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  • ICAA Record ID
    750362
    AUTHOR
    Costa, Eduardo
    TITLE
    Un arte de los medios de comunicación, 1966 Jul., Buenos Aires, [Argentina] / Eduardo Costa, Raúl Escari, Roberto Jacoby
    DESCRIPTION
    [4] leaves
    LANGUAGES
    Spanish
    TYPE AND GENRE
    Typed sheet – Manifestoes
    BIBLIOGRAPHIC CITATION
    Costa, Eduardo, Raúl Escari, and Roberto Jacoby. "Un arte de los medios de comunicación," 1966. Personal archive of Roberto Jacoby, Buenos Aires.
       


     
    GEOGRAPHIC DESCRIPTORS
    ADDITIONAL AUTHORS
    Escari, Raúl; Jacoby, Roberto
Synopsis

Stemming from the idea (very advanced at that time) that the media invents events, those who are writing this decide to inform—by way of social news snippets, altered photos, and apocryphal testimonies—about a happening that never took place. Different types of media reproduce the news, which is then finally denied by the group. This public declaration (1966) informs the readers, who are already advised about the theoretical reflections sustained by said experiment, inspired explicitly by an idea belonging to Canadian theorist Marshall McLuhan, that “the medium is the message.” The experiment had been produced in the context of the intellectual connections existing between the three artists (Eduardo Costa, Roberto Jacoby, and Raúl Escari) as well as theorist Oscar Masotta. This was not only about the obvious accusation that the media deceive, but also to demonstrate the possibility that you can, indeed, invent reality; in other words, that you can create an unexisting event beyond what the media itself invents. This way of thinking—susceptible to political manipulation—is recovered two years later in the project of the happening-work Tucumán Arde [Tucumán Is Burning] (1968).

Annotations

Among the vanguard groups emerging in Argentina that experimented with the mass media, the initiative of a nucleus of artists and theorists, who, in 1966, intended to create a “new gender,” stands out. They call it “Arte de los medios de comunicación de masas” [Mass media art]. The founding public declaration of this group,—made  up by Eduardo Costa (1940–), Roberto Jacoby (1944–) and Raúl Escari—is recognized today as a crucial manifesto that marks the beginnings of Conceptual art, not only in Argentina, but also in the rest of the world.

This is the text published by the artists mentioned above, upon the release of their first work, known as El Antihappening [The Anti-happening].

Researcher
Ana Longoni
Team
Fundación Espigas, Buenos Aires, Argentina
Credit
Courtesy of the personal archives of Roberto Jacoby, Buenos Aires, Argentina
Reproduced with permission of Raúl Scarie Abaro, Buenos Aires, Argentina
Location
Archivo de Roberto Jacoby, Buenos Aires, Argentina.