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Wednesday, January 08, 2003

Werben>Bewerben >Europa- Yearning for Europe- a project for a New Europe

Hungary, 2002

Werben>Bewerben >Europa- Yearning for Europe- a project for a New Europe

In January 2004 ten countries are expected to join the European Union. At least another eight are engaged in talks
with the EU or have expressed interest in doing so.

My project, Werben >Bewerben >Europa, incorporates, photography, digital imaging, computer software
source codes and the internet to explore the image and self-presentation of these countries.

The project
The project, was originally proposed for Alexanderplatz U-bahn (subway) station, as part of an ongoing public arts
project. I envision the project being exhibited in a public space, preferably one that is accessed by large numbers
of people during their daily lives. The location could be anywhere within the current 15 nations of the European

The artwork could be shown in several formats:

1. Advertising spaces – billboards, walls of public buildings and access ways. The images would be exhibited at
various sizes- from A0 to billboard format in places normally used for advertising or informative notices.

2. Works printed on 'backlight film' would be attached to the windows or display cases. Several fluorescent lamps
could be placed behind the film creating the effect of an architectural light box.

3. Works could be projected as part of a revolving 'digital slide show' of all the countries in the series. Each image
would be shown for a duration of 30 seconds, enough time for a view to decipher the content. Alternatively multiple
beamers could be used. Beamers would be timed so that different images were projected on multiple screens at
any time, images would appear to travel throughout the exhibition space - going from screen to screen.

The 'digital slide show' could be projected from behind onto a window to which an opaque or transluscent screem
were attached.

The works themselves
The works are all made up of photographs, taken by the artist during the last eight years. They have been digitally
altered and collaged with HTML source code from the main page of the government web site of the nation where
the photograph was taken.

The main page or 'Index' page was chosen as the source of the virtual representation of each nation. The
government web sites function as a basic information source and as an advertisement for each nation as it tries
to present itself as a part of a modern Europe.

Often the HTML source code shows information not visible on the website as viewed through a web browser. The
META Content and description lines often include 'keywords' or subjects that are to be noted by search engines
such as 'Google' and 'Yahoo'. The use of Javascripts may show the versatility and craftsmanship of the web
designer employed by the featured nation.

In altering the color, hue and saturation of the images I plan to provoke a more careful analysis of the images on
the part of the viewer. The image reveals itself more slowly, and the viewer is thus more attentive of small details
in the images, that he or she might normally overlook. The added dimension of the text/ sourcecode invites the
viewer to investigate the whole image further- to put together a puzzle of sorts.

The individual images will be untitled, leaving it to the viewer to figure out which countries they represent by
means of the text/ source code and an affixed national emblem. My aim is to acquaint the viewer a little more
intimately with these new nations, who are now applying (bewerben) to join a larger United Europe.

Czech Republic .......Estonia..............Poland................Turkey.................Slovenia.................Slovakia