Re: Promoting Technology

Rachel Price (
Mon, 24 Aug 1998 17:25:59 +0000

Mark wrote:

> On the other hand, you are then in a trap because people come to the
> performance looking for technilogical innovation. This trap can be
> witnessed in the discussion on the Millennarium piece. Expectations changed
> because of the way that the piece has been promoted, which of course makes
> complete sense. I think that we can find tendency buried here, namely, that
> many believe that the use of technology in an artwork holds some magical
> promise of a deeper, more profound experience. (This is natural considering
> the mantra that has been touted by the media and technology related
> companies for a long time, "technology is good, technology simplifies life,
> technology enriches... etc.")

I admit that I went to see Millennarium because it was reviewed in
The Scotsman as being a piece that "explores the uses of new dancers explore both real and virtual space".
Now thinking about it I did think that I would see a fantastic use of
new technology to go where no man has been before.

Newness and technology go hand in hand. As technological advances
press more and more into people's lives I guess it will continue to
be a fascination, and an added incentive to go and see a piece of
artwork, whether you believe the hype that technology is good or not.

Although the Random piece was nothing like the review I read, I was
not disappointed, because movement wise and how it impacted
me - was exciting and exploratory..... I just figured that some
journalist got overexcited..and whatever it takes to get people to
see what you are doing right?

Does mentioning too much about technology when promoting a show
create too many expectations? Does it detract from the art? or the
enjoyment or reception of what is experienced?

I guess it's tricky to gauge but then it's like all marketing it
depends who you are trying to attract



Rachel Price MA Centre for Communication Interface Research
Research Associate (0131) 650 2799 The University of Edinburgh