The Art of Disrupting Business
Tatiana Bazzichelli describes the concept of “disruptive business” as an art practice, Her analysis becomes an opportunity to imagine new possible routes of social and political action. Distributed, autonomous and decentralised networking practices of disruption become a means for rethinking oppositional hacktivist and artistic strategies within the framework of art and business.
The objective of this talk is to rethink the meaning of critical and oppositional practices in art, hacktivism and the business of social networking. The aim is to analyze hacker and artistic practices through business instead of in opposition to it. Shedding light on the mutual interferences between networking participation and disruptive business innovation, this talk explores the current transformation in political and technological criticism. The analysis poses the following question: Is it possible to respond critically to business without either being co-opted by it or refusing it? Is criticism only possible through opposition? Bazzichelli’s hypothesis is that mutual interferences between art, hacktivism and the business of social networking have changed the meaning and contexts of political and technological criticism. Hackers and artists have been active agents in business innovation, while at the same time also undermining business. Artists and hackers use disruptive techniques of networking within the framework of social media, opening up a critical perspective towards business to generate unpredictable feedback and unexpected reactions; business enterprises apply disruption as a form of innovation to create new markets and network values, which are often just as unpredictable. Bazzichelli proposes the concept of the art of disrupting business as a form of artistic intervention within the business field of Web 2.0. The notion of disruptive business becomes a means for describing immanent practices of hackers, artists, networkers and entrepreneurs, which are analysed through specific case studies.