“We're living in the age of metrics and quantification. Every part of our daily lives is being measured and evaluated. While statisticians and big data prophets swear by the value of its quantification, there is room to question the efficiency and bias it creates in its path.”— Jonas Lund
As part of our global programme of partnerships with world class institutions and to coincide with our sponsorship of Electronic Superhighway, Phillips has co-commissioned with Whitechapel Gallery an online work by artist Jonas Lund (b. 1984, Linköping, Sweden).
Fair Warning (2016) encourages viewers to participate by responding to a series of over 300 questions which range from colour preferences, politics and emotions to the latest trends in the art world. Playing with our expectations of traditional online questionnaires or personality tests, it examines the value and use of data collection when attempting to represent user tastes and asks whether an objective way of measuring the value of art exists.
Hosted on both the Whitechapel Gallery and Phillips’ websites, Fair Warning both embraces and attempts to demystify website analytics and testing tools, as the clicks and cursors of all users can be seen when engaging with the work.
To interact with the work, users click on one or several answers for each question. Users can answer as few or as many questions as they like. If you choose not to answer, the next question will load automatically. The whole test can last up to an hour, and then repeats itself.
The results of how users have interacted with the questions will be on display at the Whitechapel Gallery and Phillips London until 12 June 2016. #FairWarning