THE ART FACTORY

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“If you are seen you exist, and if you disappear you don’t.” In this circuit the invisible have no voice, and you are only as good as your last project. In the project-related system of production and justification, tests of proficiency occur at moments of passage between projects.13 Social capital positively influences the chance of smooth passage to the next project, influencing the selection process whether as a carrier of reputation or by expanding access to information. Such a system of building trajectories differs from mechanisms that were accepted in the autonomous field of art, where the decisive moment for a career was placement of a work in a museum collection or formulation of a breakthrough interpretation of the work, which assured symbolic passage into history. The hybridization of the artistic circuit has a fundamental effect on shortening of the time horizon in which the respondents operate. In the autonomous model a long-range perspective was in force; even if at the given moment one was not recognized as a distinguished artist, creators could still hope that they would be discovered by future generations. In the hybrid art circuit such a strategic perspective (sometimes frankly operating in the mythic time of art history) is radically shortened. Project circulation is built according to principles of a deficit of social attention (connected with the absence of a canon that everyone should know, and the proliferation of differentiated systems of evaluation), as well as the rule of a networked feedback loop (one good project generates the possibility of doing a number of upcoming ones, but this window of opportunity remains open for just 13 Compare L. Boltanski, È. Chiapello, ibid., pp. 30-32, 124-125

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