Welcome to the show Pt.2 - Yves Scherer & Alec Mackenzie 1st March - 12th April 2014
Welcome to the Show is a three part series, which pair's one predominately post-internet artist with one sculptural based artist, purposely forcing each artist into a category highlighting the taxonomy that allows group sorting and categorizing of various images and text.
The GIF was voted word of the year in 2012 and recognized as an official verb by the oxford university press. Don't worry YOLO, an acronym for "you only live once", was close behind.
The GIF is 26 years old, a bitmap image format popular for it's ability to compress images to reduce transfer time and provide a full colour image from a palette of up to 256 colours chosen from the 24-bit RGB colour space.
The GIF has had recent resurgence of mainstream popularity over the World Wide Web due to its wide support and portability but the biggest reason for it's popularity is that you can use this file format to animate and make low resolution film clips, which are looped endlessly.
Announcing their popularity there is even a new annual award dedicated to celebrating these looped little animations that propagate Tumblr and Facebook. The categories for the GIFY awards include art and design, news and politics, sport and animals; there is even a separate category all together for cats.
In the article Loop the Loop by Morgan Quaintance, he evaluates that 'GIF's are capable of reducing the complexity of modern life to the status of a four-second gag, recalibrating our emotional and empathic responses in the process.' Although for me the GIF acts as instant gratification in which our culture seems to be embedded in now; a culture where we are expected to decide everything in a matter of seconds. We immediately choose whether we like something or not then throw it away and search for the next thing.
In the film six degrees of separation one of the main characters Ouisa talks about their lives events becoming anecdotes for dinner parties. I feel our anecdotes have metamorphosed and compressed much like the image format of a GIF, in which our interesting 'real life' incidents are shortened into some sort of collective mass culture and regurgitated in a quick amusing gag that carries a collective cultural idea or symbol. We then use this to out-trump each other and rather than at a dinner party we sit in the comfortable glow of our computer screen where physical interaction is kept to a minimum.