Ralph Ammer
Don't think big
An Article by Ralph AmmerOne of the biggest mistakes you can make in your creative project is to pick a topic which is too big. Big topics often lead to small results, small topics foster great results.
And here is why: Your project is limited by the time and energy you have.
These are the boundaries of your project. If you pick a huge topic then there is not much room for your creative efforts. On the other hand, if you pick a small topic you have time and energy to make a great creative contribution.
Is perfection boring?
An Article by Ralph AmmerWe love to see the process, not just the result. The imperfections in your work can be beautiful if they show your struggle for perfection, not a lack of care.
Now I get it
An Article by Ralph AmmerTo design a system means to orchestrate the interplay of its elements.
Such a system is considered “interactive” if it is open, which means that there are ways to engage with the processes that are happening inside of it. There is of course a range of interactivities which spans from very basic reactive behaviour to highly complex conversational interactions.
But what do you want to say?
An Article by Ralph AmmerPablo Picasso famously said:
“The world doesn’t make sense, so why should I paint pictures that do?”
A sensible approach to something that can’t be explained is to express it.
Rather than giving you explanations or “saying something”, most artists are concerned with what I like to call “room for interpretation”. They create platforms that trigger thoughts, feelings, emotions, and ideas.
Instead of trying to explain the inexplicable artists express their view of it. They don’t want to tell you what to think, they invite you to respond.
A lightbulb is not an idea
An Article by Ralph AmmerWith conventional placeholders, such as words, we can describe patterns for a large number of situations. On the other hand it is easy to fool yourself (and others) with words, since you can avoid to be specific. Any business meeting can confirm this.
When you draw something you are forced to be specific — and honest.
Our illustration of an “idea” from above is unconventional in the sense that it conveys specific original thoughts of what an idea is. It adds value to the words.
And that is the catch: The drawing must be unconventional to support the conventional words. We have to make sure not to use “words in disguise”. Take a common illustration for “idea” for example, which haunts flip charts all over the world: the lightbulb.
The lightbulb image works on a purely symbolic level, it only replaces the word “idea”. This image of a household item contains no original thought about what an idea is. While symbols like these work well as international replacements for words or icons to indicate a light switch for instance, they convey no nutritional value as illustrations — they are empty.
It's All Over
It has come to seem to me recently that this present moment must be to language something like what the Industrial Revolution was to textiles. A writer who works on the old system of production can spend days crafting a sentence, putting what feels like a worthy idea into language, only to find, once finished, that the internet has already produced countless sentences that are more or less just like it, even if these lack the same artisanal origin story that we imagine gives writing its soul. There is, it seems to me, no more place for writers and thinkers in our future than, since the nineteenth century, there has been for weavers.
Into the system of flight
It seems this transformation, from physical object to vector of data, is a general and oft-repeated process in the history of technology, where new inventions begin in an early experimental phase in which they are treated and behave as singular individual things, but then evolve into vectors in a diffuse and regimented system as the technology advances and becomes standardized.
In the early history of aviation, airplanes were just airplanes, and each time a plane landed or crashed was a singular event. Today, I am told by airline-industry insiders, if you are a billionaire interested in starting your own airline, it is far easier to procure leases for actual physical airplanes, than it is to obtain approval for a new flight route. Making the individual thing fly is not a problem; inserting it into the system of flight, getting its data relayed to the ATC towers and to flightaware.com, is.
The gutting of our human subjecthood
Someone who thinks about their place in the world in terms of the structural violence inflicted on them as they move through it is thinking of themselves, among other things, in structural terms, which is to say, again among other things, not as subjects. This gutting of our human subjecthood is currently being stoked and exacerbated, and integrated into a causal loop with, the financial incentives of the tech companies. People are now speaking in a way that results directly from the recent moneyballing of all of human existence.
A performative contradiction
I have found myself coming away from discussions with my good PR people feeling vaguely guilty that I do not have enough followers on Twitter (five thousand is the cut-off, I think) to be considered an “influencer,” or even just a “micro-influencer,” and feeling dismayed to learn that part of what is involved in launching a book like this into the world is strategizing over how to catch the attention of a true influencer, for a retweet or some other metrically meaningful shout-out. You would be a fool to think that it is the argument of the book, the carefully crafted sentences themselves, that are doing the influencing.
And yet for me to try to insert myself into the metrics-driven system would be a performative contradiction, since the book itself is an extended philippic against this system. And so what I do? I play along, as best I can, until I start to feel ashamed of myself. I contradict myself.
The one reveals a subject and the other reveals an algorithm
My own book may be crap, but I am certain, when such an imbalance in profitability as the one I have just described emerges, between photojournalism and selfies, that it is all over. This is not a critical judgment. I am not saying that the photos of Pol Pot are good and the selfies are bad. I am saying that the one reveals a subject and the other reveals an algorithm, and that when everything in our society is driven and sustained in existence by the latter, it is all over.