Bologna in Lettere 10th – claRa apaRicio yoldi

Bologna in Lettere 10th



stati di alterazione




a cura di Maria Korporal



claRa apaRicio yoldi

Fragment edMemory




Short bio:


claRa is a Video Artist from Madrid based in London. She creates her audiovisual pieces combining video and animation with painting, found footage, digital collages and code.

Her videos reflect on the importance of images in the construction of the collective imagination, the power of mass media and telecommunications, the marketing strategies and the brands and adverts ubiquity, interactivity and hyperlinks as an illusion of the selection, the changes in the contemporary culture with the electronic distribution, the fragmentation of the narrative discourse, the information overload, the surveillance control and the loss of privacy. She has recently received the Most Promising Video Artist Award in Madatac 07 – Contemporary Audio-Visual & New Media Arts Festival, Madrid, Spain. Her pieces have been awarded in other international Video Art festivals such as FIVAC – Camagüey International Video Art Festival (Cuba) and BANG – Barcelona International Video Art Festival (Spain) and screened in galleries, museums and cultural spaces around the world.







In post-industrial society we are witnessing information overload. This occurs when the amount of input in a system exceeds its processing capacity. We have fairly limited cognitive processing capacity, so when information overload occurs, it is likely that a reduction in decision quality will occur.


Traditionally, text encoded human knowledge and memory, the printed word was linked to the art of rhetoric. The popularity of hyperlink illustrates the continuing decline in the field of rhetoric and the mistrust of contemporary culture in hierarchies. The two sources connected through a hyperlink have equal weight, without any having priority over the other.


In the different mediums of expression (literature, cinema, visual arts…), we are assisting to the fragmentation of the narrative discourse. We are questioning the traditional narrative resources with the juxtaposition of images, texts, copy-paste collages and a schizophrenic nature.


In cyberspace, documents combine musical fragments with other sounds, texts, images…etc. It is this combination of concrete elements that produces the abstract meaning.

Hypertext is a new kind of montage, a return to Eisenstein’s intellectual montage.