Because the Internet is not just another “media”, as the Old Media insists, but mostly a “space”, similar to the American Continent immediately after it was discovered – anything that can be found on the Web has a physical presence. It occupies real estate. To encounter a logo, a picture or an animation in the Internet is a totally different experience than to find the same stuff in a magazine or on the television. “Things” in the Internet exist in a specific location, while in magazines and on TV contents are mostly bullets of information. Online they constitute a body: they are parts of a new genre. They are Web Entities.
These “creatures” are sometimes a mix of humans and software -such as Google- but sometimes are made by information only such as in the case of Googlism.com, a website that is able to make a portrait of anything by collecting descriptions about that subject from Google itself (1).
Most Web Entities are social entities. They get in touch and advertise their existence to each other. Similar to human beings, they will evaluate, criticize, “link” to each other, and ultimately, they develop a “taste”. Bob Dobbs (a friend of McLuhan) said: “advertising is communication between machines”. He also suggested that machines came alive in 1967 and that “now they are in an angelic state”. According to him, “advertising is communication between Angels”.
Well, some of these Web Entities – or shall we simply call them “Angels”? already communicate in a “pretty” way. As a result, a new type of “Art”, or better yet, what- may–later-become-Artcan be found in certain websites. But where exactly?