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Affect

The Affect of Animated GIFs (Tom Moody, Petra Cortright, Lorna Mills)

by Sally McKay on July 16, 2018
Thumbnail image for The Affect of Animated GIFs (Tom Moody, Petra Cortright, Lorna Mills)

Since the early 1990s, artists have chosen the internet as a medium, an environment and a
forum. While some internet artists also maintain a gallery practice, the conditions and
conventions that inform meaning in online art remain in many ways distinct from those of
the off-line artworld. Internet art — inherently ephemeral and infinitely reproducible —
eludes commodification and largely operates independently of the art market.1 In the
online environment where acts of creative self-expression are the norm, the boundaries
between artists and not-artists that confer status and hierarchy in the gallery and museum
system are largely immaterial. Even among niche groups of online practitioners who self-
identify as artists, the culture of internet art regards the agency of the viewer on a par
with that of the artist. In most cases, viewers are also producers. Many online artists, such
as myself, operate through the medium of the blog format, which allows for a hybrid
practice blending art production with art criticism, cross-promotion and dialogue.

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