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Almost a year or so ago, I was writing essays about tumblr bloggers who made animated gifs, which was then still a relatively unusual activity. I wrote about how it was one way to get followers on tumblr. Artists and tumblr users alike use photoshopped/designed imagery in their practice. The increasing ‘democratization’ of design/use of photoshop (amongst da yoof) can be seen in the frenzied production of animated .gifs and .pngs-transparent images, on tumblr- the content of which ranges from the banal to the sublime and the ridiculous.

There are many instances of the collage-like melding of high and low culture material and cross cultural material through both these formats on tumblr, that perhaps originated in sites like dump.fm and is perpetuated by sites like pomme.us.

I tried to think of an obvious cultural historical canon of ‘transparent’ images to contextualise and contrast this: I thought of the damocles sword, the dagger in Macbeth, the warped skull in the vanitas painting by Holbein, amongst others… they are visions, decidedly visual, gravity defying. I also thought of the doctoring of photos etc to include floating objects- like reports of U.F.Os and ghosts etc and how the defiance of gravity is a very natural human obsession/aspiration. Objects that are suspended inexplicably suggest a break with reality- a sublime/supernatural occurrence- and ultimately- human mortality.
The flippancy of the process of making images in these formats, often sits in contrast to the initial labour intensive production of the image/object pictured. The quality of some .pngs can appear like stickers, quite flat and graphic or have shadows/highlights which increase the kitsch floating 3D factor. Taking an object or icon out of its context gives one the opportunity to consider the object in isolation. Rather like the process of viewing an art work in a white cube gallery, or emblematic- like the stickers one may have adorned ones pencil cases, lockers, folders etc a a child.
One often sees low culture imagery-like games, toys, celebrities and cartoons made into these kitsch digital spectres. The replication particularly of game ephemera (wherein one can customize ones character/adventure/etc) reflects a generation that desired and so forth took the measures to be able to edit and customize to the nth degree the means with which they encounter the world- to make transparent, accessible and interactive their every vocation.
On tumblr, an image/video/text/etc is ordinarily viewed in the form of a square or rectangle. A .png breaks with that tradition to a certain extent, the boundaries remain but won’t be visible. As a platform, tumblr has been repeatedly expounded by artists, exploring the limits and extents to which it can be manipulated. Tumblrs like Gree and Hypergeography take the idea of the formal and accessible, quadrilateral framing of content to the extreme due to the formatting of their blogs.
These ‘transparent’ images are something that is translated into contemporary art and culture quite a lot too. I feel the artwork used in this DIS magazine shoot, exemplifies this. There seems to be an understanding amongst tumblr users that transparent imagery is something that is ubiquitous in design, and we come across it every day, on all forms of products and in advertising. Some blogs reflect this and source these images from other sites in an archival manner and some fabricate/manipulate them, like 3bay / lois hopwood / kiddyp00l / whybray, amongst others.
This activity is clearly a reflection on the brand identities, products/subjects, icons etc that populate our recent history/or current culture. It’s also a meditation (if you want to go that far) on the proximity of our own personal brands with that of brand/corporate powers which now also populate social networks like troublesome vermin. And if you wanted to push just a little fruther it’s also a making sense of the brands and icons of yesteryear and the horror/eventuality that parallels their/our decay/ becoming obsolete- mortality.
This is much the same with the representations of technology of yesteryear/month with blogs devoted to archiving obsolete models of/technology- the volume of which increase exponentially in line with the doubling of technological prowess, year on year- evidently also a comment on consumerism blah etc. See below archival type tumblrs that act as obselete technological tombs.
Isolating a pop/subcultural phenomenon that was once popular through a nostalgic PNG is an effective way to garner feelings of familiarity, acknowledgement/identification from your followers- the qualities that most imagery on tumblr possess if they become popular.
It’s also a way to explain why revival of 90s imagery is popular because those in their late teens/ twenties (early adopters of tumblr/popular/influential bloggers) grew up then. They interact through this convivial activity- of reviving and archiving their pre-web 2.0 culture, or less reflective internet practices, which include early-millenial too, seen in blogs like Dora’s Moutout’s collective-self-mythologizing myspacenostalgia.
One kind of .png/animated gif that persists is what one could probably consider in the vein of Greek New Media Shit- coined by Sterling Crispin I think… Below are some .pngs that reflect their medium or have an art-historical relationship that was exemplified in the blog last linked.

These .pngs and .gifs jam art-historical monuments, high culture, into contemporary everyday tools. The dominance and wide use of these tools is set in contrast to these pinnacles of fine art, the production of which is associated with skill, genius and elitism. It’s more likely that the average person could name the brands of Facebook, Google and the Adobe suite, than they could name these artworks, in terms of value these companies out-rank the artworks in value too. To appropriate these works in the form of a .png/.gif is the closest one could get to interacting with these heavily protected site specific works- to contrast them with these ubiquitous corporate logos/tools that exist for the purpose of interaction has a humour and sense of reflection that brings up all sorts of questions about value, status, time, art etc.
I didn’t wat to say anything particularly out of this world with this, just to acknowledge that .pngs are something tumblr users seem to practice with increase verve, observing the thousand or so I follow, a bias but still quite large sample, and a sample I’ve watched for years now. There’s other things I wanted to comment on like the use of 3d modelled images of sexy out of proportioned babes- kitsch virtual reality/gaming culture references-that are also part of this self-mythologizing, like I mentioned in the last essay about Uncanny Valley Girls, and to include the few I’ve made but I wanted to keep this relatively informal and light.
























































