Merry Pranksters of the
New Economy A new form of street theater is messing up traffic on the
information superhighway
By Toben
Windahl, Utne Reader
If socially responsible
investing isn't quite aggressive enough for you, it may be time to
move your money into one of the wildly irresponsible funds managed
by the good people at RTMark. You may already know the
group--pronounced artmark though spelled to evoke the great
capitalist mantra registered trademark--as the merry pranksters of
the new economy. By Internet standards they've been around forever,
born in the early 1990s as a bulletin board service for those
interested in comic, nonviolent forms of corporate sabotage. They've
since retooled into an online brokerage that hopes to put your
hard-earned savings to work--perhaps against the very company that
pays your wage.
Here's how: Let's say you're a slave in a cubicle somewhere who
happens on rtmark.com while surfing one day on the corporate dime.
Among the things you'll find posted is a list of "projects" looking
for seed money, including the acts of digital monkey-wrenching at
which RTMark excels. Their unique "mutual funds" allow people to
invest in these outrageous, legally dubious ventures while remaining
anonymous and out of jail--just like real mutual funds! That's
partly the point. Certain funds even have celebrity managers such as
NPR commentator Andrei Codrescu (Media Fund) and cyberculture critic
DJ Spooky (Frontier Fund).
RTMark's first attention-grabbing action came in 1993 when it
helped the so-called Barbie Liberation Organization switch the voice
boxes of over 300 Barbie and GI Joe dolls for sale in stores. Since
then, the group has had a sporadic string of successes. One was a
biting parody page, gwbush.com, which sprang up when the
presidential contender's staff forgot to register domain names
similar to the campaign's official site, georgewbush.com. A fierce
rebuke from Bush's lawyers transformed a forgettable prank into an
instant media sensation and an Internet hot spot.
According to RTMark's chief financial officer, Frank Guerrero,
the group got the same response--a cease and desist order--when it
released Deconstructing Beck, an album composed of remixed
sound samples taken from the pop star's work. Beck is a notorious
sampler himself, but he pays for his lifted riffs; the RTMark album
was a protest against a practice that, in their view, bars anyone
without big money from working in the vital modern art form of
musical collage. More recently, RTMark came to the aid of a small
Swiss art site, Etoy.com, when the newer eToys online toy
merchandiser tried to big-foot them out of their domain name. RTMark
organized a massive protest that had thousands clogging the online
toy dealer's site with bogus requests last year at Christmastime.
RTMark's first line of defense is surely familiar to their
targets out there in the global economy. In 1997, amidst the
national frenzy over e-business start-ups, RTMark launched a public
offering of its own, emerging as an official corporation, complete
with a sleek new Web site. As Guerrero explains, the group wanted
not only to hold up a funhouse mirror to the profit-driven world
they hope to disrupt, but also to use their new corporate status as
legal protection. The strategy was to "provide a corporate umbrella"
for its projects, Guerrero says, while "absorbing some of the
liability and displacing it from the workers and the funders." (Like
the names of other RTMark principals, "Guerrero" is a pseudonym.)
If media attention is both the tool and the litmus test of the
successful theatrical prank, then, by all appearances, RTMark is
doing well. The "cultural dividends" produced by the group's
projects may be more symbolic than actual, but don't let that fact
distract from the seriousness of the organization's mission or the
importance of comedic, satirical actions as part of a larger social
movement.
RTMark "complements what might be considered the more respectable
traditions of the new left," says Guerrero. If, as many have said,
the current wave of protests against corporate greed is a
renaissance of '60s activism, then RTMark may be the Abbie Hoffman
of our digital era.
-- Toben
Windahl From Utne
Reader
Discuss media activism at the Media conference in Cafe Utne:
cafe.utne.com
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