Cultural Sabotage Waged in
Cyberspace
By ALISSA QUART
HIS summer, Frank DeGraff, a
19-year-old college student, decided that he wanted to invest money
through the Web, so he started working three jobs. When he had saved
$200, he went to RTMark.com and placed the money in one of the site's
funds, the Education Fund.
But instead of money, the only returns he was promised were acts of
cultural sabotage. Mr. DeGraff is hoping that his investment will be
used for projects like making "anti-souvenirs," aimed at various
social injustices and offered to tourists, or purchasing recorded
books by conservative pundits so leftist speeches can be recorded over
the original material and the tapes can be put back onto sales racks
in book stores.
Clearly, this is no typical investment firm. RTMark (its name
derives from "registered trademark" but is pronounced "art mark")
describes itself as a brokerage that "supports the sabotage of
corporate products." Its projects have included switching voice boxes
in Barbie and G.I. Joe dolls and creating Gatt.org, a look-alike Web
site that lampooned the World Trade Organization.
"Before I met RTMark through the Net," Mr. DeGraff said, "I thought
I was alone in feeling like corporations were destroying this
country."
But if the popularity of RTMark is any indication, Mr. DeGraff is
far from alone. Last winter, the nine-year-old group managed to summon
thousands of Web surfers to the defense of a small Swiss art project
called etoy (http://www.nytimes.com/library/tech/00/08/circuits/articles/17rtma.html#1).
The online toy seller eToys (
www.etoys.com )had tried to shut down etoy by filing
intellectual-property trademark suits, even though the Swiss group had
owned the domain name since 1995, before eToys existed.
While eToys demanded that etoy give up its domain name, RTMark
helped coordinate a denial-of-service attack during Christmas week. An
estimated 10,000 members of this network of cybercrusaders sent
multiple e-mail messages to eToys, requesting information and using
false names to subscribe to an eToys registry. The action, something
of a virtual sit-in, brought down the company's servers.
Ultimately, thanks in part to RTMark's efforts, the art group won
the right to keep its domain name and received $40,000 from eToys to
cover legal fees.
But even after this very public action, RTMark remains something of
a mystery. The group's three core members use assumed names -- Candid
Lucida, Ray Thomas and Frank Guerrero -- and refuse to reveal their
real names. They say they are in their 30's and work as a
schoolteacher, a lawyer and a financial analyst. Their "fund managers"
-- volunteers who help bring in investments and help choose and
allocate money to projects -- also tend to have a sketchy
understanding of who is behind RTMark, they say, because most of their
transactions occur via e-mail.
Mr. Thomas says he puts 10 hours a week into RTMark and lives in
San Francisco, thousands of miles from Mr. Guerrero, who lives in
upstate New York. Ms. Lucida, who lives in Los Angeles, said, "We met
on the Web and still work over the Net."
Zach Exley, the network's collaborator on a parody George W. Bush
Web site that drew complaints from the Bush campaign, said he had
never met any of the three in person.
"We behave like a corporation and stay anonymous to limit
liability," Ms. Lucida said. In truth, some of the group's actions
could be considered illegal, said James Boyle, a professor of law at
Duke University Law School, but other actions could fall under "fair
use" or First Amendment protection. "Mostly, they are relying most on
being small, mobile and intelligent," Mr. Boyle said.
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A new
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RTMark's motto is to attack without causing physical injury, and
its projects sometimes go to extremes. There is the yearly Corporate
Poetry Contest, for example, in which users send in actual e-mail
exchanges with customer service representatives.
Some entries sound like found poetry composed in business-speak.
This year, RTMark has championed small art sites -- among them
JKREW, Leonardo magazine, Healthnet.org and Bigmissmoviola.com -- in
more domain name skirmishes with corporations of similar names that
have told the small sites to stop using those Web addresses. Among the
future projects on its Web site is an action to place unconventional
greeting cards into supermarket displays; the cards do things like
congratulating people for eating free-range pork or congratulating gay
partners for their marriage.
Faceless, playful political theater against big business is not
new. RTMark is a part of a lively strain in American protest politics
that includes anarchists and Yippies. It is a contemporary
cybercrusade.
RTMark offers ideas for anti-corporate pranks without charge on the
Web, much as online groups in the open-source movement believe in
making technology available to users so they may alter it as they see
fit. Like these groups, RTMark argues that the freedom to appropriate
and transform corporate products and Web sites is good for
intellectual progress.
As one of RTMark's supporters put it during the etoy struggle, "The
etoy battle allowed us to point out that the Web has been
corporatized."
Mr. Thomas said, "We want to show that domain-name lawsuits
companies slap on artists are just like the lawsuits they spring on
ordinary people when they are fighting toxic waste in their
communities."
But like any guerrilla network given to over-the-top spectacles,
RTMark can make mistakes. The Bigmissmoviola.com domain name struggle
in June is a case in point. When J&R Film/Moviola Digital demanded
that Big Miss Moviola, a women's film distribution network, refrain
from using "Moviola" in its Web address, the network's 26-year-old
founder, Miranda July, got in touch with RTMark. RTMark promptly sent
irate e-mail messages to J&R/Moviola's employees and threatened
another virtual sit-in, akin to its etoys war.
But this campaign had a different ending. For one thing, J&R
Film had trademarked "Moviola" in 1965 for its brand of film-editing
equipment. For another, J&R Film/ Moviola is a small family-run
company with about 60 employees.
"RTMark may have an interesting, important message about corporate
abuse of power," said Dana Newman, a lawyer for J&R/Moviola, "but
our situation simply does not fit neatly into their agenda."
Ms. July, for one, has given up her fight. While she still respects
RTMark, she says, she feels that her battle was swept up into the
group's larger agenda and tactics.
"I could save the name Bigmissmoviola.com but be completely defined
by the battle," she said. She has since given up the struggle for the
name in any form and plans to rename her Web site.
Nonetheless, the group's pranksterism continues to entice
"investors" and, now, owners of New York City art galleries. In
September at Exit Art, RTMark will present a parody on biotechnology
and gene patenting, using the PowerPoint software that is often used
for board-room presentations. Regarding that exhibit, and one planned
at the same gallery in 2001, Ms. Lucida is typically blasé.
"We appreciate the art world attention," she said, "but we wouldn't
want to wind up in a museum."
Mr. Thomas added, "We are activists, not artists."
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