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Surname: Department you wish to apply for:

12Mars2aka2Romic22222222222222222222 533Fine Art
First name(s): 433Design
12Marcell2aka2Nenad22222222222222222 533Theory
12Klub mama2Preradoviceva218222222 Period:
Postal code: 533Variable period (at least1 month
12100002222222222222222222222222222222 - at most 24 months)
Place: 1212 months: 1/9/2010 – 1/9/201122
12Zagreb222222222222222222222222222222 5331 year: 1/1/2011 – 31/12/2011
Country: 5332 year: 1/1/2011 – 31/12/2012
Telephone: Attach the following:
12+3851485640022222222222222222222222 13Curriculum Vitaem:
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Mobile: exhibitions, publications,
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Email: 13Research proposal:
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Web address: addendum possible) of the
12http://ki.ber.kom.uni.st222222222 objectives of your research
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12Benkovac2Croatia222222222222222222 13Motivation:
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5331(Ex-) researchers or advising
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Video: 122222222,Somerville,15/04/201022

o RESEARCH PROPOSAL and especially Google, should be

1 In Ruling Class Studies I will analyze
the business strategies, vision, 1 GFAeB were founded as Internet only
corporate missions of Google, Facebook, businesses. They are the digital natives
Amazon and eBay (GFAeB). I will also of the business world. The network
consider the way these firms design infrastructures they build are offered
technical infrastructure, create rules to the world as "public services"[i]
governing users' access to data and governed by their "citizens"[ii], a
services, and appropriate counter- promise typically enacted by
cultural values and identities. governments. Their huge growth has
demonstrated the strength of the network
Furthermore, I will make a comparative paradigm. Many hoped that digital
analysis with older firms who have used networks would eliminate intermediaries
networks as both an infrastructure and completely, but although many
a utility. Particularly, the mail order disappeared, the few who remained found
catalog business of Sears, Roebuck and their position strengthened[iii].
Co., technological and business
innovation in electric power generation/ For these firms, maintaining market
grids (e.g. Chicago Edison), and the power requires responsiveness to users'
American Telephone & Telegraph Company. demands to a degree proportional with
the ease of user defection to their
I am interested in identifying the competitors. From this point of view
changes in business strategy fostered Google's search business, its principal
by the network form prior to profit center, is at the same time the
digitalization, and distinguishing what area in which the switching costs to
is new in the behavior of GFAeB. I would another service (e.g. Bing) are lowest,
like to explore how companies from the and thus its most vulnerable asset.
past invested profits in search of Unsurprisingly they are keen to depict
fields into which to expand. themselves as the virtuous do-gooders of
the digital realm.
An additional interest lies in
evaluating the measure of accountability 1 They digitize intellectual heritage
(political, market, moral, managerial..) (Google Books Library Project[iv]),
of the afore-mentioned companies. One Earth, Moon & oceans (Google
means to research this is analysis of Earth/Maps[v]), "provide a global
the existing documentation on the trading platform where practically
internet, whether voluntarily disclosed anyone can trade practically
to the public or published as a result anything"(eBay [vi]), facilitate the
of lawsuits involving the companies. online supply of workers' intellectual
labor to business through transient,
Further research inputs will be gathered task-based, limited-time relationship
through interviews with GFAeB's without any direct communication
corporate representatives. I will also (Amazon's Mechanical Turk [vii]).
organize a Ruling Class Studies Through real-time auction they maximize
conference where theorists, activists, capacity utilization of computer clouds
economists, hackers and businessmen and (Amazon's Spot Instances [viii]), and
women can meet. every time someone searches something
they calculate the bids and sell the ad
1 The goal of this research is to space (Google AdWords[ix]). They know
analyze the emancipatory potential who is friends with whom (Facebook),
arising from the paradigm shift from those matching your consumption profile
personal computers to the Internet, and as a reader (Amazon), or your
from the user interface metaphor of reliability as a participant to a
physical space (office) to semantic transaction (eBay).
space (search bar, keywords). That
change generated easily accessible 2 They are the ruling class of digital
infrastructures for production and world.
(more importantly) collaboration,
usually free of charge. A methodology 1 Google, Facebook, Amazon and eBay
to evaluate the adaptations and reveal to us the current level of
appropriation of practices from corporate adaptation and intelligence.
emancipatory social movements by GFAeB, Each mediate search and access to
relevant information in some or all of

the semantic, social and business/ empower users at a scale unparalleled by

trading contexts. They design their any other (software) company.
search infrastructure combining:
1 Ruling Class Studies should produce
3 algorithms — (e.g. Google's Page critical theoretical instruments to
Rank is a link analysis algorithm that measure the political, ethical and
assigns numerical weighting to each professional accountability of GFAeB to
element of a hyperlinked set of their proclaimed missions, advertised
documents with the purpose of practices, and to a world where their
"measuring" its relative importance monopolies are taking root. Only after
within the set.) that we can seriously consider the scale
and scope of any (possible) emancipation
3 social graphs — (e.g. Facebook Wall, enabled by the emerging digital network
Amazon recommendations, ebay Seller paradigm.
rating providing relevant information
through comparisons of previous
choices done by similar people or Notes:
friends.) [i] Company Overview: "Google's mission: to
organize the world's information and make
3 auctions (e.g. eBay, Google's it universally accessible and useful." -
AdWords, Amazon's Spot Instances;
according to market logic the relevant [ii] Mark Zuckerberg CEO Facebook:
information is the price someone is "Beginning today, we are giving you a
willing to pay.) greater opportunity to voice your opinion
over how Facebook is governed. We're
starting this off by publishing two new
1 With their infrastructure and business documents for your review and comment. [..]
models GFAeB also introduces their own Facebook Principles, which defines your
rights [..] and Statement of Rights and
culture. Often this is a direct
Responsibilities, which will replace the
appropriation of the techno-utopian existing Terms of Use." -
vision of the digital networks. This may
be articulated through very mainstream post=56566967130
stereotypes of the idea of democracy
(e.g. Facebook Site Governance) or [iii] Nicholas Carr: "Middlemen were
through a far more subtle appropriation friction, and the Web was a friction-
of hacker culture (e.g. Google 20% Time removing machine. We were misinformed. The
Projects). Web didn't kill mediators. It made them
stronger." -
Google have made several gestures and
decisions which distinguish them from oogle_in_the_m.php
any other company in history. They play
the role of a good citizen in the free
software world by making platforms for [v]
collaborative communication (Google
Wave, Android OS, Chrome Web Broser, [vi]
GWT), financially supporting projects thecompany/companyoverview.html
(Firefox or Ubuntu), and through Google
Summer of Code. In the case of [vii] Ayhan Aytes. "Crowdsourcing,
regulation of wireless spectrum in the Mechanical Turk and the Cultural History of
Cognitive Labor Apparatus". The Internet As
700 Mhz band, made available by the Playground And Factory. Conference at the
transition of television to digital, New School, NYC, USA.
Google advocated allocation to the
provision of free spectrum. They [viii]
intended to commit a minimum of $4.6 archives/2009/12/the_new_chicago.php
billion to make that happen.
Google invests over $100 million per
year for projects such as Google Flu
Trends and RE<C (an effort to develop
utility-scale renewable energy at a
price cheaper than that of coal).
Furthermore, by making available all
their web services to users free of
charge (Google Mail, Google Docs,
Groups, Calendar etc.) they arguably


Public License
1 Michael Steil: Linux on Xboxu
1 System.hack() - PDF 1 unknown hacker: circumventing CD
protection systems
32URL: Authors of essays in the book: Jonah
doc/19371991/Systemhack Brucker-Cohen, Benjamin Mako Hill,
Marcell Mars, Tomislav Medak, Ognjen
Strpic i McKenzie Wark
32Marcell Mars:
12System.hack() Page: 8-9.
12Hackers can only laugh out loud ;)
Page: 58-60.

// if using System.hack() syntax in

programming a method hack would be
// invoked on the object System

A moment of excellence in programming

is called hack. A perfect hack is
surprising, mediagenic, innovative in
employing technology, funny and
non-violent. System.hack() is every
hack that opens up a closed system
or makes an open system dynamic.

System.hack() exhibition seeks to

find connections between moments of
excellence in different fields of
human production. This exploration
always has to provide answers to the
following two questions:

1 What system is being hacked?, and

1 How this system is being hacked, or

what is a specific hack in an

individual work?

The exhibition environment is not a

gallery, but the interior of a hotel
room. The hotel room is supposed to
function as the lowest common
denominator of living environments
inhabit. The hotel room also
functions as a Table of Contents for
the System.hack() book. Museum labels
found on exhibited objects link
individual hacks to the essays
dealing with issues they raise and
social context they intervene in.

Hacks exhibited:

1 Orson Wells: The War of the Worlds

1 Heath Bunting: Superweed kit
1 John Draper: Captain Crunch whistle

1 NRD Kit – WEB PAGE of identity of those established

points of reference. To mediate in
12Web page this process we have chosen the most
3 URL: commonly used web browser on the most
t_nrdkit/indexen.html commonly operative system today.

1 Screenshots NRD Kit is a free software, published

3 URL: under the GNU GPL.
The first interactive story in the
1 Catalog database is a NRD Van's homage to the
subversive media art, its
3 URL:
articulation in theory, and first and
foremost the hacker culture in
general. The story was created in
3 What is NRD Kit?
February of 2001.
NRD Kit (News Reality Development
Kit) is a network tool for producing
and publishing media content. Some
people call it spoof management
system but we prefer to call it
content management system.

NRD Kit teaches its users and media

content recipients of the difference
between representation of data and
data, and of the importance of
knowing and having access to the
source code.

Users of NRD Kit are news and story

producers. They use the NRD Kit in
order to draw attention of a common,
unsuspecting internet user in a very
specific way. NRD Kit is simple to
use and easy for creating new

The dominant culture of interaction

between the man and the machine
facilitates and works towards the
ignorance of a common user, which
together with user's insatiable
thirst for sensations produces all
the necessary preconditions for the
recipient's predictable response to
the content formatted with the NRD

To format the content, the NRD Kit

uses the address space and the look
and feel of existing internet pages.
The credibility, reliability,
objectivity and neutrality that their
layout and name stand for provide the
margin for play and creation used by
the NRD Kit users. The potential to
hyper-textually interlink them, which
rarely ever happens in reality,
allows us a completely new experience


3 URL:

1 Lecture video
3 URL:

1 Lecture video
3 URL:

"Being parazitoid" is lecture

(2008., Skopje, Macedonia) focusing
on corporate apropriations of
counter-culture and how was hard for
corporations to appropriate GNU
General Public License into business
models of software industry. It took
almost 20 years for corporations to
find the way how to parazite on GNU
GPL ecosystem. The question from the
lecture is "Could counter-culture
parazite in reverse on corporate

The analysis of appropriations were

maturing through seria of lectures
(Chaos Communication Congress,
Berlin; Glocal2.0, Skopje; Media &
Design Academy, Genk; Slobodni
festival, Cakovec...) and finally
finished as Jan van Eyck research
proposal Ruling Class Studies.

PoToP (Power To The Point) is

selfmade python program for nice
ASCII slides using old school

o CURRICULUM VITAE lab/cybercafe LABinary as part of the

cultural centre 'Lamparna' in a
12Marcell Mars aka Nenad Romic former mine industrial space in
1224/05/1972 Labin, Istria, Croatia. Not involved
12net.culture club mama anymore. lamparna still works but
12preradoviceva 18, 10000 zagreb without LABinary
1 1999 – present, founded (with
others) nongovermental organization
The others usually refers to Nenad 'Multimedia Institute' that focuses
Romic aka Marcell Mars as: free on a new media culture and
software advocate, cultural explorer, technology, activism, social theory
social instigator. and networking. 2002-2006. president.
still active
My main fields of interests are
collaborative practices, communities
gathered around 'good cause', 1 2000. founded (with others)
programming, hacker's culture, Net.culture club Mama in Zagreb,
education, media design & theory and Croatia, as a public space/extension
network economy. It is exciting when of 'Multimedia Institue'. still
in practice these fields overlap. working daily and running programs in
1 2001. founded (with others) GNU
1 1991 - 1997. Faculty of GPL publishing label EGOBOO.bits.
Philosophy, University of Zagreb, after 6 years with more than 50
department of psychology, final year people and 100 projects published.
EGOBOO.bits was hibernated after
1 1992 - 1997. Transactional claim that mySpace and
Analysis, professional training in brought us to the age where 'labels
the theory of psychology and are dead' anyway ;)

1 2002 - 2009. Gentoo Linux and 1 2001. organized and produced new
programming media art exhibition 'I'm still
alive' with Darko Fritz as curator,
1 2004 - present 'Skill Sharing' Vuk Cosic and Alexei Shulgin and
(every saturday in Net.culture club others as artists
Mama in Zagreb)

3 INVOLVEMENTS: 1 2001 - 2006. created 'NRD Kit -

New Reality development kit' art
1 1996. founded (with others) the piece where technique of 'online
first croatian cybercafe 'sublink'. phishing' was put into the artistic
not involved anymore. 'sublink' still and activist context. in 2001. the
successfully works. site was shut down for 24 hrs due to
croatian media publisher legal
1 1997. founded with Vedran Gulin actions, it was remade and exbitied
web design/multimedia studio 'shepoo in 2006. at 'Touch me' international
arts airways'. area of exhibition in Zagreb, Croatia
responsibility: web and actionscript
programming. not involved anymore. english
studio still successfully works.
1 2001 - 2003. organized and managed
1 1997. volunteered for three months (with the others) 'Otokultivator',
in media/hacklab 'backspace', london, summer camp on island Vis. in 3 years
uk more than 1500 people participated
in workshops, self-organized
1 1998. founded with Teodor logistics, music, theatar and film
Celakoski and Vedran Gulin media programs taking place in the

abandoned military barracks, where page.

camp was held. 3 WORKSHOPS (AS TUTOR):

1 2002. together with radioqualia 1 1999 - 2002. Actionscript &

(Honor Harger and Adam Hyde) curated Macromedia Flash
new media art exhibition '<re:con>'
in Zagreb, Croatia 1 2004 - 2007. "audio from command
line" @ Asia Source, India,
1 2003 - 2008. worked as programmer, Bangalore; MM camp, Croatia, Labin
consultant and technical support in
collaboration with artists: Lina 1 2005. "on music publishing", @
Kovacevic (EditThisBanner), Lala dis-patch festival, Belgrade, Serbia
Rascic (Flying Carpet), Ivan Marusic
Klif (telephoning) and Dan Oki (The 1 2006 - 2008. "Semantic web in
Last Super 8 mm Film) practice" over 15 workshops @ Zagreb,
Rijeka, Cakovec, Split (Croatia)
1 2004 – present, intiated 'Skill Belgrade (Serbia), Skopje
Sharing' program in club mama. until (Macedonia), Stuttgart, Akademie
now there was not a single saturday Schloss Solitude (Germany),
without the informal meetings of Maastricht, Jan van Eyck Academie
'Skill sharing' program. as project (The Netherlands)
evolved few other projects were made
as follow ups: 'g33koskop' 1 2007 - 2008. "Programming for
(exploration of the scopes of geek), nonprogrammers" Zagreb (Croatia),
'The Fair of Mean Equipment', Belgrade (Serbia)...
'Nothing will happen' (unconference
for exYugoslavia hackers) and 322PROGRAMMING/TECHNICAL SUPPORT:
'Hacklab in mama'. 1 2003. "Edit this banner", with Lina Kovacevic,
1 2005 - 2007. (with others)
conceptualised and organized 1 2006. "Flying carpet", with Lala
festivals 'Freedom to creativity!' Rascic, http://www.miroslav-
raising the issues of the
consequences of restrictive legal
regimees of intelectual property. the 1 2007. "Telephoning", with Ivan
first focused on creativity in art & Marusic Klif,
culture, the second one in science
and the third on the importance of 1 2007. Topot,
freeing the whole electromagnetic
spectrum as communicational projects/topot
infrastructure for the free culture,
tehnology and science. 1 2008. "The last super 8 mm film", with Dan Oki
1 2006. together with Tomislav Medak english.html
conceptualised, curated and organized
conceptual exhibition 'System.hack()' 1 2009. Protobox, with Klemo Vladimir
1 2006. together with others
organized iSummit07 in Dubrovnik and 1 2010. Snipdom
set up live video streaming of the
conference with Second life

1 2007. set up as his home

1 2001 - 2007. GNU GPL publishing

322ART: label EGOBOO.bits -
1 1999. - haiku.gen - 1 2004 - 2007. "Skill sharing" -
1 2001/2006. - NRD Kit (New Reality
2 2006. commisioned for 'Touch me'
festival - 122009. Maastricht, The Netherlands. Jan van Eyck: Semantic web in
doc/29989926/NRD-Kit practice/Who's in charge?
2 2008. Galzenica Gallery, Zagreb.
exhibited at "New media – new 122009. Stutgart, Germany. Akademie
networks" - Schloss Solitude: "Who speaks?"
english.html 1 2008. London, UK.
Disclosures/London: Nothing will
122006. "Gifoskop", with dancers Maja happen
Marjancic and Nikolina Pristas s/detail.php?id=344
1 2007. Berlin, Germany. Chaos
1 2006. "Reclaim the limbo" - Communication Congress: Hacking ideologies, part 2: Open Source, a capitalist movement
1 2005. Liempde. What the Hack: NGOd
1 2001. I'm still alive - /Reuters_newsitem_on_What_The_Hack

1 2002. <re:con> - 1 2004. Berlin, Germany. Wizards of

OS3. The Future of the Digital
1 2005 -2007. Freedom to creativity! Commons http://www.wizards-of-
1 2006 -2007. system.hack() - ell_mars_aka_nenad_romic.html
1 2004. Berlin, Germany.
1 2007 - today. Nothing will happen Transmediale 04: EGOBOO.bits/iCommons/GNUSpectrum
1 2004. Linz, Austria. Ars
1 1996. Cybercafe - Sublink - Electronica – electrolobby – Kitchen
1 1998 - 1999. LABinary - iProjectID=12689

1 1999 - present Multimedia

institute -

1 2000 - present net.culture club