In a time when likes, reblogs, and favorites determine what gets seen and what doesn’t, all cultural products, movies, music, writing, and visual art alike, exist in an economy of attention. Instead of critical regard or placement in the right magazines, the most obvious metric of a piece of art’s success is how many eyeballs it attracts and how quickly it gets spread on the internet.

This economy of attention can be a great thing in that artists have the hope of reaching a wider audience than ever, but it also comes with certain creative conflicts. Should work be designed to go viral, in the same way that the Old Spice Guy campaign was crafted to be a YouTube sensation? Has a work failed if it fails to go viral?

Artists working online are forced to confront this attention economy and are responding to it in different ways. There’s a separation to be made between artwork that is created to go viral and art that responds to the conditions created by virality and the communication stru

IMG MGMT is an annual image-based artist essay series. Today’s invited artist, Seth Price presents an essay challenging the traditional photo essay format.

1. Ritualized Unknowing People keep trying to get a handle on what’s happening. There’s a fear that others are hastening to make startling connections among the raw material, tracing lines between points we didn’t even know existed. Exacerbating this anxiety is the fact that despite its supposed insistence on the consolidation of knowledge and the worth of information, the Internet produces ritualized unknowing. You could say, however, that this is a good thing, for it provokes a desire to remystify the frenzy of technological change through ritual, through a personal and allegorical rehearsal of what is perceived to be a manic and distorting increase in density, a compression exponentially telescoping in reach and magnitude.