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K. Jormakka:
"Session 1: N.E.O. New Esthetic Order";
Talk: Media Architecture Biennale 2010, Vienna (invited); 2010-10-07 - 2010-10-31; in: "Conference Reader: Media Architecture Biennale 2010", O. Schürer (ed.); media architecture institute, Vienna (2010), 13 - 14.

Anticipating current debates about the aesthetics of projective practice, Walter Benjamin declared advertising to be the most real gaze into the heart of things: "It abolishes the space where contemplation moved and all but hits us between the eyes with things as a car, growing to gigantic proportions, careens at us out of a film screen. And just as the film does not present furniture and facades in completed forms for critical inspection, their insistent, jerky nearness alone being sensational, the genuine advertisement hurtles things at us with the tempo of a good film." What matters, according to Benjamin, is "not what the moving red neon sign says ... but the fiery pool reflecting it in the asphalt." This vision may offer some guidelines for the discussion of the new aesthetic order, ushered in by media facades and other urban technologies.

http://www.mediaarchitecture.org/mab2010session1/