3.

Aram Bartholl

Google Portrait Series 2007-2009



In Google Portrait Series, Bartholl creates a visual encryption that when read by a smart phone with barcode reader software, links to a search of the person's name in google. He makes the matrix-code (a 2-D barcode) by hand, using ink and stamp, or drawing the squares with pen and marker. The result is a functional, abstract image that can be displayed as a non-representational piece of art. The artist's website.

I think Bartholl is investigating two major elements through this series: the Google phenomenon, and the relationship of the physical, tangible world with the intangible digital space. The first of these elements, Google, has lent way for the new background check of the 21st century. He is making the viewer realize, nothing is private, and no matter who you are are, there is a very good likelihood your information will be found online. He mentions the term 'egosurfing' on his website to expose a new form of self-flattery by searching for yourself on google. A certain sense of importance can be achieved depending on the amount of info and number of websites dedicated to your identity.

The relationship between the physical world and the digital world is precariously conveyed in this series due to the advanced, digital basis, juxtaposed by the incredibly simple means of hand creating the work on paper. I think he is intentionally merging the realities of the virtual and physical worlds to expose the pervasiveness of technology. Furthermore, I think he is intending to show the viewer that this combination is not necessarily harmonious, and there a certain discordance based on the contrasting elements. I think in our mind we manage to keep these realities separate, and when they come together in a piece of art, the viewer is forced to react much differently than if it was just a piece of technology- considering not only the functional aspects of a barcode, but the aesthetics, as well (and vice versa.)

I think this series is very successful based on the simplicity in which he has blended a more advanced technology with a handmade object. Bartholl is intentionally making sure that the viewer is aware the image is handmade, maintaining imperfect lines and edges. Had the images been printed, removing Bartholl's hand as the artist from the work, I think the outcome would be much different. If this was the case, the work would be less likely to be viewed as art, and more likely viewed as a continuance of the barcode technology. This series also successfully personalizes technology, tying specific people to their Google portrait.