reminds us of
another condition: in current artistic
production, any element that reclaims
access to the imagery of the myth or the
high-cultural past is not associating
itself with the meaning that these myths
and art practices might have once had,
but pledges allegiance to the economic
and political powers that are now barricaded behind the defense of the cultural
legacy of history and "civilization."
The torturous length of RosIer's tape ,
along with the barrage of information
that it releases in highly condensed
acoustical and visual structures as well
as-and most likely this is the strongest
feature still-the actual historical and
political information that the tape conveys, makes the viewer return to reality
after sixty-one minutes in a frame of
mind that invites not an easy reconciliation but rather an irritation that recognizes the same ideological mechanisms
to be operative in every daily detail. It

depends on the viewers, obviously, to
what tasks they put their newly won
discomfort in reality and the defarniliarization from its all-encompassing
totality.
Unlike RosIer's previous video work
Secrets from the Street, which was
much more specific in its address of a
downtown San Francisco audience
(where the tape was shot and subsequently exhibited in a community center), A Simple Case for Torture does
not address a particular audience (other
than its obvious first audience, the educated middle class). In a public installation (such as the tape's first showing at
the Whitney Biennial in 1983), this
most complicated and lengthy of RosIer's video works to date is bound to lose
large parts of its audience very quickly
(certainly the meditative paint gazers
first). This seems to be the really problematic aspect of RosIer's tape, and in a
way the opposite problem of Jenny
Holzer's populist installation. What
Holzer's work lacked in complexity and
political specificity, in factual information that could actually provide a
moment of public counterinformation,
Roslers supplies to such a degree that it
is almost inevitable that the tape will not
hold its audience for more than fifteen
minutes at the most (many people during the Whitney installation walked
away much sooner than that). This
seems to suggest only that RosIer is
unaware that people who visit an exhibition might simply be unable to sit in
front of a video monitor for more than
thirty minutes; we cannot assume that it
indicates a reluctance on RosIer's part to
tackle the seemingly unresolvable conflict between the construction of consciousness and the construction of new
audiences in contemporary aesthetic
practice.
Notes
This article was completed in December 1984.
I For a documentation of Gerry Schum's activities and the videotapes that he produced, see:
Gerry Schum. exh. cat. Stedelijk Museum,
Amsterdam, 1982.
2 Richard Serra's Television Delivers People is
documented in the catalogue Castelli-Sonnabend Video Tapes and Films. New York, 1974,
p. 191. For a discussion of the videotapes and
films by Richard Serra, see: Annette Michelson, Richard Serra, and Clara Weyergraf, "An
Interview," October. 10 (Fall 1979).
Benjamin H. D. Buchloh, an art

historian and critic, is Assistant
Professor of Art History at the State
University ofNew York, Old Westbury,
instructor at the School of Visual Arts,
and editor ofthe Nova Scotia Series.
He received the 1985 Frank Jewett
Mather Awardfor distinction in art
criticism.
3 Dan Graham's video works have been collected

in his book, Video-Architecture-Television.
The Nova Scotia Series, Halifax/New York,
1979.
4 See: Robert Pincus-Witten, "Theater of the
Conceptual," and "Vito Acconci and the Conceptual Performance," Postminimalism, New
York, 1977, pp. 186 If. and 143 If.
5 Graham (cited n. 3), pp. 63 If.
6 Ibid., pp. 72 If.
7 Dan Graham's videotape Rock My Religion
was produced by the Moderna Museet Stockholm in 1982. Various essays by Dan Graham
discuss the project in detail. See: "Rock Religion," Artists Architecture. exh. cat. Institute
of Contemporary Art, London, 1983, pp. 80 f.;
and Dan Graham. exh. cat., Kunsthalle Bern,
1984, passim.
8 See: Thomas Crow, "Modernism and Mass
Culture in the Visual Arts," Modernism and
Modernity; Halifax, 1983, pp. 215 If.
9 For an extensive discussion of Birnbaum's earlier work, see my essay "Appropriation and
Montage: Allegorical Procedures in Contemporary Art," Artforum (September 1982), pp.
43 If.
lOA complete listing of the participating artists in
Holzer's project was published in Art in America (January 1985), p. 88.
Fall 1985
227
Downloaded by [University of South Dakota] at 14:58 20 January 2015
Subject to Change:
Guerrilla Television Revisited
By Deirdre Boyle
ideo pioneers didn't use covered

V
wagons; they built media vans for
their cross-country journeys colonizing
video artists and the video documentar- ers banded together into media groups;
ists. The reasons for this fissure were it was an era for collective action and
complex, involving the competition for communal living, when pooling equipthe vast wasteland of American televi- funding and exhibition, a changing ment, energy, and ideas made more than
sion. It was the late sixties, and Sony's political and cultural climate, and a good sense. But for kids raised on "The
introduction of the half-inch video Port- certain disdain for nonfiction work as Mickey Mouse Club"---charter memapak in the United States was like a less creative that "art"-an attitude bers of Howdy Doody's Peanut Galmedia version of the Land Grant Act, also found in the worlds of film, photog- lery-belonging to a media gang also
inspiring a heterogeneous mass of raphy, and literature. But in video's conferred membership in an extended
American hippies, avant-garde artists, early years, guerrilla television em- family that unconsciously imitated the
student-intellectuals, lost souls, budding braced art as documentary and stressed television models of their youth. Some
feminists, militant blacks, flower chil- innovation, alternative approaches, and admitted they were attracted by the
dren, and jaded journalists to take to the a critical relationship to Television.
imagined "outlaw" status of belonging
streets, if not the road, Portapak in
Just as the invention of movable type to a video collective, less dangerous than
hand, to stake out the new territory of in the fifteenth century made books por- being a member of the Dalton gang-or
alternative television.
table and private, video did the same for the Weather Underground-and probaIn those early days anyone with a the televised image; and just as the bly more glamorous. As video collectives
Portapak was called a "video artist." development of offset printing launched sprouted up all over the country, the
Practitioners of the new medium moved the alternative-press movement in the media gave them considerable playfreely within the worlds of conceptual, sixties, video's advent launched an alter- predictably focusing on groups in New
performance, and imagist art as well as native television movement in the seven- York City like People's Video Theater,
of the documentary. Skip Sweeney of ties. Guerrilla television was actually the Videofreex, Global Village, and
Video Free America, once called the part of that larger alternative media tide Raindance-in magazines like Time,
"King of Video Feedback," also de- which swept over the country during the Newsweek, TV Guide, New York, and
signed video environments for avant- sixties, affecting radio, newspapers, The New Yorker. They celebrated the
garde theater (A CjDC. Kaddish) and magazines, publishing, as well as the exploits of the video pioneers in mythic
collaborated with Arthur Ginsberg on a fine and performing arts. Molded by the terms curiously reminiscent of the openfascinating multimonitor documentary insights of Marshall McLuhan, Buck- ing narrations of TV Westerns. Here's
portrait of the lives of a porn queen and minster Fuller, Norbert Wiener, and an example from a 1970 Newsweek
her bisexual, drug-addict husband, The Teilhard de Chardin, influenced by the article:
Continuing Story of Carel and Ferd. style of New Journalism forged by Tom
Television in the U.S. often resemAlthough some artists arrived at video Wolfe and Hunter Thompson, and
bles a drowsy giant, sluggishly
having already established reputations inspired by the content of the agonizing
repeating itself in both form and
in painting, sculpture, or music, many issues of the day, video guerrillas set out
content season after season. But
video pioneers came with no formal art to "tell it like it is"-not from the lofty,
out on TV's fringe, where the
training, attracted to the medium "objective" viewpoint of TV cameras
viewers thus far are few, a group
because it had neither history nor hier- poised to survey an event but from
of bold experimenters are engaged
archy nor strictures, because one was within the crowd, subjective and
in nothing less than an attempt to
free to try anything and everything, involved.
transform the medium. During the
whether it was interviewing a street bum
past few years, television has
(one of the first such tapes was made by Video Gangs
developed a significant avantartist Les Levine in 1965) or exploring For baby boomers who had grown up on
garde, a pioneering corps to match
the infinite variety of a feedback image. TV, having the tools to make your own
the press's underground, the cineGradually, two camps emerged: the was heady stuff. Most early videomakma's verite. the theater's off-off228
Art Journal
Broadway. Though its members

are still largely unknown, they are
active creating imaginative new
programs and TV "environments"-not for prime time, but
for educational stations, closedcircuit systems in remote lofts and
art galleries and, with fingers
crossed, even for the major
networks.I
Video represented a new frontier-a
chance to create an alternative to what
many considered the slickly civilized,
commercially corrupt, and aesthetically
bankrupt world of Television. Video
offered the dream of creating something
new, of staking out a claim to a virgin
territory where no one could tell you
what to do or how to do it, where you
could invent your own rules and build
your own forms. Stated in terms that
evoke the characteristic American restlessness, boldness, vision, and enterprise
that pioneered the West-part adolescent arrogance and part courage and
imagination---one discovers a fundamental American ethos behind this radical media movement.
Virtuous Limitations
Before the federal mandate in 1972
required local origination programming
on cable and opened the wires to public
access, the only way to see guerrilla
television was in "video theaters"-lofts
or galleries or a monitor off the back end
of a van where videotapes were shown
closed-circuit to an "in" crowd of
friends, community members, or video
enthusiasts. In New York, People's
Video Theater, Global Village, the Videofreex, and Raindance showed tapes at
their lofts. People's Video Theater was
probably the most politically and
socially radical of the foursome, regularly screening "street tapes," which
might include the philosophic musings
of an aging, black, shoeshine man or a
video intervention to avert street violence between angry blacks and whites
in Harlem. These gritty, black-andwhite tapes were generally edited in the
camera, since editing was as yet a primitive matter of cut-and-paste or else a
maddeningly imprecise backspace
method of cuing scenes for "crash" edits. The technological limitations of
early video equipment were merely
incorporated in the style, thus "realtime video"-whether criticized for
being boring and inept or praised for its
fidelity to the cinema verite ethic-was
in fact an aesthetic largely dictated by
the equipment. Video pioneers of necessity were adept at making a virtue of
their limitations. Real-time video became a conscious style praised for being
honest in presenting an unreconstructed
reality and opposed to conventional television "reality," with its quick, highly
edited scenes and narration-whether
stand-up or voice-over-by a typically
white, male figure of authority. When
electronic editing and color video
became available later, the aesthetic
adapted to the changing technology, but
these fundamental stylistic expectations
laid down in video's primitive past lingered on through the decade. What
these early works may have lacked in
technical polish or visual sophistication
they frequently made up for in sheer
energy and raw immediacy of content
matter.
Guerrilla Television Defined

The term "guerrilla televison" came
from the 1971 book of the same title by
Michael Shamberg.! This manifesto
outlined a technological radicalism that
claimed that commercial television,with
its mass audiences, was a conditioning
agent rather than a source of enlightenment. Video offered the means to "decentralize" television so that a
Whitmanesque democracy of ideas,
opinions, and cultural expressionsmade both by and for the people-could
then be "narrowcast" on cable television. Sham berg, a former Time correspondent, had discovered that video was
a medium more potent than print while
reporting on the historic "TV as a Creative Medium" show at the Howard Wise
Gallery in 1969. Banding together with
Frank Gillette, Paul Ryan, and Ira
Schneider (three of the artists in the
show), among others, they formed Raindance Corporation, video's self-proclaimed think-tank equivalent to the
Rand Corporation. Raindance produced
several volumes of a magazine called Enter TVTV
Radical Software, the video under- With cable's rise in the early seventies
ground's bible, gossip sheet, and chief came a new stage in guerrilla television's
networking tool during the early seven- growth. The prospect of using cable to
ties. It was in the pages of Radical reach larger audiences and create an
Software and Guerrilla Television that alternative to network TV proved a cata radical media philosophy was articu- alytic agent. Video groups sprang up
lated, but it was in the documentary across the country, from rural Appalatapes, which were first shown closed- chia to wealthy Marin County, even to
circuit, then cablecast, and finally cities like New Orleans where it would
broadcast, that guerrilla television was be years before cable was ever laid.
practiced and revised.
TVTV, guerrilla television's most mediagenic and controversial group, was
formed during this time. Founded by

Guerrilla Television's Michael Shamberg, TVTV produced its first tapes for
cable, then went on to public television,
and finally, network TV. TVTV's rise
and fall traces a major arc in guerrilla
television's history.
Sham berg had been thinking about
getting together a group of video freaks
to go to Miami to cover the 1972 Presidential nominating conventions. The
name TVTV came to him one February
morning while doing yoga at the
McBurney Y in New York. He realized
instantly that Top Value Television"you know, like in Top Value stamps"would also read as TVTV. 3 He and
Megan Williams joined with Allen
Rucker and members of Ant Farm, the
Videofreex, and Raindance to form
TVTV's first production crew. Shamberg got a commitment from two cable
stations and raised $15,000 to do two,
hour-long tapes. The first, a video scrapbook of the Democratic Convention titled The World's Largest TV Studio,
played on cable and would have been the
last of TVTV were it not for an unprecedented review in the New York Times
by its TV critic John O'Connor, who
pronounced it "distinctive and valuable.,,4 With that validation, Shamberg
was able to raise more money and hold
the cable companies to their agreement,
going on to cover the Republican Convention the following month. Four More
Years was the result; it is one of TVTV's
best works, demonstrating the hallmarks of their iconoclastic, intimate
New Journalism style.
Unlike the Democrats in 1972,
chaotic and diffuse, the Republicans
had a clear, if uninspired, scenario to
reelect Richard Nixon. Instead of pointing their cameras at the podium,
TVTV's crew of nineteen threaded their
way through delegate caucuses, Young
Republican rallies, cocktail parties,
antiwar demonstrations, and the frenzy
of the convention floor. Capturing the
hysteria of political zealots, they focused
on the sharp differences between the
Young Voters for Nixon and the Vietnam Vets Against the War, all the while
entertaining viewers with the foibles of
politicians, press, and camp followers
alike. One Republican organizer's remark to her staff, "The balloons alone
will give us the fun we need," epitomizes
the zany, real-life comedy TVTV captured on tape.
Interviewed on the quality of convention coverage are press personalities
whose off-the-cuff remarks ("I'm not a
big fan of advocacy reporting."-Dan
Rather; "What's news? Things that
happen."-Herb Kaplow; "Introspection isn't good for a journalist."-Walter Cronkite) culminate with Roger
Fall 1985
229
Mudd's playing mum's the word to Skip

Blumberg's futile questions.
Punctuating the carnival atmosphere
are venomous verbal attacks on the antiwar vets by onlookers and delegates who
charge them with being hopheads, draft
dodgers, and unpatriotic-a chilling
reminder of the hostility and tragic confrontations of the Vietnam era .
TVTV follows the convention chaos,
editing simultaneous events into a dramatic shape that climaxes when delegates and demonstrators alike are
gassed by the police. Leavened with
humor, irony, and iconoclasm, Four
More Years is a unique document of the
Nixon years. In it TVTV demonstrated
journalistic freshness, a sardonic view of
our political process and the media that
cover it, and a sure feel for the cliches of
a distinctive American ritual.
Forging a Distinctive Style

In forging their distinctive style, TVTV
avoided voice-overs like the plague; they
experimented with graphics, using campaign buttons to punctuate the tape and
give it a certain thematic unity ; and they
deployed a wide-angle lens, which distorted faces as editorial commentary.
The fish-eye look, used at first out of
practical necessity, since the Portapak
lens often didn't let in enough light and
went out of focus in many shooting
situations, became a TVTV signature,
which led to later charges of exploitation
of unsuspecting subjects. But in the
beginning, it was all new and fresh and
exciting. The critics pronounced that
TVTV had covered the conventions better than network TV news, proving-that
the alternative media could beat the
networks at their own game and for the
money CBS spent on coffee.
Although the networks had ENG
(electronic news gathering) units at the
convention, the contrast was striking.
Only a beefy cameraman could withstand the enormous apparatus, including scuba-style backpack to transport
so-called portable television cameras.
Fully equipped, they looked more like
moon men than media makers. Compared with this, the lightweight, blackand-white Portapak and recorder in the
hands of slim Nancy Cain of the Videofreex looked like a child 's toy, which was
part of the charm since no one took
seriously these low-tech hippies. In video's early days, many didn 't believe the
tape was rolling because it didn't make
the whirring sound of the TV film cameras, and much unguarded dialogue was
captured because the medium was new
and unfamiliar.
Television Enters the Picture
Thus established, TVTV went on to
make their next "event" tape, but now
130
Art Journal
for the TV Lab at PBS's WNET in New

York . TVTV was not the first to flirt
with "Television." After the Woodstock
Nation caught the networks' attention
in 1969, the Videofreex were hired by
CBS to produce a pilot, which failed
spectacularly in winning network approval. In 1970 the May Day Collective
shot videotape at weeklong antiwar
demonstrations in Washington for NBC
News although none of it was ever
broadcast. The networks did air some
newsbreaking Portapak tapes, such as
Bill Stephens's 1971 interview with
Eldridge Cleaver over the split in the
Black Panther party, shown on Walter
Cronkite's Evening News. They were
willing to overlook the primitive quality
of tape (which had to be shot off a
monitor with a studio camera) if it
meant scooping their competitors, but
the 1960 network ban on airing independently produced news and public-affairs
productions remained in force, and any
small-format tapes broadcast were
usually excerpted and narrated by network commentators, beyond the editorial reach of their makers.
The introduction of the stand-alone
time-base corrector in 1973, a black box
that stabilized helical scan tapes and
made them broadcastable, changed
everything. It was finally possible for
small-format video to become a stable
television production medium, which
paved the way not only for guerrilla
television to reach the masses but also
for the rise of ENG and, eventually,
all-video television production. Given
TVTV's unprecedented success with
Four More Years, it was only logical
that they produce the first half-inch
video documentary for airing on national public television.
The tape was Lord of the Universe,
and its subject was the fifteen-year-old
guru Maharaj Ji . Millenium '73, a gathering of the guru's faded flower children
followers, was scheduled for the Houston Astrodome, which the guru promised would levitate at the close (like the
Yippies at the Pentagon in '67, the guru
knew how to create a media event). Elon
Soltes, whose brother-in-law was a
would-be believer, followed him with
Portapak from Boston to Houston while
other TVTV crew members gathered in
Houston to tape the mahatmas and the
"prernies" (followers), getting embroiled in what was to be the most
successful TVTV tape but also the most
shattering for its makers. Fearful of
mind control and violence (a prankish
reporter had been brained by a guru
bodyguard not long before) and stricken
by the sight of so many of their own
generation lost and foundering in the
arms of this spiritual Svengali, TVTV
determined to expose the sham and get
Fig. I Abbie Hoffman, in Lord ofthe

Universe, TVTV, 1974.
out unscathed. The tape was the zenith
of TVTV's guerrilla-TV style .
Switching back and forth between the
preparation for the actual onstage "performances" of the guru, cameras
focused on "blissed-out" devotees pathetically seeking stability and guidance
in the guru's fold. Neon light, glitter,
and rock music furnished by the guru's
brother (a rotund rip-off of Elvis Presley) on a Las Vegas-styled stage was the
unlikely backdrop for the guru's satsang
or preaching to his followers. Outside,
angry arguments between premies and
Hare Krishna followers and one biblespouting militant fundamentalist exposed the undercurrent of violence,
repression, and control in any extremist
religion. TVTV cleverly played off two
sixties radicals against each other. Having traded in his role of countercultural
political leader for that of spokesman for
an improbable religion, Rennie Davis
sings the guru's praises as Abbie Hoffman, one of guerrilla TV's Superstars,
watches Davis on tape and comments on
his former colleague's arrogance and
skills as a propagandist (Fig. 1). "It's
different saying you've found God than
saying you know his address and credit
card number," Hoffman quips, emphasizing the grasping side of this so-called
religion.
Much in evidence is TVTV's creative
use of graphics, live music, and wideangle lens shots. As always there is
humor leavening what was for TVTV a
tragic situation. At one point, our Boston guide to the "gurunoids" innocently
remarks, "I don't know whether it's the
air conditioning, but you can really feel
something." The humor is a black
humor, rife with an irony that dangerously borders on mockery but is checked
by an underlying compassion for the
desperation of lost souls. At home in the
world of spectacle and carnival, ever
agile in debunking power seekers,
TVTV admirably succeeded in producing a document of the times that
remains a classic.
Film's Hidden Impact

Paul Goldsmith, a well-known l6mm
verite cameraman, had joined TVTV
along with Wendy Appel and was the

principal cameraman on this and subsequent tapes, shooting one-inch color for
the first time in the Astrodome. Appel,
also trained in film but an accomplished
videomaker as well, would become
TVTV's most versatile editor. Not surprisingly, some of the most critical
people in creating the TVTV style came
out of film: Stanton Kaye and Ira
Schneider, who worked on the convention tapes, were also filmmakers.
TVTV's raw vitality was a video and
cultural by-product, but their keen
visual sense and editing was borrowed,
in large measure, from film.
TVTV won the DuPont-Columbia
Journalism Award for Lord of the Universe and, not long after, a lucrative
contract with PBS to produce a series of
documentaries for the TV Lab. Gerald
Ford's America. In Hiding: Abbie Hoffman, The Good Times Are Killing Us.
Superbowl (Fig. 2), and TVTV Looks
at the Oscars were made in the next two
years. Some were equal to the TVTV
name, like "Chic to Sheik," the second
of the four-part Gerald Ford's America.
But others showed a decline as the
diverse group of video freaks who had
once converged to make TVTV a reality-ali donating time, equipment, and
talent to make a program that would
show the world what guerrilla television
could do-began to stray in their own
directions, no longer willing to be subsumed in an egalitarian mass, no longer
able to support themselves on good cheer
and beer. With the broadcast of Lord of
the Universe some of the best minds in
guerrilla television unwittingly abandoned their utopian dream of creating
an alternative to network television.
Fig. 2 Bart Friedman, Nancy Cain, Tom Weinberg, and Elon Soltes shooting
Their hasty marriage with cable was on TVTV Superbowl, at the Orange Bowl, 1975.
the rocks when TV-albeit public television-seduced them with the fickle
affection of its mass audience.
tory of television from its early days in studio with a set script that never
the labs of Philo T. Farnsworth to the equaled the humor of their documentary
The Beginning ofthe End
year 2000 and an imagined guerrilla "real people" demanded a whole new
In 1975, TVTV left San Francisco, take-over of a station not unlike CNN. expertise, which TVTV realized too late
which had been home base during the Forsaking the video-documentary form they couldn't afford to invent as they
halcyon days, for Los Angeles. This that they had pioneered caused some went along.
move proved pivotal. They had a con- internal battles, but it wasn't until their
Another part of the problem was that
tract to develop a fiction idea for the pilot for NBC, The TVTV Show, that as long as TVTV was making documenPBS series "Visions." This was not so the end was in sight.
taries, the group had its original focus.
much a departure from TVTV's orientaPart of the problem was that TVTV Once they began making entertainment
tion as it might seem. They had been knew how to make a video docu- for mass audiences, their once-radical
mixing fictional elements in their documentary-in a way, they had invented identity and purpose was gone. For
mentary tapes all along, the most nota- it-but they didn't know the first thing some, the evolution was a gradual and
ble being the Lily Tomlin character in about producing comedy for "Televi- acceptable one. After charges of
the Oscars show. TVTV's style had been sion." In documentary shooting, impro- "checkbook journalism" over the iIImodeled on New Journalism and the visation on location was TVTV's trade- fated interview of Abbie Hoffman, who
flamboyant approaches of writers like mark; the primitive and evolving nature was then a fugitive, Shamberg lost some
Hunter Thompson, of Gonzo Journalism of portable video equipment and the of his journalistic zeal. Harsh criticism
fame, who wrote nonfiction as if it were unpredictable power centers that were of the treatment of Cajuns in the The
fiction.
TVTV's main targets demanded an Good Times Are Killing Me further
Supervision consisted of a number of adaptive and creative attitude towards tarnished TVTV's reputation. With
short tapes, "filler" to round off the all new situations, something TVTV people like Bill Murray and Harold
"Visions" series' hour. It traced the his- excelled at. But shooting actors in a Ramis (who would later become celebri-
Fall 1985
231
sponsors. As the technical evolution

speeded up, video freaks needed access
to more expensive production and postproduction equipment if they were to
make state-of-the-art tapes that were
broadcastable. Although some continued making television their own way,
pioneering what has since become the
world of low-power TV and the terrain
of public-access cable, many others
yearned to see their work reach a wide
audience. Without anyone's noticing it,
the rough vitality of guerrilla TV's early
days was shed for a slicker, TV look.The
"voice of God" narrator, which had been
anathema to TVTV and other video
pioneers, was heard again. Gone were
the innovations-the graphics, the
funky style and subjects, the jousting at
power centers and scrutiny of the media.
Gone was the intimate, amiable cameraperson-interviewer style, which was a
hallmark of alternative video. Increasingly, video documentaries began looking more and more like "television" documentaries, with stand-up reporters and
slide-lecture approaches that skimmed
over an issue and took no stance.
Where one could see the impact of
guerrilla television was in its parody:
sincere documentaries about ordinary
people had been absorbed and transformed into mock-u-entertainments like
"Real People" and "That's Incredible!"
The video verite of the 1976 awardChanging Times
winning The Police Tapes, by Alan and
The fact that TVTV changed along with Susan Raymond, had become the temtheir times should come as no surprise. plate for the popular TV series "Hill
TVTV wasn't the only group to pull Street Blues." In the sixties, Rainapart during the late seventies. The dance's Paul Ryan proclaimed, "VT is
media revolutionaries were growing not TV,"s but by the eighties, VT was
older and changing-assuming respon- TV.
sibilities for marriages, homes, and famToday, in an era of creeping conservailies-living in a different world from tism, the ideals of guerrilla television are
the one that had once celebrated the more in need of champions than in its
brash goals and idealistic dreams of heyday when it was easier to stand up
guerrilla television. The promise that for democractic media that would tell it
cable TV would serve as a democratic like it is for ordinary people living in
alternative to corporately owned televi- late-twentieth-century America. Few
sion was betrayed by federal deregula- have come along to take up the chaltion and footloose franchise agreements. lenge of guerrilla television's more radiPublic television's early support for cal and innovative past. Although the
experimental documentary and artistic collectives with names like rock
work in video slowed to a virtual halt- groups-Amazing Grace, April Video,
the sad demise of WNET's TV Lab is a and the Underground Vegetables-have
recent instance. And funding sources long since disappeared, many notable
that had once lavished support and pioneers continue to keep alive their
enthusiasm on guerrilla TV groups now ideals, some working in public-access
turned a cold shoulder, preferring to cable, like DeeDee Halleck (of Paper
support individuals rather than groups Tiger Television), or from within the
and work that stressed art and experi- networks, like Ann Volkes (an editor at
mentation rather than controversy and CBS News) and Greg Pratt (a docucommunity.
mentary-video producer for a network
Once the possibility of reaching a affiliate in Minneapolis), or as indepenmass audience opened up, the very dent journalists, like Jon Alpert (a freenature of guerrilla television changed. lance correspondent for NBC's "Today
No longer out to create an alternative to Show") and Skip Blumberg (whose portelevision, guerrilla TV was competing traits of Double Dutch jumpers and
on the same airwaves for viewers and Eskimo athletes still appear on public
ties on "Saturday Night Live"), eager to

work with TVTV, the lure of collaborating with talented actors in an area
removed from journalistic criticism,
funding battles, and the pressures of
producing documentaries for public TV
was certainly appealing. But for those
who still believed in the dream of changing television, the decision proved a hard
one because it meant the dream was
dead. And with it went the all-for-one
spirit that had knitted together their
disparate egos: TVTV no longer had the
fire and purpose they needed to weather
the rough storm of a midseventies transition.
It took a few years as TVTV paid off
its debts before their official demise. In
the meantime, Shamberg, who had seen
the end coming, was already preparing
his next venture. He bought the rights to
the Neal and Carolyn Cassidy story and
produced the film Heartbeat. Although
it was a box-office flop, he had the
conviction to go on. In 1983, two films
later, he produced the Academy Award
nominee The Big Chill. a reunion film
about a group of late-sixties hippies who
meet at the funeral of one of their own
and reflect on how they've changed and
been affected by "the big chill."
Although the film was based on its
director-writer Larry Kasdan's friends,
it could have been about TVTV.
232
Art Journal
television). But a younger generation of

videomakers eager to draw from this
past to forge a new documentary video
future has yet to appear on the horizon.
Either they are discouraged by the lack
of funding and distribution outlets for
innovative or controversial work and a
cultural milieu content with the new
conservatism or they are unaware of the
past and unconcerned about the future.
The goal is not to re-create that pastno one really wants to see the shaky,
black-and-white, out-of-focus, wild
shots that suited the primitive equipment and frenzy of video's Wonder
Bread years; the goal is to recapture the
creativity, exploration, and daring of
those formative years. Perhaps the technology and the burning need to communicate and invent new forms will prevail.
Independents with Beta and VHS
equipment have been documenting the
struggles in Central America. Lost amid
the home-video boom, a new generation
of video guerrillas may be in training
yet.
McLuhan's reductionist view that
"the medium is the message" was
embraced and then rejected by the first
video guerrillas, who asserted that content did matter; finding a new form and
a better means of distributing diverse
opinions was the problem. That problem
is still with us. How a new wave of video
guerrillas will resolve it and carryon
that legacy, human and imperfect as it
may be, should prove to be interesting
and unexpected. More than guerrilla
television's future may depend on it.
Notes
This article, which has appeared in slightly different form in Transmission. edited by Peter
O'Agostino (Tanam Press, 1985), and in Sightlines (Fall 1984), is excerpted from a study of the
same name supported by a grant from the New
York State Council on the Arts and a Guggenheim
Fellowship.
1 "Television's Avant-Garde," Newsweek. Feb.
9,1970.
2 Michael Shamberg and Raindance Corporation, Guerrilla Television. New York, 1971.
3 Interview with Michael Shamberg, Oct. 19,
1983.
4 John E. O'Connor, "TV: A 'Scrapbook' of the
Oemocratic Convention," The New York
Times. Aug. 17, 1972.
5 "Feedback," Radical Software. Vol. I No.1
(1970).
Deirdre Boyle teaches Media Studies

at the New School for Social Research
and Fordham University College at
Lincoln Center. She is afrequent
contributor to film and video journals
and the author ofVideo Classics: A
Guide to Video Art and Documentary
Tapes (Oryx Press, 1986).
Downloaded by [Illinois Wesleyan University] at 00:54 03 October 2014
Tracking Video Art: "Image

Processing" as a Genre
By Lucinda Furlong
ideo wallpaper ... special effects

V
. .. computer art ... high-tech
video ... image synthesis ... image
manipulation ... image processingthese are some of the terms that have
been used to describe a type of video
produced by artists who have been
experimenting since the late 1960s with
electronic imaging tools. None of these
terms are particularly useful: they are
too general or too specific, or they fall
prey to the kind of value judgments and
myths associated with "mindless," "impersonal" technology.
Even the most common term, "image
processing," is problematic. Whereas in
commercial television that term usually
refers to signal-processing methods such
as time base correction, in the video-art
world it has become at once a genre and
a catchall phrase for every technical
process in the book. "Image processing"
encompasses the synthesis and manipulation of the video signal in a way that
often changes the image quite drastically. It includes not only altering cameragenerated images through processes
such as colorizing, keying, switching,
fading, and sequencing but combining
those operations on synthesized-that
is, cameraless-imagery as well. It has
come to refer to everything from the
most basic analog-processing techniques
to sophisticated digital-computer graphics and effects.
And yet despite the term's breadth,
"image processing" conjures up a number of very specific-often pejorativestereotypes: densely layered "psychedelic" images composed of soft, undulating
forms in which highly saturated colors
give a painterly effect, or geometric
abstractions that undergo a series of
visual permutations. To many of the
people who use these tools such characterizations are superficial and belie the
range of concerns that fall within the
image-processing umbrella.
Although the label is conceptually
and technically inadequate, it seems to
have stuck for lack of a better one to
describe what has become, in effect, a
separate aesthetic genre. But the categories that now divide video-documentary, image processing, performance, and installation-were virtually
nonexistent at its beginnings; then all
forms of video functioned homogeneously as an expression of the activism
of the 1960s-as the alternative television movement. As Steina Vasulka has
recalled:
You have to understand those
early years, they were so unbelievably intense.... This was the
" '60s revolution." We didn't have
the division in the early times. We
all knew we were interested in
different things, like video synthesis and electronic video, which was
definitely different from community access-type video, but we
didn't see ourselves in opposite
camps. We were all struggling
together and we were all using the
same tools. I
ohanna Gill has observed that the
Jto change,
desire to use communications tools
quite literally, the world took
a number of forms-the most direct
being to work with community and
oppositional political groups.' The goals
of the alternative media groups were
articulated in the first issue of Radical
Software. the publication founded in
1970 by Beryl Korot and Phyllis Ger-
shuny that until 1974 was the mouthpiece of the movement:

Power is no longer expressed in
land, labor, and capital, but by
access to information and the
means of disseminate it. As long as
the most powerful tools (not weapons) remain in the hands of those
who would hoard them, no alternative cultural vision can succeed.
Unless we design and implement
alternate information structures
which transcend and reconfigure
the existing ones, other alternative
systems and life styles will be no
more than products of the existing
processes.... Our species will survive neither by totally rejecting
nor unconditionally embracing
technology-but by humanizing
it; by allowing people access to the
informational tools they need to
shape and reassert control over
their lives.'
The rejection of commercial television did not manifest itself in direct
social action alone. Low-cost portable
video equipment was no new that using
it for any purpose at all was considered
radical. As part of a new kind of "media
ecology," video environments (the precursor of the video installation) were
created. Some were interactive situations designed to expose and circumvent
the one-way delivery of commercial television. Others-inspired both by Marshall McLuhan and by Norbert Wiener's work in cybernetics-reflected
these thinkers' correlations between
electronic circuitry and the workings of
the human nervous system. The idealism
in Juan Downey's article "Technology
and Beyond" is typical of what David
Fall 1985
233
Antin has called "cyberscat," the futuristic jargon spoken not only by Downey
but also by Frank Gillette, Paul Ryan,
Nam June Paik, and many, many
others:
Cybernetic technology operating

in synchrony with our nervous systems is the alternative life for a
disoriented humanity.... The
process of reweaving ourselves into
natural energy patterns is Invisible Architecture, an attitude of
total communication in which
ultra-developed minds will be telepathically cellular to an electromagnetic whole.'
Challenging the institution of television in the late 1960s also meant creating images that looked different from
standard TV. Thus, "image processing"
as we now know it grew out of an
intensive period of experimentation that
for some, in a vague way, was seen
visually to subvert the system that
brought the Vietnam War home every
night. There were other motives, of
course: the swirling colors and distorted
forms conjured up the experiences associated with hallucinogenic drugs, suggesting that "new realities" could be
electronically synthesized. S
Perhaps the most interesting attitude,
though, in light of what was going on in
the art world at the time, was the connection made between image processing
and the modernist credo of exploring the
basic properties of the medium. This
treatment of the electronic signal as a
plastic medium, a material with inherent properties that can be isolated, is
central to the development of what
became the image-processing aesthetic.
There are many examples of this fundamentally formalist characterization,
which, I think, provided a way to lend
modernist credentials to an art form
that was having a difficult time gaining
acceptance-critical attention, funding, marketability-by traditional art
institutions.
For example, in December 1971 the
Whitney Museum of American Art's
first video exhibition, assembled by the
late film curator David Bienstock, consisted almost entirely of image-processed tapes. In the program notes,
Bienstock wrote:
It was decided .,. to limit the
program to tapes which focus on
the ability of videotape to create
and generate its own intrinsic
imagery, rather than [on] its ability to record reality. This is done
with special video synthesizers,
colorizers, and by utilizing many
of the unique electronic properties
of the medium."
234
Art Journal
hile various people were thus

engaged, however, the rules had
changed. The whole idea of a modernist
practice was being dismantled. The
work was dismissed not so much because
it was inherently "bad," but because the
ideas informing it had become exhausted. No one in art circles wanted to
hear about-let alone look at-video
that seemed to be based on the conventions of modern painting. Robert Pincus- Witten argued that point in 1974 at
"Open Circuits: An International Conference on the Future of Television":
It appears that the generation of

artists who created the first tools
of "tech-art" had to nourish themselves on the myth of futurity
while refusing to acknowledge the
bad art they produced. Their art
was deficient precisely because it
was linked to and perpetuated the
outmoded cliches of Modernist
Pictorialism-a vocabulary of Lissajous patterns-swirling oscillations endemic to electronic artsynthesized to the most familiar
expressionist color plays and surrealist juxtapositions of deep vista
or anatomical disembodiment and
discontinuity. . .. The important
work, then, of the first generation
was the very creation of the tool,
the video synthesizer.'
Pincus- Witten's comments are important not only because he pinpoints
one reason why this work was rejected
but because he acknowledges the important role that designers and builders
played in developing relatively low-cost
equipment. Prior to the introduction of
consumer video products, the design of
video equipment was geared towards
broadcasting and industry. Much of the
equipment now taken for grantedcolor cameras and lightweight Portapaks, for example-were either unavailable or unaffordable for most people. It
was even more difficult to acquire the
devices associated with image processing-keyers, colorizers, mixers, and syrithesizers. What's more. that equipment
was usually more suitable for producing
special effects than for artists' experiments. Since it was rare to find both
artist and engineer in one person, artists
found themselves seeking out equipment
designers who, in one way or another,
were mavericks within the electronics
industry. As Woody Vasulka recalled in
1978,
I discovered that in the United
States there's an alternative industrial subculture which is based on
individuals, in much the same way
that art is based on individuals. . .. These people, the elec-
tronic tool designers, have maintained their independence within

the system. And they have become
artists, and have used the electronic tools which they had created. . .. We've always maintained this very close, symbiotic
relationship with creative people
outside industry, but who have the
same purposeless urge to develop
images or tools, which we all then
maybe call art."
ith the exception of Nam June
Paik's well-known collaboration
with engineer Shuya Abe, the history of
video as it is presently constituted has
virtually ignored the work of first-generation tool designers and builders. Furthermore, although the Paik-Abe collaboration in 1970 is touted as the
"first,"? a few people were working on
specialized video equipment earlier than
or at least contemporaneously with
Paik. For instance, in 1969, Eric Si~gel
modified a color TV set so that images
were distorted and colored; he then built
a separate device capable of colorizing a
black-and-white video image. And
Stephen Beck, who completed his Beck
Direct Video Synthesizer No. 1 in 1970,
actually began working on a prototype
in 1968. In addition, Dan Sandin completed in 1973 what he called an "image
processor," a video version of a Moog
audio synthesizer. Bill Etra and Steve
Rutt later built the Rutt-Etra Scan Processor, a device that can manipulate the
video image as it is displayed on a video
monitor.
As Ken Marsh pointed out in Independent Video. a technical how-to book
of the period, these early devices operated on two basic principles: "the use of
electrical signals rather than light as the
source of the information to be displayed; and the extensive intermixing of
signals in order to display a totally new
image."!"
Compared with the technical standards of television these devices were
quite crude: because the parameters of
the video signal were difficult to control,
it was impossible to predict exactly how
the resulting image would look. Furthermore, most of these tapes could never
have been broadcast owing to their technical inferiority. But this was not crucial i
to most people at that time; most important was a design approach that
afforded the artist flexibility. Unlike
commercial production devices-in I
which a specific button is pushed to I
achieve a specific effect-these devices
became interactive instruments whose
possibilities could be known only
through use.
All these early tool builder-artists
were "pioneers," but their ultimate
I.
impact varied. For instance, neither the

Siegal nor Beck synthesizers were ever
duplicated. Some of them-Beck, Siegel, and Etra-produced and exhibited
tapes and were very active in the early
video-art scene. But these people eventually took their skills to the commercial
sector, and their activity in the video-art
world diminished or ceased altogether.
he exception was Dan Sandin, who
has been one of a number of indiT
viduals-among them Steina and
Woody Vasulka and Ralph Hocking and

Sherry Miller-who have contributed to
the institutional and theoretical framework in which much of this activity has
continued. All of them share the desire
to place the means of production in the
hands of the user, because:
The high priests of technology use
unwieldy systems to perpetuate
cybercrud-the art of using computers to put things over on people.
This mentality can be countered
by bringing to people systems that
are easily learned and used"habitable" systems. I I
Sandin was doing graduate work in
physics at the University of Wisconsin
at Madison (earning an M.S. in 1967)
when he realized he "wasn't being a
good physicist anymore." While producing color slides for light shows, it
occurred to him that those kinds of
images could be produced electronically. While doing the light shows, he
became familiar with the Moog 2 audio
synthesizer, and, about 1968, began
thinking about what the visual equivalent of the Moog might be. It took
several years to bring his ideas to fruition, for despite his training, Sandin still
had to teach himself electronic design.
In the meantime, he became a faculty
member at the University of Illinois
Circle Campus in Chicago, teaching
kinetic art and interactive sculpture."
For Sandin, the basic idea was to
make an affordable instrument (presently about $4,000-$5,000) that would
combine many functions in one tooli.e., keying, fading, colorizing (Fig. 1).
Like audio synthesizers, it would also be
patch-programmable: how the different
functions were combined depended on
how an artist wanted to use it. Consequently , the Image Processor was set up
as a series of stacked metal boxes that
can be reconfigured with cables to perform sequences of functions on incoming
signals.
Sandin wanted to make a device that
not only would be easy to use but could
be distributed relatively inexpensively.
So he rejected the idea of marketing the
device commercially, choosing instead
to give the plans away to anyone who
Fig. 1 Dan Sandin and the Sandin

Image Processor, University of Illinois
at Chicago Circle , Chicago, Ill., 1978.
wished to make his or her own. After he

completed the Image Processor in 1973,
he began to document the inner workings of the machine with Phil Morton,
an artist who had established the video
program at the Art Institute of Chicago.
Sandin and Morton spent more than a
year redrawing the plans and making up
a parts list for a kit that would be
comprehensible to someone with only a
rudimentary knowledge of electronics.
Since then, at least twenty-five Sandin
Image Processors have been built,
mostly by artists, many of whom have
been based at one time or another in
Chicago. 13
Whereas Dan Sandin thinks in terms
of "habitable systems" designed to be
easily used by artists, Ralph Hocking
conceives of the equipment built under
his auspices as "thinking machines ."
Despite the fact that Hocking's background is in art rather than science, he
and Sandin have much in common. Both
have been committed to the idea that
artists should be able to work with video
technology much the same way as a
painter works with his or her materials
in isolation in a studio. In this sense,
they both adhere to very traditional
models of artmaking.
Hocking, a cinema professor at the
State University of New York at Binghamton, founded the Community Center for Television Production in 1970.
The Centergrew out of a video program
he'd been running at the university since
1969. Hocking, a potter, sculptor, and
photographer, became interested in
video after meeting Paik in New York
City at the Bonino Gallery Show in
1968. Shortly after his arrival in Binghamton, he began to buy video equipment, and set up a program called Student Experiments in Television.
At Paik's suggestion, Hocking applied to the New York State Council on

the Arts, which was just starting to fund
video, for money to set up a facility off
campus. The Center, which got a whopping $50,000 grant the first year, had
three functions: educating students at
the university through internships ; providing local individuals and community
groups with access to equipment; and
providing artists with a facility for
experimentation. Paik was one of the
first artists to use it."
In the mid-seventies, as more community groups began to buy their own
equipment, and because a student video
facility was set up at the university, the
Experimental Television Center, as it
was now called, narrowed its focus.
Hocking and Sherry Miller embarked
on two related projects : research and
development of low-cost specialized video-processing equipment and the establishment of artist-in-residencies. As a
result , over the past fourteen years a
number of people withelectronics backgrounds have built various devices for
the Center and for themselves, under the
tutelage of the designer David Jones.
Recently , more sophisticated digital
machines have been incorporated that
have expanded the system's imaging
capabilities. IS
The idea behind the development of
the equipment was to have devices that
could be connected in several ways so
that different kinds of images could be
created, manipulated, and combined.
The system has thus been refined from a
technically crude configuration that
could not produce a recordable output to
one that now produces a signal stable
enough to conform to commercial technical standards.
Hocking's idea of " thinking" machines has to do with the way that
Hocking and Miller intend people to use
their equipment, as well as their conception of the artist. In contrast to commercial production facilities, there is no
pressure to make a final product. At the
Center (Figs. 1 and 3) artists can hole
up for short periods of time and immerse
themselves in their work. The process of
experimentation is most important. Also
in contrast to most film and video production, which is collective, production
of tapes is seen as an isolated activity.
It is this conception of the artist and
artmaking that has contributed most of
the direction of image processing as a
formalist enterprise. As Sherry Miller,
Assistant Director of the Center, has
described it:
Electronic image processing uses
as art-making material those
properties inherent in the medium
of video. Artists work at a fundamental level with various parameFall 1985
135
Figs. 2 and 3 The Experimental Television Center, Owego, New York

ters of the electronic signal, for
example, frequency , amplitude, or
phase, which actually define the
resulting image and sound."
ocking and Miller are not alone in
H
their support of technological experimentation with all the ensuing formalist implications. In fact, Woody and
Steina Vasulka are probably the bestknown practitioners of this kind of video. Since 1969, the Vasulkas' interest
has been in understanding the inner
workings of video as a kind of electronic
phenomenon. As Woody Vasulka has
stated: "There is a certain behavior of
the electronic image that is unique. . . .
It's liquid, it's shapeable, it's clay, it's an
art material, it exists independently."17
Video's plasticity was explored by many
artists, but the Vasulkas took a fairly
didactic and conceptual approach. They
were fascinated by the fact that the
video image is constructed from electrical energy organized as voltages and
frequencies-a temporal event.
Initially, they selected two properties
peculiar to video. The first had to do
with the fact that both audio and video
are composed of electronic wave forms.
Since sound can be used to generate
video, and vice versa, one of the first
pieces of equipment they bought was an
audio synthesizer. Many of their early
tapes illustrate this relationship of sound
and image-one type of signal determines the form of the other.
Their second interest entailed the
construction of the video frame . Because
timing pulses control the stability of the
video raster to create the "normal"
image we are accustomed to seeing,
viewers rarely realize-unless the TV
set breaks-that the video image is
actually a frameless continuum.
Although the Vasulkas had initially
focused on these two basic areas, they
began to expand their repertoire of
effects by commissioning various people
to build specialized video equipment.
Between 1971 and 1974 they made
236
Art Journal
numerous tapes utilizing these tools in it passed through the device-practiincreasingly complex combinations cally instantaneously-in contrast to the
(Fig. 4). These were the kinds of tapes . kind of computer imag ing in which a
that-with their colorful swirls of program is entered and one must wait
abstract imagery-were dismissed by minutes, or hours, depending on the
many critics because they looked like a program's complexity , for the computer
moving version of modern abstract to perform the operation.
painting, which was then becoming
unfashionable. For the Vasulkas, howhe work of these members of the
ever, their work was based on various
first generation of video artists difmanifestations of electromagnetic en- fered quite markedly from the slick
ergy rather than on abstract art.
"special effects" of the industry. The
They began to think of these manifes- equipment they built, the facilities
tations as a kind of language, and their established, and work produced have
work with video hardware as a "dia- served both as models and points
logue with the tool and the image, so we of departure for those who came
would not preconceive an image sepa- afterward.
rately, make a conscious model of it, and
then try to match it. We would rather Notes
make a tool and dialogue with it. "18 This article is adapted from two articles originally
Throughout the 1970s, the Vasulkas published in Afterimage in 1983. Since they were
produced an enormous body of work written, owing to a number of factors, more artists
designed to reveal the inner workings of routinely use image-processing techniques, resultvideo. In 1976, the began work with ing in tapes than can only be loosely defined as
Jeffrey Schier on a digital video system "image processing." Less descriptive, the term has
that would allow a computer to perform become virtually obsolete. Some of the ramificavarious operations on two video images tions of these developments are elaborated in
by using mathematical logic functions. "Getting High Tech: The 'New ' Television," The
Depending on which logic function is Independent. Vol. 8, No.2 (March 1985), pp.
14-16.
operating, the numerical codes-and
I Quoted in Lucinda Furlong, "Notes toward a
hence the images-can be combined in
History of Image-Processed Video: Eric Siegel,
different but absolutely predictable
Stephen Beck, Dan Sandin, Steve Rutt, Bill
ways. Such combinations revealed the
and Louise Etra," Afterimage. Vol. II, Nos.
system's inner structure and also constiI & 2 (Summer 1983), p. 35. Although the
tuted what Woody Vasulka called a
various
groups and individuals considered
"syntax."
What was surprising to me was to

find that the table of logic functions can be interpreted as a table
of syntaxes... . Because the logic
functions are abstract, they can be
applied to anything. That means
they become unified language,
outside of anyone discipline."
What was important about this device
was its capacity for performing various
complex operations-zooming, multiplication of the image, keying, etc.-in
"real time." This made it possible for a
video signal to be digitally processed as
themselves part of one "movement," their goals

proved to be quite contrad ictory in practice . In
New York, the differences began to rigidify
when the New York State Council on the Arts
(NYSCA) started funding video in 1970-71 ,
and applicants felt compelled to formalize their
interests . Because the Council could not then
(and cannot now) award funds directly to individuals, there was a scramble to form nonprofit
organizations in order to benefit from available
funding.
2 Johanna Gill, Video: State of the Art. New

York, Rockefeller Foundation, 1976, quoted in
ibid.
10 Ken Marsh, Independent Video. New York,

1973, p. 129.
II Joint statement by Dan Sandin , Bob Snyder ,
and Tom DeFanti, quoted in Diane Kirkpatrick , "Chicago: The City and Its Artists:
1945-1978," exh. cat., Ann Arbor, University
of Michigan, 1978, p. 38.
12 Sandin got involvedin video in 1970 during the

student protests that resulted from the Kent
State killings. Because the art department was
one of the few not to shut down, it became the
student "mediahouse." Sandin was among
those who videotaped political meetings which
were shown live over closed-circuit TV.
13 The capabilities of the image processor were
further enhanced when Tom DeFanti , a computer scientist who had developed ZGrass-a
user-friendly (i.e., the computer graphics language is greatly simplified), interactive, computer graphics system with a video output joined Sandin at the Circle Campus . Together
they set up the Circle Graphics Habitat-a
facility in which students could interface Sandin's processor with DeFanti 's system. The
computer could be used not only as a controller
but as a generator of images that could be fed
into the processor.
14 If Paik inspired Hocking to establish the Center, Hocking did much for Paik. When Shuya
Abe was building the Paik-Abe Video Synthesizer at PBS station WGBH, Hocking made
several trips to Boston with equipment. Hocking also built Paik's Video Cello and Video
Bed. the latter piece conceived by Sherry Miller. Hocking's role in these projects has never
been cited in any of the massive historical
material published on Paik.
15 Over the past three years, Jones has developed
printed circuit boards that can perform a variety of image-processing functions. These
boards can be interfaced with any 64K personal
computer . The project, funded by the New
York State Council on the Arts, is intended to
provide artists with the means of setti ng up
their own studios.
Fig. 4 Ernest Gusella in Woody Vasulka's The Commission

3 From inside cover of Radical Software. No. I
(1970), quoted in ibid.
4 Juan Downey, "Technology and Beyond,"
Radical Software. Vol 2, No 5 (1973), p. 2,
quoted in ibid.
5 In 1967, A. Michael Noll, a pioneer in computer imaging at Bell Labs, proposed one way
this synthesis might occur: " the art ist's emotional state might conceivably be determined
by computer processing of physical and electrical signals from the artist (for example, pulse
rate, and electrical activity of the brain). Then,
by changing the artist's environment through
such external stimuli as sound, color and visual
patterns, the computer would seek to optimize
the aesthetic effect of all these stimuli according to some specified criterion ." See: "The
Digital Computer as a Creative Medium."
IEEE Spectrum (October 1967), p. 94.
6 David Bienstock, program notes for "A Special
Videotape Show," Whitney Museum of Ameri-
can Art, 1971. Quoted in Lucinda Furlong,

"Notes toward a History of Image-Processed
Video: Woody and Steina Vasulka," Afterimage, Vol. II, No.5 (December 1983), p. 12.
7 Robert Pincus-Witten, "Panel Remarks," in
The New Television. ed. Douglas Davis and
Allison Simmons, Cambridge, Mass., The MIT
Press, 1977, p. 70, quoted in Furlong (cited n.
I).
16 Quoted in Furlong (cited n. 6).

17 Ibid.
18 Ibid.
19 Ibid.
Lucinda Furlong is a Curatorial
Assistant in the Film and Video

Department at the Whitney Museum oj
American Art.
8 Quoted in Furlong (cited n. 6). Vasulka is

referring to people like Eric Siegel, Stephen
Beck, Bill Hearn , Steve Rutt, Bill Etra, George
Brown, Shuya Abe, Dan Sandin, Don MacArthur, and younger people like David Jones,
Richard Brewster, Jeffrey Schier, and Ed Tannenbaum-ali of whom have designed or built
electronic imaging devices for artists.
9 See: Martha Gever, "Pomp and Circumstances: The Coronation of Nan June Paik,"
Afterimage. Vol. \0, No.3 (October 1983).
Fa/ll985
237
Downloaded by [Stony Brook University] at 08:37 11 January 2015
Pressure Points:
Video in the Public Sphere
By Martha Gever
The Medium
The medium, of course, is television. But
not television. Titles of two events that
christened video as an art-WGBH's
The Medium Is the Medium and the
exhibition TV as a Creative Medium.
both in 1969 1-cryptically announce the
distinction between video art/television
and mass communications/television.
Thus divorced, "the medium" of video
art becomes identified as materialelectronic circuitry, cathode rays, photons, phosphors, and the like-not "the
media," understood as the entire complex of television and film industries as
well as commercial publications. For
some prominent makers and promoters
of video art, this split is absolute, but
their defense of truly separate spheres
for art and commercial culture, sharing
only a technological bond, is rarely
explained, just flatly asserted.
To take a recent example: three curators writing three consecutive essays in
the catalogue for a major touring show,
The Second Link.' begin on this note:
The medium of video/television,
coupled with the computer, will
come to playa paramount role in
our world, but video art will be
able to win no bigger place than
that which art has always held up
to now: a refuge in which sensibility and genius take on their aesthetic form.
Dorine Mignor'
Like printmaking, photography,
and film, video has artistic and
commercial applications. Both applications utilize the same telecommunications technology, but reach
audiences of different magnitude.
-Barbara London"
238
Art Journal
Video art is fundamentally different from broadcast television

and has been since its inception.
Where broadcast television addresses a mass audience, video art
is intensely personal-a reflection
of individual passions and
consciousness.
-Kathy Huffman"
The object of each of these statements is
to distance video art and mass media in
order to privilege the former.
In the same catalogue, Gene Youngblood, known for his championing of
electronic experimentation in the late
sixties and early seventies, takes a more
extreme position:
It is apparent that video art is not
television art. ... Art is a process
of exploration and inquiry. Its subject is human potential for aesthetic perception.... Art is always
non-communicative; its aim is to
produce non-standard observers.
For Youngblood, the idea that video art
"belongs on television" is contradictory,
not an uncommon notion perhaps, but
soon to be disproved: "Personal vision is
not public vision; art is not the stuff of
mass communications." This statement
may be empirically accurate, but, nevertheless, Youngblood refuses to grapple
with the various kinds of video work
produced, simply dismissing these as
immature art. Ignoring prevailing economic and political conditions, he prescribes "counter definitions of reality"
achieved, ideally, through a marriage of
video and computer technology. Heralding once again the "Communications
Revolution" on the horizon, he predicts
"an inversion of existing social rela-
tions," a society peacefully reformed

into "reality communities, defined not
by geography but by consciousness, ideology, and desire.:"
Conversant with the latest hard- and
software, Youngblood subscribes to a
type of determinism that treats technology as natural, thus evolving according
to natural laws. Certainly, a number of
videomakers and early supporters of
video as countertelevision were similarly
attracted to optimistic projections for
democratic culture resulting from the
proliferation of electronic communications technologies, but their prophecies
of improved social conditions, foretold
by Marshall McLuhan and others," have
failed to materialize. Indeed, a very different scenario from McLuhan's "global
village" or Youngblood's "reality communities" has been elaborated and
analyzed by those who study the everexpanding global communications
networks and the uses of advanced electronics, designed to serve the needs of
military and corporate powers." One
critic of theories that posit technologyas-cause, Raymond Williams, correctly
identifies McLuhan's work as "a particular culmination of an aesthetic theory,
which became, negatively, a social theory: a development and elaboration 01
formalism."? And formulas for social
amelioration emanating from advanced
technology have become increasingly
difficult to sustain; as of the mid eighties, we live with sophisticated surveil
lance techniques, data bases shared b)
police departments and the FBI, the
concentration of communications capital in the hands of transnational corporations, budgets for "Star Wars" weaponry, and so forth. Recognizing the dead
end of electronic salvation, video-an
advocates have transferred their fascination with new technologies to another

formalist project: the retrospective construction of a video academy. In effect,
science fiction has been replaced by
history writing.
The Museum
Four significant attempts to establish a
legitimate lineage for video art have
been displayed during the past two
years; the sponsoring institutions are the
Museum of Modern Art and the Whitney Museum of American Art in New
York City, the Long Beach Museum of
Art in California, and the Institute of
Contemporary Art in Boston. On the
video-art stage, MOMA, the Whitney,
and Long Beach play leading roles.
Long Beach introduced video into its
exhibition schedule in 1974, when David
Ross was employed there as assistant
director. He is now director of the ICA,
and the recent debut of the ICA as a
showcase for video art is not incidental.
(Before his residency at Long Beach,
Ross was video curator at the Everson
Museum in Syracuse, New York, which,
during his tenure, gained a reputation
for its video exhibits and videotape collection.) The video department at
MOMA dates from 1974; given that
museum's prestige as an arbiter of modern art, video programs there necessarily carry weight. Located, like
MOMA, in the world's central art marketplace, the Whitney maintains a high
profile as a video-art venue. Unlike
MOMA and Long Beach, however, the
Whitney does not collect videotapes, but
since 1973 video art has been included in
its influential Biennial Exhibitions, and
in 1982 its film and video department
was able to mount the most ambitious
video show ever-the Nam June Paik
retrospective. This exhibition achieved
unprecedented notice in the art press
and the mass media." and the 420monitor extravaganza is now cited by
video cognoscenti as a landmark event.
Indeed, it was. Video art was admitted
to full status in the ranks of modern art,
a master was acclaimed, and a masterpiece-Paik's V-ramid installationwas added to the Whitney's collection. II
Once again, the assertion of valid
aesthetic credentials for a form that
might be seen as tainted by mass media
pervades the curatorial statements that
describe the museum versions of video
history:
As video art emerged in the wake
of conceptual art, it clearly
reflected many of the social and
aesthetic issues of the period as
well as specific issues relative to
this new art form.
-David Ross"
[T]he tapes selected are those that

gave shape to new ideas and
spawned new traditions for creative artists' television.
-Bob Rileyl3
It is the personal point of view,
made possible by the portable camera, that has distinguished artists'
video from commercial material. . .. Today ... the strongest
works in single format and video
installation formats are recognized
as having cohesiveness and integrity. At this point there are mature
artists who understand the potentials of the video medium.
-Barbara London"
In an attempt to challenge the television industry's hegemony, many

activists worked-s-often as collectives-to use video as a tool for
social change. At the same time,
video artists began producing tapes
and installations designed to explore the medium's potential for
new aesthetic discourses.
-John Hanhardt"
Common to these verifications of the
artistic merits of the work screened is an
ambivalence concerning the social component of some video. The most explicit
acknowledgment is Hanhardt's, but the
survey he compiled omits primary
examples of the political video practices
mentioned in his text. The "social
change" and "social issues" noted in
these introductory sentences cannot be
overlooked by the curator-historians,
but the curatorial writing and tape
selections quickly leave extra-aesthetic
contingencies aside." The only exception can be found in the MOMA program, which included four social documentaries of a total of fifty-three tapes.
(Andy Mann's One-Eyed Bum. described as a "personal documentary,"
was exhibited at the Whitney and at the
ICA; Long Beach and MOMA put
Antonio Muntadas's documentary media critique, Between the Lines. in their
programs.)
The near invisibility of documentary
forms and topical political content in
these shows may not seem particularly
shocking, considering the social position
represented by art museums, but the
neglect of the considerable contribution
of documentary videomakers during the
period encompassed creates severe historical distortions. Excised from these
official accounts is that significant portion of video work which tells of specific
(and continuing) social struggles, and
thus the varied work of many Black,
Latino, Asian American, Indian, and
women videomakers who chose documentary forms and techniques. Presumably, work based on the experience of
particular communities, using realist

devices in order to challenge prevailing
"reality," does not represent "new
ideas," nor are these videomakers "mature artists," nor do they "explore the
medium's potential for a new aesthetic
discourse"-with an emphasis on
aesthetic.
The limited resources available to
curators turned histoflans should be factored into an assessment of the gaps in
these partial accounts, but even so, a
formalist imperative clearly rules. One
obvious symptom can be isolated: the
naming of genres. The MOMA program
awkwardly groups tapes under headings
like "Perception," "Narrative," "Image
Process-Computer."!" Likewise, at the
Whitney, tapes were classified as "perceptual studies," "narratives, texts, and
actions," "personal documentaries,"
"performance-based," and "image processing." Curiously, the ICA show
excluded image-processed work because, in the curator's words, "In many
ways the electronically produced videographics belong more to kinetic art and
sculptural experimentation in the preceding decade-the 60s." This disclaimer, however, recognizes the category as
such, and the ICA catalogue texts
describing each tape repeat the "narrative," "perception," "performance"
catchwords. IS
Formal cubbyholes like these become
functional labels, establishing video's
modern-art pedigree. Although Western
avant-garde cultural traditions can provide insights into many of the video
projects exhibited as historical signposts," several branches of the family
tree had to be pruned so that they could
be proclaimed the only tradition. But
even these limited, often redundant,
selections of tapes consistently beg the
question of formal primacy. Many artists use this form for its mass communications connotations or possibilities.
Television, the foremost producer of
contemporary cultural consciousness,
the leveler of social experience and
information, can, in theory, also carry
the products of alternative or oppositional cultures that exist beyond the art
world. Or television's ideological structures, conventions, and strategies can be
revealed through references to or frustrations of mass-media idioms. Granted,
the most abstract video art and many
video installations seem best suited to
the rarefied, supposedly neutral environment of art museums'? and formalist
interpretations. But this work, too, is
historically entangled with overtly critical, political video, as any slice of video
history in the early seventies will indicate; during the early part of the decade,
many videomakers made street tapes,
fiddled with electronics, built installations, recorded artists' performances,
Fall 1985
239
and so forth. In other words, artists who

chose video/television take on the social
function of the medium as well as its
machinery. No matter how often the
litanies of "properties of the medium" or
"new art forms" are recited, no matter
how consistently the specter of mass
media is disavowed, much of what's
included in the museum histories of video---as well as what's left out -proves
the inadequacy of video history conceived as art history.
The Audience
Antitelevision, countertelevision, nontelevision, alternative television-the
negation proves the link between artvideo and television-video." After all,
the medium is television-not a bunch
of wires and silicon chips but a social
structure, a cultural condition. Therefore, the circulation of video work,
neglected in discussions about artists'
self-expression, sensibility, and vanguard consciousness, constitutes a necessary term in any conceptualization of
video production and reception. Even in
the formalist camp, the audience
figures.
To return to the three condensed
credos quoted at the beginning of this
essay, the contrast between mass-media
popularity and the small, select, specialized audience for video art is repeatedly
identified as a major distinguishing
characteristic. Youngblood's idealized,
"non-standard observers" also come to
mind. In an ostensibly democratic society, where public cultural resources
could, in theory, be allocated on the
basis of statistics-to benefit the largest
number of people-these statements
might be read as arguments to support
nonPOEulist (antipopulist, to Douglas
Davis ) culture. But talk about video
audiences usually sounds a bit defensive;
echoes of Nielsen ratings can be heard
when video viewers are discussed. In the
museum economy, some kind of audience for this work must be identified
in order to satisfy exhibition funders,
but consistent references to audiences
by video programmers confirm that even
the most esoteric video presupposes
communication. Just as audience constitutes one of the principal terms of television (not that the audience decides
what's on, but the audience must be
captured, captivated), video entails
reception as much as individual creativity and program design.
Rudimentary knowledge about television economics has permeated our social
vocabulary. The term "Nielsen ratings"
can be invoked as metaphor without
further explanation. For television, the
operative formula was neatly summarized in the title of Richard Serra and
Carlota Schoolman's 1973 videotape
140
Art Journal
Television Delivers People-to advertisers." Certain exceptions exist, such as

Home Box Office and other cable subscription services, which, as the HBO
name indicates, replicate a box-office
income structure. Public television, of
course, must scramble for government
appropriations, corporate underwriting
(a variant of commercial advertising),
and individual donations to stay on the
air. To make a persuasive case to
patrons, public TV, too, must claim a
respectable audience share.
Despite prophecies of increased diversity of program formats and contents
accompanying the advent of each new
distribution technology and marketing
scheme-s-cable, satellites, discs, home
VCRs-the commercial networks still
rule the television world. The enormously lucrative broadcast industry
dominated by the big three networks
commands the big numbers while other
television systems compete for a few
slices of the profit pie. In this risky
business, fueled by sales-to advertisers
targeting demographically defined
groups of people-program choices
rarely exceed predictable boundaries,
and permissible forms necessarily buttress a social order that generates more
sales. Videomakers interested in distribution outside the art world must persistently search for aberrations in the
industry.
Since the television premiere of video
art-the WaBH experiment in 1969public television has provided the
meager broadcast opportunities granted
to independently produced video. As a
result of collective lobbying, independent documentaries receive regular, if
limited, time and some funding from the
Public Broadcasting Service and the
Corporation for Public Broadcasting.
Opportunities ebb and flow depending
on the political climate, which affects
the welfare of the public system and the
interests of its administrators. Predictably, during the Reapan years the situation has worsened.' Nevertheless, the
influence of public television on documentary video can still be detected in
prevalent styles, and even in the length
of tapes; most documentaries run
exactly twenty-seven or fifty-eight minutes, most are finely crafted, and most
avoid partisan politics. In other words,
most are tailored for national PBS
broadcast. Interventions of this kind are
always negotiated and mediated, expensive to make, constrained by standards
and conventions designed to replicate
the status quo. In a country where the
social-documentary tradition includes
the work of left-wing groups like the
Workers' Film and Photo League and
Frontier Films as well as the numerous
radical films and videotapes made dur-
ing the sixties and early seventies, th

pattern of conformity to PBS format
becomes significant. The deciding facto
here is audience.
One major source for documentarproduction money was stabilized whei
the Ford Foundation and the Nationa
Endowment for the Arts jointly estab
lished the Independent DocumentarFund at WNET's TV Lab in 1977. Thi~
fund supplemented the artist-in-resi
dence program already in place at tha
station for videomakers working in al
styles. Established in 1972 with grant:
from the New York State Council on the
Arts and the Rockefeller Foundation
the TV Lab provided the primary broad
cast outlet for video art through the
series VTR: Video Tape Review, whicl
aired from 1975 through 1977. Earlie
in 1977, the Rockefeller Foundation hac
set up other experimental television cen
ters at KQED in San Francisco anc
WaBH in Boston." All these facilities
offered artists access to sophisticatec
equipment not available elsewhere (anc
that few individuals could afford tc
own) and the hope of reaching a large
public. The subsequent demise of these
labs can be attributed to the Rockefeller
Foundation's withdrawal and the indifference of station executives." (AI
though WNET continued to receive
NYSCA dollars for several years after
the Rockefeller's defunding, the station
refused to supply the necessary matching funds, and the TV lab folded in late
1983.) Without government and foundation support, few public television stations have demonstrated willingness to
finance or show nondocumentary video.
Indeed, what corporate underwriter
wants to display its logo on programs
watched by a sparse, hardly upscale
audience?
So far, the easiest route for getting
video on television without interference
from program executives or protection
from some quirky station-employed producer has been paved by activists who
relentlessly pressure city governments to
guarantee public access to cable television. Although the makers of what are
now proclaimed video classics in the
museum versions of video history were
often people already working in other
art forms, their Portapak comradessome practicing artists, some not-took
their decks and cameras to the streets.
There developed collectives, workshops,
equipment loan programs, and socially
engaged projects concerned with the
use, distribution, and ownership of television, invoking and experimenting with
ideas about democratic media. Remnants of the public-service concept of
mass media-as contrasted with the
commodity-consumer construct now
firmly established in the U.S.-are pre-
served in provisions for access channels

on cable television. (However, recent
federal legislation and Federal Communications Commission rulings have
weakened communities' power to demand access channels and production
facilities from their local cable companies. 27 ) Riding piggyback on the wires of
cable industry, some public-access producers consciously contradict the ideologyof their profit-seeking hosts.
On public access cable time is free, if
limited. Likewise, no one gets paid for
his or her work. A few grants are
awarded to artists producing for cable
outlets, but the sums are modest. Furthermore, public-access shows, rarely
listed in program guides or newspaper
TV schedules, attract relatively scant,
always geographically restricted audiences. That's the idea of public
access-community-based, noncommercial TV-but many videomakers
have grander ambitions. Many would
also like to be paid at least enough to
finance the next production.
As commodities, videotapes can't be
treated like tangible artwork," but theoretically they can be sold like other
electronic media products: audio cassettes, records, and programming for
established entertainment media. Videomakers' partial and always provisional inroads into public territory have
already been described; to this add the
list of commercial-based distribution
forms that optimistic videomakers hope
to use as vehicles to reach the public:
music videos, leased cable acess (allowing advertising), subscription cable services, videodiscs (last year's hot prospect), and the big time-broadcast TV.
It is not only video entrepreneurs who
want to break into the business, where
the best equipment and biggest audiences money can buy await: artists
who clothe their social critiques in popular forms also want to make music videos, sell their cassettes in home-video
stores, and get their tapes on late-night
TV. Advocates of this sort of infiltration
propose subversion via wide circulation.
This seems somewhat naive considering
that the hegemonic mass media can
easily tolerate a few minor disturbances
without surrendering any authority.
Cultural intervention that rests on the
expansion of the communications industry-on its global reach and ever-multiplying gadgets and markets-remains
ambivalent, or desperate.
Whether media guerrillas or media
hustlers, videomakers who disdain the
label "artist," discuss their work as
"product," and accept the jargon of
"marketing" and "packaging"-a
growing number to be sure--demonstrate the centrality of audience to this
hybrid with roots in two distinct cultural
forms. Although included in museum

and gallery shows, these would-be infiltrators refute claims for video as an elite
art. At the same time, there are risks in
abandoning entirely the critical province
of art for the greener pastures of mass
media.
Institutions
Conceived and nurtured in the public
sphere, video would not survive without
public patronage, public TV, or other
public institutions. As semipublic institutions, museums cannot completely
ignore or thoroughly co-opt the social
discourse of media artists." Similarly,
public TV, which represents privileged
interests parallel to those traditionally
served by museums, has been somewhat
vulnerable to demands for public
accountability. This relatively young
institution generally exhibits all the
instincts of more venerable, highbrow
cultural establishments, but it also
depends on congressional funding as
well as on some degree of community
support. Public-access channels, too,
exist because of social pressure for some
service to communities in exchange for
commercial exploitation of the public
domain. And educational institutions,
which provide the few jobs available for
artists, often rely on public sources for
funding.
The various conduits for public
patronage of video-the National Endowments for the Arts and Humanities,
the Corporation for Public Broadcasting, state arts and humanities councils,
nonprofit media centers, museum video
programs, public-access centers, university visiting-artist programs, and so
forth-expand and contract depending
on economic trends and political shifts.
Currently, the constriction of public
patronage, due to the ascendancy of
political conservatism, corresponds to
the consolidation of private capitalism in
the communications industry, enabled
by advanced information technologies:
computers, satellites, digital systems,
and so on. In this environment, public
cultural institutions either diminish or
court private sponsors." And video
becomes doubly implicated in this
movement.
Official histories of the "art form"
lend video respectability while redefining its development in terms suitable to
the tastes of.a small number of connoisseurs--distinct from those of the "rabble." Combining depoliticized rhetoric
and selections of exemplary masterworks, video can be rendered palatable
to wealthy art patrons. Alternatively,
video can be cast as a new brand of
media merchandise. Here, too, the lure
of success is proffered-big audiences
and big bucks, accompanied by quasi-
political rhetoric about independence

from patronage. In both cases, video is
touted as a vanguard, while being
enlisted as an ideological agent.
Video that adopts mass-media criteria for success quickly becomes a cottage industry, akin to small business
ventures developing new software for
the culture industry.icomplete with the
attendant mythologies of freedom.
High-art video, too, can assist the
advance cultural hegemony. In his introduction to Video: State of the Art. a
1976 survey published by the Rockefeller Foundation, the foundation's director for arts and a notable videophile,
Howard Klein, describes this process:
The struggle for world domination
has been a common theme in our
time. One form of domination is
cultural, and in that it embodies a
world of ideas and concepts that
can be influential and threatening
to a status quo, it may be the most
important form. Such domination
of world culture has fallen to the
United States.... Just as popular
aspects of culture have spread
American values and concepts
abroad, so the arts, and especially
those forms which are uniquely
American, infiltrate foreign lands
and minds and produce a spreadfor better or worse-of Americanization. This has begun to happen
already within the narrow field of
video art."
Given his position, no one would expect
Klein to describe the mechanisms of
cultural domination or the interests it
serves: concentration of wealth and
power along with destruction of indigenous cultures and social institutions.
Klein takes cultural imperialism for
granted, and his uncritical advocacy
echoes the arrogance of U.S. political
and economic imperialism. Video easily
becomes complicit with imperialist programs if the audience is presumed irrelevant (art-for-art's-sake, video-as-refuge). A more active collusion is
embraced if the institution of art is
renounced in favor of creating new consumers for video products. But historically, practically, much video has proposed audiences that are by no means
homogeneous, harmonious, or necessarily complacent. Klein doesn't mention that cultural domination meets
resistance, at home and abroad. But it
does. In relation to television and other
mass media, resistance has produced
critiques of the uses of communications
technology, the economic relations that
determine and are determined by these
uses, and the functions of culture reinforced by these forms of communications." Video that doesn't accede to the
Fall 1985
241
television industry or to regressive aestheticism indicates resistance. Video

practice that attends to audiences and
acknowledges public functions joins this
resistance. Indeed, opposition to the private control of communications technology and the cultural hegemony such
control produces implies, depends on,
and contributes to the viability of the
public sphere. But a broadened definition of video that admits a relationship
to mass media without paying heed to
ideological functions of art institutions
ends up in another formal cul-de-sac,
with art severed from its connections to
the ideological work performed by
institutions.
A short essay by Bertolt Brecht has
been a staple in curatorial commentaries
on video as political, critical art. In "The
Radio as an Apparatus for Communication," Brecht writes:
As for the radio's object, I don't
think it can consist merely in prettifying public life. Nor is radio in my
view an adequate means of bringing
back cosiness to the home and making family life bearable again. But
quite apart from the dubiousness of
its functions, radio is one-sided
when it should be two-. So here is a
positive suggestion: change this
apparatus over from distribution to
communication."
Attempts to apply a translation of
Brecht's words to video practice in 1986
ignore the vastly different social conditions that prevailed in 1926 when he
wrote the essay. Too often references to
Brecht are summoned forth to establish
the radicalism of this or that style of
video, disregarding correlations of his
strategy with his active participation in
revolutionary communist politics. Instead, his remarks about two-way communications are misread in formal terms.
Again, manipulations of "the medium"
are deemed inherently radical. 34
That Brecht still speaks to those who
think about the meaning and purpose of
video activity indicates, however, the
possible social project of art that
assumes television as a method and as a
subject. In his theoretical study of the
historical avant-garde in modern art,
Peter Burger situates Brecht:
Brecht never shared the intention
of the representatives of the
avant-garde movements to destroy
art as an institution . . . .
[W]hereas the avant-gardistes believe they can directly attack and
destroy that institution, Brecht
develops a concept that entails a
change of function and sticks to
what is concretely achievable."
242
Art Journal
If video presumes public institutions, its

production, circulation, and reception
can be conceived in terms of public
function instead of formal innovation.
Otherwise, art that turns its back on the
social institutions that surround and
support it won't change much. And
video practice blind to the social functions of the communications industry
cannot be critical. Following Brecht's
lead, however, video can be undertaken
and understood as part of a resistance to
cultural domination and as a means to
change cultural institutions.
Notes
I The Medium Is the Medium. a 30-minute
composite videotape of work by six artists, was
produced at the New Television Workshop in
Boston. TV as a Creative Medium. at the
Howard Wise Gallery in New York City, was
the first major gallery exhibition devoted exclusively to video.
2 The Second Link: Viewpoints on Video in the

Eighties. Banff, Alberta, Canada, Walter Phillips Gallery, 1983. In his introduction, the
exhibition organizer, Lorne Falk, finds precedents for contemporary video art in the activity
of the aestheticist, elitist Linked Ring Society,
formed in Great Britain in 1892 to champion
art photography over the popular uses of photographic technology.
3 Dorine Mignot (curator of painting, sculpture,
video, Stedelijk Museum, Amsterdam), "Video: An Art Form," ibid., p. 25.
4 Barbara London (director of the video program, Museum of Modern Art, New York),
"Striking a Responsive Chord," ibid., p. 28.
5 Kathy Huffman (former director, Long Beach
Museum of Art, Long Beach, Calif.), "Video
Art: A Personal Medium," ibid., p. 30.
6 All quotations from Gene Youngblood, "A
Medium Matures: Video and the Cinematic
Enterprise," ibid., pp. 9-13.
7 The central text of technological determinism
in Marshall McLuhan, Understanding Media.
New York, 1964.
8 For example, see: Herbert I. Schiller, Who
Knows? Information in the Age ofthe Fortune
500. Norwood, N.J., 1981; and idem, Information and the Crisis Economy. Norwood, N.J.,
1984.
9 Raymond Williams, Television: Technology
and Cultural Form. New York, 1975, p. 126.
10 The numerous reviews and features on the Paik
retrospective included Robert Hughes, Time
(May 17, 1982), pp. 75, 77; and D.C. Denison,
"Video Art's Guru," New York Times Magazine (April 25, 1982), pp. 54-58,63, as well as
those in art publications; Paul Gardner's "Tuning in to Nam June Paik,' Art News (May
1982), pp. 64-73, was the cover story.
II I discussed the significance of the Paik retrospective in "Pomp and Circumstances: The
Coronation of Nam June Paik,' Afterimage.
Vol. 10, No.3 (October 1982), pp. 12-16.
12 Ten Years of Video: The Greatest Hits of the

70s. exh. cat., Boston, The Institute of Conternporary Art, 1984, n.p.
13 Ibid.
14 Wall text for Video Art: A History, Part I,
New York, The Museum of Modern Art,
1984.
15 Program notes for New American Video Art: A
Historical Survey. 1967-1980. New York,
Whitney Museum of American Art, 1984.
16 A history of video art in the U.S. that ignores
the work of groups like the Videofreex/Media
Bus, Raindance, Video Free America, Optic
Nerve, or Global Village consciously skews
history towards formal aesthetics, away from
all social factors. Also rendered invisible is the
important work of community media activists
during this period, most notably that of George
Stoney and those who worked at the Alternative Media Center at New York University,
which Stoney founded.
17 In "Raster Masters," Afterimage. Vol. II, No.
8 (March 1984), Lucinda Furlong details the
inaccuracies that London's taxonomy perpetrated.
18 Kathy Huffman's and David Ross's essays in
LBMA's catalogue, Video: A Retrospective,
1974-1984. chronicle institutional development rather than propose rationales for the
work exhibited. The other text in the catalogue,
Bill Viola's "History, 10 Years and the Dreamtime," is a mystical treatise that denies criticism altogether and questions the usefulness of
any history.
19 In addition, avant-garde art traditions are generally cited only to certify video's art status;
critical historical analysis is rare. Martha Rosler's lecture, "Shedding the Utopian Moment,"
delivered on October 4, 1984, at the Video 84
conference in Montreal, counts as an exception.
In her paper, Rosier considers "how modern
artists have tried to find a place in new ideologies and new technologies or have tried to
oppose them, and marketplace values as well."
20 An inquiry into video displays in museum
spaces lies beyond the scope of this article.
Nevertheless, such an investigation would
extend the critique of formalist interpretations
of video.
21 David Antin makes this point in his essay,
"Television: Video's Frightful Parent," Artforum. Vol. 14, No.4. (December 1975), pp.
36-45, where he describes how "the television
experience dominates the phenomenology of
viewing and haunts video exhibitions .... [Ilf
anything has defined the formal and technical
properties of the video medium, it is the television industry" (p, 36). Although Antin makes a
convincing argument for the influence of television on video, I take exception to the conclusion
he draws: "To a great extent the significance of
all types of art derives from its stance with
respect to some aspect of television, which is
profoundly related to the present state of our
culture. In this way video art embarks on a
curiously mediated but serious critique of the
culture" [emphasis added] (p. 44). A serious
critique must be consciously undertaken and
cannot be inferred solely from video's alternative status.

22 Douglas Davis, "Video in the Mid-'70's: Prelude to an End/Future," Video Art: An Anthology. Ira Schneider and Beryl Korot, eds.,
New York, 1976, p. 197. In his essay, Davis
states, "[T]he Video Art that interests me the
most ... is antitelevision, anti populist. Most of
it is very far as yet from high art, from realizing
the perfect achievement that occurs when
thought and medium come together."
23 Television Delivers People is based on the

discussion of the economics of television in Les
Brown, The Business Behind the Box. New
York, 1971. Brown, in turn, repeats the analysis given in Erik Barnouw, The Image Empire:
A History of Broadcasting in the United
States. New York, 1970, and Barnouw incorporates theories put forward by Dallas Smythe,
in The Structure and Policy of Electronic
Communications. Urbana, 111.,1957.
24 1984 saw the demise of the CPB-sponsored
Independent Documentary Fund at WNETTV. Two CPB-funded, PBS documentary
series, "Matters of Life and Death" and "Crisis
to Crisis," likewise expired during the first
Reagan term.
25 A list of Rockefeller outlays for video up to
1974 can be found in Howard Klein, "The Rise
of the Televisualists," The New Television: A
Public/Private Art. Cambridge, Mass., 1977,
pp. 168-69.
26 Although the public-TV experimental labs
brought income to the stations (since artists
were required to spend grant money allocated
through these programs at the stations) and
despite favorable critical response to many of
the projects accomplished at these centers, the
stations never integrated these programs into
their operations. One plausible explanation for
this is that PBS stations have resisted supporting truly independent projects that don't conform to established formats, even when these
are reasonably successful.
ders for what they can do for you.... Get

through their doors, and when you do, dress like
you're a funder." Quoted in Carrie Rickey,
"Get It While You Can: The VaR.8uard, the
Bucks, and the System," Village Voice (July 5,
1983), pp. 37-38.
31 Howard Klein, "Introduction," in Johanna
Gill, Video:State of the Art. New York, 1976,
pp. v-vi.
32 E.g., see the report of UNESCO's International Commission for the Study of Communications Problems, Many Voices. One World.
New York, 1980; Anthony Smith, The Geopolitics of In/ormation: How Western Culture
Dominates the World. New York, 1980; Herbert 1.Schiller, Communications and Cultural
Domination. White Plains, N,Y., 1976; and
Armand Mattleart and Seth Siegelaub, eds.,
Communications and Class Struggle: 1. Capitalism. Imperialism. New York, 1979.
33 John Willett, ed. and trans., Brecht on Theatre.
New York, 1964, p. 52.
34 E.g., in "Nam June Paik's Videotapes," in John
Hanhardt, ed., Nam June Paik, New York,
Whitney Museum of American Art, 1982,
David Ross links Paik with Brecht in order to
claim Paik as a radical artist.
35 Peter Burger, Theory of the Avant Garde.
Minneapolis, 1984, pp. 88-89. On the following
page, Burger makes a pertinent point: "[T]he
social effect of a work of art cannot simply be
gauged by considering the work itself but that
its effect is decisively determined by the institution within which the work 'functions.' "
Martha Gever edits The Independent

Film and Video Monthly, published by
the Association ofIndependent Video
and Filmmakers.
27 In October 1984 Congress enacted HR. 4103, a

compromise version of Senate cable legislation
(S. 66) passed during the previous session.
Cable operators are now able to obtain relief
from requirements for access channels and rate
regulations for leased channels. Also, the role
of for the public in the franchising process has
been curtailed.
28 Attempts to market limited editions of videotapes through galleries or art auctions have
been uniformly disastrous, and tape rentals and
sales by art dealers have proved unprofitable.
29 In contrast with painting and sculpture, or even
photography, video attracts few private
patrons; video programs within museums are
primarily creatures of public patronage.
30 At the 1983 conference of the National
Alliance of Media Arts Centers, Brian O'Doherty, the NEA Media Program director, told
assembled media center administrators, "Every
board of a media center needs to have the
leading banker in the community, the leading
lawyer, the leading real estate broker, influential politicians.... You need to love your fun-
Fall 1985
243
Downloaded by [University of Sussex Library] at 19:52 13 January 2015
The New Sleep:

Stasis and theImage-Bound
Environment
By Tricia Collins and Richard Milazzo

Joseph Nechvatal: Grace Under Pressure
-In the pressure and splendor of its
negations, Joseph Nechvatal's work
quietly proposes that the act of Scrutiny
must be equal in its power to the spectacle of commercialized Sleep (Fig. 1).
Rendered in the graceful and intricate
guise of signic entertainment, these acts
of scrutiny, and their necessity, are
effectively implied by the use of a gray,
Renaissance or tatoo-like field or environment of super-statically charged
images, generated by highly "overworked" or congested patterns of information, seemingly contradictory in nature, which require the execution of
discernment and judgment (Fig. 2).
Scrutiny, here, must contend with this
simulated grid of trans-social phenomena; in effect, measure itself against the
gray (visual) noise of social and genetic
disinformation and, finally, be equal in
power to the spectacle of disengaged
History. Scrutiny, in Nechvatal's view
of things , must process, ultimately, the
actuality of biological terrorism.
-While Nechvatal's pictures-drawings, photographic works, and video
images (Fig. 3)-are stimulated by the
excess distantiations of the body, which
are driven mentally into micro-negations (or signic negations) in the weak
temporality of existence, they also build
a dark, hallucinatory techno-anterior
synthetic (or a willfully obsolete or
archaic anti-structure) that drives the
onslaught of psychic references and sensations in their binary mode into a dense
network of intentionality, desublimation, and scrutiny, a kind of Biosubjectivity that can surmount (or appropriate) the fast interiors of the New Sleep,
and overwhelm the world of Naturalized
Perceptions.
244
Art Journal
Fig. 1 Joseph Nechvatal, Grace Under Pressure . 1984. Gallery Nature Morte.
-Ultimately, Nechvatal is constructing
in his work an abstract history , a disparate instrumentality, that can accommodate the images of the Subtended
Psyche in pictures that categorically
exhaust standardized consciousness and
institutionalized perceptions.
Lily Lack: Detergent
- What Lily Lack does in Sheila (Fig.
4) and This is My Life (1984-85) is to
break down the whole credibility factor.
-The credibility of the object is undercut by the institutional disarray of the
product in Sheila. and the existential
disarray of production in This is My
Life.
-If attitude is neutral mystique, then

Lily Lack's work sort of comes out on
the other side. It's not that situation
overtakes attitude, it's that somehov

you can gauge the specific atroph:
involved in a social paradigm.
-It's not that you can get outside the
role that detergent plays in your life, it':
that you can temporarily deflect the
aestheticization that serves to enhance
its ontological roots.
-In a sense, she brackets the reificatior
of the Social itself within an image
bound environment.
-The inevitable yield is a New Product.
-The signic negation of reificatior
itself.
-The New Stasis.
Fig. 2. Joseph Nechvatal, Installation, 1984, at Brooke

Alexander, Inc.
Gretchen Bender: Total
Effect-Neutralization and the
Psychedelic Concept
-Gretchen Bender's psychedelic hyperappropriated image-bound environment-comprising visual, computergenerated, and video work-asserts a
disparate instrumentality in the aesthetics of neutralized signs. The strategy
situates Concept itself in the context of
the New Content, endowing the effects
with the power of theoretical scrutiny .
in this regard, Bender's media-determined work indicates a neo-conceptual
vector in the discourse regarding
abstraction and technology (photomechanical reproduction).
-Although the militant, overriding
concern in Bender's work seems-given
~ch show titles as Change Your Art and
Public Vision. and their subversive fervor-to underscore ironically the moral
imperative hidden in part of this strategy (that is, in the ideological dimension
or aggressive anti-proprietary values
innate to the act of appropriation), the
work actually distributes itself primarily
into three inter-related zones of psychic
passion: information. interference. and
abstraction. In Bender's project, whole
aesthetical systems (belonging to reality-incorporated or reality-complicit
Fig. 4 Lily Lack, from Sheila. 1984

(Barbara Israel and Lily Lack in
photograph).
Fig. 3 Joseph Nechvatal, When Things Get Tough on Easy

Street. Installation, 1982, at The Kitchen.
artists such as Lichtenstein, Schnabel,

and Haring) are self-reflexively rendered into information bits . which are
then subjected meta-critically to a theory of interference. the patterns of
which are subsequently transformed
into psychedelic abstraction. Through
the technological devices and various
materials of photo-mechanical reproduction-such as video synthetical abstracts, computer and TV stills, and
photo-silkscreened enamel on sign tinand the arrangements of the resultant
images into a calculated disarray of
interferential patterns, the neutralization of signifying functions is, in a sense,
intensified to produce the effect of a
computer-generated stridence (a kind of
hysterical semiotics), which brackets
the aestheticized reality that operates as
a support structure for the normative
Spectacle.
-The first zone of psychic energy in
Bender's work involves a bold technological appropriation of images from postrecent art and media in the exemplifying
service of a hyper-neutralizing effect
that is electric in distinction and absolute in its capacity to willfully access the
overload and, in some ways, actually
exceed it by analytically dismantling
and ultimately subsuming the dominant
signic totalities into transcendental bits
of abstract information, which can then
be arranged into a disparate paradigm
of neutral systemic bits-"arrangements" that remain [Louise] Lawlerlike, however, in their telling facticity.
(Peter Nagy's xerox time-lines also
participate radically in this strategy
[Fig.5).}
-In the second zone, this paradigm and
its model run interference patterns over
the image-content, such that the hyperinformation of the pseudo-Gesamtkunstwerk produces meta-negative conceptual patterns. This new content (or
manifest concept) in Bender's work is
virtually pornographic in the sheer number and visibility of distantiated relations it generates, which order the perception and transcendence of structure
(itself), negating in the final analysis the
"fascisms" of superstructural behaviorism, and issuing ultimately latent or
abstract signs without directives or specific instructions. In the video Reality
Fever (1983), Bender superimposes
static (cliche) art images over moving
programmed (generic) TV imagery. In
superimposing the two (or more) art and
media-derived systems and their codified meanings, she achieves a kind of
higher (feverish) theatrical abstract
neutrality which is attendant upon
neither system in the end. This procedure of systemic interferences reveals
surprising abstract continuities within
the passage of these short-circuited
images and codes whose meta-negative
effects produce a powerful, synthetic
sensation which perdures in consciousness as psychedelic conceptualism.
-In the third zone of psychic energy,
this expansive or Zeitgeist-like sensation in Bender's work---operative in
such video works as Wild Dead II (Fig.
6) and Dumping Core (Fig. 7)-manifests itself categorically in the concept's
abstract (rather than structural) relation to psyche. Where we are forced, as
we are in Bender, to think more
abstractly, to perceive the structural
patterns that govern the images, and to
transcend structural awareness itself
through the conceptual effect of neutral
interferences, we are no longer dominated by the aestheticized content of the
image.
-In Bender's image-bound environment, we are moving from the subversive manipulation of images and their
counter-subversive neutralization to the
trans-neutralization of signs.
-It is within this paradigm of neutral
distinctions-magnified by the irony of
Fall 1985
245
--
""'""""' c_.
.... .
~ .w
' ~1
DUe"."'''''
f.,..'_.......
"',
I"")
l l GtJl
1, ..1 -' _ 51
M.&,. ..."
'. 'MIOI
("",.U
, to IN1,
.'~!l
... .
1.I'( "IT l
...... .....
=--,."..... I "~
...'.
.--.
Fig. 5. Peter Nagy, Entertainment Erases History. 1983.

Bender's appropriating effects neutral
ize the image-aestheticization of tempo
rality whereby we now consciously (willfully) experience the present as the
History of the future. Where the psyche
itself begins to operate like a 42nd stree
sign on Times Square, only a kind 01
temporary (provisional) Overmind can
prevail in the blur.
Sara Hornbacher: Torque Habit

-In order for an image to bracket its
existence within an image-bound environment, it must display an abstract
torque in facts.
-It is like trying to find an effective
way to curse in the culture.
-Otherwise, you just lean back, and
swallow the Happy Language.
Fig. 6 Gretchen Bender, from Wild Dead II, 1984.

the New Scrutiny-that cause and causality itself undergo the abstract negations generated by the acute temporality
of hyper-referential content whereby
psyche (or the New Mind) informs concept with a pure (discausal) or psychedelic array of effectuations. These
psychical expansions afford the sharp,
constructive irony and abstract visibility
of concept's strident neutrality as in
Mid-Effect Hold (Fig. 8) and Untitled
(from The Pleasure is Back series,
1982) (Fig. 9), even while they enact the
most attenuated structural negations (as
in the Mullican/Salle juxtaposition in
Mid-Effect Hold), or they effect the
widest, most comprehensive infra-environmental distribution of sensory content as in Wild Dead III (Fig. 10), or
again, in Reality Fever. Ultimately, it is
246
Art Journal
this mode of psychedelic abstraction in

Bender's work which facilitates concept's trans-neutralized relation to
world (or direct) content and the
abstract content of the psyche.
-These three zones of psychic energy in
Bender's work constitute the abstract
vector and critical motivation of psychedelic conceptualism in the aesthetics
of neutralized signs whose perverse visibility effectively complicates Ian Wilson's (recent) classical formulation (in
Artforum [February 1984]) of "nonvisual abstraction" while simultaneously challenging the agon of individual temporality that characterizes the
originary aesthetics of cult painting and
cult expressionism in the various media.
Within this para-zone of the Spectacle,
-Obviously, you must project the

abstract decisions involved in constructing those "displays".
-It's like trying to measure a sphere
with a straight-edge.
-In Sara Hornbacher's work, you
experience the rational mediation of
images optically as a kind of static dis-
Fig. 7 Gretchen Bender, from

Dumping Core. 1984-85, AT &T off
TV, multi-monitor, multi-channel
performance, at The Kitchen.
Fig. 8 Gretchen Bender, Mid-Effect Hold, 1983, color photo

and enamel silkscreen on sign tin, 53 x 59".
Gallery Nature Morte.
Fig. 9 Gretchen Bender, Untitled (from The Pleasure is

Back series), 1982, photo silkscreen on sign tin, 6 x 7'.
Gallery Nature Morte .
figuration of light. It becomes a kind of

trapdoor to perception.
-Hornbacher's work-and the most
effective video in general-is like the
stuff between the TV stations.
-In this situation, facts sort of become
the reified actuality of the categories
you construct. An American Sequence
(Fig. 11) literally brackets the narrative
charge of these facts.
-As such, the images are really acute,
even as they are placed at the behest of a
kind of systematic break within their
semantic value. They function like the
"silverware" of temporality itself, and
when you arrive at the center of this vast
articulation, you get the feeling that you
have been finally stopped.
-You begin to feel this optical guilt,
and you become convinced that gravity
is something like a static emergency.
-You mean it is as if Hornbacher has
Fig. 10 Gretchen Bender, from Wild Dead Ill. 1984-85: "Glitter," from Japanese
located your habit, and then broken it.
computer demo reel; "eagle," from Warhol's Endangered Species series; "white
-And you come up with the idea- cross," from Apple computer graphics program; CBS logo, computer generated off
onto-technocratic delusion-maybe that TV; b & w abstract, programmed off a 3D animating computer-distortion of x,
meaning asserts the secret charm of that y, and z axis.
negation.
-The op breakdown is not about anything that is weak or deliberate in the
image.
Fal/1985
247
Fig. 11 Sara Hornbacher, An American Sequence. still from 7-minute video.
-In Hornbacher, the crisis in negation circulates within the economy of

assertion.
-I suppose we're talking about optical
habits.
-Style is the religion of the superincomprehensible.
-I was also thinking about the moral
habits endemic to video, and the strange
neo-hurnanistic formalism to which it
has always ultimately succumbed.
-A kind of technological "Right,"
which is categorically expelled from
Hornbacher's work.
-It is the formalism of correct positions
inhabited by the fauna and flora of
technology that must bear the pressure
of an intentionally artificial dialectic in
her work.
-Scrutiny is the optical style implicit in
a disparate instrumentality.
-Sa what you get in Hornbacher is the
generic deprivation of images, and, at
the same time, the feeling that the
Overload has been articulated by the
negations effected through this
instrumentality.
-In Hornbacher, Concept is catching
up to content, and this prevents the
instrumentality from becoming an
empty formalism .
Fig. 12 Paul Nichols, Hysteria. 1984.

248
Art Journal
-So the habit is replaced by Hypothesis-hypothesis construed by the senses

as the electric(al) spirituality of a New
kitchen appliance.
-Hornbacher's work summarizes the
visual tautology involved in perception .
It's something like the need to wear
sunglasses while you run as fast as you
can in the dark.
Paul Nichols: Transcendental Stasis
-We all want to be winners.
-It's the transcendental mode.

-The distribution is pretty interesting-very American-game shows and
assassinations.
-The cultural cliches and appropriated
ad elements in Paul Nichols's work set
up a kind of cartoonish synthesis-an
image-bound environment-that enables us to look at the apparently arbitrary nature of the transcendental.
-So Nichols's work examines the structure of idealism, its hysterical content
and categorical facade.
-Now it's like saying that the structure
of idealism is out of control, or looks
something like the crisis topography in
catastrophe theory.
-So that must mean that there are such
things as transcendental catastrophes
that possess very specific topographies.
Fig. 13 Paul Nichols, Two People. 1983.
-You get that feeling when you look.

the cuts in Nichols 's Hysteria (Fig. U :
or the wave-structure in Two Peopt
(Fig. 13) or the serial arbitration in
Day in the Life OJ(l982).
-The typography of structural neg~
tion in Nichols yields a kind of a transcendental stasis .
-Something like a random gain in th
Downfall.
-Auspicious mania.
-I'd call it looking good on your waf,'
out.
Tricia Collins and Richard Milazzo
have worked collaboratively since
/982. They are the publishers oj
Effects: Magazine for New Art Theory
and the American editors of
Kunstforum [Cologne]. Collins and
Milazzo have curated shows at Nature
Morte, International with Monument.
CashfNewhouse, White Columns.
Tibor De Nagy. Diane Brown . and
Margo Leavin Gallery (in Los
Angeles). among others. They are
currently preparing shows at S .L.
Simpson Gallery in Toronto. American
Fine Arts Co. in New York . and Lia
Rumma Gallery in Naples. Italy.
Video:
A Selected Chronology,
1963-1983
By Barbara London
The chronology that follows highlights
some of the major events that have
helped to shape independent video in the
United States. Although institutions
'rave provided the context for video, it is
he artists' contributions that are of the
~reatest importance.
1963
Exhibitions/Events
New York. Television De-Coli/age by
WolfVostell, Smolin Gallery. First U.S.
environmental installation using a television set.
1964
Television/Productions
Boston. Jazz Images, WGBH-TV .
Producer, Fred Barzyk. Five short
-isualizations of music for broadcast;
me of the first attempts at experimental
television.
1965
Exhibitions/Events
New York . Electronic Art by Nam June
Paik, Galeria Bonino. Artist's first gallery exhibition in U.S.
New Cinema Festival I (Expanded
Cinema Festival), The Film-Makers
Cinematheque. Organized by John
Brockman. Festival explores uses of
mixed-media projection, including video, sound, and light experiments.
966
xhibitions/Events
ew York. 9 Evenings: Theater and
ngineering, 69th Regiment Armory.
rganized by Billy Kliiver. Mixededia performance events with collaboation between ten artists and forty
ngineers. Video projection used in
orks of Alex Hay, Robert Rauschenrg, David Tudor, Robert Whitman.
elma Last Year by Ken Dewey, New
ork Film Festival at Lincoln Center,
,.
Bruce Nauman, Live Taped Video Corridor, 1969-70. Installation at the Whitney
Museum, New York.
Fall 1985
249
Minneapolis. Light/ Motion/ Space,

Walker Art Center in collaboration with
Howard Wise Gallery, New York. Travels to Milwaukee Art Center. Includes
video works by Nam June Paik, Aldo
Tambellini, and others.
New York. Festival of Lights, Howard
Wise Gallery. Exhibition of kinetic light
works that include video works by Serge
Boutourline, Nam June Paik, Aldo
Tambellini, and others.
Rockefeller Foundation awards first
video fellowship.
Electronic Blues by Nam June Paik
in "Lights in Orbit," Howard Wise
Gallery. Viewer-participation video
installation.
of Art.
The Machine as Seen at the End of the
Mechanical Age, The Museum of Modern Art. Director of exhibition, Pontus
Hulten. Exhibition includes video art
particularly Nam June Paik's Nixo~
Tape. McLuhan Caged. and Lindsay
Tape on unique tape-loop device.
Time Situation by David Lamelas in
"Beyond Geometry," Center for InterAmerican Relations. An installation
using television monitors in exhibition
sponsored by the Instituto Torcuato di
Tella, Buenos Aires.
Washington, D.C. Cybernetic Serendipity: The Computer and the Arts, The
Corcoran Gallery. Travels to Palace of
Art and Science, San Francisco.
Director of exhibition, Jasia Reichardt.
Exhibition originated at Institute of
Contemporary Art, London; American
showing augmented by work selected by
James Harithas. Includes video work by
Nam June Paik.
Organizations
Boston. WGBH-TV inaugurates artistin-residence program with grant from

the Rockefeller Foundation.
What's Happening, Mr. Silver?
~GBH-TV. Host, David Silver. Experimental collage/information series in
which several dozen inputs are mixed
live and at random.
San Francisco. Experimental Television
Workshop, KQED-TV. Directors, Brice
Howard and Paul Kaufman. Established with Rockefeller Foundation
grant. In 1969 renamed National Center for Experiments in Television
(NCET), funded by the Corporation for
Public Broadcasting and the National
Endowment for the Arts. Ends 1976.
New York. Black Gate Theater, for electromedia events, and Gate Theater, for
experimental independent cinema
Founded by Aldo Tambellini.
Commediation. Video production
group. Original members: David Cort,
Frank Gillette, Howard Gudstadt, Ken
Marsh, Harvey Simon. Ends 1969.
Young FilmekersfVideo Arts. Educational organization with training services, workshops, production facilities.
Director, Roger Larson.
San Francisco. Ant Farm. Artists'
me~ia/architecturegroup. Founded by
Chip Lord and Doug Michels; joined by
Curtis Schreier in 1971. Other members
include Kelly Gloger, Joe Hall, Hudson
Marquez, Allen Rucker, Michael
Wright. Disbands 1978.
Land Truth Circus. Experimental video
collective. Founded by Doug Hall,
Diane Hall, Jody Proctor. In 1972 renamed Truthco; in 1975, T. R. Uthco.
Ends 1978.
Santa Clara, Calif. The Electric Eye.
Video collective. Founded by Tim Barger, Jim Mandis, Jim Murphy, Michelle
Newman, Skip Sweeney. Ends 1970.
Philharmonic Hall Lobby. Multichannel video installation with photographs

by Bruce Davidson, music by Terry
Riley.
1967
Exhibitions/Events
1968
Exhibitions/Events
New York. Black: Video by Aldo Tambellini in "Some More Beginnings,"
Brooklyn Museum. Organized by Experiments in Art and Technology.
Electronic Art II by Nam June Paik,
Galeria Bonino.
Intermedia '68. Theater Workshop for
Students and the Brooklyn Academy of
Music. Organized by John Brockman.
Funded through the New York State
Council on the Arts. Exhibition includes
environmental video performances, light
and film projections, videotapes. Video
by Ken Dewey with Jerry Walter,
Les Levine with George Fan, Aldo
Tambellini.
Iris by Les Levine. First shown publicly
in artist's studio. Sculpture with six
monitors and three video cameras, commissioned by Mr. and Mrs. Robert Kardon. Collection, Philadelphia Museum
250
Art Journal
New York. The Underground Sundae by
Andy Warhol. Warhol commissioned to
make sixty-second commercial for
Schraff's Restaurant.
San Francisco. Sorcery by Loren Sears
and Robert Zagone. Experimental Television Workshop, KQED-TV. Livebroadcast program using special-effects
imagery.
1969
Exhibitions/Events
New York. TV as a Creative Medium,
Howard Wise Gallery. First American
exhibition devoted entirely to video art.
Works by Serge Boutourline, Frank Gillette and Ira Schneider. Nam June Paik
(with Charlotte Moorman), Earl Reiback, Paul Ryan, John Seery, Eric Siegel, Thomas Tadlock, Aldo Tambellini,
Joe Weintraub.
Los Angeles. Corridor by Bruce Nauman, Nicholas Wilder Gallery. Installation with video.
Organizations
Cambridge. Center for Advanced Visual
Studies, Massachusetts Institute of
Technology (MIT). Established for artists to explore art and technology.
Founded by Gyorgy Kepes. Director,
Otto Piene.
New York. Channel One. Video theater
offering comic programming featuring
Chevy Chase. Director, Ken Shapiro.
Technical Director, Eric Siegel.
Global Village. Begins as video collective with information and screening center. Becomes media center devoted to
independent video production with emphasis on video documentary. Founded
by John Reilly, Ira Schneider, Rudi
Stern. Directors, John Reilly and Julie
Gustafson.
Raindance Corporation. Collective
formed for experimental production. In
1971 becomes Raindance Foundation,
devoted to research and development of
video as a creative and communications
medium, with screening program. Members: Frank Gillette, Michael Shamberg, Steve Salonis, Marco Vassi, Louis
Jaffe; soon after, Ira Schneider and Paul
Ryan, and then Beryl Korot.
Videofreex. Experimental video group.
Members: Skip Blumberg, Nancy Cain,
David Cort, Bart Friedman, Davidson
Gigliotti, Chuck Kennedy, Curtis Ratcliff, Parry Teasdale, Carol Vontobel,
Tunie Wall, Ann Woodward.
Boston. The Medium Is the Medium,
WGBH-TV. Produced by Fred Barzyk,
Anne Gresser, Pat Marx. First presentation of works by independent video artists aired on television. Thirty-minute
program with works by Allan Kaprow,
Nam June Paik, Otto Piene, James
Seawright, Thomas Tadlock, AIda
Tambellini.
New York. Subject to Change, SQN
Productions for CBS. Produced by Don
West. Program of videotapes initiated
by Don West with CBS and produced by
Videofreex and other members of the
video community. Videotapes produced
on all aspects of the counterculture (alternate schools, communes, radicals,

Blank Panthers, riots, demonstrations,
etc.). Never broadcast.
1970
Exhibitions /Events
,New York. A.I.R. by Les Levine in

~'Software, " the Jewish Museum. Curator, Jack Burnham. Eighteen-monitor
video insta llation.
information. The Museum of Modern
Art. Curator, Kynaston McShine.
Exhibition includes videotapes and
installations from U.S., Europe, Latin
America.
Warehouse Show, Leo Castelli Gallery.
Includes video installation by Keith
Sonnier.
Plainfield. Vt. The First Gathering:
Alternate Media Project, Goddard College. Media conference.
San Francisco. Body Works, Museum of
Conceptual Art. Videotapes by Vito
1\cconci, Terry Fox, Bruce Nauman,
Dennis Oppenheim, Keith Sonnier, WiIIiam Wegman. Organized by Willoughby Sharp. First video exhibition on
the West Coast.
i10 T. Farnsworth Video Obelisk by
kip Sweeney, Intersection Theater,
ultichannel video installation.
altham. Mass. Vision and Television,
kose Art Museum, Brandeis University.
brganized by Russell Connor. Works by
frank Gillette, Ted Kraynik, Les
levine, Eugene Mattingly, Nam June
'faik (with Charlotte Moorman), John
eillY and Rudi Stern, Paul Ryan, Ira
chneider, Eric Siegel, Aldo Tambelini, Jud Yalkut, USCO/Intermedia,
ideofreex, Joe Weintraub.
Ald o Tarnbellini, Bla ck Gate Th eat er. 1967, mult imed ia perform ance.
~
~
rganiZatiOnS
inghamton, N.Y. Experimental Televiion Center. Originally Community
Center for Television Production. Production/post-production center emphasizing synthesized and computer-generated imagery. Directors, Ralph Hocking
and Sherry Miller. In 1979 moves to
Owego, N.Y.
\1enlo Park, Calif. Media Access Center, Portola Institute. Alternative televiI,ion resource emphasizing community
lind high school video programs. Origi'ral members: Pat Crowley, Richard
Kletter, Allen Rucker, Shelley Surpin.
Ends 1972.
i~ew York. Creative Artists Public Ser'lice (CAPS) awards fellowships in vid-
Frank Gillette and Ira Schneider. Wipe Cycle. 1969. Insta llation in Tt/ as a
Creative Medium. Howard Wise Gallery. ew York .
~.
filectronic Arts Intermix. Founded by

Howard Wise after he closes his gallery;
ncorporated 1971. Explores video as a
Inedium of personal expression and
~mmunication. In 1972 establishes
John Reilly and Stefan Moore, Irish Tapes. 1972-73.
Fall 1985
251
editing/post-production facility. In
1973 begins Artists Videotape Distribution Service.
New York State Council on the Arts
forms TV/Media Program. Directors
include Peter Bradley, Paul Ryan, Russell Connor, Gilbert Konishi, Lydia Silman, Nancy Legge, John Giancola.
People's Video Theater. Alternative
video journalism collective emphasizing
community video and political issues.
Conducts weekend screenings in which
the audience discussions are taped and
replayed. Founded by Elliot Glass, Ken
Marsh. Members include Judy Fiedler,
Howard Gudstadt, Molly Hughes, Ben
Levine, Richard Malone, Elaine Milosh,
Richard Nusser.
San Francisco. Museum of Conceptual
Art (MOCA). Alternative museum created for performance and multimedia
art. Founded by Tom Marioni.
Video Free America. Video production
group with post-production and screening programs. Founded by Arthur Ginsberg, Skip Sweeney. Directors: Joanne
Kelly, Skip Sweeney.
Syracuse, N.Y. Synapse Video Center
(formerly University Community Union
Video). Video production and post-production center. Directors include Lance
Wisniewski, Henry Baker. Closes 1980.
Boston. Nam June Paik and Shuya Abe
develop Paik/Abe synthesizer while
artists-in-residence at WGBH-TV.
Violence Sonata by Stan VanDerBeek,
WGBH-TV. Live broadcast performance with videotape, film, and participation of studio and phone-in audience
on theme of violence.
New York. Eric Siegel builds Electronic
Video Synthesizer with financial assistance from Howard Wise.
San Francisco. Stephen Beck builds
Direct Video Synthesizer I, funded in
part by the National Endowment for the
Arts.
Publications
FUm and Video Makers Travel Sheet
(Pittsburgh: Museum of Art, Carnegie
Institute). Monthly listing of artists'
appearances, new works, events.
Radical Software (New York: Raindance Foundation). Alternative video
magazine and information channel for
distribution and exchange of video
works. Published 1970-74, vols. 1-2.
Coeditors, Phyllis Gershuny and Beryl
Korot. Publishers, Ira Schneider and
Michael Shamberg.
Expanded Cinema by Gene Youngblood
(New York: E. P. Dutton). First publication to cover video art.
252
Art Journal
1971
Exhibitions/Events
Berkeley, Calif. Tapes from All Tribes,
Pacific Film Archive, University of California. Organized by Video Free America. Exhibition of videotapes by over 100
American artists.
The Television Environment, University
Art Museum. Produced by William
Adler and John Margolies for Telethon.
Circulates through American Federation of Arts.
New York. Eighth New York AvantGarde Festival, 69th Regiment Armory.
Director, Charlotte Moorman. Individual video projects by Shirley
Clarke, Douglas Davis, Ken Dominick,
Ralph Hocking, Nam June Paik, Eric
Siegel, Steina and Woody Vasulka, Videofreex.
Electronic Art III by Nam June Paik
and Shuya Abe with Charlotte Moorman, Galeria Bonino. Exhibition with
Paik-Abe synthesizer.
Installation works by Vito Acconci, Bill
Beckley, Terry Fox, William Wegman
at 93 Grand Street. Organized by Willoughby Sharp.
Projects: Keith Sonnier, The Museum
of Modern Art. Environmental video
installation. Beginning of "Projects"
exhibition program.
A Special Videotape Show, Whitney
Museum of American Art. New American Filmmakers Series. Organized by
David Bienstock. Videotapes by Isaac
Abrams, Shridhar Bapat, Stephen Beck,
John Randolph Carter, Douglas Davis,
Dimitri Devyatkin, Ed Emshwiller,
Richard Felciano, Carol Herzer, Joanne
Kyger, Richard Lowenberg, Alwin
Nikolais, Nam June Paik (with Charlotte Moorman), Charles Phillips, Terry
Riley, Eric Siegel, Skip Sweeney, Aldo
Tambellini, Steina and Woody Vasulka,
WGBH-TV, Robert Zagone.
Ten Video Performances, Finch College
Museum of Contemporary Art. Organized by Elayne Varian. Works by Vito
Acconci, Peter Campus, Douglas Davis,
Dan Graham, Alex Hay, Bruce Nauman, Claes Oldenburg, Nam June Paik,
Robert Rauschenberg, Steve Reich,
Eric Siegel, Simone Whitman.
Perception. Group of artists interested
in alternative uses of video, explore
video programming in conjunction with
Electronic Intermix. Founded by Eric
Siegel and Steina and Woody Vasulka.
Subsequent members: Juan Downey,
Frank Gillette, Beryl Korot, Andy
Mann, Ira Schneider. Disbands 1973.
T. P. Video Space Troupe. Experimental
workshop exploring two-way video.
Founded by Shirley Clarke. Original
members include Wendy Clarke, Bruce
Ferguson, Andy Gurian. DiSbandS,!

1977.
Women's Interart Center. Organizationl
to create interdisciplinary collaboration
involving writers, visual artists, perfor-l
mance artists, video artists. In 1972:
begins post-production center. Offers
workshops, produces videotapes, spon]
sors artists-in-residence. Director, Mar.:
got Lewitin. Video directors include
Carolyn Kresky, Jenny Goldberg, Susan
Milano, Ann Volkes, Wendy Ciarke'l
Veronica Geist.
'
Media Equipment Resource Centerl

(MERC), initiated by Young Filmaki
ers/Video Arts. Equipment loan servicei
for artists and organizations. In 1977i
reorganizes as access service with TV,
studio, equipment loan, and post-production divisions.
New OreIeans. New Orleans Video
Access Center (NO VAC). Founded'
through VISTA to provide video access'
to low-income community. Becomes
production center with access.
Syracuse, N.Y. Everson Museum estab-'

lishes first video department in a major
museum, under direction of James Harithas. Video curators include David
Ross, Richard Simmons. Department
closes 1981.
Washington, D.C. National Endowment
for the Arts initiates Public Media Program. Directors include Chloe Aaron,
Brian O'Doherty. In 1977 becomes
Media Arts Program.
Washington, D.C. Fifty independent
producers from numerous video collectives join together to videotape Mayday
anti- Vietnam War demonstration. Their
videotapes of political speeches and
organizations, riots, arrests, and events
are collectively edited at the Videofreex
Prince Street studio, New York.
Organizations
Chicago. Videopolis. Video/resource
teaching center. Founded by Anda
Korsts. Closes 1978.
Ithaca, N.Y. Ithaca Video Projects.
Organization for promotion of electronic communication. Director, Phillip
Mallory Jones.
Lanesville, N.Y. Media Bus. Founded
by the Videofreex. Media center begins'
producing "Lanesville TV," weekly program about the community that is the '
first low-power television (LPTV) sta-:
tion. In 1979 Media Bus moves to
Woodstock and operates a post-produc-i
tion facility, distribution and consulting:
services, and produces programming fori
cable. Current members: Nancy Cain,1
Tobe Carey, Bart Friedman.
1
New York. Alternate Media Centers
School of the Arts, New York Uni-I
versity. Funded by the John and Mary]
Markle Foundation to explore the uses

of broadcast telecommunications.
Founded by Red Burns and George
Stoney. Director, Red Burns.
The Electronic Kitchen. Screening and
performance center for the electronic
arts at Mercer Arts Center. Founded by
Steina and Woody Vasulka, Andres
Mannik. Subsequently The Kitchen
Center for Video, Music and Dance.
Video Directors include Shridhar Bapat, Dimitri Devyatkin, Carlota Schoolman, RoseLee Goldberg, Jackie Kain,
Greg Miller, Tom Bowes, Amy Taubin.
Open Channel. Organization for development of public access. Produces community programming, conducts workshops, school programs, and organizes
talent pool of film and television professionals to produce public-access programming. Founded by Thea Sklover.
Director of Programming, Lee Ferguson. Ends 1976.
Dan Gr ah am , TV Ca meral Monitor Per form an ce,

Design. Hal ifax, 1970.
ova Scotia College of Art a nd
Boston. Video Variations, WGBH-TV.
Collaboration between Boston Symphony Orchestra and artists Jackie
Cassen, Russell Connor, Douglas Davis,
Constantine Manos, Nam June Paik,
James Seawright, Stan VanDerBeek,
Tsai Wen- Ying. Produced by Fred
Barzyk.
New York. Artists' Television Workshop, WNET-TV. Established through
efforts of Jackie Cassen, Russell Connor, Nam June Paik, with initial grant
from New York State Council on the
Arts to support experimental projects by
independents.
New York City mandates public access
as part of its cable franchise.
Providence, R.I. Satellite program of the
National Center for Experiments in
Television (NCET) established by Brice
Howard at Rhode Island School of
Design; also at Southern Methodist
University, Dallas, and Southern Illinois
University, Edwardsville.
Washington, D.C. Electronic Hokkadim I by Douglas Davis, Corcoran Gallery of Art, and WTOP-TV. Live broadcast piece with two-way communication
via telephone.
Vito Acconci, Remote Control, 1971.
Publications
Guerrilla Television by Michael Shamberg and Raindance Corporation (New
York: Holt, Rinehart, and Winston).
Manual of alternative television with
graphics by Ant Farm.
1972
Exhibitions /Events
Minneapolis. First Annual National
Video Festival, Minneapolis College of
Art and Design and Walker Art Center.
Panel of the First Annual National Video Festival, Minneapolis College of Art and
Design and Walker Art Center, 1972 (Left to Right: Gene Youngblood, George
Stoney, Nam June Paik, Russell Connor. Tom Drysdale).
Fall 1985
253
Organized by Tom Drysdale. Consists

of workshops, screenings, panel discussion. Participants include Peter Campus, Russell Connor, Ed Emshwiller,
Nam June Paik, Barbara Rose, Ira
Schneider, George Stoney, Aldo Tambellini, Gene Youngblood.
New York. Peter Campus, Bykert
Gallery. One-man show with video
installations.
First Women's Video Festival, The
Kitchen at Mercer Arts Center. Organized by Susan Milano. Includes work
by Jackie Cassen, Maxi Cohen, Yoko
Maruyama, Susan Milano, Queer Blue
Light Video, Keiko Tsuno, Steina and
Woody Vasulka, Women's Video Collective; and dance/video performance
by Judith Scott, Elsa Tambellini.
Ninth Annual New York Avant-Garde
Festival, Alexander Hamilton Hudson
Riverboat. Director, Charlotte Moorman. Includes special video projects by
over fifteen artists.
Santa Clara, Calif. First St. Jude Invitational of Video Art, de Saisset Gallery
and Art Museum, University of Santa
Clara. Organized by David Ross. Works
by John Baldessari, Lynda Benglis,
George Bolling, Douglas Davis, Taka
Iimura, Videofreex, William Wegman.
Syracuse, N.Y. Douglas Davis: An
Exhibition Inside and Outside the
Museum, Everson Museum of Art, with
WCNY-TV. An exhibition with live
telecast, "Talk Out!"
Nam June Paik, Everson Museum of
Art. Tapes, installations, and performance, with Charlotte Moorman.
Organizations
Rochester, N.Y. Portable Channel.

Video resource center with workshops,
visiting artists series, equipment access,
productions. Directors include Bonnie
Klein, Sanford Rockowitz, John Camelio, Robert Shea, Tim Kelly.
St. Louis. Double Helix. Media Center
with production and post-production
facilities, audio/video workshops.
San Francisco. Optic Nerve. Documentary production collective producing political and social documentaries.
Original members include Lynn Adler,
Jules Backus, Jim Mayer, Sherrie
Rabinowitz, John Rogers, Mya Shone.
Disbands 1979.
Top Value Television (TVTV). Independent documentary production group
forms to provide alternative coverage of
the Democratic and Republican conventions in Miami; the first use of half-inch
videotape on broadcast television. Original production by Hudson Marquez,
Allen Rucker, Michael Shamberg, Tom
Weinberg, Megan Williams, and members of Ant Farm, Raindance, and
Videofreex collectives. Other members
of TVTV include Wendy Apple, Michael Couzens, Paul Goldsmith, Betsy
Guignon, Stanton Kaye, Anda Korsts,
Andy Mann, Elon Soltes. Disbands
1977.
Woodstock, N.Y. Woodstock Community Video. Production center and
resource for community video. Initiates
local cable programming. Begins Artists' TV Lab, which movesto Rhinebeck
in 1976. From 1975 to 1977 presents
Woodstock Video Expovision, a festival
of New York State artists. Founded by
Ken Marsh. Members include Barbara
Buckner, Bob Dacy, Gary Hill, Steven
Kolpan, Elaine Milosh. Ends 1978.
Buffalo, N.Y. Media Study/Buffalo.

Center for videotape production and
exhibition. President, Gerald O'Grady; Television/Productions
Video/Electronic Arts Curator, John
Boston. Music Image Workshop,
Minkowsky.
WGBH-TV. Project by Ron Hays using
New York. Castelli-Sonnabend Video- Paik-Abe synthesizer to produce tapes
tapes and Films. Videotape distribution relating to music and video imagery.
service. Founded by Leo Castelli and
Ileana Sonnabend. Directors include The Very First On-the-Air Half-Inch
Videotape Festival Ever: People TeleviJoyce Nereaux, Patricia Brundage.
sion, WGBH-TV. Produced by Henry
Downtown Community Television Cen- Becton with Fred Barzyk, Dorothy
ter (DCTV). Educational and produc- Chiesa. Live studio event including
tion organization. Founded by Jon home viewer call-ins, tape screenings,
Alpert, Keiko Tsuno.
and interviews with artists, engineers,
Fiji Corday Productions. Organization business people, educators, students.
to assist artists' production. Founded by Chicago. Dan Sandin builds Image ProCarlota Schoolman.
cessor, and eventually, with Phil MorSurvival Arts Media. Video collective ton, makes plans available to artists.
emphasizing community education and New York. Scape-mates by Ed Emhealth programs, programs on artists shwiller, the Television Laboratory at
and artistic processes, and multimedia WNET/Thirteen. Videotape with comshows. Members include Gail Edwards, plex mixing of live actors and computer
Howard Gudstadt, Molly Hughes, graphics.
Ben Levine, Danny Luciano, Richard
The Television Laboratory at WNET/
Malone.
Thirteen. Directors include David Lox254
Art Journal
ton, Carol Brandenburg. Founded with

grants from the Rockefeller Foundation
and New York State Council on the
Arts. First year initiates artist-in-residence program with Shirley Clarke,
Douglas Davis, Ed Emshwiller, Nam
June Paik.
San Francisco. Electronic Notebooks by
Stephen Beck, KQED-TV. Series of
tapes produced with Bill Gwin, Don
Hallock, Warner Jepson, Bill Roarty,
Willard Rosenquist.
Washington, D.C. The Federal Communications Commission (FCC) requires
that all cable franchises have at least
one public-access channel.
Publications
Between Paradigms: The Mood and Its
Purpose by Frank Gillette (New York:
Gordon and Breach).
Print (New York: RC Publications).
Special video issue. Guest editor, Robert
de Havilland. Contributors: Fred
Barzyk, Rudi Bass, Rose DeNeue, Bernard Owett, Sheldon Satin, Michael
Shamberg.
1973
Exhibitions/Events
Los Angeles. William Wegman. Los
Angeles County Museum of Art. Exhibition of drawings and tapes.
New York. International Computer Arts
Festival, The Kitchen at Mercer Arts
Center. Organized by Dimitri Devyatkin. Includes music, poetry, film, video.
The Irish Tapes by John Reilly and
Stefan Moore, The Kitchen at Mercer
Arts Center. Installation with three
channels and twelve monitors.
1973 Biennial Exhibition, Whitney
Museum of American Art. First inclusion of video in Biennial exhibition.
Includes videotapes by seven artists and
installation by Peter Campus.
Tenth New York Avant-Garde Festival,
Grand Central Station. Director, Charlotte Moorman. Includes special video
projects by over seventeen artists.
Syracuse, N.Y. Circuit: A Video Invitational, Everson Museum of Art.
Curated by David Ross. Traveling exhibition of videotapes by over sixty-five
artists. Travels to Henry Gallery,
University of Washington, Seattle;
Cranbrook Academy of Art Museum,
Bloomfield Hills, Mich.; Kolnischer
Kunstverein, Cologne, West Germany;
Greenville County Museum of Art,
Greenville, S.C.; and in 1974, Museum
of Fine Arts, Boston.
Frank Gillette: Video Process and
Meta-Process, Everson Museum of Art.
Videotapes and installations.
Organizations
Chicago. University of Illinois at Chicago. Dan Sandin and Tom DeFanti
initiate video/computer graphics

courses.
Minneapolis. University Community
Video. Center devoted to independent
production. In 1981 begins exhibition
and distribution.
New York. Cable Arts Foundation.
Founded by Russell Connor. Organization for production and distribution of
anthology and art series to cable systems
and for encouragement of local arts
programming.
John Simon Guggenheim Foundation
awards first video fellowship.
Visual Resources. Director, Eva Kroy
Wisbar. Distribution/information service including video. Publishes Art &
Cinema. including coverage of video.
Portland, Ore. Northwest Film Study
Center initiates Northwest Film and
Video Festival. Directors include Robert
Sitton and Bill Foster. In 1979 Film
Study Center begins workshops and
exhibitions in video.
Rochester, N.Y. Visual Studies Workshop establishes media center. Production facility with workshops and exhibitions. Begins publication of Afterimage
with coverage of video. Director, Nathan Lyons. Media center coordinators
include Wayne Luke, Laddy Kite,
Arthur Tsuchiya, Nancy Norwood.
a m June Paik, Hanging TV "Fish Flies on Sky ," 1975- 80, 30 color televisions.
Collecti on: the arti st; 1976 Peter Moore.
New York. Steve Rutt and Bill Etra
develop Rutt/Etra scan processor.
San Francisco. Videola, San Francisco
Museum of Art. Environmental sculpture by Don Hallock with multiple display of synthesized video works created
at National Center for Experiments in
Television (NCET), KQED-TV. Works
by Stephen Beck with Don Hallock and
Ann Turner, William Gwin with
Warner Jepson, Don Hallock.
Paul Ryan , Ritual of Triadi c Relations. 1971- 76, 1984.
Publications
Spaghetti City Video Manual by the
Videofreex (New York: Praeger). Alternative equipment manual.
1974
Exhibitions/Events
Ithaca, N.Y. First Annual Ithaca Video
Festival, Ithaca Video Projects. In 1976
festival begins to tour.
Angeles. Collector's Video, Los
Angeles County Museum of Art. Organizer, Jane Livingston. Works by John
. Baldessari, Peter Campus, Terry Fox,
. Frank Gillette, Nancy Holt , Joan Jonas,
Paul Kos, Richard Landry, Andy Mann,
Robert Morris, Bruce Nauman, Richard Serra, Keith Sonnier, William
Wegman.
! Los
Ma ry Lucier, Fire Writing. 1975.
Fall 1985
255
Mary Lucier, Fire Writing, 1975.
Fall 1985
255
Minneapolis. New Learning Spaces and

Places, Walker Art Center. Includes
installation by Frank Gillette and videotapes by James Byrne, Peter Campus,
Juan Downey, Frank Gillette, Andy
Mann, Ira Schneider, University Community Video, William Wegman.
Projected Images, Walker Art Center.
Includes video installation by Peter
Campus and performance with video
with Joan Jonas.
New York. Electronic Art IV by Nam
June Paik, Galeria Bonino.
Open Circuits: The Future of Television. The Museum of Modern Art. Organized by Fred Barzyk, Douglas Davis,
Gerald O'Grady, Willard Van Dyke.
International video conference with
exhibition of tapes. Participants include
museum educators and curators, cable and educational television
producers, artists and art critics from
U.S., Canada, Latin America, Europe,
Japan.
Projects: Video, The Museum of Modern Art. Curator, Barbara London.
Beginning of continuing series of video
exhibitions. Program expands with
funding from the Rockefeller Foundation in 1976.
Video Performance, 112 Green Street.
Video performances by Vito Acconci,
Joseph Beuys, Chris Burden, Dennis
Oppenheim, Ulrike Rosenbach, Richard
Serra with Robert Bell, Willoughby Sharp, Keith Sonnier, William
Wegman.
Syracuse. Videa 'n' Videology: Nam
June Paik; 1959-73, Everson Museum
of Art. Curator, David Ross. Retrospective of artist's videotapes, with catalog
edited by Judson Rosebush.
Video and the Museum, Everson Museum of Art. Organized by David Ross.
Funded by the Rockefeller Foundation.
Conference with workshops for curators
and administrators on the role of video
in the museum. Concurrent exhibitions:
Peter Campus, Closed Circuit Video;
Juan Downey, Video Trans Americas
De-Briefing Pyramid (a video/dance
performance with Carmen Beuchat);
Andy Mann, Video Matrix; and Ira
Schneider, Manhattan Is an Island.
Washington, D.C. Art Now 74: A Celebration of the American Arts, John F.
Kennedy Center for the Performing
Arts. Includes twenty-three videotapes.
Organizations
Bayville, N.Y. Inter-Media Art Center
(IMAC). Multipurpose production facility with post-production workshops
and exhibitions. Director, Michael
Rothbard.
Long Beach, Calif. Long Beach Museum
of Art begins video exhibition program
and collection of videotapes. Video cura-
156
Art Journal
tors include David Ross, Nancy Drew,

Kathy Huffman. In 1976 begins production center with funding from the Rockefeller Foundation; in 1979 production
is moved to new facility and called the
Station/Annex.
New York. Anthology Film Archives
begins video program. Director, Jonas
Mekas. Video Curators include Shigeko
Kubota, Bob Harris. Includes exhibition, preservation, archive of videotapes
and printed matter, screenings. In 1983
begins publication of Video Texts. an
annual magazine on video art organized
by Robert Haller, Bob Harris.
Association of Independent Video and

Filmmakers (AIVF). Founded by Ed
Lynch. Directors include Alan Jacobs,
Lawrence Sapadin. National trade association of independent producers and
individuals. Begins publishing The Independent on media issues. In 1975 establishes The Foundation for Independent
Video and Film (FIVF) as an educational organization.
Anna Canepa Video Distribution (origi
nally Video Distribution, Inc.). Distribution service of artists' tapes.
The Kitchen Center for Video, Music

and Dance (formerly The Electronic
Kitchen) relocates to Broome Street and
begins daytime exhibition program.
Inaugural show includes videotapes and
three video installations by Bill Viola.
Providence, R.I. Electron Movers. Video
art collective with gallery space, equipment resources, workshops, and visiting
artist series. Founded by Dennis Hlynsky, Robert Jungels, Laurie McDonald,
Alan Powell. In 1975 Ed Tannenbaum
joins. Disbands 1980.
San Francisco. La Mamelle. Artists'
space for video, audio, and marginal
works. Directors, Carl Loeffler and
Nancy Frank.
Seattle. and/or. Space for multimedia
exhibitions, productions, performance
art. In 1979 establishes 911, Video
Library. In 1981 media program
becomes Focal Point Media Center.
Founded by Ann Focke, Robert Garner,
Ken Leback. Video Curators, Norie
Sa to, Heather Oakson.
Boston. New Television Workshop,
WGBH-TV. Established with grant
from the Rockefeller Foundation and
through the efforts of David Atwood,
Fred Barzyk, Dorothy Chiesa, Ron
Hays, Rich Hauser, Olivia Tappan.
Director, Fred Barzyk. Producers include Dorothy Chiesa, Susan Dowling,
Nancy Mason Hauser, Olivia Tappan.
Video: The New Wave, WGBH-TV.
Program of video artists, including
David Atwood, Stephen Beck, Peter
Campus, Douglas Davis, Ed Emshwill-
er, Bill Etra, Frank Gillette, Don Hallock, Ron Hays, Nam June Paik, Otto
Piene, Rudi Stern, Stan VanDerBeek,
William Wegman. Writer and narrator,
Brian O'Doherty.
New York. Cuba: The People by Jon
Alpert and Keiko Tsuno, Public Broadcasting System (PBS). First documentary videotape using half-inch color
equipment to be broadcast by public
television.
Rochester, N.Y. Television Workshop,
WXXI-TV. Directors include Ron Hagell, Pat Faust, Carvin Eison. Ends
1981.
Publications
Arts Magazine (New York: Art Digest).
Special video issue. Contributions by
Eric Cameron, Russell Connor, Hermine Freed, Dan Graham, Shigeko
Kubota, Bob and Ingrid Wiegand.
Cybernetics ofthe Sacred by Paul Ryan
(Garden City, N.Y.: Anchor Press/
Doubleday).
Independent Video, A Complete Guide

to the Physics, Operation, and Application of the New Television for the Student, Artist, and for Community TV by
Ken Marsh (San Francisco: Straight
Arrow Books).
The Prime Time Survey by Top Value
Television (TVTV). Report on status of
video and its directions.
1975
Exhibitions/Events
Dallas. The Eternal Frame by T. R.
Uthco and Ant Farm. Reenactment of
John F. Kennedy assassination for videotape. Presented as installation at Long
Beach Museum of Art in 1976.
Long Beach, Calif. Southland Video
Anthology, Long Beach Museum of Art.
Extended series of five exhibitions by
California artists.
Americans in Florence, Europeans in

Florence, Long Beach Museum of Art.
Organized by Maria Gloria Bicocchi
and David Ross. Traveling exhibition
with videotapes produced by Art/
Tapes/22, Florence.
New York. First Annual Video Documentary Festival, initiated by Video
Study Center of Global Village.
Museum of American Art. Includes
work by eighteen video artists.
Projected Video, Whitney Museum of
American Art. Projected videotapes by
William Adler and John Margolies,
John Baldessari, Lynda Benglis, Peter
Campus, Douglas Davis, Bill Etra, Hermine Freed, Shigeko Kubota, Nam June
Paik, Richard Serra, Keith Sonnier,
Steina and Woody Vasulka, William
Wegman.
Philadelphia. Video Art, Institute of

Contemporary Art, University of Pennsylvania. Curator, Suzanne Delehanty.
Exhibition documenting the development of video art through videotapes
and installations. Travels to Contemporary Art Center, Cincinnati; Museum of
Contemporary Art, Chicago; Wadsworth Atheneum, Hartford, Conn.; and
Sao Paulo Biennale, Sao Paulo, Brazil.
San Francisco. Media Burn by Ant
Farm, Cow Palace. July Fourth performance/media event.
Moebius Video Show, San Francisco
Art Festival. First exhibition of video in
the Art Festival. Includes work by Ant
Farm, Terry Fox, Phil Garner, Joanne
Kelly, Darryl Sapien, Skip Sweeney.
Walk Series by Peter D'Agostino, 80
Langton Street. Video installation and
first event at 80 Langton Street, an
alternative space initially sponsored by
the San Francisco Art Dealers Association. In 1976 becomes an independent
space with emphasis on alternative art
forms.
T.R. Uthco/ Ant Fa rm , Eternal Fram e. 1975.
Organizations
Harford, Conn. Real Art Way. Arts center with video exhibitions and library.
Video coordinators include David Donihue, Gary Hogan, Ruth Miller.
New York. Independent Cinema Artists
and Producers (I<;::AP) forms to represent independent film and video artists
to cable systems. President, Kitty
Morgan.
The Museum of Modern Art begins
collection of videotapes.
New York. Video and Television Review
(VTR), the Television Laboratory at
WNET/Thirteen. Executive Producer,
Carol Brandenburg. Yearly broadcast
series of tapes from U.S. and Europe. In
1979 renamed Video/Film Review.
Peter Campus, Thr ee Transitions, 1975.
1976
Exhibitions/Events
Berkeley, Calif. Commissioned Video
Works, University Art Museum. Organized by Jim Melchert. Fifteen artists
commissioned to make tapes of under
four-minute duration. Includes Eleanor
Antin, David Askevold, Siah Armajani,
John Baldessari, Robert Cumming,
John Fernie, Hilla Futterman, Leonard
Hunter, Anda Korsts, Les Levine, Paul
McCarthy, George Miller, Dennis Oppenheim, Robert Watts, William
Wegman.
Boston. Changing Channels. Museum
of Fine Arts and Museum School Gallery. Exhibition of videotapes produced
by independent artists at experimental
television broadcast centers: WGBH,
Shi geko Kubota, N ude Descending a Staircase. 1976.
Fall 1985
257
Boston; WNET, New York; and

KQED, San Francisco.
San Francisco. Video Art: An Overview,
San Francisco Museum of Modern Art.
Organized by David Ross. Exhibition of
thirty-three videotapes by twenty-nine
artists. Installations by Peter Campus,
Paul and Marlene Kos, Nam June
Paik.
Syracuse, N.Y. New Work in Abstract
Video Imagery, Everson Museum of
Art. Curator, Richard Simmons. Works
by forty artists using synthesizers, lasers, and computers.
Organizations
Boston. Boston Film/Video Foundation. Offers screenings, educational programs, equipment resources. Founded
by Jon Rubin and Susan Woll. Directors
include Michelle Schofield and Tom
Wylie.
Chicago. Video Data Bank, School of
the Art Institute of Chicago. Distribution and resource center for videotapes
on artists and video art. Director, Lyn
Blumenthal.
New York. Asian Cine-Vision. Media
center in Chinatown producing AsianAmerican program series and programming for Chinese Cable Television.
Conducts workshops, media and production services, and operates an AsianAmerican Media Archive. In 1982
begins Asian-American International
Video Festival. Director, Peter Chow.
Donnell Library Center. New York
Public Library, establishes collection of
videotapes. Founded by William Sloan.
Video librarians have included Mary
Feldstein, Michael Miller, Michael Gitlin, Lishin Yu.
Franklin Furnace. Alternative space
with archive, bibliography, exhibition,
performance programs, including video.
Director, Martha Wilson.
New American Filmmaker Series,

Whitney Museum of American Art.
Continuing exhibition of independent
film expands to include video art.
Director, John Hanhardt.
Pittsburgh. Independent Film and
Video Preview Network, Pittsburgh
Filmmakers. Program of organized preview screenings of films and videotapes
around the country. Founded by Sally
Dixon and Robert Haller. Ends 1980.
San Francisco. Bay Area Video Coalition founded with grant from the
Rockefeller Foundation. Production/
post-production center with workshops
and exhibitions. Founding Director,
Gail Waldron. Director, Morrie Warshawski.
Los Angeles. Video Art. Los Angeles
Theta Cable, Long Beach Cablevision,
258
Art Journal
and Santa Barbara Cable TV. Cable

series produced by Some Serious Business and the Long Beach Museum of
Art. Ends t979.
New York. Cable Soho. President,
Jaime Davidovich. Independent organization for innovative arts programming
on cable television. In 1977 becomes
Artists' Television Network.
Image Union. Independent production
company forms to offer alternative coverage of the Democratic National Convention and Election Night. The FiveDay Bicycle Race and Mock Turtle
Soup, taped segments with live phone-in
interviews, are shown on Manhattan
Cable Television.
Publications
Video Art: An Anthology (New York:
Harcourt, Brace and Jovanovich). Editors, Beryl Korot and Ira Schneider.
First anthology of video criticism and
statements by video artists.
Video: State of the Art by Joanna Gill
(New York: The Rockefeller Foundation). Report on video activity in the
United States.
1977
Organizations
Atlanta. Image Film/Video Center (Independent Media Artists of Georgia,
Etc., Inc.). Media center with screenings, workshops, and equipment access.
Begins the Atlanta Independent Film
and Video Festival (now the Atlanta
Film and Video Festival), an annual
international showcase. Directors include Gayla Jamison, Anna Marie Piersimoni, Marsha Rifkin.
Houston. Southwest Alternative Media
Project (SWAMP). Originally associated with the Rice Media Center at
Rice University. Media center with education program, lecture series, production and post-production technical assistance. Conducts Southwest Film and
Video Tour, artist-in-residence program, and annual Texpo film and video
festival. Produces local PBS series, "The
Territory." Directors include Ed Hugetz
and Tom Sims.
New York. Locus Communications.
Equipment access center with workshops, technical production services,
cable programming, screenings. Founding Executive Director, Gerry Pallor.
Port Washington, N.Y. Port Washington Library begins visiting artists program with exhibitions and presentations. Head of Media Services, Lillian
Katz.
Buffalo, N.Y. Steina and Woody Vasulka and Jeffrey Schier begin work on
the Digital Image Articulator, a digital
computer-imaging device.
Chicago. ZGRASS. Personal computergraphics system designed by artist Tom

DeFanti.
Los Angeles. The Satellite Arts Project
by Kit Galloway and Sherrie Rabinowitz. Live interactive broadcast between
California, Maryland, and Washington,
D.C.
New York. Documenta VI. Curator,
Wulf Herzogenrath. Satellite performance project with Joseph Beuys,
Douglas Davis, and Nam June Paik
broadcast internationally from Kassel,
West Germany, presented through
WNET-TV.
I ndependent Documentary Fund,

WNET-TV. Excutive Producer, David
Loxton. Coordinator, Kathy Kline. Established at the Television Laboratory
with grants from the Ford Foundation
and the National Endowment for the
Arts to stimulate the production of independent documentaries.
New York and San Francisco. Send/
Receive Satellite Network. Coordinators Liza Bear and Keith Sonnier with
support from the Public Interest Satellite Association (PISA) and NASA.
Two-way satellite transmission between
New York and San Francisco with
simultaneous performances. Participants, in San Francisco: Margaret
Fischer, Terry Fox, Brad Gibbs, Sharon
Grace, Carl Loeffler, Richard Lowenberg, Alan Scarritt. In New York: Liza
Bear, Richard Landry, Nancy Lewis,
Richard Peck, Betsy Sussler, Willoughby Sharp, Paul Shavelson, Duff
Schweiniger, Keith Sonnier.
Publications
The New Television: A Public/Private
Art. (Cambridge, Mass. and London:
The MIT Press). Manifesto including
essays from the Open Circuits Conference at The Museum of Modern Art,
New York, in 1974.
1978
Exhibitions/Events
Buffalo. Vasulka: Steina-Machine Vision, Woody-Description, AlbrightKnox Gallery. Curator, Linda L.
Cathcart. Exhibition of tapes and
installations.
New York. Aransas, Axis ofObservation
by Frank Gillette, The Kitchen. Travels
to Contemporary Arts Museum, Houston; University Art Museum, Berkeley;
and Academy of Fine Arts, Washington, D.C. Acquisitioned by University
Art Museum.
Video Viewpoints, The Museum of
Modern Art. Beginning of yearly lecture
series by independent videomakers.
Pittsburgh. National Media Alliance of
Media Arts Centers (NAMAC) holds
first conference. Hosted by Pittsburgh
Filmmakers.
Redington Beach, Fla. Chinsegut Film!

Video Conference. Founded by Charles
Lyman and Peter Melaragno. Conference with presentations to promote
interchange among invited participants
and film- and videomakers.
Venice, Calif. Video night by Some Serious Business. Weekly video screening
series.
Organizations
Chicago. Chicago Editing Center. Production/post-production facility with
education and exhibition programs. In
1980 becomes Center for New Television. Directors include Cynthia Neal,
Joyce Bollinger.
Chicago. Image Union, WTTW-TV.
Produced by Tom Weinberg. Weekly
broadcast of independent work.
New York. Artists' Television Network
initiates "Soho Television," regular programming of artists' videotapes and performances, and of "The Live! Show,"
avant-grade variety show. Director,
Jaime Davidovitch.
Potato Wolf. Collaborative Projects.
Artists' television series for cable begins
as live show and evolves into diversified
programming with emphasis on narrative and performance-oriented work
involving artists from diverse media.
Regular producers include Cara
Brownell, Mitch Corber, Albert Dimartino, Julie Harrison, Robert Klein,
Terry Mohre, Alan Moore, Brian Piersol, Gary Pollard, Mindy Stevenson, Jim
Sutcliffe, Maria Thompson, Sally
White.
1979
Exhibitions/Events
Long Beach, Calif. N / A Vision, sponsored by Long Beach Museum of Art.
Weekly circulating video screening
series at Long Beach Museum of Art,
Foundation of Art and Resources
(FAR), and Highlands Art Agents.
New York. Re- Visions: Projects and
Proposals in Film and Video, Whitney
Museum of American Art. Curator,
John Hanhardt. Video installations by
Bill Beirne; David Behrman, Bob Diamond and Robert Watts; and Buky
Schwartz.
Videotapes by British Artists. The
Kitchen. Curator, Steve Partridge.
Works by David Crichley, David Hall,
Tamara Krikorian, Stuart Marshall,
Steve Partridge, and others.
Stefan Moore a nd C laude Beller , Presumed Innocent , 1979.
Video from Tokyo to Fukui and Kyoto.

The Museum of Modern Art. Curator,
Barbara London. A survey of the works
of thirteen contemporary Japanese artists. Travels to Long Beach Museum of
Art, Long Beach, Calif.; Vancouver Art
Gallery, Vancouver, B.C.; and with
Les Levine, Deep Gossip. 1979.
Fall 1985
259
"Video New York, Seattle and Los

Angeles" travels to Japan and Europe.
Syracuse, N.Y. Everson Video Revue.
Everson Museum of Art. Curator, Richard Simmons. Exhibition with videotapes by over fifty artists. Travels to
Museum of Contemporary Art, Chicago; University Art Museum, Berkeley,
Calif.; in 1981, Museum of Contemporary Art, La Jolla, Calif.
Berkeley, Calif. UniversityArt Museum,
University of California at Berkeley
institutes regular weekend programming. Organized by David Ross. Ends
1981.
New York. The Media Alliance. Association of media arts organizations and
independent video producers in New
York State designed to coordinate
resources and promote the work of the
independent video community. Includes
programming, exhibition, production,
distribution. Directors include Jadkie
Kain, Robin White.
P.S. I begins video exhibition program
with emphasis on installations. Video
Curator, Bob Harris.
College of Art and Design and the New

York University Press).
1980
Exhibitions/Events
New York. Communications Update.

Center for New Art Activities. Originally the WARC (World Administrative Radio Conference) Report. Artists
series for cable dealing with political
and communications issues. Original
producers: Liza Bear, Rolf Brand,
Michael McClard, Willoughby Sharp.
In 1983 becomes Cast Iron TV and
programming diversifies. Producer,
Liza Bear.
Non-Fiction Television, WNETjThirteen. Broadcast series for Independent
Documentary Fund.
Public Interest Video Network. Executive Producer, Kim Spencer. Senior Editor, Nick DeMartino. Independent production company financed by the Urban
Scientific and Educational Research
(USER) presents live satellite coverage
of an antinuclear demonstration in
Washington, D.C., on the Public Broadcasting System (PBS). First time PBS
carries a live public affairs program
whose editorial content was determined
by an organization outside its system.
San Francisco. Producedfor Television,
La Mamelle and KTSF-TV. Live broadcast of performance art. Works by Chris
Burden, Lynn Hershman and Rea Baldridge, Chip Lord and Phil Garner, Barbara Smith.
Berkeley, Calif. and New York. Video

About Video: Four French Artists, University Art Museum, University of California; and Teletheque-Alliance
Francaise, New York. Works by PaulArmand Gette, Philippe Oudard, Philippe Guerrier, Thierry Kuntzel.
Buffalo N.Y. Installation: Video, Hallwalls. Exhibition with work by Dara
Birnbaum, Patrick Clancy, Wendy
Clarke, Brian Eno, Ken Feingold, Dan
Graham, Gary Hill, Sara Hornbacher,
Shigeko Kubota.
Lake Placid, N.Y. Art at the Olympics,
1980 Winter Games. Videotapes by Skip
Blumberg, Kit Fitzgerald and John Sanborn, Nam June Paik. Installations by
Wendy Clarke, Frank Gillette, Ira
Schneider, Buky Schwartz.
Long Beach, Calif. California Video,
Long Beach Museum of Art. Curator,
Kathy Huffman. Works by Max Almy,
Dan Boord, Ante Boznich, John Caldwell, Alba Cane, Helen DeMichiel,
Tony Labat, Pier Marton, Tony Oursler, Jan Peacock, Patti Podesta, Joe
ReesjTarget Video, Nina Salerno, Ilene
Segalove, Starr Sutherland, "Captain"
Bruce Walker, Bruce and Norman
Yonemoto.
New York. Love Tapes in New York by
Wendy Clarke. Live interactive installation and tapes exhibited at the World
Trade Center with selections shown on
cable television and WNETjThirteen.
Television] Society j Art, The Kitchen.
Organized by Ron Clark and Mary
MacArthur. Colloquium presented by
The Kitchen and the American Film
Institute. Participants include Benjamin
Buchloh, Julianne Burton, Nick DeMartino, Stephen Heath, Fredric Jameson, Rosalind Krauss, Mark Nash, Robert Sklar, Martha RosIer, Herbert
Schiller, Allan Sekula, Peter Wollen.
San Francisco. First Annual San Francisco Video Festival. Director, Steve
Agetstein. Assistant Director, Wendy
Garfield. Begin publishing Video 80 as
festival catalog. Now called SEND and
published as a quarterly.
Yonkers, N.Y. Alternative Spaces, Hudson River Museum. Series of exhibitions
employing Museum's planetarium. Includes video installations by Mary
Lucier, Francese Torres.
Publications
Organizations
Video-Architecture- Television: Writing

on Video and Video Works by Dan
Graham (Halifax, Nova Scotia and
New York: The Press of the Nova Scotia
260
Art Journal
New Orleans. Survival Information

Television, NOV AC. Installation in
local Welfare Office with social issues
programming run on a repeating cycle.
St. Paul. Jerome Foundation expands to
award grants to video artists.
Television
Cambridge. Artists' Use of Telecommunications. Organized by Center for
Advanced Visual Studies, Massachusetts Institute of Technology (MIT).
Collaborative interactive slow-scan TV
conference link between Cambridge,
New York, San Francisco, Long
Beach, Toronto, Vienna, Tokyo, and
Vancouver.
Three Artists on Line in Three Countries. Three-way slow-scan transmission
between Aldo Tambellini, Cambridge,
Tom Klinkowstein, Amsterdam, and
Bill Bartlett, Vancouver.
Los Angeles and New York. Hole-inSpace by Kit Galloway and Sherrie
Rabinowitz. Live interactive satellite
project between Los Angeles and New
York.
Minneapolis-St. Paul. Minnesota Landscapes, KTCA-TV. Project Director,
Peter Bradley. Series of videotapes on
Minnesota for broadcast. Works by
Skip Blumberg, James Byrne, Steve
Christiansen, Davidson Gigliotti, Frank
Gohlke, Cynthia Neal, Steina.
1981
Exhibitions/Events
New York. First National Latin Film
and Video Festival, El Museo del
Barrio.
Museum of American Art. Installations
by Frank Gillette and Buky Schwartz.
Stay Tuned, The New Museum. Organized by Ned Rifkin. Exhibition juxtaposes artists' work in video with work in
other media. Includes Robert Cumming, Brian Eno, Charles Frazier,
Donald Lipski, Howardena Pindell,
Judy Rifka, Allen Ruppersberg, Irvin
Tepper.
Video Classics, Bronx Museum of the
Arts. Curator, RoseLee Goldberg. Installations by Vito Acconci, Dan Graham, Shigeko Kubota, Rita Myers,
Bruce Nauman, Dennis Oppenheim,
Nam June Paik.
Rochester, N.Y. From the Academy to
the Avant-Garde, Visual Studies Workshop. Curator, Richard Simmons. Traveling exhibition with videotapes by Juan
Downey, Howard Fried, Frank Gillette,
Davidson Gigliotti, Tony Labat, Les
Levine. Travels to Center for Art Tapes,
Halifax, Nova Scotia, and Center for
New Television, Chicago.
Washington, D.C. National Video Festival, American Film Institute. Sponsor,
Sony Corporation. Festival producer,
Larry Kirkman; festival director, James
Hindman. Installation by Nam June
Paik.
Organizations
Pittsburgb. Museum of Art, Carnegie
Institute, expands its Film Section to the
Section of Film and Video, and opens
Video Gallery. Curator of Film and
Video, William Judson.
New York and Paris. Double Entendre
by Douglas Davis, Whitney Museum of
American Art and Centre Georges
Pornpidou, Paris. Satellite telecast
performance.
New York. Paper Tiger Television.
Organized by Diane Augusta, Pennee
Bender, Skip Blumberg, Shulae Chang,
DeeDee Halleck, Caryn Rogoff, David
Shulman, Alan Steinheimer. Series on
public-access television that examines
communications industry via the print
media, and serves as model for lowbudget, public-access programming.
1982
Exhibitions/Events
Boston. SIGGRAPH (Special Interest
Group in Computer Graphics) Annual
conference includes computer-generated video art in its juried art show.
Organized by Copper Giloth.
Buffalo, N.Y. Ersatz TV: A Studio
Melee by Alan Moore and Terry
Mohre, Collaborative Projects . Hallwalls Gallery. Curator, Kathy High.
Installations of six studio sets from artists' television series "Potato Wolf,"
with live cameras and videotape
screenings.
Video/TV: Humor/Comedy, Media
StudyjBuffalo. Curator, John Minkowsky. Touring exhibition that explores relationship between art and
entertainment. Travels throughout U.S.
New York. Nam June Paik; Whitney
Museum of American Art. Director of
exhibition, John Hanhardt. Major retrospective. Travels to Museum ofContemporary Art , Chicago.
Park City, Utab. Fourth Annual United
States Film and Video Festival expands
to include video.
Yonkers, N.Y. Art and Technology:
Approaches to Video, Hudson River
Museum. Three-part exhibition of installations by Dara Birnbaum, David
Behrman and Paul DeMarinis, and Kit
Fitzgerald and John Sanborn. Curator,
Nancy Hoyt.
Wasbington, D.C. National Video Festival, American Film Institute at the
John F. Kennedy Center for the Performing Arts, and the American Film
Institute Campus, Los Angeles. Sponsor, Sony Corporation. Installations by
Shigeko Kubota (Washington, D.C.)
and Ed Emshwiller and Bill Viola (Los
Angeles).
Bill Viola. Chott el-Djerid (A Portrait in Light and Heat ). 1979.
Ed Ernshwiller, S unst one, 1979.
Fall 1985
261
Organizations
Boston. Institute of Contemporary Art
begins video program. Director, David
Ross.
Portland, Ore. The Media Project.
Expands to include video. Media organization for distribution of independent
work includes workshops and state-wide
directory of media services, and acts
as a liaison to cable. Director, Karen
Wickery.
Los Angeles. The Artist and Television:
A Dialogue Between the Fine Arts and
the Mass Media. Sponsored by ASCN
Cable Network, Los Angeles, and University of Iowa, Iowa City. Interactive
satellite telecast connecting artists, critics, curators, and educators in Los
Angeles, Iowa City, and New York.
New York. Disarmament Video Survey.
Organized by Skip Blumberg, Wendy
Clarke, DeeDee Halleck, Karen Ranucci, Sandy Tolan. Collaboration by
over 300 independent producers from
New York, Washington, D.C., San
Francisco, Great Britain, Germany,
Japan, India, the Netherlands, Mexico,
Brazil, and other locations to compile
one-minute interviews with people about
their views on nuclear arms and disarmament. Survey shown on cable television and presented as installations at
American Film Institute National
Video Festival in Washington, D.C.
The Video Artist. Producers: Eric Trigg,
Electronic Arts Intermix, Stuart Shapiro. Sixteen-part series on major video
artists broadcast nationally over USA
Cable Network.
1983
Exhibitions/Events
Minneapolis. The Media Arts in Transition. Conference organizers and sponsors: Walker Art Center, National
Alliance of Media Arts Centers
(NAMAC), Minneapolis College of Art
and Design, University Community
Video, Film in the Cities. Conference
programmers: Jennifer Lawson, John
Minkowsky, Melinda Ward.
New York. The Intersection ofthe Word
and the Visual Image, Women's Interart Center. Colloquium involving artists, writers, and scholars on relationship
of language to the moving image, alternative narratives, and the transformation of literary, historical, performance,
and visual works to video. Screenings of
international works.
Museum of American Art. Installations
by Shigeko Kubota and Mary Lucier.
First touring video show of Biennial,
through American Federation of Arts
262
Art Journal
(AFA).
Rochester, N.Y. Video Installation
1983, Visual Studies Workshop. Exhibition including works by Barbara Buckner, Tony Conrad, Doug Hall, Margia
Kramer, Bill Stephens.
Sante Fe and Albuquerque. Video as
Attitude, Museum of Fine Arts, Santa
Fe, and University Art Museum, Albuquerque, New Mexico. Director, Patrick
Clancy. Installations by Bill Beirne,
Juan Downey, Dieter Froese, Robert
Gaylor, Gary Hill, Joan Jonas, Rita
Myers, Bruce Nauman, Michael Smith,
Steina, Francese Torres, Bill Viola.
Valencia, Calif. Hajj by Mabou Mines,
California Institute of the Arts. Written
by Lee Breuer, performed by Ruth Maleczech. Video by Craig Jones. Premiere
performance of complete version of performance poem, which incorporates
extensive use of live and recorded
videotape.
Yonkers, N.Y. Electronic Vision, Hudson River Museum. Curator, John Minkowksy. Installations by Gary Hill,
Ralph Hocking and Sherry Miller, Dan
Sandin, Steina and Woody Vasulka.
New York and Long Beach, Calif. The
Second Link: Viewpoints on Video in
the Eighties. Organized by Lorne Falk,
Walter Phillips Gallery at the Banff
Centre School of Fine Arts. United
States showing at The Museum of Modern Art and Long Beach Museum of
Art. Curators, Peggy Gale, Kathy Huffman, Barbara London, Brian McNevin,
Dorine Mignot, Sandy Nairne. Works
from Europe, Canada, U.S. International tour.
Long Beach, Calif. Shared Realities,
Long Beach Museum of Art. Executive
Producer, Kathy Huffman. Series on
local cable station of work produced by
artists at the Station/Annex, programming about the museum, and local cultural programming.
New York. Perfect Lives by Robert Ashley. Project Director, Carlota Schoolman. Video Director, John Sanborn.
Television opera in seven parts produced
by The Kitchen.
Barbara London has directed the Video

Program at The Museum of Modern
Art since 1974. She is a writer and
lecturer, and has taught in the Film
Department ofNew York University.
Reviews
Downloaded by [University of Illinois at Urbana-Champaign] at 23:16 02 October 2014
Guest Editor:
Sara Hombacher
Bettina Gruber and Maria Vedder,

Kunst und Video: Intemetionate Entwicklung und Kiinstler, Cologne, DuMont Buchverlag, 1983. Pp. 264.
Bill Viola, exh. cat., Paris, Musee d'Art
Moderne de la Ville de Paris, 1983-84.
Pp.44.
The Second Link: Viewpoints on Video
in the Eighties, exh. cat., Banff,
Canada, Walter Phillips Gallery, Banff
Centre School of Fine Arts, 1983. Pp.
Ill.
National Video Festival, 1984, cat., Los
Angeles, American Film Institute,
1984. Pp. 84.
Het Lumineuze BeeldjThe Luminous
Image, exh. cat., Amsterdam, The Stedelijk Museum, 1984. Pp. 202.
In the media-saturated landscape of
contemporary American culture, video
has emerged as the quintessential American art form. No other medium is
informed by an innate reflexivity to the
structure that dominates the consumption of ideology, images, and money in
America-television. TV is our primary
cultural icon and alter ego. A generation
of Americans have grown to adulthood
as sophisticated connoisseurs of television's visual language and ideological
conventions; along with pop music and
Hollywood films, TV is a part of the
collective and personal mythology of
Americans. Thus, it is not surprising
that American video art (and the entire
economic and theoretical structure surrounding it) has been defined by its
relation to television, either adversarial
or assimilative. In an ironic convergence, American television has appropriated video's visual innovations and
image language for its own purposes,
while American artists have appropriated television technology for their own
uses. In its encapsualation of the postmodern fine-art/mass-media debate,
video would seem to be an almost indigenous American art form.
Indeed, although the seminal influences in video's infancy as an art form
originated within the European avantgarde (Nam June Paik's 1963 exhibition
Exposition ofElectronic Music & Television in Wuppertal, West Germany,
and Wolf Vostell's Fluxus television
Happenings in Cologne, for example),
once the Portapak hit the American
consumer market in 1965, video art
crossed the Atlantic with Paik, and
American dominance of the field had
begun. The seventies saw an evolution of
independent video activity around the
world, particularly in Europe, but the
wide-scale production, funding, exhibition, and distribution by artists seemed a
distinctly American phenomenon.
But since the early 1980s, a perceptible shift towards an "internationalization" of the American art and cultural
scene in general has affected the climate
of American video. As a consequence
both of the extraordinary popularity in
the United States of young European
painters and of the increased attention
to continental film theory and contemporary criticism, there has been a
growth of interest in a complex international network of video artists and theoretical video discourse that springs from
a context and traditions far removed
from American art and television.
For years, the absence of a coherent
American-European exchange of independent video was predicated partly on
a technological fluke: incompatible electronic standards. Moreover, in a new
twist to cultural imperialism, the American electronic standard, NTSC, is
widespread in Europe, while the European standards, PAL and SECAM, are
scarcely available in the United States.
But even with the growing availability of
Tri-Standard equipment in the United
States, the disparity between American
and European video goes beyond incompatible electronic standards or languages. Whereas American video art
since 1980 increasingly suggests the
construct of television and shares its
technological base, the discourse of
much European video is more clearly
contained within the continuum of contemporary art or even cinematic traditions. Of course, it is not entirely accurate to speak of a "European video," as
though artists from a dozen disparate
nations could share an aesthetic. Certainly the cultural, economic, and historical contexts that inform the art are
specific to each country, but when European tapes are contrasted with tapes
made by American artists of the TV

generation, however, certain generalizations may hold true.
Generally, European tapes have less
in common visually, syntactically, and
conceptually with television, but in content and form they are often more rooted
in such other forms as literature, performance, painting, sculpture, or cinema.
Certainly the context in which the work
exists, both culturally and practically, is
within the traditions and institutions of
contemporary art. The past two years
have witnessed the growth of an active,
international video-festival circuit,
which has evolved in Europe as the
dominant network for tape and information exchange, resulting in an increased
cross-fertilization of influences among
European countries and between America and Europe. American video has
seen wide distribution in Europe for a
decade, but European artists' tapes are
only now gaining limited exposure in the
United States. At the very least, a
heightened international perspective in
the field should raise important questions about the governing context and
aesthetics of video work being produced
both in and outside the United States
and initiate a more informed critical
dialogue. As more exhibitions in the
United States and Europe include international tapes and a corresponding body
of theoretical literature develops, the
resulting investigation of the art form by
curators, critics, and artists operating
outside the prevailing cultural context is
revealing. Indeed, a number of recent
publications from Germany, France, the
United States, Canada, and Holland
include an international selection of artists and writers, and their differing
approaches to the material and the
medium reveal much about the disparate cultural relationships with television, video, and art.
unst und Video: lnternationale

K
Entwicklung und Kunstler (Art
and Video: International Developments
and Artists) is a handsome anthology
published by the DuMont Buchverlag in
Cologne and compiled by the German
artists Bettina Gruber and Maria Vedder. With seven essays on communications theory and video history, eight
pages of color plates, statements, photographs, biographies, videographies, and
bibliographies for sixty-one artists, this
ambitious project would seem to be a
welcome update to the earlier American
volumes such as Ira Schneider and Beryl
Korot's 1976 Video Art: An Anthology
and Gregory Battcock's 1978 New Artists' Video. But Kunst und Video might
be more aptly titled "Kunst und Video
in the Seventies"; it presents not current
theory but an art historical overview of
Fall 1985
263
the medium in Germany and the United

States. In its scope of artists and essays,
this book serves as the highly subjective
first chapter towards a survey of video
from a traditional art historical
perspective.
The first three essays, by Allison Simmons, Gregory Battcock, and David
Antin were published originally in
America in the seventies, and each
stands as an important contribution in
the evolution of American video and
media theory. Simmon's essay, "Television and Art-A Historical Outline of
an Improbable Alliance" (1977), contains one of the earliest chronological
histories of the important developments
of the medium as art, and David Antin's
"The Essential Characteristics of the
Medium" (1976) is a classic exploration
of the fundamentals and implications of
the young medium. The three American
essays are marked by a kind of optimism
for the subversive potential of the new
medium that rings somewhat naive from
the perspective of the more cynical climate of the eighties. Revealingly, the
essays by the Europeans-Vittorio Alliata, Rene Berger, and Friedrich Heubach-do not continue this discourse
into the next decade. Instead, each discusses an aspect of video within an artworld context: Alliata, in "Tradition
und Videodamonie" (1982), addresses
the tradition of the cult of images and
symbols in art history and its relation to
video, while Berger's "Videokunst oder
die Kilnstlerische Herausforderung der
Electronik" (1982) deals with video's
role and future with an art audience and
the art market. Nam June Paik, in
"Vom Pferd zu Christo" (1981), contributes philosophical anecdotes that
serve to illustrate his theories of communications and video. Although these
essays do reflect the disparity between
the early American "video/TV" theory
and the Euroepan art historical approach, one misses a discussion of the
work within a broader scope of contemporaryart.
In a foreword to Kunst und Video, the
editors describe the artists selected for
inclusion as the "most important artists
of the pioneer generation." Indeed, of
the sixty-one artists represented here,
more than one third did not produce
vidoetapes after 1979. But by limiting
the selection to the "pioneer generation," the authors have compiled an
anthology of international video art that
omits such important artists as the
American Dara Birnbaum and the German Klaus vom Bruch, both of whom
began working with video in the late
seventies. Approximately two thirds of
the artists included in this survey are
Americans, with most of the remainder
from German-speaking countries. For
264
Art Journal
the most part, the "pioneer generation"

in America as seen here consisted of
those artists who used video as an extension of the formal and theoretical concerns of their work in Minimal, Conceptual, or Performance Art, such as Bruce
Nauman, Richard Serra, Lynda Benglis, and John Baldessari. Apart from
the Vasulkas, artists who explored imaging techniques, usually considered important to American histories of the
medium, are largely omitted, as are
practitioners of "guerrilla" television or
documentary, another particularly
American form. The European selection
is culled mainly from those artists associated with Gerry Schum's landmark
"Fernseh Galerie" in the early seventies,
artists who worked with video in the
context of performance, environmental
art, and Arte Povera.
As a survey of a specific moment in
the history of video in America and
Germany-when video was first being
used by visual artists as a continuation
of investigations that evolved from Minimal and Conceptual Art-Kunst und
Video is an important document. From
the vantage point of the altered landscape of the video-art scene in the eighties, the editors' approach towards an
international history of the medium
seems to reflect a specifically European
perspective.
ill Viola, one of the youngest of the
B
American artists included in Kunst
und Video's "pioneer generation," not
only has continued to work in video but
has emerged internationally as one of
the most accomplished masters of the
medium. A veteran of an American TVinspired childhood who is also a knowledgeable student of Eastern philosophy
and religion, Viola places equal emphasis on the "video" and the "art" in his
work, and thereby seems to encompass
both an American and a European aesthetic. Viola's work falls outside the
postmodern discourse of much American video and within a more international, modernist tradition. His works do not
usually address specific cultural references or language; rather, they address
personal, often archetypal referents and
create a visual, perceptual, and ultimately allegorical language from the
raw materials (time, light) of the
medium.
On the occasion of his first European
one-man show, which featured two original installations and an exhibition of his
later tape work (1977-83), the Musee
d'Art Moderne de la Ville de Paris published a catalogue that falls somewhere
between an artist's journal and a formal
monograph of the artist and his work.
Viola is an articulate and engaging communicator, and the editors of the cata-
logue have wisely chosen to include a

liberal selection from the artist's own
personal statements and anecdotes. The
approach, in a parallel to Viola's work,
is more philosophical than analytical,
resulting in a catalogue that speaks with
the artist's own authoritative but unassuming voice.
Anne- Marie Duguet of the Universite
de Paris I has contributed a structuralist
overview of Viola's work, which examines the technical and perceptual processes that inform the artist's poetic
vision. John Hanhardt, of the Whitney
Museum of American Art, writes on the
tapes Chott el-Djerid (1979) and Hatsu
Yume (First Dream) (1981), describing
them as celebrations of the aesthetics of
light, perception, and transition, and
Kathy Huffman, curator of the Contemporary Artists' Television Fund in Boston, offers incisive comments on the
1983 tape Reasons for Knocking at an
Empty House. But most of the catalogue's descriptions of the tapes and
installations were written by the artist
himself. Likewise, one of the catalogue's
most informative segments is Deirdre
Boyle's interview with Viola, in which he
proves himself equally conversant with
Jung and the Little Rascals and offers
thoughts on the dichotomy between
technology and art. The section of the
catalogue devoted to the artist's own
anecdotes and short essays again combines humor and philosophy to clarify
the complex references underlying his
work. Typically, Viola strikes a knowing
balance between the arcane and the
accessible; his discourse on ritual, spiritualism, and tribalism is countered by a
story of an undergraduate encounter
with a magnetic-tape degausser at Syracuse University. The catalogue concludes with a complete videography and
biography of the artist and a list of
his exhibitions, installations, and
publications.
ne of the first exhibitions in North
O
America to signal the incipient
growth of a more international perspective of video art was organized by Lorne
Falk at the Walter Phillips Gallery in
Banff in 1983. Entitled The Second
Link, a reference to the Linked Ring
Society's encouragement of photography as an art form in nineteenth-century
England, the exhibition was part of a
project that comprised an international
tour of thirty videotapes selected by six
guest curators from Canada, the United
States, Great Britain, and Europe, a
lecture series, and a publication. The
resulting catalogue/anthology, The
Second Link: Viewpoints on Video in

the Eighties. is an impressive survey
that isolates the pertinent issues informing the field of artists' video in the
eighties, first in nine essays by curators

and writers and then in the catalogue of
the eclectic, international exhibition of
tapes by some of the important artists in
the second generation of videomakers.
The theoretical agenda for the anthology is introduced in Lorne Falk's
opening essay, "The Second Link and
the Habit of TV": "The single most
important issue in video art in the '80's
has to do with its relation to television."
Indeed, although the contributing essayists do not always specifically define
video by its relation to television, they do
consistently address the dichotomy between video as a personal medium existing within an art-world context and
videoas a public medium existing within
a television context-a dichotomy that
suggests an identity crisis heightened by
the economic and technological shifts in
the past several years. Although the
jargon differs, the essayists' concerns
are similar: Falk speaks of a "private
aesthetic" versus a "public aesthetic";
Gene Youngblood of a "personal vision"
versus a "public vision"; Carl Loeffler of
"video art" and "television art"; Kathy
Huffman of "personal video" versus
"broadcast television"; while Sandy
Nairne isolates the "body" as the focus
of seventies video art, as opposed to
"television" as the focus of video in the
eighties. These essays reveal the anxious
climate of a field in transition from the
pioneering climate of the seventies to the
more complex economic structure and
conservative market of this decade, particularly in the United States and
Canada. Several of the essayists (including Huffman and Youngblood) point
out that artists' access to television is
still severely limited and call for a reaffirmation of video's personal vision,
while Loeffler posits an optimistic
future for artists on television. Despite
opposing viewpoints, clearly the operative issue here is what Huffman
describes as "the uneasy relationship
between video art and commercial televisionin the environment of today's restless viewer." In addressing their tape
selections, most of the guest curatorswho include Sandy Nairne of the Institute of Contemporary Art, London, Barbara London of The Museum of Modern
Art, New York, Brian McNevin and
Peggy Gale from Canada, and Dorine
Mignot of the Stedelijk Museum,
Amsterdam-suggest that artists' video
must acknowledge the dual aspects of
the medium.
Although the artists and tapes
selected for the exhibition can hardly
represent a definitive survey of recent
video, these works do effectively reflect
certain prevailing tendencies in work by
young Americans, Canadians, and, to a
lesser degree here, Europeans. Each of
AFI's interpretation of the process of

"internationalization" is not limited to,
or necessarily focused on, the international video scene as it relates to the art
world; the theme here is video as television in a wider cultural context. The
catalogue for the 1984 festival, which is
one of the most provocative in the festival's short history, includes presentations on Britain's Channel 4, television
in Nicaragua and EI Salvador, Japanese
Public Broadcasting, Japanese TV commercials, and the Kheda Communications Project in India. Among the "video-art" presentations are a survey of
Japanese tapes curated by Fujiko
Nakaya, an international program of
recent narrative work curated by Barbara London, and a selection entitled
"Cultural Impressions," curated by
Marita Sturken.
The festival's organizers, James
Hindman and Jackie Kain, have compiled an unusually broad overview of
international developments in television
and television-related art, but rather
than concentrating on the "uneasy relationship" that characterized The Second Link, they focus on positive models
for the convergence of television and if
not art per se, at least an alternative
vision. The catalogue repeatedly allows
for cultural comparisons of these models
by juxtaposing descriptions or essays on
particular programs from various countries; for example, under the heading
"Arts Magazines," one finds material
on the "Alter Image" series from
England, the "Dis/Patches" series on
The Learning Channel in the United
States, and the magazine-format program "There is a Video-cassette in My
Soup" from Belgium. Likewise, under
the heading "Public Television: Politics,
Fiction, and Fantasy," important works
made in conjunction with a public television station, such as Michael Klier's
ZDF production Der Riese, are presented in the company of works made in
similar situations in England, Hungary,
the United States, and Yugoslavia.
Should the dominance of television productions be seen as a sign of conservahe Second Link had been conceived tism on the part of the festival, the
as a forum for current thought on inclusion of an interview of the British
art and video and thus drew on an social theoretician Raymond Williams
international selection as a reflection of by Colin McCabe, Peter Broderick's
contemporary discourse in the field. But essay "Point-Counterpoint: Controversy
it is both surprising and revealing that by Television" on advocacy television,
the fourth National Video Festival, pre- and Julianne Burton and Karen Ranucsented by the American Film Institute ci's presentation "Nicaragua and EI
in September 1984, would concentrate Salvador: Art and Activism, Urgency
so heavily on what its Executive and Ethics" indicates that the organizDirector, James Hindman, refers to as ers have deliberately attempted to presthe "internationalization process" in ent television in a social context. Finally,
in the section "Image and Sound: Colvideo.
Although the 1984 festival included a laborations," the catalogue touches on
large selection of artists' tapes from an area that has immense implications
Europe, Japan, and Great Britain, the both for the television industry and for
the thirty artists is given two full pages

of the catalogue: one for biography, videography, and bibliography; the other
for a large, visually striking color still
from the tape. With fifteen tapes from
Canada, the host country, and ten from
the United States, the North American
artists represent a broad range of sensibilities. For example, London's and
Huffman's selections from the United
States include Tony Oursler's expressionistic psychodrama Grand Mal, Max
Almy's high-tech political music video
Perfect Leader, Mary Lucier's lyrical
homage to Monet, Ohio in Giverny,
Gary Hill's exploration of word/image
relationships in Primarily Speaking,
and the symbolic landscapes of James
Byrne's Swan Songs. Dorine Mignot has
chosen five works from five European
countries, but, considering this limited
number, her selection includes important works by major international artists
who have gained considerable attention
abroad but who have not been widely
seen in America. Klaus vom Bruch's
Propellarband, in which personal identity and national history collide in
re-edited archival World War II film
footage, Marina Abramovic/Ulay's
symbolic study of time and culture. City
of Angels; and the Belgian Joelle de la
Casiniere's layering of song, written
text, sign language, and image in Grimoire Magnetique-each of these informed by a specific historic and cultural context-allow for fascinating
comparisons with the more familiar references of the American work. Such
comparisons and juxtapositions, even
when culled from such specific curatorial perspectives, underscore the value of
exhibitions that acknowledge an international presence, by allowing the
viewer to draw conclusions from a much
broader source. As such, The Second
Link is a significant step towards a more
sophisticated approach to the issues that
define this period in the history of
the field, and to the artists and works
that are emerging from this second
generation.
Fall 1985
265
the direction of independent video but

that was barely mentioned in the other
publications reviewed here: music clips
or music videos. Although music videos
are promotional tools for the recording
industry, their liberal appropriation of
motifs and techniques originally developed by artists have further confused
the distinction between video art and its
commercial applications. In the United
States these music clips are generally
seen in the clearly commercial context
of television or dance clubs, but in
Europe there is an increased tendency
for "retrospectives" of clips to be shown
as part of video-art festivals or in exhibitions of artists' tapes in museums.
Although the relation of promotional
music clips and artists' videotapes is an
issue that needs to be addressed in
depth, this catalogue's brief coverage of
artist/musician collaborations at least
hints at the possibility of alternatives to
the consumer ideology and cliched
visual language that has become the
currency of most music clips.
Besides the volume and range of ideas
and programming it addresses, this catalogue should be distinguished from
most similar ventures for its ability to
stand as more than a document or artifact from the event itself. In its attempt
to present a viable convergence of art
and television on an international scale,
the catalogue for the 1984 National
Video Festival is an important publication in its own right.
n marked contrast to the premise of
Iwhichthe
AFI National Video Festival,
identified video as a tool for cultural communications---either in the
form of broadcast television or in the
form of closed-circuit, private transmission-a recent major exhibition at the
Stedelijk Museum in Amsterdam places
video firmly within the historical traditions of the visual arts, and thus within
the domain of the art institution. The
1984 exhibition, The Luminous Image,
featured twenty-two artists from ten
countries working in the video format
most closely wedded to the conventions
of modern art history: installation. With
its relationship to sculpture, painting,
and architecture, installation provides
video with the objectness that it otherwise lacks and thus obscures the
medium's association with broadcast
television, allowing a completely different set of formal and theoretical
directives to operate. The Stedelijk exhibition, curated by Dorine Mignot, was
unprecedented in offering such a collection of major, original installationsseventeen were premiered at this exhibition-at one museum, an event that not
only will have an influence on the study
and exhibition of installation but will
contribute to its further validation

within the art world. The resulting publication, also entitled The Luminous
Image. is equally unprecedented, in that
it is a lavishly produced museum catalogue of a seriousness, scale, and scope
that was previously reserved for books
on the "finer" arts of painting and sculpture. Although one hopes that eventually the more problematic and ultimately subversive form of videotape
("subversive" because it lacks that very
objectness which allows it validity as an
art commodity) will also be celebrated
in such a publication, it is particularly
gratifying to see these artists and their
works taking their place within the
broader discourse of contemporary art.
The Luminous Image is both a catalogue of the exhibition and a compilation of essays by nine authors from the
United States, Belgium, France, The
Netherlands, and England. Unlike most
writing on the medium, the essays here
do not address theories of communication but, in keeping with the concerns of
video installation, initiate formal and
historical analyses of video as an art
medium rooted in visual art and cinematic traditions. Indeed, in her introduction, Dorine Mignot establishes the
relation of video to art history by drawing parallels between the formal and
conceptual concerns of artists throughout the centuries-for example, light,
personal history, time-and those of the
artists featured in the exhibition. Caravaggio and Rembrandt are evoked as
precursors to Mary Lucier and Nan
Hoover; Kiefer and Cucchi as sharing
themes with Marcel Odenbach and
Francese Torres. In his essay "Video
and Visual Arts," Wim Beeren takes
this analogy to a rather simplistic
extreme by comparing video's formal
characteristics to those of painting,
sculpture, and graphics, and finally
declaring, "I am prepared to regard
video as art when like art ... it concentrates on colour, line, three-dimensional
form and their possible interrelationships" (which would seem to exclude
most of the pieces in the exhibition).
Also drawing parallels between video
and other art forms, David Hall discusses the problematic situation of
video-art education and criticism.
Other essayists take a more theoretical approach. It is revealing to note that,
where other publications mentioned
above probed the "uneasy relationship"
between video and television, here the
uneasy relationship between video and
art is seen to be equally complex. For
example, Vito Acconci's lucid analysis
of video's function explores the dichotomy between the "television box" as
sculpture and as television, and implies
that video installation is an art form in
which the artist compromises tradition

and experimentation. A compelling theoretical approach is developed by JeanPaul Fargier, who discusses video in the
context of contemporary cinematic traditions. Using Godard as his model.
Fargier contrasts the interior/exterior
(or screen/off-screen) dialectic of film
with the internal manipulation of time
and image in video. His identification of
a "new fiction" in video, as exemplified
by Michael Klier's Der Riese and Claudia van Aleman's Das Frauenzimmer,
constitutes a "clash of cinema and video," with a video work always including
"the metaphor of its process in the subject matter."
American and European histories of
the video medium are also developed
here. Jean-Paul Trefois briefly covers
highlights of the evolution of video as art
in Europe, while John Hanhardt formulates an insightful history of video installation, not only isolating important
events and artists but also charting the
formal and conceptual developments
that led to the transformation of television in postmodern art. His history of
installation begins with Paik and ends
with Birnbaum, concluding that video
has had and will continue to have a
revolutionary impact on twentieth-century art historical conventions. In his
historical notes, David Ross also focuses
his comments on Paik and Birnbaum,
discovering in these two artists the ultimate deconstruction of the American
television image and the American television experience. In Ross's view, Paik
and Birnbaum share a unique understanding of the television image as cultural artifact, and Paik himself discusses
the cultural impact of live, interactive
satellite art as experienced in his global
media event, Good Morning, Mr.
Orwell.
The second half of The Luminous
Image deals directly with the artists'
installations. Each artist is represented
by color or black-and-white photographs of previous installations or
related tapes; sketches or notes on the
works in progress; statements by the
artists on the formal or conceptual
underpinnings of the installations; essays by critics and writers on the specific
works, several of which are particularly
effective, such as Raymond Bellour's
eloquent comments on Thierry Kuntzel's Nostos II and Constance de Jong
on Tony Oursler's L7-L5. Surprisingly,
these pages, bristling with color, energy,
and a sense of concepts and works being
formulated, capture some of the spirit of
controlled chaos that typified the actual
exhibition. These pages constitute one of
the most fascinating sections of The
Luminous Image; the various and often
conflicting aesthetics that inform the
Fall 1985
267
twenty-two artists' works are an encapsulation of the pluralism and eclecticism

of postmodern art in general. Although
most of the works, such as Nan Hoover's
Walking in Any Direction ... rely on
the actual experience and perception of
the installation for their meaning, others, such as Marcel Odenbach's Dreihiindiges Klavierkonzert fur Entsetzlich Verstimmte Instrumente, are also
effective when viewed as conceptual
works consisting of documentation such
as drawings, photographs, and statements, as presented here.
The catalogue also includes biographical information on each artist, as well as
a general bibliography, culled mostly
from European sources. In addition, the
catalogue closes with a series of small,
black-and-white photographs of the
actual installations as they appeared at
the Stedelijk. Unfortunately, after the
colorful and densely informative impact
of the previous artists' pages, these
dimly lit, documentary photographs
come as something of a disappointment,
inadvertently giving the impression that
the exhibition was ascetic and dark in
execution, instead of the eclectic, noisy,
and spirited array that is reflected in
the rest of this otherwise excellent publication. The Luminous Image. both
as exhibition and catalogue, was a
landmark.
ach of the publications mentioned
E
above offers a specific view of the
history or current issues vital to artists'
video, which in most cases is determined
by the prevailing cultural context. The
plurality of views is an indication of the
importance of a continued "internationalization" of the field, in terms of theory
and of the work itself. As the Americans
and Europeans further the process of
cross-fertilization (and internationally
accessible publications are crucial to
that process), we may see a development
of an ongoing critical dialogue that
addresses the opposing contexts of art
and television.
Note
This article was written in 1984.
Lori Zippay is Director of Electronic

Arts Intermix. a media arts center in
New York City.
Peter D' Agostino and Antonio Muntadas, eds., The Un] Necessary Image, New
York, Tanam Press, 1982. Pp. 100; 85
ills. $11.95.
The time-based concept of high
technology is transforming our
lifestyles. The culture of high
technology is timelessness. We are
all going through a transition. The
concept of timelessness manifests
itself in our value system, i.e., our
culture. "Timelessness" opposed
to "valuable at all times" go
together first in the high technology age. I guess that's what art is
about. I
The UnfNecessary Image is a crossover
publication. Originally proposed as an
exhibition around communication models and emerging technologies held at
the Hayden Corridor Gallery at MIT, it
evolved into a book by various artists
"concerned with 'the public image' generated by mass media advertising and
communication systems," as stated in
the preface.
It is interesting to consider why this
exhibition took on the form of a published anthology. In their preface, Peter
D' Agostino and Antonio M untadas
explain that the title alludes to an existing dichotomy between public and personal significance, "insofar as the meaning of the public image ultimately
depends on the context in which it is
presented." The works chosen deal with
the content and meaning of public information. The artists have appropriated
and recontextualized recognizable information in order to analyze and comment on its reading within the context of
mass culture.
The Un/Necessary Image constructs
a paradigm of issues critical to our time.
The twenty-one artists touch on a number of themes, but ideas about time,
context, and the absence of dialogue in
our society recur in almost all their
contributions. The layout suggests the
look of corporate reports, museum catalogues, and other high-brow publications. The editors have striven to
arrange the contents as a response to
those sorts of publications. In imitating
them, they critique their content and
their form.
There are works by Reese Williams,
Erika Rothenberg, Les Levine, Dan
Graham, Chip Lord, Richard Kriesche,
Victor Burgin, General Idea, Hal Fischer, Catalina Parra, Judy Malloy, Judith
Barry, and Peter D'Agostino in addition
to those discussed below. They have
produced essays and photocollage assemblages and in many ways have
expanded and invented new expository
forms to analyze the public image.
These take the form of cut-ups, abridg-
ments-incisions into the seamless body

of corporate discourse. This kind of radical surgery may be the only means for
creating a dialectic.
Kristine Stiles's collage essay "The
Luciferean Marriage Government/Corporation/Media 'Fact' as Entertainment" specifically focuses on the creation of a dialectic- in a "media-ized"
society. Written from her experience at
the Diablo Blockade Encampment at
Diablo Canyon, California (where political action took place in protest against
the Pacific Gas and Electric Company's
nuclear power plant), Stiles had to confront the media/corporate/government
police daily. During this time she saw
how her actions and political expression
became dominated by government/corporate and media structures. Her
response is interesting:
While everyone at the Diablo
Blockade Encampment was at a
consensus meeting, Sandra Koponen had an idea that we two
became very excited about: Everyone should quietly pack up and
leave the camp in the middle of the
night. Just go home without
explanation.
In retrospect, I believe in this
position even more. There would
still be the "Media Corral," the
helicopters of television crews and
highway patrol flying overhead,
the power lines of P.G. & E. hissing and zinging next to the empty
camp site ... the dozens and dozens of waiting buses ready to cart
away the protestors, the build up
of police forces.... The whole
world would be waiting by the
television sets and watching the
newsstands for the latest "confrontation," and we would simply
slip away (p. 29).
As has been stated elsewhere, "The
totality of the culture industry has put
an end to [expression. It is] exclusively
concerned with effects: it crushes insubordination and makes them [expressions] subserve the formula which
replaces the work.'?
There are many artists who currently
use techniques like those in The Unf
Necessary Image. They appropriate
images or statements from the public
domain and reconstruct and recontextualize them. They juxtapose language
to image, or image to image; or they cut
right through them, leaving a visual
ensemble with the cuts still there. They
take on social issues or address nontraditional "art" subjects. All this is made in
the face of a public language that speaks
without reference, without memory,
without a past and that is so opaque that
it gives forth only its own presence. They
Fall 1985
269
force a dialogue by slashing and cutting

to transform the codes that exist as a
nonresponse. "It works through the
instantaneous deconstruction of the
dominant discursive code. It volatizes
the category of the code and that of the
message. "3
The artists of The Un/Necessary
Image create situations that contrast the
public image with its content. Two levels
of content are shown to exist: a surface
content, by which the public facade of
the image is read, and a submerged
content, which gives the image its significance and context. When both appear
on the same plane, and when the social
meaning and history of the image begin
to be distilled, the readings of the image
multiply and change immensely. Using
this type of analysis, the artists crack the
public surface of the images and free
their social meanings.
Robert Morgan analyzes the Hyatt
Regency Corporation's manipulation of
its advertising image following the tragedy of 1981, when one of the structural
supports in its Kansas City hotel broke
away and caused the deaths of 113
people, and injuries to 186. From the
time of the accident to the hotel's reopening, Hyatt developed an advertising
campaign with specific imagery to offset
the bad press resulting from the mishap.
Morgan focuses on the type of imagery
used to achieve the desired publicrelations results during this campaign.
Joan Rabascall examines the way
that advertising in the press presents the
computer today. His images reassess
and reassemble the information that
normally forms the content of the magazines and publications bearing the look
The UnfNecessary Image imitates.
They become a structural critique of
such media. In interpreting images from
magazines and newspaper ads, Rabascall notes that office work and the office
are suddenly depicted as well organized,
clean, and efficient; that the miraculous
use of the computer today has achieved
this result and guarantees a revolutionized office tomorrow; and that this office
seemingly springs from the computer's
possession of some supernatural spirit,
outside any human action or control.
The absence of time in advertising is
fascinating. Advertising time is always
the present, even when the ad is nostalgic. There is neither past nor future. The
UnlNecessary Image begins with Sonja
Ivekovic's "Universal Man/Universal
Society" and concludes with Antonio
Muntadas's "Selling the Future." These
visual essays are about the media's
negation of time. Ivekovic takes Leonardo's Mona Lisa and a Renaissance
engraving of an arsenal. By juxtaposing
them, she arouses feelings of eroticism
and of war, and by enlarging them, she
gives them a presence that expands their

temporality. This she amplifies by placing over both images the title, "Universal Man." To "Universal Man" she
matches "Universal Society," contemporary images that continue the earlier
associations between the Mona Lisa and
the arsenal engraving. Time here is
frozen.
In "Selling the Future," Muntadas
begins with an epigraph by Niels Bohr:
"Prediction is very difficult, especially
about the future." He then excerpts
such phrases as "Our Future," "Your
Future," "For tomorrow," "By the year
2000" from magazine ads concerned
with selling us the future: insurance,
communications, and defense. "Selling
the Future" is a static work. The future
is inescapably the present. There is no
passage. It is a tableau in which even
language loses meaning, for there is no
grammar to move sense: "Into the
Future/the future/for tomorrow /L'avenir." Ivekevic and Muntadas point to a
present of which the media and the
public image are both guardian and
prisoner.
Representation in advertising is a
case in which style or context or both
overrun content. John Brumfield's essay
"What Do You Know When You Know
a Picture?" picks up the historic, philosophic, and aesthetic threads surrounding visual meaning:
All visual imagery is ... inextricably tied to an informing, limiting,
or conditioning referent. ...
[T]here is always something-and
often a lot implicitly referential in
the structure of the image....
... insofar, as any representation
is tied to the history of the object it
represents, there arises an immediate question as to how much of
the object's history is required for
an understanding of the significance of the pictoral system (p.
13).
Brumfield also raises questions about
how composition and style affect meaning and about how meaning is limited
when it is transmitted only through
iconography:
As I've remarked elsewhere, we
can't do much more than make a
pallid and random sense from such
"familiar" paintings as Brueghel's
Landscape with the Fall of Icarus
unless we happen to have access to
at least a modestly specialized
body of knowledge ... the identity
of individual figures; their sociological status ... before we can
even begin to properly see Brueghel's painting ... or for that matter any other image system, whose
components derive their meaning
from beyond the functional frame

of reference of the viewer (p. 13).
Meaning is conveyed from sources
beyond the functional frame of the viewer. This is of interest in the case of Hans
Haacke and David Craven. Haacke's
"On Social Grease" is a series of six
photo-engraved magnesium plaques.
Four of the six are reproduced in The
UnfNecessary Image. The plaques contain statements on the arts made by
corporate chairmen. Corporate endorsements of the arts is a policy strongly
supported by many sectors of the art
world. This support, however, often does
not question critical corporate social
actions, or even the corporate chairmen's own view of their role as patrons.
"On Social Grease" contextualizes the
relationship between corporations and
the arts. In his essay on Haacke, David
Craven writes:
To consider Haacke's On Social
Grease simply mounted journalism is to be unduly naive about an
art exhibit's lack of neutrality....
Haacke creates a cool non-art so
seemingly insubstantial that the
aura of it becomes the center of
focus-and, more importantly, of
controversy.
As such, Haacke deftly uses what
the nihilistic Dadaists merely tried
to negate. The result is a negative
dialectic whereby Haacke affirms
the process of artistic enshrinement, though only in order to
debunk it. In On Social Grease.
Haacke uses remarks about art he
did not utter, without any overt
comments of his own, in an aesthetic realm he has not made.
Thus, the art world has been faced
with the irony of appropriating its
modes of art appropriation, even
while proclaiming art's purity-its
distance from all else (p. 21).
In Craven's view, corporate patronage
becomes appropriation of the arts: "Corporate patronage makes the artist an
indentured master-a servant of the
corporate system, he is master only of
his art. Ironically, it is in conceding to
this conformity, that many artists feel
most free. Able to create 'independently,' these artists ignore the dependence
into which corporate money helps force
them" (p. 24).
Quoting Bertolt Brecht, Haacke defines the role of a committed artist as:
"the courage to write the truth,
although it is being suppressed; the
intelligence to recognize it, although it is
being covered up; the judgment to
choose those in whose hands it becomes
effective; the cunning to spread it among
them" (p. 25).4 This view should be
Fall 1985
271
taken to represent that of all the artists

in The Un/Necessary Image.
Notes
I Richard Kriesche, "AMI - AMI," The Un]
Necessary Image. p. 44.
2 Max Horkheimer and Theodor W. Adorno,

"The Culture Industry: Enlightenment as
Mass Deception," Dialectic of Enlightenment.
New York, 1969.
3 Jean Braudrilliard, "Requiem for the Media,"
For a Critique of the Political Economy ofthe

Sign. St. Louis, 1981.
Downloaded by [University of Sussex Library] at 00:04 05 February 2015
4 From Bertolt Brecht, "Five Difficulties in

Writing the Truth," Kritische Berichte, Vol.
10, No.1 (J 982).
Marshall Reese lives in New York City

and works in video and performance.
Revising Romance: New

Feminist Video
There has been recent discussion of the
role feminist theory has played in the
demise of modernism. In a provocative
essay, the art critic Craig Owens draws
a parallel between postmodern theory
and such tenets of feminism as the questioning of monolithic theoretical discourse and of preestablished systems of
representation.' Defining postmodernism as "a crisis of cultural authority,
specifically of the authority vested in
Western European culture and its institutions," Owens writes that "women's
insistence on difference and incommensurability may not only be compatible
with, but also an instance of postmodern
thought. Postmodern thought is no
longer binary thought." To be welcomed
into the postmodern dialogue may be a
mixed blessing, but Owen's image of the
toppling of a monolithic culture and the
roles that feminist theory and women's
art have played in that demise is a
powerful one, especially when one considers the immense and difficult task of
redefining traditional cultural views of
the sexes.
In whatever theoretical contexts we
choose to define this issue, it is apparent
that the role of feminists-and here I
am dealing specifically with women artists-has been that of cultural revisionists. It is those outside the dominant
culture who raise the issues and questions that have been suppressed expressly in order for that culture to survive intact. Thus, such issues as the
media representation of women, the
confining aspects of the domestic cultural domain, the roles of sexual victims
and perpetrators, and the struggle of
women to change well-entrenched discriminatory social values-topics that
are often ignored, apparently because
they are threatening to men-have been
dealt with primarily, although not

exclusively, by women artists.
In video, the issue is even more complicated. For an art medium that developed during the "sexually liberated" yet
deceptively sexist sixties, video art contains an impressive number of feminist
voices. Although it also sports its quota
of "old boys' clubs," these are balanced
by highly visible women critics, curators, administrators, and well-established women artists. Video has always
been, however, on the fringes of the art
world, and has since its inception been
used as a political weapon and an antiestablishment tool. So it is no surprise to
discover it as the medium of many feminist-minded artists.
To define videotapes by women, or by
feminist women, as constituting a specific isolated genre risks a reduction of
the work and a denial of its diversity.
Yet, with the emergence of feminism as
an issue explored by video artists, feminist video art has become a topic for
exhibition and, as such, subject to classification as a genre.
Revising Romance: New Feminist
Video is a traveling exhibition organized
by the American Federation of Arts
(AFA) in cooperation with the Institute
of Contemporary Art, Boston, and
curated by Linda Podheiser, now teaching at Harvard, and Bob Riley, video
curator at the Institute of Contemporary Art in Boston. Predicated on the
premise that there is a particular feminist message, or aesthetic (although
allowing that this aesthetic can be male
as well as female), the AFA show broaches the issue of romance-a subject
associated, of course, primarily with
women-asking "What are the psychological, political and aesthetic consequences of popular ideals of eternal passion and transcendent love?" These videotapes analyze traditional sexual roles
and address the use of romance in popular culture to exploit women's dissatisfaction with themselves and their bodies. However, they tend to parody
romance rather than propose any alternative to the consumer culture brand.
Perhaps they represent the first stage of
a revisionist perspective: first identify
the structure of the opposition's hierarchy and its inherent vocabulary, then
attempt to subvert it.
Revising Romance is an admirable
attempt to isolate one topic within a
multitude of issues relevant to women
working in video. It is also a risky
attempt to construct a very specific
premise out of a broad group of tapes.
Here the issue of women as cultural
revisionists is centered very specifically
on the realm of narrative. Podheiser
writes in the introduction to the accompanying brochure that "all of the works
locate popular ideals of romantic love in

the rhetoric and iconography of popular
entertainment genres traditionally
aimed at women: television soap opera,
juvenile literature for girls, movie genres
like films noir and 'the women's picture,' and the Gothic novel and its pulp
descendents." The tapes are divided into
four programs-"Domestic Drama,"
"Revisionist Romance," "The Double
Bind," and "Video Picaresque."
"Domestic Drama" comprises three
tapes that juxtapose the reality of housework to the domestic ideals presented in
daytime television's soap operas and
advertisements. The role of the housewife, portrayed as the quintessential victim of the consumer culture, provides
these artists with ample fodder. In
Deans Keppel's Soap. Keppel sits in
uncomfortably close range before the
camera, which assumes the place of her
television set. Sniffling and blowing her
nose, she bemoans a failed romance.
Dialogue from soap operas she is watching on TV is juxtaposed to her attempts
to perform certain domestic duties such
as cleaning the bathroom and mending a
pair of pants. The paralysis effectively
portrayed by Keppel is offset by her
undercurrent of humor-s-comic interplays of her inner dialogue and the
soaps-and her deliberate overdrarnatization. Although the tape reads more as
a personal catharsis than as a commentary on romance, Keppel effectively portrays the influence of television soaps'
sentimentality on her own emotions.
An audio subtext of daytime television is also used in Ann-Sargent Wooster's House as a backdrop to the realities
of housework. Wooster combines spoken
text on the sociology and mythology of
housewives and the domestic domain,
ranging in tone from anger to poetics,
with scenes of a pair of hands roughly
performing housework either on miniature dolls or in a real-life settingfeeding a baby doll, washing dishes,
cutting up vegetables, arranging things.
Like Keppel, Wooster has shot her tape
in a claustrophobic style, and she underscores it with visual metaphor and
voyeuristic references. Ultimately,
though, it centers on her commentary,
which emphasizes "the way in which
girls are socialized and directed towards
housework through emulating their
mothers." In its didactic nature, this
tape stands out in the exhibition as
stylistically representative of earlier
information-oriented feminist works,
such as the videotapes of Martha RosIer.
Wooster's tape straddles the fence of
narrative and theory.
Barbara Broughel goes beyond the
rather straightforward style of Keppel
and Wooster in Lesson I: Trouble in
Paradise to create a disjointed yet fasci-
Fall 1985
273
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nating narrative. This tape is so laden

with references to daytime commercials
that it creates an eerie kind of alterworld in which everything resembles an
advertisement in some kind of bastardized fashion-shirts talk back to a
housewife whose husband goes to work
in his underwear, stains constantly reappear on the carpet after they have been
cleaned up, and coffee boils over as the
housewife (predictably defeated by her
appliances in the end) is beset by salesmen. Broughel calls this crisis the "external disruptions issued by a world of
men and commerce" and pushes her
style to extremes with a sound track that
is either out-of-sync or backwards and
loose, handheld camerawork. (The tape
was originally shot in Super-8.) Unfortunately, this style gets increasingly
more irritating as the tape progresses,
undermining the intelligent and original
images Broughel constructs. Nevertheless, this disintegrated look stands in
sharp contrast to the slick, focused
look of television that Broughel is deconstructing.
In the second of her tapes, Lesson II:
The Frigid Heiress, exhibited in the
"Revisionist Romance" program,
Broughel examines the use of eroticism
and romance to sell products, defining
"commercial advertising [as] the Romance genre's most recent and most
available formal manifestation." Adding elements of plot intrigue and juxtaposing the "real" thing-shots of erections and dramatic blood stains-to the
fake eroticism of perfume and liquor
ads, Broughel constructs a conniving
character who trys to "trap her man" in
a kind of Cosmopolitan-magazine desperation. Once again, the "lesson" of the
title is a play on words-the lessons, or
"morals," of advertisements and women's self-improvement magazines, as
well as the lessons each heroine should
have learned from the tape.
Also classified by the curators as
"Revisionist Romance," With Love
from A to B, by Nancy Buchanan and
Barbara Smith, is a charming, one-shot
sketch that pokes fun at the cliches of
unrequited love. Two hands play out this
drama with simple props-a ring, a
glass of wine, flowers-in such a way
that they remain humorous (she does
her nails while he offers her gifts) yet
poignant. The tight, almost claustrophobic style of this tape-like that of
Keppel's and Wooster's-is echoed in
Ilene Segalove's Why J Got into TVand
Other Stories, a humorous, autobiographical tape in which we see none of
the characters' faces, only their torsos.
The consistent recurrence of this c1osedin stylistic device, apparently uncontrived, is worth noting; are the domestic
world and female introspection of sexual
roles suffocating issues? Certainly the

confinement evoked by this style effectively underscores the narrative intent in
these tapes. Segalove, for instance, has
made a series of autobiographical tapes
in this fragmented style, each narrated
by her in a humorous, somewhat selfdeprecating tone. In Why J Got into TV,
she pursues her self-analysis via the popular culture and TV addiction of her
youth-seeing JFK shot on TV, falling
in love with the TV repairman, being
glued to the tube while suffering from
the requisite bout of mononucleosis, and
associating the memory of watching her
parents kiss with the sound track of
"Dragnet." Segalove's particular brand
of narrative, with its use of static, often
stiffly comic visuals and flat delivery of
narration, is close to the tradition of
stand-up comedy and carries with it that
genre's quality of self-mockery, making
its qualification in this show as feminist
an uneasy one.
The stylistic simplicity of these tapes
is contrasted with the complexity of
Bruce and Norman Yonemoto's Vault,
a well-crafted piece that interweaves an
advertising-image romance with cliched
old movie scenes. The Yonemotos, who
depart in this work from their usual
soap-opera format to create a nonlinear,
disjunctive romance, are here at their
best when deciphering rather than imitating the soap-opera/melodrama styles
of television and movies. They combine
classic juxtapositions like flashbacks
and hackneyed scenes of romance (the
young couple embracing in the great
outdoors) with Bufiuelian kinds of non
sequiturs, using two exceptionally
wooden actors to play out a star-crossed
Texas romance of a cowboy/artist and a
cellist who pole-vaults. Their revamped
Freudian symbols (she pole-vaults her
way out of the romance to a new job, and
he is left standing next to--you guessed
it-a phallic oil rig), humorous mimicry
of advertising's use of romance, and
campy style make Vault a sophisticated
remake of the standard boy-meets-girl,
boy-loses-girl scenario.
As revisionists, women must also contend with the issue of their compliance
with the social norms that have allowed
the patriarchal mechanism of western
culture to remain intact for so long. This
is a difficult and complex issue, which
the curators address in this exhibition
with a program called "The Double
Bind." Here, "Romance is treated as a
sadomasochistic exchange, part of a
larger psycho/social dialectic of power
within which the protagonists are unwittingly trapped." Perhaps the most interesting example of this mode is the work
of Cecelia Condit, a video artist from
Ohio who has been noticed recently for
her tape Possibly in Michigan. Condit
uses a dense, convoluted style to construct macabre, often unnerving narratives. Although Possibly in Michigan
and Beneath the Skin, both of which
were included in this show, can be easily
categorized as feminist tapes, closer
scrutiny reveals that neither work is
simple or straightforward. In Beneath
the Skin, a young w,oman describes in
incredulous fashion how she discovered
that her boyfriend had been arrested for
the murder of his previous girlfriend.
This naive narration is heightened by
Condit's elusive visuals intercutting
morbid imagery of corpses with a young
woman lying on a bed, all of which
underscore the protagonist's identification with the dead girlfriend and her
excitement at her proximity to danger,
while the singsong sound track that
characterizes Condit's work chants
"Tell us about Barbie and Ken and how
their friendship never ends ..."
Possibly in Michigan takes these
thorny issues even further with two
women who "have two things in common-violence and perfume." The tape
begins in a shopping mall, where the two
women tryout perfumes and are pursued by a man who alternately bears the
head of a wolf, rabbit, or frog. When he
follows one of the women home, they
band together and kill him, eventually
making him into their evening meal in a
reverse fairy tale that often alludes to
childhood fantasies of Little Red Riding
Hood and The Three Little Pigs. Condit's imagery is vivid and unusual-the
two women dance with a series of men
with animal heads in a nightmarish
party scene, and superimpositions of
deathlike imagery weave all kinds of
allusions to the relationship of sex and
death and the roles of victim and perpetrator. Her heroines are hardly role
models-both evoke vapidness and
eroticism (they eat their prey while
naked), and Condit never lets us see
either sex as expressly the victims or
oppressors; her men are violent, but her
women "have a habit of making the
violence seem like the man's idea." The
do-unto-them-as-they-did-unto-us undercurrent of the tape is only mockingly
angry. The sound track singing "I bite at
the hand that feeds me" and images of
falling buildings and fleeing figures give
one an elusive feeling of chaos and confusion, a funny yet unfunny realization
that this male/female interaction is
doomed, which ultimately brings a subtle and creepy sense of despair into the
tape.
Another work categorized by Podheiser as "Double Bind" is Mother, a
stylized film-noir detective story by
John Knoop and Sharon Hennessey.
The tape is a very smooth, well-acted
drama, beautifully framed in black and
Fall 1985
275
Downloaded by [George Washington University] at 06:29 27 January 2015
white, about a woman who kills her

unfaithful husband in a rage one night
and buries him in the garden. As the
story unfolds, she gets involved in a
romance with a chauvinist police detective who catches on pretty fast that she
has something to hide. Ultimately, he
uses his knowledge to blackmail her into
subservience, and it becomes apparent
that she has replaced one cruel tyrant
with another. Podheiser describes
Mother as being set apart from the
traditions of film noir because of its
emphasis on the woman's perspective,
but the tape is finally much more concerned with stylistic issues than with
women's issues, and I would be hard put
to think of it as feminist. The antiheroes
typical of film noir make it merely a
well-done genre piece.
To round out this exhibition stylistically, the curators conclude it with Eleanor Antin's The Adventures ofa Nurse,
a performance/paper-doll theater piece
that adheres to the long-drawn-out pace
of extended avant-garde performance
(it was made in 1976) rather than to the
television-influenced time frame of the
other, more recent, tapes. Antin animates her narrative in a small enclosed
space while wearing a nurse's uniform
and uses paper dolls for her characters.
Her main character, nurse Eleanor, the
epitome of the unsuspecting yet complicitous victim, is seduced and used by
various male characters throughout the
course of the drama and seems to learn
nothing. As performance, Antin's piece
has some interesting qualities-she
mimics each character's voice and
moves her dolls like a young girl fantasizing at play, arousing our voyeuristic
tendencies. One can imagine that this
piece might work if seen live, but as a
sixty-four-minute videotape it has a
stifled pace that undermines the kinkyness of Antin's performance. The flatness of the video image reduces this
voyeuristic adult play to very difficult
viewing, and even its vague curatorial
category, "Video Picaresque," suggests
that the curators did not entirely define
where it fit into their show.
Revising Romance is ambitious in its
premise. The AFA, which some would
regard as representing the uptown art
establishment, has distributed other
video exhibitions, notably the Whitney
Biennial selections, but this is its first
serious attempt to showcase feminist
videotapes. There are problems with the
show: the tape selection seems unbalanced (why have two relatively similar
videotapes by both Broughel and Condit
and such a deliberately long piece like
Antin's in a relatively short-fourhour-show, or one early work in a
program of recent tapes?); nevertheless,
1 it is an intelligent beginning to defin-
ing the revisionist aspect of women's

narratives.
Revising Romance is subtitled New
Feminist Video, and it is interesting to
examine what this show represents
about new feminist work. The unciassifiable and diverse aspects of these
tapes attest to the fact that although
many of these works were not consciously created as feminist pieces, they
are inherently so. In lieu of the didactic
nature of much early feminist work,
these tapes incorporate feminist beliefs
and values in narratives and what are
often deconstructions of the cultural systems that affect the status of women.
The redefinition of an exclusive cultural mythology quite often centers on
the most glaring of cultural symptomsthe media. As Norman Yonemoto says,
"Our work says that media does affect
the way people see their own personal
lives, their own love affairs." In fact, in
Revising Romance there seems to be a
preoccupation with the power of media
and popular culture-advertisements,
romance novels, TV soap operas, and so
forth-to shape traditional sexual identities. Certainly television and its popculture companions are the most
influential and pervasive purveyors of
narrative in our culture, but one wonders whether the vernacular is really the
only language construct to be examined
or whether it is merely the most
obvious.
Some postmodern theoreticians define the postmodern condition as a loss
of narrative's social function, and Craig
Owens elucidates the demise of modernism's "master narrative" (a term
defined by Fredric Jameson): "For what
made the grands recits of modernity
master narratives if not the fact that
they were all narratives of mastery, of
man seeking his telos in the conquest of
nature? What function did these narratives play other than to legitimize Western man's self-appointed mission of
transforming the entire planet in his
own image?" In this context, the quest
of women artists to revise the presumptions and hierarchies of narrative takes
on a particular relevance and importance. As Podheiser writes in her introduction, "[The woman artist's] voice or
persona literally appears in several
works, and while she may share much
with the heroines and spectators of
Romance, she is preparing a different
road: having taken control of her active
fantasy life, her work of imagination
may help redefine Romance for us alt."
Note
This is a revised version of part of an article
entitled "Feminist Video: Reiterating the Difference," published in Afterimage. Vol. 12 No.9
(April 1985).
I Craig Owens, "The Discourse of Others: Feminists and Postmodernism," The Anti-Aesthetic:
Essays on Pastmodern Culture. Port Townsend, Washington, 1983.
Marita Sturken is an artist and

free-lance video and film critic in New
York who writes frequently for
Afterimage.
Exhibition Schedule: August
28-0ctober 12, 1986, Dalhousie Art
Gallery, Dalhousie University, Halifax,
N .S., Canada; September 29-0ctober
20, Real Art Ways, Hartford, Conn.;
October 18 and 19, Eastern Women's
Studies Association, Montclair, N.J.;
October 30-November 6, Webster
University, St. Louis, Mo. (The
foregoing is the latest schedule
available at press time.)
Books and
Catalogues
Received
Adams, Robert, photographs, Summer
Nights, New York, Aperture, 1985. Pp.
48; 38 ills. $20.
Andrew, David S., Louis Sullivan and
the Polemics of Modern Architecture:
The Present against the Past, Urbana &
Chicago, University of Illinois Press,
1985. Pp. xiv + 201; 55 ills. $19.95.
AtiI, Esin, W.T. Chase, and Paul Jett,
Islamic Metalwork in the Freer Gallery
ofArt, Washington, D.C., Freer Gallery
of Art, Smithsonian Institution, 1985.
Pp. 276; many ills. Paper, $17.50.
Baas, Jacquelynn, et al., Treasures of
the Hood Museum of Art, Dartmouth
College, New York, Hudson Hills Press
in assoc. with the Hood Museum of Art,
1985. Pp. 160; 174 ills. $35.
Baker, Eric, and Tyler Blik, Trademarks ofthe 20's and 30's, San Francisco, Chronicle Books, 1985. Pp. 131;
many ills. Paper, $9.95.
Balken, Debra Bricker, John Marin's
Berkshire Landscapes, exh. cat., Pittsfield, Mass., The Berkshire Museum,
1985. Pp. 20+; many ills. Paper.
Bay, Edna G., Asen: Iron Altars of the
Fon People of Benin, exh. cat., Atlanta,
Emory University Museum of Art and
Archaeology, 1985. Pp. 48; 63 ills., 2 in
color. $10.
Bernard, Bruce, ed., Vincent by Himself
A Selection of Van Gogh's Paintings
and Drawings together with Extracts
from His Letters, Boston, Little, Brown
and Company (A New York Graphic
Society Book), 1985. Pp. 327; 240 color
ills. $40.
Fall 1985
277
Bernstein, Roberta, Jasper Johns'

Paintings and Sculptures, 1954-1974:
"The Changing Focus of the Eye"
(Studies in the Fine Arts: The AvantGarde, No. 46), Ann Arbor, Mich.,
Crawford, Alan, C.R. Ashbee: Architect,

Designer, and Romantic Socialist, New
Haven, Yale University Press, 1985. Pp
499; 222 ills. $45.
1930 (Architecture and Urban Design,

No. /0), Ann Arbor, Mich., UMI
UMI Research Press, 1985. Pp. xxii

249; 60 ills. $39.95.
Creese, Walter L., The Crowning of the
American Landscape: Eight Great

SP.aces and Their Buildings, Princeton,
+ 200; 57
Bonin, Jean M. American Life in Our

Piano Benches: The Art ofSheet Music,
Princeton University Press, 1985. Pp.

290; many ills. $55.
Godmer, Gilles, Peinture au Quebec:

Une Nouvelle Generation, exh. cat.,
Montn;al, Musee d'art contemporain de
Montreal, 1985. Pp. 47; many ills.
Paper.
exh. cat., Madison, Elvehjem Museum

of Art, University of Wisconsin, 1985.
Pp. 43; 75 ills. Paper.
Crow, Thomas E., Painters and Public

Life in Eighteenth-Century Paris, New
Haven, Yale University Press, 1985. Pp.
290; 129 ills. $40.
Greengard, Stephen Neil, Style of

Empire: Great Britain, 1877-1947, exh.
cat., Miami, Miami-Dade Community
College, 1985. Pp. 80; 277 ills. Paper.
Davidson, Caroline, Women's Worlds:
Grylls, Vaughan, Through the Looking

Glass, exh. cat., Madison, Elvehjem
~useum of Art, University of Wisconsin, 1985. Pp. 44; 29 ills. Paper.
Borras, Maria L1ui'sa, Picabia, New

York, Rizzoli International Publications, 1985. Pp. 549; 1153 ills. $75.
Brown, Marilyn R., Gypsies and Other
Research Press, 1985. Pp. x

ills. $39.95.
Bohemians: The Myth of the Artist in

Nineteenth-Century France (Studies in
the Fine Arts: The Avante-Garde, No.
51), Ann Arbor, Mich., UMI Research
Press, 1985. Pp. 229; 85 ills. $44.95.
The Art and Life of Mary Ellen Best,

1809-1891., New York, Crown Publishers, 1985. Pp. 160; 137 ills. $19.95.
Davis, Barbara A., Edward S. Curtis:
The Life and Times ofa Shadow Catcher, San Francisco, Chronicle Books,
1985. Pp. 256; 225 ills. $45.
Bush, Martin H., Sculptures by Duane

Hanson, Wichita, Kansas, Edwin A.
Ulrich Museum of Art, Wichita State
University, 1985. Pp. 128; 117 ills. $25.;
paper, $12.95.
Denison, Cara D., et aI., Drawings from

the Collection of Mr. and Mrs. Eugene
Victor Thaw: Part Il, exh. cat., New
Castleman, Riva, and Wolfgang Wittrock, eds., Henri de Toulouse-Lautrec:

Images of the 1890s, New York,
Museum of Modern Art, 1985. Pp. 262;
many ills., some color. $60.
Dreikausen, Margaret, Aerial Perception: The Earth as Seen from Aircraft

and Spacecraft and Its Influence on
Contemporary Art, Philadelphia, Art
Cate, Phillip Dennis, and Patricia Eckert Boyer, The Circle of Toulouse-
York, Pierpont Morgan Library, 1985.

Pp. 191; 84 ills. Paper, $24.95.
Alliance Press, 1985. Pp. 76; many ills.

$30.
Gurney, George, Sculpture and the Federal Triangle, Washington, D.C.,

Smithsonian Institution Press, 1985. Pp.
464; 261 ills. $39.95.
Hale, Robert Beverly, Master Class in
Figure Drawing, compiled and edited by
Terence Coyle, New York, WatsonGuptill Publications, 1985. Pp. 144;
many ills. $24.95.
Harlan, Calvin, Vision and Invention:
An Introduction to Art Fundamentals,
Second Ed., Englewood Cliffs, N.J.,
Prentice-Hall, 1986. Pp. 214; many ills.
Paper, $25.95.
Harrington, Kevin, Changing Ideas on
exh. cat., New Brunswick, N.J., The

Jane Voorhees Zimmerli Art Museum
Rutgers University, 1985. Pp. 203; 218
ills. Paper.
the Dilemmas of Modern Public Sculpture, New Haven, Yale University
Architecture in the Encyclopedie,

1750-1776 (Architecture and Urban
Design, No. II), Ann Arbor, Mich.,
Press, 1985. Pp. 175; 75 ills. $30; paper,

$10.95.
UMI Research Press, 195. Pp. 265; no

ills. $42.95.
Chadwick, Whitney, Women Artists and

the Surrealist Movement, Boston, Little, Brown and Co., 1985. Pp. 256; 220
ills. $39.95.
Folon, Jean-Michel, Flowers by Giorgio

Morandi, New York, Rizzoli Interna-
Harris, Neil, and Mattina Roudabush

Norelli, Art, Design, and the Modern
tional Publications, 1985. Pp. 81; 57

ills.
Corporation (The Collection of Container Corporation of America), exh.
Lautrec: An Exhibition of the Work of

the Artist and of His Close Associates,
Chambers, Bruce W., American Identi-
ties: Cabinet Card Portraits 1870-1910

from the Doan Family Collection, exh.
cat., Minneapolis, University Art Museum, University of Minnesota, 1985.
Chessex, Pierre, et aI., Images of the
Grand Tour: Louis Ducros, 1748-1810,
exh. cat., Geneva, Editions du Tricorne,
1985. Pp. III; many ills., some color.
Paper.
Coyle, Marie, et al., Raymond Mcintyre: A New Zealand Painter Auckland
City, New Zealand, Heine~ann Pub~shers in assoc. with Auckland City Art
Jallery, 1985. Pp. 112; many ills.
S21.75.
Craven, George M., How Photography
~orks, Englewood Cliffs, N.J., PrenIce- Hall, 1986. Pp. 104; many ills.
t>aper, $10.95.
Elsen, Albert E., Rodin's "Thinker" and
Foster, Hal, Recodings: Art Spectacle,

Cultural Politics, Port Townsend
Wash., Bay Press, 1985. Pp. 243; man;
ills. Paper, $9.95.
Howard N. Fox, A New Romanticism:
Sixteen Artists from Italy, exh. cat.,
Washington, D.C., Smithsonian Institution, 1985. Pp. 122; 46 ills. Paper.
Garver, Thomas H., George Tooker,
New York, Clarkson N. Potter, 1985.
Pp. 144; many ills. $35.
Gedo, Mary Mathews, ed., PsychoanaIy~ic
Perspectives on Art (Volume I).,
HIllsdale, N.J., The Analytic Press,

1985. Pp. 332; many ills. $29.95.
Geist, Johann Friedrich, Arcades: The
History ofa Building Type, Cambridge,
MIT Press, 1985. Pp. 596; 465 ills.
Paper, $25.
Gibbs, Kenneth Turney, Business Archi-
tectural Imagery in America, 1870-
cat., Washington, D.C., Smithsonian

Institution Press, 1985. Pp. 135; 150 ills.
Paper.
Haskell, Barbara, and David Turner,
Georgia O'Keefe: Works on Paper, exh.

cat., Santa Fe, Museum of New Mexico
Press, 1985. Pp. 102; many ills. Paper.
Hess, Jeffrey A., Their Splendid Legacy: The First 100 Years ofthe Minneapolis Society of Fine Arts, Minneapolis,
Minneapolis Society of Fine Arts, 1985.
Pp. 101; many ills.
Jackson-Stops, Gervase, ed., The Trea-
sure Houses of Britain: Five Hundred

Years of Private Patronage and Art
Collecting, exh. cat., New Haven, Yale
University Press, 1985. Pp. 680; 593
ills., most in color. $60; paper, $24.95.
Jones, Stephen, The Eighteenth Century
(Cambridge Introduction to the History

of Art), New York & Cambridge, Cambridge University Press, 1985. Pp. 90;
many ills. $21.95; paper, $8.95.
Fall 1985
279
Kardon, Janet, Siah Armajani, exh.

cat., Philadelphia, Institute of Contemporary Art, University of Pennsylvania,
1985. Pp. 96; many ills. Paper.
Karp, Diane R., et al., Ars Medica: Art.
Medicine, and the Human Condition
(Prints. Drawings, and Photographs
from the Collection of the Philadelphia
Museum of Art). Philadelphia, Philadelphia Museum of Art, 1985. Pp. xiv +
231; many ills., some color. $42.50.
Kenworthy, Richard G., Printing and the

Classical Revival. exh. cat., Troy, Ala.,
Department of History and Social
Sciences, Troy State University, 1985.
The Hudson River and the Highlands:
The Photographs of Robert Glenn Ketchum, essays by James Thomas F1exner
and photographs by Robert Glenn Ketchum, New York, Aperture, 1985. Pp.
88; many ills. $25.
Kilinski, Karl II, Classical Myth in
Western Art: Ancient through Modern,
exh. cat., Dallas, Meadows Museum
and Gallery, Southern Methodist University, 1985. Pp. 110; many ills. Paper.
Lesko, Diane, James Ensor: The Creative Years, Princeton, Princeton University Press, 1985. Pp. xvi + 175; 123 ills.,
8 in color. $47.50.
tecture, Paintings. Sculpture, New

York, Exeter Books, 1985. Pp. 927;
many ills. $29.95.
Olmsted, John Charles, ed., Victorian
Painting: Essays and Reviews, Volume
Three: 1861-1880, New York, Garland
Publishing, 1985. Pp. 1xiv + 616; no
ills. $75.
Olson, Roberta J.M., Fire and Ice: A
History of Comets in Art, New York,
Walker Publishing Co., 1985. Pp. 134;
118 ills. $24.95; paper, $14.95.
O'More, Haven, and Kbanpo Tbupten,
Ocean of Life: Visions of India and the
Himalaya Kingdoms. photographs by
Marilyn Silverstone, New York, Aperture (A Sadev Book). Pp. 71; 55 color
ills. $25; paper, $15.
Pallasmaa, Jubani, ed., Alvar Aalto:
Furniture, trans. Michael Wynne-Ellis,
et al., Cambridge & London, The MIT
Press, 1985. Pp. 179; many ills., some
color. $25.
Parry, Ellwood C. III, et al., The Voyage
of Life by Thomas Cole: Paintings,
Drawings, and Prints, exh. cat., Utica,
N.Y., Museum of Art, Munson-Williams-Proctor Institute, 1985. Pp. 70; 72
ills. Paper.
Platt, Susan Noyes, Modernism in the

1920s: Interpretations of ExpressionLister, Raymond, The Paintings of ism to Constructivism (Studies in the
Samuel Palmer. Cambridge, Cam- Fine Arts: Criticism, No. 17), Ann
bridge University Press, 1985. Pp. 178; Arbor, Mich., UMI Research Press,
1985. Pp. x + 153; no ills. $39.95.
75 ills, all color. $29.95.
Lucie-Smith, Edward, American Art Pokinski, Deborah Frances, The DevelNow, New York, William Morrow and opment of the American Modern Style
Company, Inc., 1985. Pp. 160; 268 ills., (Studies in the Fine Arts: Architecture,
No.8), Ann Arbor, Mich., UMI
86 in color. $24.95.
Lucie-Smith, Edward, Art of the 1930s: Research Press, 1984. Pp. xvi + 149; 35
The Age ofAnxiety, New York, Rizzoli, ills. $42.95.
1985. Pp. 264; 152 ills., 50 in color. Raven, Arlene, At Home, exh. cat., Long
$35.
Beach, Calif., Long Beach Museum of
Art,
1983. Pp. 65; many ills. Paper.
Lynton, Norbert, et al., Looking into
Paintings. London & Boston, The Open
University in assoc. with Faber and
Faber and Channel 4 Television Co.,
1985. Pp. 302; 107 ills. Paper, $19.95.
Mathieu, Pierre-Louis, Gustave Moreau: The Watercolors, New York,
Hudson Hills Press, 1985. Pp. 120; 52
ills. $75.
Rewald, Jobn, ed., Paul Cezanne: Letters (Revised & Augmented Edition),
trans. Semour Hacker, New York,
Hacker Art Books, 1984. Pp. xiv + 339;
28 ills. $60.
Reynolds, Donald Martin, The Nineteenth Century (Cambridge Introduction to the History of Art), New
McParland, Edward, James Gandon: York & Cambridge, Cambridge UniVitruvius Hibernicus (Studies in Archi- versity Press, 1985. Pp. 138; many ills.
tecture. Volume XXIV), London, A. $21.95; paper, $8.95.
Zwemmer, dist, by Abner Schram, Richardson, Brenda, et al., Dr. Claribel
and Miss Etta: The Cone Collection,
1985. Pp. xvi + 222; 195 ills. $119.50.
Baltimore, Baltimore Museum of Art,
Miller, Judith and Martin, eds., The 1985. Pp. 202; many ills., some color.
Antiques Directory: Furniture, Boston, Paper.
G.K. Hall, 1985. Pp. 639; many ills.
Riedy, James L., Chicago Sculpture,
$55.
Urbana & Chicago, University of IlliMyers, Bernard, and Trewin Copple- nois Press, 1985, paper ed. (orig. publ.
stone, eds., The History of Art: Archi- 1981). Pp. 339; many ills. Paper,
$12.50.
Robertson, Jack, Twentieth-Century

Artists on Art: An Index to Artists'
Writings. Statements, and Interviews.
Boston, G.K. Hall and Co., 1985. Pp.
488; no ills. $29.95.
Rosenberg, Harold, The Case of the
Baffled Radical, Chicago, University of
Chicago Press, 19B,5. Pp. 293; no ills.
$25.
Roy, Claude, Modigliani, New York,
SkirajRizzoli, 1985. Pp. 160; 176 ills.,
some color. $19.95.
Saavedra, Santiago, ed., Spanish Painters (1850-1950) in Search ofLight, exh.
cat., Madrid, United States-Spanish
Joint Committee for Educational and
Cultural Affairs, 1985. Pp. 115; many
ills. Paper.
Samaltanos, Katia, Apollinaire: Catalyst for Primitivism, Picabia, and
Duchamp (Studies in the Avant-Garde,
No. 45), Ann Arbor, Mich., UMI
Research Press, 1984. Pp. xvi + 228; 68
ills. $42.95.
Schaaf, Larry J., Sun Gardens: Victorian Photograms by Anna Atkins, organized by Hans P. Kraus, Jr., New York,
Aperture, 1985. Pp. 104; many ills.,
most in color. $30.
Schulze, Franz (in assoc. with the Mies
van der Rohe Archive of The Museum
of Modern Art), Mies van der Rohe: A
Critical Biography, Chicago & London,
University of Chicago Press, 1985. Pp.
xxiv + 355; 219 ills. $39.95.
Sekler, Eduard F., Josef Hoffmann: The
Architectural Work (Monograph and
Catalogue of Works). trans Eduard F.
Sekler and John Maas, Princeton,
Princeton University Press, 1985. Pp.
543; many ills., some color. $130.
Shone, Richard, The Charleston Artists:
Vanessa Bell, Duncan Grant, and Their
Friends, exh. cat., Dallas, Meadows
Museum and Gallery, Southern Methodist University, 1984. Pp. 40; 30 ills.
Paper.
Sines, Denise, The Pond: A Book of 49
Photographs by John Gossage, New
York, Aperture, 1985. Pp. 100; 49 ills.
$40.
Smagula, Howard, Texas Currents: An
Exhibition Organized by the San Antonio Art Institute, exh. cat., San Antonio,
San Antonio Art Institute, 1985. Pp. 64;
many ills. Paper.
Smith, Robert Charles, Basic Graphic
Design, Englewood Cliffs, N.J., Prentice- Hall, 1986. Pp. 164; many ills.
Paper, $24.95.
Spencer, Stephanie, O.G. Rejlander:
Photography as Art (Studies in Photography Series 8), Ann Arbor, Mich.,
UMI Research Press, 1985. Pp. xiv +
210; 40 ills. $39.95.
Fall 1985
281
Weber, Eva, Art Deco in America, New

York, Exeter Books/A Bison Book, dist.
by Bookthrift, 1985. Pp. 192; many ills.,
most in color. $14.98.
Spike, John T., Aspects of Sculpture:

The Paul Magriel Collection, exh. cat.,
Florence, Centro Di, 1985. Pp. 103; 89
iUs. Paper.
Sweney, Fredric, Cityscape: The Art of
Painting the Urban Environment (Art
and Design Series), Englewood Cliffs,
N.J. Prentice- Hall, 1985. Pp. 144; many
iUs. $23.95; paper, $14.95.
Weidman, Jeffrey, et al., William Rimmer: A Yankee Michelangelo, exh. cat.,

Hanover, N.H., University Press of
New England, 1985. Pp. 119; 85 ills.
Paper, $19.95.
Tufts, Eleanor, and Juan J. Luna, Luis

Melendez: Spanish Still-Life Painter of
the Eighteenth Century, exh. cat., Dallas, Meadows Museum, Southern,
Methodist University, 1985. Pp. 133;
many ills. Paper.
West, Harvey, and Chris Bruce, Sources

of Light: Contemporary American Luminism, exh. cat., Seattle, Henry Art
Gallery, University of Washington,
1985. Pp. 84; many ills., some color.
Paper.
Wageman, Virginia, ed., Selections

from the Collection ofMarion and Gustave Ring, exh. cat., Washington, D.C.,
Smithsonian Institution, 1985. Pp. unnumbered; 50 ills. Paper.
Wiedenhoeft, Ronald, Berlin's Housing

Revolution: German Reform in the
1920s (Architecture and Urban Design,
No. 16), Ann Arbor, Mich., UMI
Research Press, 1985. Pp. xx + 204; 89
ills. $44.95.
Weber, Bruce, et al., The Fine Line:

Drawing with Silver in America, exh.
cat., West Palm Beach, Fla., Norton
Gallery and School of Art, 1985. Pp.
103; many ills. Paper.
Wilson, Stephen, Using Computers to

Create Art, Englewood Cliffs, N.J.,
Prentice-Hall, Inc., 1986. Pp. 380; many
ills. Paper, $24.95.
Wooden, Howard, American Art of the

Great Depression: Two Sides of the
Coin, exh. cat., Wichita, Kansas,
Wichita Art Museum, 1985. Pp. 152;
163 ills. Paper.
Zepp, Norman, and Michael ParkeTaylor, The Second Generation: Fourteen Saskatchewan "Painters, exh. cat.,
Regina, Sask., Norman Mackenzie Art
Gallery, University of Regina, 1985. Pp.
85; many ills. Paper.
Photographic Credits: p.206, The American Federation of Arts; p. 207, Francene Keery; pp. 208, 255 (Paik), 257
(Kubota), Peter Moore; p. 2lJ, K. Heflin;
p. 214 (Fig. 1), Geoffrey Clements;
p. 245 (Fig. 2), Kvan Dalla Tana; p. 245
(Fig. 3), Paula Court; p. 249, Rudolph
Burkhardt; p. 251 (Tambellini), Richard
Raderman; p. 253 (Minneaplois College), Paul Owen; p. 255 (Ryan), Michael
Danowski; p. 257 (Ant Farm), Diane
Andrews Hall; pp. 259 (Hocking/Miller),
261 (Emshwiller), Barbara London;
p. 261 (Viola), Kira Perov.
Fall 1985
283

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Video: The Reflexive Medillm

Gllest Editor: Sara Hornbacher

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Guest Editor Sara Hornbacher

Video: The Reflexive Medium

Reviews: Five Exhibition Catalogues reviewed by Lori Zippay 263 / Peter

Correspondence for the Art Journal

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t has been my intention as Guest

tainment, and its audience relationship

effects and mediated environments.

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was off and running towards its digital

thetic contradictions," to challenge its became instead a major publication, ;

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avant-garde vocabulary of techniques

style. In her article, "Why Don't They

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Machination and Modernism

(reflection as nostalgia). Today they are

ernism arose from the fallout, dragging

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to operate without the need for direct

The Case of"Electra"

interrogation of technology. Spanning

and the unfolding of "movements" in

Electra History or the Birth of Video

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Fig. 1 "Illumination-as-Nostalgia": Paris, "the city of light" (light spectacle of

ideology of speed and rapid transit that

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and experiment to create new visual

to the psyche, the unconscious, dreams,

for the entry of electronic images into

Special Studies: Electra Expansion

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dIe over questions of magic and fantasy;

ciple." The pervasivenessof high tech in

attributable to its dearth of qualities

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employ decorative elements (recalling a

garde practices to sell products.

Digitalization Simulation, and the

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our culture, that of simulation.

Worlds"-ish forecast of doom, but it is a

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strates that it is an inextricable part of the

ference between trees and treeshadow or tree-image. Nature is

4 Exhibit ions devoted to the theme of light and

writes of "The fact that now, whenever we try

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8 Frank Popper, introduction, Electra. Paris, Les

18 "Technology and the Respect for Diversity,"

29 "The Digital Image," Electra (cited n. 8),

19 See: DeeDee Halleck, "Notes on Nicaraguan

30 Fred Ritchin, "Photography's New Bag of

20 Electra (cited n.8), pp. 206-28