Category: æffect

Follow the… Fairtrade Fortnight 2017

‘Would people still love a bargain if we bought these issues closer to home?’

‘Money is the journey we send it on.’

It’s fairtrade fortnight, the time of year when companies and NGOs make the relations and responsibilities between the producers and consumers of everyday things mainstream news. In this post we highlight two contrasting videos in which these relations are a) brought close to home through the delivery of food and b) stretched out through investing money (perhaps the most fascinating commodity) in an ethical ISA. Watch and discuss…

Follow the produce: the home delivery service they weren’t expecting

Follow the money: the most rewarding cash ISA in the world

Guest blog: Dear iPhone Girl

Here’s another excellent example of journal writing from the Exeter Geography module behind our website. At the start of the module, we ask the students to add to their phone homescreens this photo of an Apple factory worker which, it seems, was accidentally left on an iPhone bought in 2009. The person who found this and four other photos posted them online and the quest to find out who she was, why photos of her were on that phone, and what would happen to her after they went pubic went viral (as documented on our followthethings.com page). We ask our students to keep her photo on their homescreens until the end of the module, for almost 4 months. What can happen to you when she looks at you every time you look at your phone, wherever you go? Sophie Woolf explains… to the person who became known as ‘iPhone Girl’. 

my-life-with-you-iphone-girl

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Key concepts: Æfficacy / Æffect

The followthethings.com project is slowly moving from a curatorial to an analytical phase. We’re getting our heads around ways in which we can analyse the online commentaries we’ve researched and remixed for over 60 films, art works, activist stunts and pieces of journalism.

All of the work showcased on our website sets out to make tangible to its audiences the relationships between the people who make and consume things.

But who made them, why, with what resources and how were they hoping they would make a difference to their audiences and participants?

How did members of their audiences (consumers, citizens, corporations, governments, etc.) make sense of and react to them?

And what impacts do they seem to have had?

We want to assemble a vocabulary (see Massey 2013) which will enable these intentions, relations, reactions and connections to be named, discussed, critiqued and developed.

We’re actively looking to name what we find in our data. 

Æfficacy / Æffect

Effect (v.) “To bring about (an event, a result); to accomplish (an intention, a desire).”
Affect (v.) “To have an effect on the mind or feelings of (a person); to impress or influence emotionally; to move, touch.” (Oxford English Dictionary)

When it comes to bringing about social change, effect and affect are intertwined. Artistic activism aims to bring about demonstrable change through moving people viscerally and emotionally. We might think of this as: Affective Effect. Or, if you prefer: Effective Affect. Or, as we’ve come to call it: Æffect.

At the C4AA we are very, very interested in æffect. Artistic activism might be fun, creative and cutting edge but if it doesn’t deliver the goods in helping to transform the world, then what good is it?

Since we began the C4AA we’ve been asking the questions: Does it work? How do we know? And what does “working” even mean when we combine the arts and activism?

The Streisand Effect

… the phenomenon whereby an attempt to hide, remove, or censor a piece of information has the unintended consequence of publicizing the information more widely, usually facilitated by the Internet. It is an example of psychological reactance, wherein once people are aware something is being kept from them, their motivation to access and spread the information is increased.[1]

It is named after American entertainer Barbra Streisand, whose 2003 attempt to suppress photographs of her residence in Malibu, California, inadvertently drew further public attention to it. Similar attempts have been made, for example, in cease-and-desist letters to suppress numbers, files, and websites. Instead of being suppressed, the information receives extensive publicity and media extensions such as videos and spoof songs, often being widely mirrored across the Internet or distributed on file-sharing networks

We’ll post more when we find them. Watch this space.