So: please, let\u2019s not call art \u2018content\u2019.<\/p>\n\n\n\n
Consider Rembrandt\u2019s Isaac and Rebecca, (c. 1665-1669 – also known as The Jewish Bride). On a standard screen, the painting is a lovely, warm image. But what\u2019s lost is the thick, sculptural impasto on the man\u2019s golden sleeve\u2014paint so proud that it physically catches the light, giving the tender gesture its emotional and literal weight\u2014is flattened into a smooth, surfaceless image. The facture\u2014the visible, tangible evidence of the artist\u2019s hand\u2014is erased. That\u2019s how the sausage is made: all the texture, all the uniqueness, is ground down.<\/p>\n\n\n\n I\u2019m not alone in my unease. A new term is emerging that describes a reaction to this textureless proliferation: antimemetics. It describes an active retreat by artists and art-lovers into spaces and ideas that resist virality.<\/p>\n\n\n\n I find this attractive, but not straightforwardly. On one hand, the word \u2018antimimetic\u2019 describes a quality great art has always had. Think of the complex iconography in a Renaissance painting, like Jan van Eyck\u2019s Arnolfini Portrait, where a single lit candle symbolises the presence of God and a dog represents fidelity. This dense layering of meaning is part of art\u2019s aspirational aura; it demands knowledge and rewards patience. Not everyone is going to \u2018get it\u2019.<\/p>\n\n\n On the other hand, incomprehensibility can feel like a sneer. For artists, antimemetics is a valid tactic against the tyranny of the algorithm, a way to preserve creative autonomy. But could it also be a flex? A sign that you\u2019re in the right club, getting the right invites, being \u2018in the know\u2019?<\/p>\n\n\n\n I think we need another path.<\/p>\n\n\n\n At Vieunite, we use digital technology to bring the art experience into homes and businesses. Unlike a phone or a TV, our Textura canvas is designed specifically to display the haptic, textural quality of art. Of course, it\u2019s not the same as standing before the original Rembrandt. But because we have worked obsessively to maintain that feeling of physical presence, when you see an image on a Textura canvas, it feels like an exhibition, not a fleeting impression. Our screens were not designed with indifference to what they display. They are built with art in mind.<\/p>\n\n\n\n And there\u2019s something else we do differently. Every work of art on our platform is fully attributed, with the artist\u2019s biography and contextual descriptions available via our app. We strive to restore the context, the story, the intention behind the image. We want to give you the tools to understand not just the picture, but its deeper meaning\u2014its iconography, its presence.<\/p>\n\n\n\n We don\u2019t want to make art like everything else.<\/p>\n\n\n\n What we want is to get you closer to art.<\/p>\n","protected":false},"excerpt":{"rendered":" I spend a good chunk of my time online, ogling art. I scroll through museum Instagram feeds, browse institutional databases. I also talk a lot with people who, in a variety of contexts, are competitors in the relentless \u2018attention economy\u2019: the battle for eyeballs. The internet is an information miracle. I love having the world… Read More »From Masterpiece to Dodgy Sausage: What happens when art becomes content?<\/span><\/a><\/p>\n","protected":false},"author":4,"featured_media":917,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_themeisle_gutenberg_block_has_review":false},"categories":[12],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/posts\/910"}],"collection":[{"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/comments?post=910"}],"version-history":[{"count":2,"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/posts\/910\/revisions"}],"predecessor-version":[{"id":916,"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/posts\/910\/revisions\/916"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/media\/917"}],"wp:attachment":[{"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/media?parent=910"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/categories?post=910"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vieunite.com\/news\/wp-json\/wp\/v2\/tags?post=910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/vieunite.com\/news\/wp-content\/uploads\/2025\/06\/SK-C-216-Compressed.jpg\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/vieunite.com\/news\/wp-content\/uploads\/2025\/06\/Van_Eyck_-_Arnolfini_Portrait-Compressed-749x1024.jpg\")
<\/figure><\/div>\n\n\n