Neologisms in times of Alphabet Inc.

What if the artist take the role of the copywriter obsessed with dismantling the unidirectional intent of marketing? Referencing to the role of language in shaping the collective understanding of the reality and, at the same time, embracing its own paradoxical state, Riccardo Benassi is advocating - through the creation of a Dictionary of Neologism - for a collaborative outcome that includes different type of professions and businesses related – as Art is – to the concept of ‘new’.

Video Documentary:

ZKM | Institute for Visual Media

Camera: Sarah Binder, Peter Müller
Editing: Sarah Binder