Fair Warning

fair warning

Fair Warning is a series of test environments installed on the websites of Whitechapel Gallery and Phillips. These test environments aim to discover, measure and quantify taste profiles of the contemporary art audience. A series of rapidly changing tests, from simple questionnaires to visual comparison tests, are used to quantify and measure taste — personal preference as it relates to the general. The results are distilled to relationships between hype mechanisms and value creation within the contemporary art world. Fair Warning attempts to both embrace the quantification strategies used to influence opinion and to demystify the usefulness of such data. Can and should everything be measured and quantified? What is altered in the process of becoming aware of such information? Read more...