Critique of Pure Image – Between Fake and Quotation
A project of the Art Today Association
in collaboration with Code Flow
written and curated by Dimitrina Sevova
Frequently Asked Questions
Mixed-media installation with a computer server with hardware and software specifi ally produced by Etoy, telephone installation, 2002.
the etoy.CORPORATION is a controversial global player online since 1994. etoy uses the corporate structure to maximize cultural value: the final link in the value chain. for etoy the dramatic problems of globalization are not to be solved by simply rejecting global markets, economic exchange that drive companies, culture, individuals and politics. by sharing risk, resources, maintaining a strong brand and maximizing the shareholder value, the etoy.CORPORATION seeks to explore social, cultural and financial value. etoy.SHAREHOLDERS invest time, knowledge, and ideas (or simply finance) etoy.OPERATIONS which focus on the overlap of entertainment, cultural, social and economic values. etoy.SHAREHOLDERS participate in a dynamic artwork that takes place 24 hours a day in the middle of society – on and offline. etoy.ZAI (artist/professor ECAL, Swiss, lives in Lausanne and Zurich) is one of the co-founders of etoy and serves as Chief Executive Officer (CEO) since 1996. He was principally involved in the production of the «digital hijack» in 1996, and «TOYWAR» in 1999/2000. etoy.ZAI holds a master’s degree in visual communication and digital media from the University of Applied Arts, Vienna. He worked as an anchorman for the Swiss National Television (SF-DRS), and in 1992 he co-founded HIRN-lein, an ultratwisted telephone entertainment company. Beyond his commitment for etoy.CORPORATION, etoy.ZAI is professor and head of the media & interaction design unit at ECAL (University for Art and Design in Lausanne). etoy.HAEFLIGER (economist, Swiss, lives in Zurich) is responsible for investor relations. Prior to joining etoy.CORPORATION, he built up hedge fund research for a small swiss private bank. He conducts research at the University of St. Gallen, Switzerland, focusing on technology-driven innovation in software. etoy.HAEFLIGER holds a master's degree in capital and financial markets from the University of St. Gallen. He studied and worked in Switzerland, the U.S., Belgium, the Czech Republic, Italy and Russia.
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