V I D E O C E N T E R
In order to achieve a modern artistic interpretation of reality avangarde art has always been the driving spindle of intellectual trends, social developments, and technical innovations.Since the beginning of this century modern picture and reproduction media have been developed, the "landscape of art" has in a very literal sense started to move. Film, television and the latest media - technological developments did not only touch our everyday life, but also all art disciplins.
A committed and - in a positive meaning- future-oriented art practice must face this situation, analyzing it critically, putting it into future contexts, utilizingit to form a human environment, making it "visible" by developing new aesthetics and different connections of work.
ELECTRA VIDEO CENTER has as its goal the opening up of whole new areas of inter -community communications utilizing the medium of video.(TV)
Once the format of TV content moves away from network stereotypes of what a program should look like, the humanistic potentiality of TV experiences becomes limitless.
The well established concept between the professionals (TV producers) and the nonprofessionals (TV viewers) has led to a new form of social segregation, the informational and communicational segregation of the general public. This division has been deduced from the value parameters of the pre-television culture of the verbal medium, and particularly from the antithetical concepts of mass and elite culture.
ELECTRA VIDEO CENTER rejects this undemocratic and backward mode of communica tion which are still being practised.It is our belief that true creators are discoverers who are not restricted by the concept of adaptation. Instead they try to discover how to create a communicational environment which will enable wo/man to change his/her role: to turn from a passive spectator into an active participant, conscious of his/her creative abilities.
In view of the great changes expected in the near future in the Croatian television system (cable tv, regional broadcasting ) and the need of many video makers to find greater possibilities for distributing their programmes, attention should be fo cused on the accessibility of video (production made by "nonprofessionals") on TV i.e. the decentralisation of the present television system.
Although the video production at ELECTRA VIDEO CENTER will vary a lot (from simple documentaries to ambitious art works) it will always propose a critical attitude towards the social history and context of contemporary art and media production.
The willingness to participate in social change is at the heart of the concept of ELECTRA VIDEO CENTER.
