The Cloud Decoded - Mick Jongeling

THE CLOUD DECODED

1 MICK JONGELING

0868976

ADVERTISING

COMMERCIAL PRACTICE

7 June 2016

Information is the resolution of uncertainty.

Claude Shannon , the father of the Information Theory

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This document has been optimized to view on a 1280 x 800 pixel display resolution.

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1.

P.5

Introduction

4.

An overview of the process and a summary of used research techniques.

2.

P.6

Justification

P.7

Main research question, related questions and aim of this research.

Development Process, research and visualization techniques

5.

My personal reasoning as well as the importance of my project.

3.

Research Questions

P.9

P. 25

Conclusion Answering research questions and final idea.

6.

P.28

References References described with the MLA method.

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1. Introduction This document explains my process of understanding the Cloud.

We have seemingly transitioned to Cloud-based computing, storing our content in a cloud symbol on our smartphones and computers.

As a proclaimed Digital Artist of the future, it is my responsibility to know the systems behind the digital industry and communicate my research to my audience.

The Cloud is an unstable media and in order to understand it, I contacted artists that I not only look up to, but who have more professional experience with the topic and who helped me to find my

Desk Research

own position in the digital industry. Prior knowledge of Branding was very useful in this project; not only to push me to identify, focus

I started to search for articles, books, videos and artists that work with the

and target the audience I aim to reach, but also to pinpoint and

Cloud. All this information was posted on a special Tumblr:

decode the branding of the Cloud.

“http://0868976.tumblr.com�, where I wrote extracts and communicated with people who are interested in my research.

During the process of my research, I used different techniques to decode the Cloud, for instance:

Field Research I performed interviews with the general public, that helped me to put my project in context and pitch my project to them. Before I started with the interview, I asked for a drawing of their interpretation of the Cloud. Also, during the entire process of the research, I printed every e-mail I sent or received, presentations and sketches I made and put them in a box. I had this box with me at all times, to every meeting, review or to the academy Interviews I interviewed several experts and artists about my subject. I recorded the interviews on my phone and drew sketches based on the recordings, forcing me to visualize the most important quotes or ideas.

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2. Justification Advertising is about communicating a specific message

While exploring the pollution of the “Cloud”, I found

to a target audience. Advertising has often a negative

studies about the growth of the Digital Economy.

reputation, because of the feeling people get that the

Today, the Digital Economy uses approximately 1500 tWh

brand awareness is being forced on them, with the goal

a year, which is the equivalent of the total energy used

to sell more products.

to light the entire planet in 1985. The total tWh a year

I believe Advertising can express joy, raise awareness

is estimated to triple in the next decade as the size of

and/or make people think, all while being the greatest

the Internet is estimated to grow quadruple in size.

artistic stage in the world.

The main resources to power the Cloud are coal, gas, hydro and nuclear power and the forecast is we will

During my studies I tried to find my spot on that

double our generating of energy from coal, Third

“stage” , one that made me feel comfortable to explore

world countries not included. The expectation is that

and experiment with and I stumbled upon a website that

these will enter the Digital Economy in the

houses the most useless websites in the world

years. As in 2010, all the datacenters in the world

(http://theuselessweb.com).

emitted 130 million tonnes of CO2 a year, and with

upcoming

improved connectivity between all continents of the From that moment on, I wanted to make projects that were

world, this number can only grow extensionally,

destined for the world wide web. I wanted to show the

approximately to 250-340 million tonnes CO2 a year.

world what creative projects I thought was worth mentioning and tried to create my own blog. Tried,

The discovery made me aware of my own ignorance with the

because I was confronted with “squatters”, people who

Internet, something I consider in the top of my basic

register a name on the Internet, hoping that they can

needs.

sell that name on a high prize. Micro-Blogs sites didn’t help me either, as everything was taken and there was no

As a proclaimed digital artist of the future, I feel

With my graduation project, I express my concerns about

way I could (forcefully) get that name for myself.

that it is my responsibility to be aware of the

our rapidly growing digital world and our ignorance in

effects of my work and the work of artists I see as

interacting with the “Cloud”, an unstable system that

mentors and peers.

consumers and business are losing control of.

It made me aware that content posted on the Internet is not affected by time.

Curious about data storage, I found the video “The Paradox of the Cloud” by David Bellona. David explained the amount of Carbon Dioxide (CO2) emitted by data servers and single tasks on the Internet and that we take the consequences of our behavior for granted.

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3. Research Questions For the research the main research question is:

‘What can I do to confront people with the pollution of the invisible Cloud?’

•

What does the public know about the Cloud?

•

What physical confrontations exist with cloud storage today?

•

How do I make the Cloud visible?

•

How do I open a dialogue about pollution?

•

What is my definition of the Cloud?

Personal aim within this research.

I want to understand the larger system at work in the Digital Economy.

The pollution of the Cloud confronted me with my own ignorance, which triggered me to explore the way why we transitioned so easily from external hard drives to the Cloud. By deconstructing the Cloud, I want to understand the Branding, the communication and the public’s ignorance about the Cloud.

As an alumnus of the Willem de Kooning Academy, I intend to work in the Creative Digital Industry.

This research allows me to explore my future industry, get in contact with the people I look up to, position myself among my peers and introduce myself ,as an Advertiser and a Digital Artist.

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Image 1:

Image 3:

Image 5:

“Size of the Digital Universe - Annual Data created & Consumed.”

Image 2:

“Global Electricity Demand: The Cloud, Illumination and EVs.”

Image 4:

“Annual Global Electricity Generated.”

“Electricity to Power the Cloud’s Data Centers”

“Global Cloud Electric Consumption.”

Image 8: Image 7: Image 6:

“The carbon footprint of an digital interaction.”

“Jevons Paradox in theory”

“Dependence on Coal for Data Centers.”

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4. Development During my first week in the process, I had to pitch my idea to every tutor to explain what my project entailed.

Although they couldn’t deny my passion for this subject, they noticed that I had a hard time explaining the “Cloud”. My body language showed more about what I knew than the words that i spoke. I was describing a big infrastructure with hand gestures that said “somewhere” and failed to describe in detail what the Cloud was.

During small talks with my classmates, I noticed that they used the same hand gestures: Raising their hands above their heads, twirling their wrists and with a baffled look on their faces.

In order not get lost into my subject, I started out sketching the first ideas and approaches.

I deliberately did not look for a concept or big idea, but I was looking for what I wanted to convey.

During my sketching, I realised that I’m not interested in visualising the demand in space in the data centers, the impact on the flora and fauna, the heat emitted by the data centers and the privacy issues. I became more Image 9:

interested in the way the data centers operate and the

“First orientation sketch.”

fact that we, as consumers, are unaware of the system we use on a day to day basis.

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Image 10:

“A collection of first ideas.”

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Image 11:

“Walking with the second generation box”

Image 12:

“A look inside the third generation box.”

The Box experiment Before I could make a project about the ignorance of people regarding their personal cloud, it was my first priority to understand my own cloud. I decided to print all my e-mails, presentations and documents that I used for my graduation project and carry them with me everywhere I went. It would help me get an insight in the scale of my own contribution to the Cloud and would give me a few physical dimensions: Height, Width, Depth, Amount and Weight.

I carried my research around in a paper box and I experienced the inconvenience of a physical cloud. People approached me asking me about the box. I turned that interest into a benefit to explain my research, practice my pitch and get into meaningful discussions about my project.

Image 13:

“Travel with the third generation box.”

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Interview and Sketches in Rotterdam Date: 21-03-2016 When I started a conversation with someone about my research, I could Image 14:

“Street Interview with senior citizens.”

Image 15:

“Street Interview with three girls.”

not help but notice they felt exposed and ignorant about my subject.

I thought of recording the facial expressions and body language of people as I asked them about the Cloud. Besides this recording, I asked them to draw the Cloud as well, in case the experiment did not meet with my expectations.

After a quick introduction about my research, they had to answer one question: “Do you know what the Cloud is?”

Everyone said they knew what the Cloud was, but when I asked them to elaborate, they stumbled for words and tried their best to give an educated answer. When I asked if they preferred drawing the Cloud, Image 16:

“Street Interview with young professional.”

Image 17:

“Street Interview with Australian students.”

they hesitated and some were even startled by the question.

While discussing the results with them, they sought confirmation of their answer. This gave me the opportunity to pitch my research, idea and approach. This resulted in more discussions about privacy, data storage, human behaviour and social media. Because of the presence of the camera and the difficulty of the question, people used less body language than I expected. After the final interview, a new question came up: “What is the difference between the internet and the Cloud?”

At that time

Image 18:

“Street Interview with young couple.”

Image 19:

I had no answer to that question.

“Sketch drawing during Street Interview.”

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Image 20:

“An overview of gathered sketches of the Cloud.”

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Interview Florian Cramer Date: 21-03-2016 In addition to the reviews I had with my tutors and my intensive desk research, I felt the need to connect with experts of the digital age.

I reached out to Florian Cramer, an applied research professor, writer, filmmaker, lector and director of Creating 010. The focus of Cramer’s research is on contemporary art, publishing and DIY culture, all in the context of the post-digital age. He is the writer of Anti-Media (2013) and an essay called: “What is post-digital?”

I asked Cramer to draw his version of the Cloud in the sketchbook and he drew the infrastructure behind it in merely a few minutes.

The reason why people draw a cloud is because of “the power of marketing and advertising”. The Cloud is a marketing term that was established to keep the general public unaware of the servers that process the data. External back-ups were in jeopardy because of the Cloud, since smartphones can now sync files automatically with their paired Cloud. That Cloud is not owned by the client, but by the companies selling that Cloud. The improvement of network services and band width makes it easier to share bigger files than the decade before, resulting in a faster and stronger network to offer fluent pairing.

There is a key difference between the Cloud and the Internet.

The Internet also excists of “Peer-to-Peer” computing, whereas multiple computers are connected, without a third party.

This is the basis for office networks, piracy and illegal activities.

In addition to the Cloud, the third parties are Data Centers, that are in remote places, often surrounded by water. Not only for cooling purposes of the servers, but also for the trans-atlantic cables that connect Europe to the USA. The ICT industry uses metaphors and terms to name their old and new products, to keep the consumers feel unrestricted when using their services. Not only the electricity required is kept invisible to the consumers, but also where the electricity comes from. Infrastructures are meant to be invisible.

The powerful metaphor of the Cloud is embedded in our society and Advertising keeps pushing the Cloud as a unrestricted service.

I started thinking of ways to break down the metaphor of the Cloud.

Image 21:

“Sketches and notes of the interview with Florian Cramer.”

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Image 22:

“Analysing the branded Cloud.”

Image 23:

“Analysing the physical Cloud.”

The sketches that were drawn by people proclaimed a new

I put the images on a big paper and wrote every aspect that stood out to me, namely that the Branded

question for me: Why do people draw a cloud? Of course the

Cloud was: Blue, Round, Floating, Small , connected by dotted lines and illustrative.

source of this problem was the wording of my initial question, but people were still drawing clouds after I rephrased my

This made the Cloud seem light, flexible and happy. To contrast this with the real image of the Cloud: I

question. I printed the advertising of Cloud-based services

looked at the real image of data centers and used images of the tech companies. I repeated the process

from IBM, Amazon, Apple, Facebook and Microsoft.

from the Advertising page. The real Cloud was either black or grey, had sharp corners, stood on a ground,

The way Apple communicates their ITunes Cloud is the same image

were massive buildings and were all connected by cables.

a lot of people questioned, drew on paper. A cloud accompanied by three devices, notably a phone, tablet and computer.

I started aiming for a bigger audience than a graphic design blog and in my mind, I imagined an experience where people could see, hear, feel, and /or smell the Cloud.

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But did I want a personal approach or a more general one?

To discover the size of my personal Cloud, I collected all my data. I placed all the files in one folder and looked for the total KB, MB or even GB. The result was disappointing, I barely had 1 GB worth of data. Of course I still needed to add my Youtube account and my Gmail, but with hard drives selling with as much as 400 GB, I already knew no one was going to be impressed by the size of their personal Cloud.

After reading an article about how distribution of images around the web results in divergent qualities of those images, I started to explore that approach.

Image 24:

Image 25:

“The article: In Defense of the Poor Image by Hito Steyerl.”

Image 26:

“Generation loss on a photo of a rabbit.”

“The total bytes of data (excluding Google services) I use.”

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I wanted to play with lower resolution images and downloaded an icon of the Cloud, opened it up in Photoshop and started stretching it. Stretching images results in visible pixels and made abstract and surreal versions of images intended to be very clear. I thought of combining it with Li Hongbo’s work where he makes classical statues from folded pieces and paper. I hold on to the idea of showing people the beauty and then the ugliness.

Image 27:

“Stretching the Icloud icon to pixels.”

Image 28:

“Screengrab from: The Man Who turned Paper into Pixels.”

Image 30:

“Different views of Conway’s Game of Life.”

During my weekly round up of blogs, I was redirected to a youtube video called: “The Man Who turned Paper into Pixels”.

During the rise of the Internet, transmitting messages was a problem: The original signal was disturbed by noise. To reduce that noise, Claude Shannon broke down the information to binary code, where information became a probability and could be answered with a simple question: on or off?

I read some of the comments below the video and saw one that addressed: “Conway’s game of life”, a simulator that bounds pixels to rules, thus creating an organism of pixels.

It started out with a relatively large pixel in the middle of

Image 29:

“Claude Shannon.”

your screen, then seeing them break down into smaller and smaller pixels. Zooming out resulted in an overview of the pixels in work and I could see them moving around my screen.

It reminded me of several things, namely the way data centers exchange our data, the way data centers process our images, the downscaling of the quality of our images and the machine behind it. I imagined an installation where people could upload a picture of themselves to my project, where multiple computers would download and upload the same image, breaking it down to one single pixel and then printing it on real scale on a paper.

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First concept “URL - IRL” Date: 01-04-2016

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Interview David Bellona 27-03-2016 In order to find out more about the pollution of the Cloud, I wanted to get in contact with David Bellona, author of “Weighing the Cloud”, presenter of “The Paradox of the Cloud” at SBSW and the reason I have started with this subject in the first place. He said that one of his biggest struggles was to grasp the idea of the pollution of the Cloud.

My intention of combining the Cloud with a physical dimension, like weight or volume, was interesting, but I still needed to explore more restrictions. When I pitched my first idea of

He asked what really has my interest: The pollution of the Cloud, the size of the data centers, the location of our data or human behavior with the Cloud. He redirected me to a book by Andrew Bloom, called Tubes. In this book, Bloom talks about the internet consisting of wires, tubes and boxes. Another book Bellona highly recommended was “How bad are banana’s, the carbon footprint of everything.” It would help me

computers transferring copies of pictures, Bellona elaborated that photos are multiplied within the data server network. Facebook has different versions of the same picture stored in their servers and depending on the resolution of the screen, it will display a specific picture from their database. The exact number cannot be calculated, but it is around 20 copies of each picture.

to determine the emissions of everything and make my problem scalable.

The original one will be saved and encoded to different sizes 32px by 32px, 48px by 48px all

To break it down to one thing, like a handwritten letter, people would know the effort and emissions used to transfer that message, but with

the way up to 400px by 400px. Encoding reduces the bandwidth used by the server, but increases the required storage space.

the Cloud, none of us is aware of that.

Image 31:

“Sketches and notes of the interview with David Bellona.”

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Image 32:

“Just in Time, or a Short History of Production.”

Image 33:

“Cloaca - New and Improved”

Image 35:

“Mindmap to define parameters.”

Image 36:

“Sketch of Chimney Installation.”

There were some questions about what the result of the printed paper would be and if the user would have had a valuable experience afterwards. In the end, my project is not about the effect of a single action, but the total costs of human behaviour should be visualized. I started looking at various installation artists that either have (Post) Digital works or are doing something with processes. Seeing “Just in Time, or a Short History of Production” by Xavier Antin, “Cloaca” by Wim Delvoye and “An Internet” by Jeroen van Loon triggered me. “Cloaca” had different ways of executing the same idea. Switching from ahorizontal to a vertical layout, cutting elements and using different looks, but all with the same result: Faeces.

I experimented with vertical layout instead of a horizontal one and started thinking of the meaning of the stacked computers. Still, I needed to emit something. The smoke from “An Internet” gave me an new insight.

With the combination of the previous sketches, I drew a chimney that emitted smoke every time someone uploaded a picture to my project.

Image 34:

“An Internet.”

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Review Roel Roscam Abbing Date: 22-04-2016 I scheduled a review with Roel Roscam Abbing, Alumnus of the Willem de Kooning Academy and tutor at the autonomous minor Digital Craft. We discussed his projects about the Cloud, like his bus tours to data centres in Groningen and he showed me the terminal in Mac. Then he booted Traceroute. Traceroute makes you discover the path of the internet.

It showed me all the steps between my laptop and the datacenter. From router to the Amsterdam Internet exchange, Traceroute showed the entire path your request takes.

We started discussing using balloons instead of prints of paper to communicate volume.

Roel advised me to value the information I want to bring across. I decided to communicate the information in an interactive and engaging way.

Image 37:

“Sketches and notes of the interview with Roel Roscam Abbing.�

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Review Jeroen van Loon Date: 25-04-2016 Jeroen van Loon is experienced in translating the digital world into the physical one and therefore, I thought he would be the best expert for me to talk to regarding visualizing the Cloud. The main goal of my project is to confront people with the consequences of their actions, but the execution did not do that. The idea of computers processing the data was strong, but printing the result on paper would only have an impact if there were a lot of papers. This would have an low impact on a individual scale, because it transmits out a message about the amount on the internet. This was not what i was trying to communicate. It made me realize that my personal goal is to figure out the system behind the Cloud.

By uploading content on the web, you’ll lose control of your data, consuming useless ammounts of energy.

Image 38:

“Sketches and notes of the interview with Jeroen van Loon.”

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I started reading the book “The Prehistory of the Cloud”. There, in the first chapter, the invention of the Cloud was addressed. Schematic drawings are very clear and precise. Every drawing has a purpose and is realistic.

But when engineers thought of storing data in an exterior place, they could not draw the way that exterior place should look like. Therefore, they drew a bubble. An imaginary Cloud. With round shapes and a contrasting style from the usual schematic approach, engineers could easily figure out that that part had yet to be defined.

When it was time to sell data storage, Marketing people looked at the infrastructure. They saw a Cloud, which is marketable. Like Florian Cramer told me before, the Cloud as we know it is a metaphor. Although this not directly resulted in altering my project, it helped me think of my project as a system, instead of a piece of art.

Systematic drawing helped me imagine my project on scale. I drew multiple compositions of proposed work, until I reached a sketch where all my research came together. When I was asked to clarify the design, I could defend every aspect and could refer to my research. I finished my research in the form of desk research, interviews and my box experiment. After that, I started working on the final excecution of my concept: “The Cloud Decoded”.

Image 39:

“From Schematic Drawings to Artistic Drawings.”

Image 40:

“The origin of the Cloud.”

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“The Cloud Decoded” Date: 20-05-2016

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5. Conclusion The Cloud is a metaphor for a “unknown system” in systematic drawings.

Marketing and Advertising took this metaphor and branded it as a careless, unlimted and unrestricted service.

In reality, the Cloud is a hidden network of computers, located in remoted data centers, connected by wires and operating 24 hours a day.”

The general public is unaware of the real image of the Cloud, because the branding and communications that surround it are widely adopted. Even if the public is aware that the Cloud is actually a datacenter, they struggle to comprehend the system behind it. They have never seen a data center, locate a network cable or visit the Amsterdam Internet Exchange. The infrastructure is hidden from us and with it, the impact it has on our world.

To be able to communicate the most important findings of my research to my audience, I will have to create an intervention. I need to confront my target audience with the ignorance of their behaviour. They can’t specify the Cloud as a system and therefore, I have to break down the metaphor and compare it with the real image of the Cloud. My project will be divided into two sides: The left side shows the reality and will consists of pixels and hardware, while the right side holds the metaphor, floating in the air. The diagonal composition guides the audience from reality to ignorance, from looking down to gazing up, from confrontation to realization.

The left side will house computers that will automatically decode live social media posts

During the process of The Cloud Decoded, I used my lessons of Advertising

that are posted during the WDKA Finals event and transfer them to the Cloud. During this

and Branding to deconstruct the marketing behind the Cloud. The project

process, the Cloud will emit smoke, demonstrating the polluting progress of processing data

helped me build a network in the Digital Industry and has contributed to

with a high intensity.

my development as an Digital Artist. My understanding of the Cloud and Internet Culture has lead me to new insights and theories that I will adress during the MA Graphic Design & Art Direction at the Manchester Metropolitan University.

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Real Cloud Hito Steyerl - “In defense of the Poor Image” Mediagruppe Bitnik - Download Finished Pete Ashton - I am sitting in stagram John Conway’s Game of Life Evan Roth - “Internet Landscapes: Sydney, 2016”

Comparison

Addie Wagenknecht - Data and Dragons

Metaphor Cloud Mark Nystrom - My Daily contribution to global warming Charles Pétillon - Invasions Jeroen van Loon - An Internet

Traceroute

Image 41:

“References in The Cloud Decoded.”

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Guests during WDKA Finals upload “Photo.jpg” on Instagram with Hashtags:

Screen #1

Screen #4

Screen #1

Orginal State Hi-Res

63% Encoded

72% Encoded

Screen #2

Screen #3

Screen #2

9% Encoded

54% Encoded

81% Encoded

Screen #3

Screen #2

Screen #3

18% Encoded

45% Encoded

90% Encoded

Screen #4

Screen #1

Screen #4

27% Encoded

36% Encoded

100% Encoded

“Photo.jpeg” is send to library on www.theclouddecoded.com

#WDKA #Creatingpioneers #Finals2016

Loop

Delete “Photo.jpeg” from library

Signal to Smoke Machine

Emission of Smoke

Image 42:

“The Cloud Decoded Flowchart.”

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6. References Page:

Image:

Reference name

Source

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1

“Size of the Digital Universe - Annual Data created & Consumed.”

Mills, Mark P. The Cloud Begins with Coal, Big Data, Big Networks, Big Infrastructure, and Big Power. An Overview of the Electricity Used by the Global Digital Ecosystem. Rep. 2013. Www.tech-pundit.com. Web. 9 Feb. 2016. <http://www.tech-pundit.com/wp-content/uploads/2013/07/Cloud_Begins_With_Coal.pdf?c761ac>. Sponsored by: National Mining Association and the American Coalition for Clean Coal Electricity

2

“Global Electricity Demand: The Cloud, Illumination and EVs.”

Mills, Mark P. The Cloud Begins with Coal, Big Data, Big Networks, Big Infrastructure, and Big Power. An Overview of the Electricity Used by the Global Digital Ecosystem. Rep. 2013. Www.tech-pundit.com. Web. 9 Feb. 2016. <http://www.tech-pundit.com/wp-content/uploads/2013/07/Cloud_Begins_With_Coal.pdf?c761ac>. Sponsored by: National Mining Association and the American Coalition for Clean Coal Electricity

3

“Electricity to Power the Cloud’s Data Centers”

Mills, Mark P. The Cloud Begins with Coal, Big Data, Big Networks, Big Infrastructure, and Big Power. An Overview of the Electricity Used by the Global Digital Ecosystem. Rep. 2013. Www.tech-pundit.com. Web. 9 Feb. 2016. <http://www.tech-pundit.com/wp-content/uploads/2013/07/Cloud_Begins_With_Coal.pdf?c761ac>. Sponsored by: National Mining Association and the American Coalition for Clean Coal Electricity

4

“Annual Global Electricity Generated.”

Mills, Mark P. The Cloud Begins with Coal, Big Data, Big Networks, Big Infrastructure, and Big Power. An Overview of the Electricity Used by the Global Digital Ecosystem. Rep. 2013. Www.tech-pundit.com. Web. 9 Feb. 2016. <http://www.tech-pundit.com/wp-content/uploads/2013/07/Cloud_Begins_With_Coal.pdf?c761ac>. Sponsored by: National Mining Association and the American Coalition for Clean Coal Electricity

5

“Global Cloud Electric Consumption.”

Mills, Mark P. The Cloud Begins with Coal, Big Data, Big Networks, Big Infrastructure, and Big Power. An Overview of the Electricity Used by the Global Digital Ecosystem. Rep. 2013. Www.tech-pundit.com. Web. 9 Feb. 2016. <http://www.tech-pundit.com/wp-content/uploads/2013/07/Cloud_Begins_With_Coal.pdf?c761ac>. Sponsored by: National Mining Association and the American Coalition for Clean Coal Electricity

6

“Dependence on Coal for Data Centers.”

Mills, Mark P. The Cloud Begins with Coal, Big Data, Big Networks, Big Infrastructure, and Big Power. An Overview of the Electricity Used by the Global Digital Ecosystem. Rep. 2013. Www.tech-pundit.com. Web. 9 Feb. 2016. <http://www.tech-pundit.com/wp-content/uploads/2013/07/Cloud_Begins_With_Coal.pdf?c761ac>. Sponsored by: National Mining Association and the American Coalition for Clean Coal Electricity

7

“Jevons Paradox in theory”

Bellona, David. "Paradox of the Cloud." Www.youtube.com. Proc. of South by South-West, Austin, Texas. Twitter University, 3 Feb. 2015. Web. 9 Feb. 2016. <https://www.youtube.com/watch?v=pk1ougb0c4U>.

8

“The carbon footprint of an digital interaction.”

Bellona, David. "Paradox of the Cloud." Www.youtube.com. Proc. of South by South-West, Austin, Texas. Twitter University, 3 Feb. 2015. Web. 9 Feb. 2016. <https://www.youtube.com/watch?v=pk1ougb0c4U>.

8

9

“First orientation sketch.”

Jongeling, Mick. “First Orientation Sketch.” First Orientation Sketch. Print. 11 Feb. 2016

9

10

“A collection of first ideas.”

Jongeling, Mick. “A collection of first ideas.” A collection of first ideas. Print. Feb. 2016

28

Page:

Image:

Reference name

Source

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11

“Walking with the second generation box”

Jongeling, Mick. Walking with the Second Generation Box. 2016. Rotterdam.

12

“A look inside the third generation box.”

Jongeling, Mick. A look inside the third generation box. 2016. Rotterdam.

13

“Travel with the third generation box.”

Jongeling, Mick. Travel with the Third Generation Box. 2016. Rotterdam.

14

“Street Interview with senior citizens.”

"Street Interview." Personal interview. 21 Mar. 2016.

15

“Street Interview with three girls.”

"Street Interview." Personal interview. 21 Mar. 2016.

16

“Street Interview with young professional.”

"Street Interview." Personal interview. 21 Mar. 2016.

17

“Street Interview with Australian students.”

"Street Interview." Personal interview. 21 Mar. 2016.

18

“Street Interview with young couple.”

"Street Interview." Personal interview. 21 Mar. 2016.

19

“Sketch drawing during Street Interview.”

"Street Interview." Personal interview. 21 Mar. 2016.

12

20

“An overview of gathered sketches of the Cloud.”

Various contributers. “An overview of gathered sketches of the Cloud.” An overview of gathered sketches of the Cloud. Print. Feb. 2016 - May 2016

13

21

“Sketches and notes of the interview with Florian Cramer.”

Jongeling, Mick. “Sketches and notes of the interview with Florian Cramer.” Sketches and notes of the interview with Florian Cramer. Print. Mar. 2016

11

29

Page:

Image:

Reference name

Source

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22

“Analysing the branded Cloud.”

Jongeling, Mick. “Analysing the branded Cloud.” Analysing the branded Cloud. Print. Mar. 2016

23

“Analysing the physical Cloud.”

Jongeling, Mick. “Analysing the physical Cloud.” Analysing the physical Cloud. Print. Mar. 2016

24

“The total bytes of data (excluding Google services) I use.”

Jongeling, Mick. “The total bytes of data (excluding Google services) I use.”The total bytes of data (excluding Google services) I use. Print. Mar. 2016

25

“The article: In Defense of the Poor Image by Hito Steyerl.”

Steyerl, Hito. "In Defense of the Poor Image." Web log post. Www.e-flux.com. Www.e-flux.com, Nov. 2009. Web. 05 Apr. 2016. <http://www.e-flux.com/journal/in-defense-of-the-poor-image/>.

26

“Generation loss on a photo of a rabbit.”

Ashton, Pete. Sitting_in_stagram1. 2016. Https://www.instagram.com/p/zGAhKwH0v9/?taken-by=sitting_in_stagram. I Am Sitting In Stagram (@sitting_In_Stagram). Web. 2 June 2016. <https://www.instagram.com/sitting_in_stagram/>.

15

Ashton, Pete. Sitting_in_stagram21. 2016. Https://www.instagram.com/p/zGAhKwH0v9/?taken-by=sitting_in_stagram. I Am Sitting In Stagram (@sitting_In_Stagram). Web. 2 June 2016. <https://www.instagram.com/sitting_in_stagram/>.

Ashton, Pete. Sitting_in_stagram90. 2016. Https://www.instagram.com/p/zGAhKwH0v9/?taken-by=sitting_in_stagram. I Am Sitting In Stagram (@sitting_In_Stagram). Web. 2 June 2016. <https://www.instagram.com/sitting_in_stagram/>.

16

18

27

“Stretching the Icloud icon to pixels.”

Jongeling, Mick. Stretching the Icloud Icon to Pixels. Jpeg.

28

“Screengrab from: The Man Who turned Paper into Pixels.”

Westbrook, Adam. “The Man Who Turned Paper into Pixels.” Video blog post. Www.youtube.com. 17 June 2014. Web. 26 Mar. 2016. <https://www.youtube.com/watch?v=Q8rVJZ-VDKQ>.

29

“Claude Shannon.”

Eisenstaedt, Alfred. Claude Shannon. unknown. The Life Picture Collection. Www.gettyimages.com. Web. 2 June 2016. <http://www.newyorker.com/tech/elements/claude-shannon-the-father-of-the-information-age-turns-1100100>.

30

“Different views of Conway’s Game of Life.”

Epic Conway’s Game of Life. Dir. Emanuele Ascani. Www.youtube.com. 4 Oct. 2011. Web. 31 Mar. 2016. <https://www.youtube.com/watch?v=C2vgICfQawE>.

31

“Sketches and notes of the interview with David Bellona.”

Jongeling, Mick. “Sketches and notes of the interview with David Bellona.” Sketches and notes of the interview with David Bellona. Print. Mar. 2016

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Page:

Image:

Reference name

Source

19

32

“Just in Time, or a Short History of Production.”

Antin, Xavier. Just in Time, or a Short History of Production. 2010. Installation art. http://www.xavierantin.fr

33

“Cloaca - New and Improved”

Delvoye, Wim. Cloaca - New and Improved. 2001. Installation Art. Mixed Media, 1005 x 76 x 235 cm https://www.wimdelvoye.be/work/cloaca/cloaca-new-improved-1/

34

“An Internet.”

Loon, Jeroen Van. An Internet (2015). 2015. Installation Art. http://www.jeroenvanloon.com/index.php?/work/an-internet/

35

“Mindmap to define parameters.”

Jongeling, Mick. “Mindmap to define parameters.” Mindmap to define parameters. Print. 4 Apr. 2016

36

“Sketch of Chimney Installation.”

Jongeling, Mick. “Sketch of Chimney Installation.” Sketch of Chimney Installation. Print. 9 Apr. 2016

20

37

“Sketches and notes of the interview with Roel Roscam Abbing.”

Jongeling, Mick. “Sketches and notes of the interview with Roel Roscam Abbing.” Sketches and notes of the interview with Roel Roscam Abbing. Print. Apr. 2016

21

38

“Sketches and notes of the interview with Jeroen van Loon.”

Jongeling, Mick. “Sketches and notes of the interview with Jeroen van Loon” Sketches and notes of the interview with Jeroen van Loon. Print. Apr. 2016

22

39

“From Schematic Drawings to Artistic Drawings.”

Jongeling, Mick. “From Schematic Drawings to Artistic Drawings.” From Schematic Drawings to Artistic Drawings. Print. Apr. 2016

40

“The origin of the Cloud.”

Hu, Tung-Hui. "Illustrative Local Area Configurations." Editorial. A Prehistory of the Cloud Aug. 2015. Print.

25

41

“References in The Cloud Decoded.”

Jongeling, Mick. “References in The Cloud Decoded.” References in The Cloud Decoded. Print. May. 2016

26

42

“The Cloud Decoded Flowchart.”

Jongeling, Mick. “The Cloud Decoded Flowchart.” The Cloud Decoded Flowchart. Print. May. 2016

31

Books & Papers

“Weighing the Cloud”

“The Cloud Begins with Coal”

Thesis work of David Bellona

Big Data, Big Networks, Big Infrastructure, And Big Power

Class of 2012

An Overview of the Electricity used by the Global Digital Ecosystem

MFA Interaction Design

Mark Mills, CEO Digital Power Group www.tech-pundit.com

School of Visual Arts Bellona, David. Weighing the Cloud. Thesis. School of Visual Arts, New York, New York, 2012.

Mills, Mark P. The Cloud Begins with Coal, Big Data, Big Networks, Big Infrastructure, and

Issuu.com. Web. 13 Mar. 2016. <https://issuu.com/davidbellona/docs/weighing_the_cloud>.

Big Power. An Overview of the Electricity Used by the Global Digital Ecosystem. Rep. 2013.

Www.tech-pundit.com. Web. 9 Feb. 2016. <http://www.tech-pundit.com/wp-content/uploads/2013/07/Cloud_Begins_With_Coal.pdf?c761ac>.

“How Bad Are Bananas”

“How dirty is your data?”

The Carbon Footprint of Everything

A Look at the Energy Choices That Power Cloud Computing

Mike Berners-Lee

Greenpeace International

Berners-Lee, Mike. How Bad Are Bananas, The Carbon Footprint of Everything. London: Profile,

Greenpeace. How Dirty Is Your Data? , A Look at the Energy Choices That Power Cloud Compu-

2010. Print.

ting. Amsterdam: Greenpeace, 2011. Www.greenpeace.org. Apr. 2011. Web. 6 Apr. 2016. <http:// www.greenpeace.org/international/Global/international/publications/climate/2011/Cool IT/ dirty-data-report-greenpeace.pdf>.

32

Websites and Articles

Lih, Andrew. “2012 : WHAT IS YOUR FAVORITE DEEP, ELEGANT, OR BEAUTIFUL EXPLANATION?” Www.edge.org. Edge. Web. 5 June 2016.

“Inspiration: JPEG FUCKERS.” Lust. Lust. Web. 6 Apr. 2016. <http://lust.nl/#projects-23>.

<https://www.edge.org/response-detail/11486>. “Information Is The Resolution Of Uncertainty”

Walsch, Bryan. “The Surprisingly Large Energy Footprint of the Digital Economy [UPDATE].” Www.science.time.com. Time Magazine, 14 Aug. 2013.

“Uncloud Control Your Own Cloud.” Www.nimk.nl. STUK , Arnolfini. Web. 6 Apr. 2016. <http://nimk.nl/nl/uncloud-control-your-own-cloud>.

Web. 9 Feb. 2016. <http://science.time.com/2013/08/14/power-drain-the-digital-cloud-is-using-more-energy-than-you-think/>.

Internet World Stats. “Internet World Stats.” Www.internetworldstats.com. Internet World Stats, Nov. 2015. Web. 15 Feb. 2016. <http://www.

“The Deleted City.” Www.deletedcity.net. Richard Vijgen. Web. 6 Apr. 2016. <http://deletedcity.net>.

internetworldstats.com/stats.htm>.

“Internet Waste: The Material Side of Digital.” Www.intercongreen.com. Intercon, 16 Aug. 2010. Web. 09 Feb. 2016. <http://intercongreen.

Koala’s to the Max. Vadim Ogievetsky. Web. 6 Apr. 2016. <http://koalastothemax.com>.

com/2010/08/16/internet-waste-the-material-side-of-digital/>.

“Data Centers That Recycle Waste Heat.” Www.datacenterknowledge.com. Data Center Knowledge. Web. 19 Feb. 2016. <http://www.datacenterknow-

“Skycatcher Wallpaper.” Jonathan Puckey. Web. 6 Apr. 2016. <https://jonathanpuckey.com/projects/skycatcher-wallpaper/>.

ledge.com/data-centers-that-recycle-waste-heat/>.

Mensvoort, Koert Van. “Datafountain: Money Translated to Water.” Http://www.koert.com/work/datafountain/#contact. Koert Van Mensvoort. Web.

“Data and Dragons, Level 1-3.” Places I’ve Never Been. Web. 11 Apr. 2016. <http://placesiveneverbeen.com/index.php/data-and-dragons/>.

23 Feb. 2016. <http://www.koert.com/work/datafountain/>.

“GRADUATION PROJECT 2015 FRANCESCA BIAGIOTTI.” Www.designacademy.nl. Design Academy Eindhoven. Web. 23 Feb. 2016. <https://www.designacade-

Burrington, Ingrid. “The Environmental Toll of a Netflix Binge.” The Atlantic. The Atlantic, 16 Dec. 2015. Web. 13 Apr. 2016. <http://www.

my.nl/EVENTS/Graduation15/Project.aspx?ProjectId=1283>.

theatlantic.com/technology/archive/2015/12/there-are-no-clean-clouds/420744/>.

“The Big Picture.” Google Green. Google. Web. 11 Mar. 2016. <http://www.google.com/green/bigpicture/>.

“POST INTERNET SURVIVAL GUIDE 2010.” Katja Novitskova. Web. 11 Apr. 2016. <http://katjanovi.net/postinternetsurvivalguide.html>.

“My Daily Contribution to Global Warming (2005).” Www.marknystrom.com. Mark Nystrom, 2005. Web. 14 Mar. 2016. <http://marknystrom.com/

“From Compression Artifact to Filter Commodified Effect!” Www.rosa-menkman.blogspot.nl. Web. 18 May 2016. <http://rosa-menkman.blogspot.

my-daily-contribution-global-warming-2005>.

nl/2009/02/from-compression-artifact-to-filter.html>.

Steyerl, Hito. “In Defense of the Poor Image.” Www.e-flux.com. E-Flux, Nov. 2016. Web. 5 Apr. 2016. <http://www.e-flux.com/journal/in-defen-

“CLOUDSCAPES: TETSUO KONDO & TRANSSOLAR.” Callabcubed. Callabcuber, 3 Sept. 2013. Web. 20 May 2016. <https://collabcubed.com/2013/09/03/cl-

se-of-the-poor-image/>.

oudscapes-tetsuo-kondo-transsolar/>.

The Museum of Ordure. Web. 18 Mar. 2016. <http://www.ordure.org>.

Pétillon, Charles. “Invasion (En).” Charles Pétillon. Web. 20 May 2016. <http://www.charlespetillon.com/albums/invasions-en/>.

Steyerl, Hito. “Too Much World: Is the Internet Dead?” Www.e-flux.com. E-Flux, Nov. 2013. Web. 22 Mar. 2016. <http://www.e-flux.com/journal/ too-much-world-is-the-internet-dead/>.

Dunne, Carey. “A Pioneering Net Artist Mourns the Unfulfilled Promise of the Internet.” Www.hyperallergic.com. Hyperallergic, 24 Mar. 2016.

Web. 30 Mar. 2016. <http://hyperallergic.com/283973/a-pioneering-net-artist-mourns-the-unfulfilled-promise-of-the-internet/>.

33

Interviews

Documentaries, Films and Vlog’s

Cramer, Florian. "Florian Cramer." Personal interview. 21 Mar. 2016.

Westbrook, Adam. “The Man Who Turned Paper into Pixels.” Video blog post. Www.youtube.com. 17 June 2014. Web. 26 Mar. 2016. <https://www. youtube.com/watch?v=Q8rVJZ-VDKQ>.

Bellona, David. "David Bellona." Online interview. 27 Mar. 2016.

#CarbonFeed - The Weight of Digital Behavior. Www.youtube.com. Harmonic Laboratory, 2015. Web. 30 Mar. 2016. <https://vimeo.com/109211210>.

Abbing, Roel Roscam. "Roel Roscam Abbing." Personal interview. 22 Apr. 2016.

Nissan LEAF: Gas Powered Everything Commercial. Nissan, 2011. Commercial. Www.youtube.com. MOTOR1, 31 Mar. 2011. Web. 30 Mar. 2016. <https://www.youtube.com/watch?v=Nn__9hLJKAk>.

Loon, Jeroen Van. "Jeroen Van Loon." Personal interview. 25 Apr. 2016.

Epic Conway’s Game of Life. Www.youtube.com. Emanuele Ascani, 4 Oct. 2011. Web. 31 Mar. 2016. <https://www.youtube.com/watch?v=C2vgICfQawE>.

"Street Interview." Personal interview. 21 Mar. 2016.

Pamphlet. Www.vimeo.com. Helmut, 2010. Web. 6 Apr. 2016. <https://vimeo.com/8870740>.

An Internet (2015). Dir. Arno Film. Prod. Jeroen Van Loon. Www.vimeo.com. Jeroen Van Loon, 2016. Web. 6 Apr. 2016. <https://vimeo. com/152896199>.

Documentaries, Films and Vlog’s

Ver Van Je Bed Show. Www.vimeo.com. Afdeling Buitengewone Zaken, 2013. Web. 29 Apr. 2016. <https://vimeo.com/55518119>.

PAPER SCULPTURES (Chinese Paper Sculptures Stretch Imaginations in New York). Perf. Li Hongbo. Www.youtube.com. Arbideejay1, 23 Jan. 2014.

Web. 6 Apr. 2016.

Bundled, Buried & Behind Closed Doors. Dir. Alex Chohlas-Wood. By Ben Mendelsohn. Www.vimeo.com. 2011. Web. 18 Feb. 2016.

Berndnaut Smilde - Making Clouds. Dir. Julia Wilczok and Maria Judice. Www.vimeo.com. The Avant/Garde Diaries, 2013. Web. 29 Apr. 2016.

<https://vimeo.com/30642376>.

Bellona, David. "Paradox of the Cloud." Www.youtube.com. Proc. of South by South-West, Austin, Texas. Twitter University, 3 Feb. 2015. Web.

Numen-Light 01. Www.youtube.com. Sven Jonke, 15 Oct. 2009. Web. 28 Apr. 2016. <https://www.youtube.com/watch?v=2T5OVm119VM>.

9 Feb. 2016. <https://www.youtube.com/watch?v=pk1ougb0c4U>.

How Art Can Transform the Internet. Dir. Nerdwriter1. How Art Can Transform the Internet. Nerdwriter1, 6 Jan. 2016. Web. 23 Feb. 2016. <htt-

Delta Social Soul - TED 2014. Www.vimeo.com. MKG, 2014. Web. 29 Apr. 2016. <https://vimeo.com/90547410>.

ps://www.youtube.com/watch?v=783hwpJTjlo>.

“Chromebook Type” - Future Lions 2015. “Chromebook Type” - Future Lions 2015. Miami Ad School, July 2015. Web. 03 Feb. 2016.

Slow Motion Smoke Bubble Pop. Www.youtube.com. Reanna Wray, 23 July 2014. Web. 13 May 2016. <https://www.youtube.com/watch?v=c6YnU0UjCDg>.

<https://vimeo.com/131794454>.

Read Cloud: A Thesis Sketch. Dir. David Bellona. Www.vimeo.com. 2012. Web. 16 Mar. 2016. <https://vimeo.com/33872944>.

Download Finished - The Art of Filesharing (2006). Www.vimeo.com. !Mediengruppe Bitnik, 2013. Web. 18 May 2016. <https://vimeo. com/68077651>.

HISTORY OF THE INTERNET. Dir. Life Noggin. Www.youtube.com. 15 Dec. 2014. Web. 26 Mar. 2016. <https://www.youtube.com/watch?v=h8K49dD52WA>.

From Compression Artifact to Filter. Www.vimeo.com. Rosa Menkman, 2009. Web. 18 May 2016. <https://vimeo.com/3284213>.

34

Documentaries, Films and Vlog’s

Deep Lab. Www.vimeo.com. Deepspeed Media, 2015. Web. 11 Apr. 2016. <https://vimeo.com/116314844>.

VHS Generation Loss. Www.youtube.com. M1cke1983s Kanal, 12 Oct. 2008. Web. 18 May 2016. <https://www.youtube.com/watch?v=mES3CHEnVyI>.

DREAM BUBBLE MACHINE - Projection on Soapbubbles Filled with Smoke. Www.vimeo.com. Lorenz Potthast, 2013. Web. 19 May 2016. <https://vimeo. com/49505633>.

Andrew Blum: Wat Is Het Internet Eigenlijk? Www.ted.com. Www.ted.com, June 2012. Web. 20 May 2016. <https://www.ted.com/talks/andrew_blum_ what_is_the_internet_really?language=nl>.

KH000//Kopimashin. Www.vimeo.com. Peter Sunde, 2016. Web. 8 Apr. 2016. <https://vimeo.com/148955816>.

Sitting In Stagram Demo. Www.vimeo.com. Pete Ashton, 2015. Web. 18 May 2016. <https://vimeo.com/119002441>.

Hello World: Sweden-Inside Facebook’s Cloud Cathedral. Bloomberg, 27 Apr. 2016. Web. 17 May 2016. <http://www.bloomberg.com/news/videos/2016-04-27/hello-world-sweden-inside-facebook-s-swedish-cloud-cathedral>.

Paradox of the Cloud. By David Bellona. Www.youtube.com. Twitter University, 3 Feb. 2015. Web. 2 Feb. 2016. <https://www.youtube.com/watch?v=pk1ougb0c4U>.

35

Thank you all for your guidance, feedback, discussions, input, inspiration, references and support: Cora Santjer

Bert Schumacher

Jeroen Bouweriks

Niek Korf

Lucas Hartman

Hans Foks

Kelly Jongeling

Bess Krairat

Femke de Vries

Bobby Ly

Jamy van Baarsel

Danny Kreeft

Wendy Tabbernee

WDKA Office

Florian Cramer

Shenoa Jongeling

WDKA Interaction Station

David Bellona

Chiara Jongeling

Hilary Buruma

Roel Roscam Abbing

Luppo Santjer

Sophie Hamers

Jeroen van Loon

Hilly Santjer

Ad Borstlap

and all the people for

Justin Tolenaars

Advertising Class of 2016

their interpretation

Branding Class of 2016

of the Cloud.