It’s a bizarre thing when you stumble upon the “new art movement” filtering through discursive chatter. Is it actually a movement, or is it simply a bunch of like-minded individuals telling me its a movement?

Behold The New Aesthetic then – a new art meme in visual culture whimsically constructed by James Bridle, which manifests itself in a Tumblr blog, a presentation for Web Directions South, Sydney and an original blog post. Recent attention to it has reached feverish proportions coming off the back of a SXSW panel in March and a generally positive endorsement by Bruce Sterling in Wired, plus some group responses on the creators project. More recently, the computational media scholar and philosopher Ian Bogost has posted his own thoughts for The Atlantic.

As a meme should do, “the New Aesthetic” has fulfilled its role – it has a lot of people talking about it. Like any meme which dices visual culture with some sort of research element, it has artists, writers, even media and aesthetic scholars measuring their own opinions on it in rank order without anyone knowing exactly where it’s going, what it really is or who exactly is doing it. In our noisy and crowded “I can’t believe I got 50+ retweets” over-networked epoch, this is quite an achievement even if you don’t take it that seriously.

But here’s the question: can the new aesthetic be more than a meme? More to the point, does it want to be? Is it capable of a direction? Can it be serious?

That said (and as Bridle avers) this isn’t really a prominent “movement” of ideas as such. Neither does it present material which it would deem ‘arty’. Instead, it’s an extremely broad and oblique orientation which seeks to document the subtle (and sometimes explicit) changes within our information saturated existence. It simply contextualises the contingent manifestations of computational activity, and how they are reversing and revising computational and human activities back in on themselves. Bridle’s tumblr simply presents the new aesthetic for what it is, much akin to perusing through pictures in a Facebook profile, a Reddit top ten list or clicking on Stumbleupon – simple snapshots of “stuff” which echo a blurring between the world of networks, machines and everything outside of it (with a particular emphasis on where it goes a bit wrong, hence a certain infatuation with glitchyness). Quoting Bridle’s Tumblr page;

“It is a series of artefacts of the heterogeneous network, which recognises differences, the gaps in our overlapping but distant realities.”

In another video presentation ‘We fell in love in a coded space‘ at Lift12, Bridle terms this ‘network realism’ – instances where the amalgamation of computational networked activity blurs with non-computational activity, to such an extent that it reduces any observer to nothing but a curious, passive node, gleefully whittling through instances of vaguely creative stuff. For Bridle, this occurs not just in industry but also architecture, finance, storage, fashion and now an attempt at aesthetic understanding. It’s an infatuation with the alterity of bots, algorithms, pixels and realised fictions. In this presentation however, Bridle is largely concerned with how one can respond or understand the ‘desires’ of bots, unaware that anthropomorphising the situation may not reap the rewards required. In this interpretation the new aesthetic is charged with the task of asking how we can think and orient ourselves computationally, whether it be designers, thinkers, writers, scholars or artists.

Sterling himself, mostly issues praise with a pinch of amusing impatience, as if the New Aesthetic movement should progress faster than it actually is doing, with more ideas and more focus. Kyle Chayka states that artists are already embracing it as a ‘contextual seedbed, rather than a label’. Jonathan Minard understands it as a new method of reflection concerning cultural tool-making, where the ‘dumb tools’ of machinic interface scream images back at us.

Digital Humanities scholar David Berry has blogged a similar view echoing that the new aesthetic is tapping into what he calls ‘Computationality’, a historical paradigm frame-making of sorts, which constructs specific meaning-making practices. Visualisation revolves around processes and patterns and so the list making exercise of Bridles’s Tumblr blog would seem apt in this regard, as it issues unparalleled amounts of pattern making not just as content, but as form. The archive is a jamboree of other pattern recognising events; security face recognition, retro 8bit encapsulation, satellite visuals and generally messing about with an Xbox 360 Kinect. James George mentions something similar but suggests that the new aesthetic should question the critical distance between artistic activity and technological use. It resembles a massive screen dump from a digital artist’s delicious account. Quoting Bridle again in an interview with The Design Observer Group;

“The New Aesthetic is not criticism, but an exploration; not a plea for change, rather a series of reference points to the change that is occurring. An attempt to understand not only the ways in which technology shapes the things we make, but the way we see and understand them.”

To most of the established readers here, it’s easy to criticise the “newness” of the New Aesthetic, in the same way the 90’s trope “New Media” has been quickly bundled away as if it never existed (Marius Watz makes this point). For those of you who have been studying such issues concerning hacking, play, enumeration, collecting, remixing, glitch-ing, (see Rosa Menkman in particular) in the broader realm of the computational arts, there really isn’t anything novel to gawk at: this is more of a rearrange or a rebadge. Indeed, internet discussion has been rife with such criticism, from the triteness of using Tumblr as the ‘official site’, to quick dismissals concerning the New Aesthetic’s distinct lack of any historically serious ‘substantial practice’ – not that it wanted it in the first place (Indeed it’s a pity that it has contingently replaced an identical term for a movement unrelated to Bridle’s own, coined by arts writer Michael Paraskos and realist artist Clive Head. Moreover, depending on how one looks at it, Paraskos and Head’s own movement has similar views espoused by Bridle’s version, including perhaps a direct opposition to conceptualism and foregrounding art as a material practice).

If Bridle were not so sincere about the whole affair, one would be mistaken that this was a too-cool-for-school strategy straight out of a Nathan Barley episode. But thats an easy misread. As Bogost states, Bridle is just curious about the weirdness of the network we all rely on and revel in. But there is a point where fascination with creativity turns into ADHD. The New Aesthetics tumblr site, already does just that, without any hint of standing still. “What’s going to come next? What can we do next? What are the limitations? What happens if I click that? What is that doing there?”

However both Bogost and Greg Borenstein issue a different view about the new aesthetic. They both discuss it in relation to a recent trend in philosophy called Object Oriented Ontology (OOO), a movement to which I am extremely sympathetic to. Bogost explains OOO succinctly enough;

“If ontology is the philosophical study of existence, then object-oriented ontology puts things at the center of being. We humans are elements, but not the sole elements of philosophical interest. OOO contends that nothing has special status, but that everything exists equally–plumbers, cotton, bonobos, DVD players, and sandstone, for example. OOO steers a path between scientific naturalism and social relativism, drawing attention to things at all scales and pondering their nature and relations with one another as much as ourselves.” 

The link to OOO is fairly self-evident. If one of the most prominent aspects of the new aesthetic is an obsession with how a machine “sees” the world, OOO is a commitment to the seeing of things in widest possible sense. But while Borenstein generally aligns OOO to the new aesthetic with exuberant equivalence, Bogost’s view is one of general optimism, but not broad acceptance. For a start, the new aesthetics is based on a continual divide and repair between two opposing realms; the physical and the digital, each coming together and breaking apart endlessly, like throwing a box of magnets.

One of the main stipulations of being an OOO advocate is the realist eruption of what counts as a thing, and how that thing contingently relates to different types of entities. This is why Bogost decenters computation in the new aesthetic, and emphasises the multitude of things that escape the physical/digital divide. Their adventures are always-already strewn across the ontological landscape. One of the other main stipulations involves us lacking secure knowledge in fully understanding discrete units on their own terms – we can never experience their being in the same way we experience our being.

If one has read Bogost’s latest publication, Alien Phenomenology (and if you haven’t, I’d urge you to do so immediately), one would understand Bogost’s view that the new aesthetics misses out not just speculating on the hidden lives of objects other than computers and humans, but it also hovers on the inescapable problem of anthropomorphising machines and objects to within an inch of their lives. The alien aesthetics challenge is provocative.

“[T]his Alien Aesthetics would not try to satisfy our human drive for art and design, but to fashion design fictions that speculate about the aesthetic judgments of objects. If computers write manifestos, if Sun Chips make art for Doritos, if bamboo mocks the bad taste of other grasses–what do these things look like? Or for that matter, when toaster pastries convene conferences or write essays about aesthetics, what do they say, and how do they say it?”

There is an interesting discussion to be had in OOO about the usefulness of anthropomorphising the infinitesimal non-human relationships between the properties of things. Whilst others (including Bogost) see it as an inevitable factor of being one finite human entity amongst a crowd of other finite entities, I see it as a hinderance.

In particular, I’m interested in the way the new aesthetic never manages to access computation ‘just’ as it is. It only takes computation seriously when it functions as a qualitatively intelligent system, which meets or surpasses rational intelligence, or, it directly flips into “dumb tools” of (mis)communicative manipulation for the whims of human mental acts.

But I digress. Last year Bridle released a book called “Where the F**k Was I?”, which accurately sums up the mentality of the movement. The really interesting element of the new aesthetic is that it presents genuinely interesting stuff, but Bridle’s delivery strategy is set to ‘gushing disorientation’. At present, it’s the victim of the compulsive insular network it feeds off from. It presents little engagement with the works themselves instead favouring bombardment and distraction. Under these terms, aesthetics only leads to a banal drudgery, where everything melts together into a depthless disco. Any depth to the works themselves are forgotten.

Memes require instant satisfaction. Art requires depth.