sexta-feira, setembro 13, 2013

mass media mediums

By the late 1960s, television had become a pervasive mass medium viewed in virtually every home. On home television sets, the public was offered a homogeneous selection of programming that  followed formulas for structure, running time, and content. The viewer's perception of the medium was largely determined by the role television had come to play as a commercial entertainment and information industry whose success - and therefore profit - was gauged by the number of viewers it attracted. In an attempt to challenge the television industry's hegemony, many artist-activists worked, 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 a new aesthetic discourse. 

in "New American Video Art" - Introduction by John G . Hanhardt, Curator, Film and Video

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