Orit Gat is contributing editor (print & publishing) for Rhizome. She writes about art for other places, too.

Global Audiences, Zero Visitors: How to measure the success of museums’ online publishing

This text (original title: "The Outskirts of the Internet") was originally commissioned for the book Turning Inward, with contributions by John Beeson, Svetlana Boym, Marta Dziewańska, Philipp Ekardt, Felix Ensslin, David Joselit, William Kherbek, John Miller, Reza Negarestani, Matteo Pasquinelli, and Dieter Roelstraete. Edited by Lou Cantor and Clemens Jahn. The text was modified slightly, including the deletion of a section about Rhizome's own activities. Published by Sternberg Press, 2015. Orit Gat is a Contributing Editor at Rhizome.

Jim Campbell, Library. GIF excerpt from documentation video.

Fifty percent of arts organizations in the United States maintain a blog.[1] The Metropolitan Museum of Art calculated that while the museum draws six million visitors in a year, its website attracts 29 million users and its Facebook page reaches 92 million.[2] Of these millions of people interacting with the museum online, only a small percentage would ever walk up the New York museum's famous steps. If the internet has changed the definition of what a museum's audience is, then it also poses the difficult question of how to interact with it. This adds a new dimension to the museum's relationship with its traditional audience: How to extend the relationship with visitors beyond the museum's walls? This twofold task—both to generate a public and sustain existing relationships—has created a new landscape of digital engagement where museums look to their websites, dedicated apps, and online magazines as tools to involve this new online public.

As museums are rethinking their relationship to their audience online, an increasing number chooses to publish online magazines, and many of these publications emerge from institutions that are not necessarily the major museums in art world hubs. The attitudes toward these publishing initiatives vary—some choose to outline the scope of their publishing platforms in the shape of their programming, while others produce magazines that are thematically related to subjects the museum covers but are not directly linked to the art on view. What they all share is a feeling that online publishing expands the museum's audience, making it a potentially global one. The idea that a museum's public is to be found beyond visitorship is full of potential, but publishing online does not automatically overcome geography and create new relationships with international audiences. On the contrary, these institutions are working to generate content in an environment that is arguably already saturated. Digital presence does not automatically make for global reach, and much of the writing produced online by museums is bound to disappear in the vast amount of content on the internet. YouTube famously has more videos on it than anyone could ever watch—in fact, with 100 hours of video uploaded to YouTube every minute, it would take over a thousand years to view the total running time of videos posted on the platform—this, in less than ten years of existence.[3] Alexa—the Amazon-owned service that gives public estimates of website metrics—makes online publishing seem almost futile. According to Alexa's data, the most visited website in the world is, of course, Google, and an average user spends nineteen minutes and nine seconds a day on it. Facebook averages 27:34 minutes and the New York Times 3:57. Visitors spend almost twenty minutes a day on YouTube and less than three on the New Yorker's site. When so much content is offered, and so little of it seems to attract readers, the goal of museums joining the online publishing game should not be to reach the largest audience, but rather, to create platforms that expand research and the production of knowledge that builds on the museum's mission statement and expands it, regardless of how many hits it generates—a difficult leap to make, especially in terms of the way museums represent their activity and receive funding.

Unbound: The Politics of Scanning

There's a great scene in the first episode of House of Cards where the ambitious young journalist Zoe Barnes is sitting on the floor of her rented apartment's living room scanning the half-shredded documents of an education bill that was forwarded to her by her source/lover Frank Underwood, the Majority Whip. She's drinking wine, taking notes on her laptop, and scanning on her small all-in-one desktop printer/scanner. The next day she shows up at the office of the newspaper where she works with a 3000-word text and the 300-page document scanned, prompting her editors that "We should get this online right away."

Barnes's character is young and ambitious. Later in the season she moves on to work for a site called "Slugline," an early-Politico-like newswire, where "journalists post news directly from their phones." Her obsession with technology is used as a narrative device in the series to set her apart from her older, more conservative editors at the newspaper. And her ambition to upload information to the newspaper's site as soon as possible, to give the public the raw data before it can be filtered or analyzed, stands for her idealism.

The romanticized image of the scanner is based on the assumption that by scanning and uploading we make information available, and that that is somehow an invariably democratic act. Scanning has become synonymous with transparency and access. But does the document dump generate meaningful analysis, or make it seem insignificant? Does the internet enable widespread distribution, or does it more commonly facilitate centralized access? And does the scanner make things transparent, or does it transform them? The contemporary political imaginary links the scanner with democracy, and so we should explore further the political possibilities, values, and limitations associated with the process of scanning documents to be uploaded to the internet.

What are the political possibilities of making information available? A thing that is scanned was already downloaded, in a sense. It circulated on paper, as widely as newspapers or as little as classified documents. And interfering with its further circulation is a time-honored method of keeping a population in check. Documents are kept private; printing presses shut down. Scanning printed material for internet circulation has the potential to circumvent some of these issues. Scanning means turning the document into an image, one that is marked by glitches and bearing the traces of editorial choices on the part of the scanner. Although certain services remain centralized and vulnerable to political manipulation, such as the DNS addressing system, and government monitoring of online behavior is commonplace, there is still political possibility in the aggregate, geographically dispersed nature of the internet. If the same document is scanned, uploaded, and then shared across a number of different hosts, it becomes much more difficult to suppress. And it gains traction by circulation.

To Bind and to Liberate: Printing Out the Internet

Kenneth Goldsmith at Labor Gallery, Mexico City, 2013. Posted on with the caption, "We printed the fucking internet."

"Printing the internet is not creative nor art. It is a waste of time and resources. Please, find something more creative to do."

So reads a comment on a petition on Directed at Kenneth Goldsmith, the petition was published in 2013 in response to a project the poet organized at LABOR gallery in Mexico City, where Goldsmith invited people from all over the world to print out the internet and send the pages to the gallery.

I Mean Business: the e-cigarette store and how we sell technology

E-cig store in Les Sables, France

On February 22, Rhizome held This is the ENDD, a one-day forum on the e-cigarette. A version of this article was given by the author as a PowerPoint lecture. Video of the talk can be seen here.

Last fall, I spent a month in Arles, a small town in southern France, which has a population of 50,000. This being France, a large number of the residents smoke, and the town has three cafés-tabacs, where you can buy cigarettes. It also sports two different e-cigarette stores, both on the same street, the main drag in the town. It's clear that the stores are not there to sell the cigarettes, but rather, to showcase them.

I presume both these stores will not exist in five years (that may be a generous estimate). Whether or not e-cigarettes replace real cigarettes, as many e-cig providers claim, the needs that the vape stores answer will change as our relationships with these objects shift. They are designed for a particular moment in the history of the e-cigarette, when it's still a little out of the ordinary, when we're still not totally sure what to do with it, how to normalize it, and whether or not it's actually here to stay. There is an immediacy, a consistency, to our associations with smoking and cigarettes (good and bad, the Humphrey Bogarts and the health threats); trading them in for an electronic object is a mental leap that's hard to ignore. These stores exist to help consumers make the leap.

Art Criticism in the Age of Yelp

Thomas Struth, Hermitage 3, St. Petersburg (2005).

I. Amazon 

Amazon used to have literary ambitions. In the late '90s, the company hired professional editors who commissioned and wrote thousands of reviews a week, as well as features, interviews, and previews of forthcoming books. Later on, when the retailer began to intersperse the paid reviews with user-generated content, it retained this vision, thinking of user reviews as submissions to a literary magazine that would give the site the aura of an independent bookshop, populated by an erudite staff and clientele. Rick Ayre, then Vice President and Executive Editor of Amazon, described the tone and use of the content on to the New York Times in 1999: "If you spend a lot of time on the site, I hope you get a sense of the quirky, independent, literate voice, and that behind it all you're interacting with people, and that it's people who care about these things, not people who are trying to sell you these things. My mantra has always been 'the perfect context for a purchase decision.'"1