straight up
"Rather than distribute a message to recipients who are outside the process of creation and invited to give meaning to a work of art belatedly, the artist now attempts to construct an environment, a system of communication and production, a collective event that implies its recipients, transforms interpreters into actors, enables interpretation to enter the loop with collective action."
From the book, Collective Intelligence  

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Pierre Lévy | Collective Intelligence <1994>
Pierre Lévy's Collective Intelligence: Mankind's Emerging World in Cyberspace (1994) has helped shape the dialogue about the aesthetic and social implications of multimedia, influencing artists and theorists alike. A counterpoint to the dystopic vision of William Burroughs and William Gibson, Lévy points to a digitally-conceived utopian universe, a virtual world in which vast repositories of information, decentralized authorship, mutable identity, and telematic interaction form an "endless horizon" of evolving forms of art and communication.

Lévy identifies an active role for the recipient of the artwork in tandem with a dramatic dissolution of authorial control on the part of its creator. For Lévy, art is becoming a dynamic, fluid, changing environment, a "deteriolized semiotic plane" in which "artist" and "recipient" unite in a consensual interplay in the formation, execution and interpretation of art. He views the digital medium as continuous and collaborative work-in-progress.

According to Lévy, the break from traditional notions of authorship is leading us towards cultural transformation. He envisions a collective society linked by electronic networks, with citizens actively engaged in the "continuous invention of the languages and signs of a community." Levy proposes that multimedia is a catalyst for social evolution. It is, he writes, "the architecture of the future" – or the language of the new era.