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CONTEXT IS KING

THE DEMOCRflTic MULTIPLE INflDIGITRL AGE


Mary Tasillo

Tmagine it is 2019, and we humans are faced with a democratic multiple. You might print an open edition
1 combination of problems that threaten our existence: of works that you distribute for free; everyone can have
disease, battles over fuel, a threatened food supply, one. But if the content is impenetrable to anyone who
hacked communications infrastructure, and the doesn't like conceptual art games or Dada narratives,
growth of nomadic populations due to environmental then you've killed whatever democracy you've built into
catastrophes. This scenario is the premise of Superstruct,^ the project. You can do away with the poll tax, but if the
a 6-week long online forecasting game, designed by ballot requires a law degree to read and understand, a
the Institute for the Future, an independent, nonprofit lot of votes get tossed out-or, moreover, most people lose
research and forecasting group based in Palo Alto, interest in voting.
California, to imagine constructive solutions to a It would appear that the idea of the democratic
threatening future. What role does the artist's book play multiple has fallen out of favor with the greater part
in this in this imagined future world? I'll return to this. of the book art world. Going hack to Clifton Meador's
The democratic multiple had its heyday and defined definition of hook arts from a pedagogical perspective, as
what "artist book" meant in the 1960s and early 1970s, put forth at the 9th Biennial Pyramid Atlantic Book Arts
according to histories of the eld^ fitting for the Conference and Fair in 2006 and subsequently published
contemporaneous spirit of political activism. in The Bonefoldef', contemporary hook arts is defined
The idea of the democratic multiple is that one by its ties to letterpress and a wide range of binding
produces hundreds or thousands of copies of a work that structures. One might, as Meador does, distinguish artists'
are available cheaply or for free, removing economic and books from book art by the producer's approach to
access harriers to art and information. This definition content, hut they remain complicit in this craft-based and
is not without its prohlems, but will suffice to put us on technologically determined approach to categorization.
the same page. To me, the democratic multiple suggests Is it any wonder, then, that the democratic
an art practice that is about communicating, and ideally multiple has gone hy the wayside in a world of shifting
communicating with more than an elite audience, well technologies? If you want your book to proliferate, a
versed in the realm of fine arts. book can be digitally printed from the corner of a studio
In the wake of the earlier heyday of the democratic apartment or sent to the nearest copy shop from a cafe
multiple, artist-critics such as Lucy Lippard and with free wireless. Print-on-demand self-puhlishing
Johanna Drucker have commented on the myth of the has taken off though maligned hy some segments of
democratic multiple^ Lippard points out that making the book arts community Moreover, some content has
a hook materially available hears no connection to migrated to the weh as content creation has become an
the accessibility of its contend. We often use the term inherent part of how we approach the internet in an era
"democratic multiple" to describe the material conditions of blogs and social networking sites.
of a work-the availability of it and the price tag attached Economic considerations can limit production, and it
to it. And the exact figures that define "democratic" to seems realistic to expect that a democratic multiple will
any given person are clearly a sliding scale. Sure, a $50 most generally not come in forms that are more labor
piece of art that exists in 100 copies is more accessible intensive. That is to say while it might be aesthetically
than the $5,000 one-of-a-kind. But democracy in its truest compelling, it is unlikely-though it can happen-that
form is accessible to everyone. In a true democracy, the an artist will spend the time and resources needed to
incarcerated can vote and a citizen needn't pay $80 for letterpress print a book that should sell for five dollars,
federal identification in order to have their say as recent or to construct two-hundred flexagons to give away,
federal ID requirements in Indiana, the strictest in the unless the project is generously grant funded. Artists,
United States, mandate^ particularly those devoted to the democratic multiple-
All too often we overlook the roles of hoth content arguahly anyone foolish enough to enter the financially
and reader experience in our assessment of the impractical field of making books-would like to be
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outside the realm of capital. We are all faced with the This goal is perfectly suited to the self-promotional y
need to eat, however, and well past the days of true aspects of social networking sites in the Web 2.0 era.
patronage. However, I find it perfectly depressing for artists to stop
But there is a profusion of cheap mass publication there; is there aesthetic or social commentary, a narrative
going on. It is just that most of it is off the radar of or political mission, that justifies disseminating the
the book arts community, and contextualized within work so widely, propagating an idea rather than a brand
the realm of zines, periodicals, or photo publications. identity?
One exception of note is some of the work at the New In her essay, "The Dilemma," Lucy Lippard states: "[If]
York Art Book Fair of October 2008, and the associated an artist (like anyone else) considers his time and money
conference organized by ARLIS NY, where many presses spent more valuably at parties or bars than working for
produced (relatively) cheap, open editions in the fifteen social change, that is clearly his choice. But given the fate
to fifty dollar range with the book often being viewed as of artists in totalitarian societies, it would seem in his
curatorial space. The battle for the title "artist book" has interest to use that time more wisely."'"
many fronts, most of which address craft in some form or Much has been made in recent years about the
another When discussing the democratic multiple within way the Internet has revolutionized American politics,
book arts, does one include zines, which generally make particularly national election campaigns. In the past
notably less of craft than does the book arts world? What year we have witnessed a wide and active political
about political tracts? When I turn from examining craft engagement that I have not seen in my adult life.
to narrative focus, I am unable to distinguish between Carrying or displaying any Obama paraphernalia in
zines and artists' books. In evaluating these works, I downtown Philadelphia in the summer of 2008 inevitably
seek to evaluate work based upon narrative and visual resulted in being approached on the street by someone
qualities, the turn of the page, and the type of interaction who was interested in getting involved in the campaign.
between the work and the reader This interaction So what does electoral activism look like in the urgency
between work and viewer inevitably involves models of following eight years of an egregiously failed Bush
distribution, which can follow a straight capitalist model: presidency? Does it look like the internet? To be sure,
the producer makes and sells while the reader buys and my e-mail has been flooded with requests for donations;
then consumes. Or the work can be distributed within a calls to volunteer; links to political YouTube videos; and
context of other types of exchange. Given other modes of invitations to debate-watching parties; Barack-the-Vote
exchange, need we identify the democratic multiple as on Facebook. However, we live in the midst of a strong
open edition work, as Clive Philpott does', or might less digital divide, and when it comes to the nitty gritty of
in fact be more in our media-saturated society? Does the getting out the vote, grassroots organizing still means
mode of the democratic multiple tie to the ideas inherent knocking on doors, roaming the streets asking people if
in the project, and how might one creatively interpret they are registered, and handing out buttons, yard signs,
the concept of democratic multiple to encourage and informational broadsides.
engagement and dialogue, reaching people rather than In other words, if you want to reach people, in
page counts? the broadest sense, the printed page still holds sway.
Johanna Drucker, in The Century of Artists' Books, And narrative, a form closely tied to book format, is
refers to the Lettrists as publishing to promote an a powerful force and tool. For instance, I was in the
aesthetic agenda". Similarly, there are many publications Convention Center Marriot Hotel this summer in
coming out of skating and graffiti culture, as well as out Philadelphia during a trial lawyer's conference (that
of fine art galleries, many of which either remain in the is another story, courtesy of the starving artist), and
realm of photo book, failing to make use of the book's a gentleman who was somewhat conspicuously not
structure to introduce a narrative or overarching idea wearing a suit came through, handing out information
beyond the collection of the images, or which seem to about the egregious unfairness his sister had
be accessible in the interest not of disseminating an experienced-something about discrimination on the job
idea or narrative experience, but in disseminating the and her name not appearing on the ballot during a City
artist's own brand, as it were. Rob Walker, writing in Council run, these being the book ends for a small list
the New York Times Magazine in 2006, discusses young of other items. He was seeking to get this story to the
contemporary artists creating alternative brands in the trial lawyers, and I wasn't surprised to see he was asked
spirit of "if you can't beat em, join em" capital.' In that to leave the convention hotel. He wondered, however, "if
sense, many practitioners of the multiple seem to have you can't have free speech in the Marriot, then where
embraced the language of advertising-the ultimate can you find it?" Personally, a convention center hotel
exemplar, and perhaps evil twin, of the democratic privately owned by a large corporation is not the first
multiple-to disseminate one's aesthetic projects, whether place I would go looking for freedom of speech. However,
the art occupies the space of a screenprint, a skateboard, this was far from the guy's biggest problem. I took a look
a t-shirt, or a book. In this sense, perhaps the mode of at the information he'd handed out. It was about three
democratic multiple is perfectly wed to the content of pages, photocopied, with somewhat unfortunate design
disseminating an artist's brand/aesthetic agenda/logo. and moreover, an entirely incoherent narrative. His print
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materials didn't give me any clearer a sense of wbat is at ber disposal to give voice to otber citizens and
tbe job discrimination bad to do witb tbe City Council encourage dialogue-an information age Robin Hood if
ballot or wbat sort of outcome tbese folks were seeking you will.
from disseminating tbis information. I'm a sucker for Kinship Circle Poems: something beautiful [or free is a
social justice; witb a cogent narrative, I would bave been project undertaken by Regula Russelle and CB Sberlock
won over. But witbout tbe power of narrative, tbis guy to reacb out witb tbeir art to tbe greater community of
unfortunately remained in tbe wback-job category. Minneapolis St. Paul. Tbey created an unbound book
Wbile tbe democratic multiple is at tbe beart of of ten folios, eacb a visual response to a suite of poems
political pampblets, tbey can be tbe easiest multiples on "kinsbip circle, improvisation, a sense of 'we.'"'^
to ignore, tbeir explicitly didactic intent making tbem Tbese prints, wbile forming a community book wben
seem at times more like bad textbooks tban as vebicles put togetber, eacb stand on tbeir own and Russelle and
for distributing textual and visual information across Sberlock distributed a total of 4,500 letterpress printed
pages. Tbey occupy notable sbelf space of infosbops keepsakes, over tbree weeks in September 2008. Tbe
and radical bookstores alongside more clearly artistic project was funded by a grant tbrougb tbe Minnesota
zines and periodicals, but tbey often gatber dust due, I Center for Book Arts and tbe Jerome Foundation. As it
would surmise, to tbeir lack of color, grapbics, and catcby turned out, tbeir timing followed tbe Republican National
titles. Artists sucb as Hans Haacke bave utilized tbe tract Convention in St. Paul, clearly a contentious event to bave
format as a way to bring togetber political dissemination in tbe community. Tbeir goal, as tbe project title suggests,
witb artistic practice. Artist Lisa Anne Auerbacb bas was to sbare something beautiful for free. Tbese folios

Lisa flnne fluerfaach's Tract House, Th Contemporary Museum, 2008


(photo: Lisa flnne fluerfaach)
were banded out at farmers' markets, public transit stops,
outside community centers, and otber urban locations.
taken tbis practice a step furtber in ber project Tract Russelle states, "we learned rigbt away tbat most
House, carried out tbis past year in conjunction witb a people read tbe poems on tbe spot, and tbat many were
sbow at tbe Contemporary Museum in Baltimore. " deligbted to take an extra copy to pass along to a friend,
Auerbach did not treat tbe tract as a way to or someone at work. Some people ran after us to tbank
disseminate ber own ideas, nor tbose of establisbed us, otbers sbook our bands. We felt like street musicians
literature (see Tbe Bible, or tbe Communist Manifesto). witbout tbe money box."'^
Sbe utilized tbe resources at ber disposal as an artist- In anotber use of tbe unbound book, print and book
not insignificantly tbe funding from tbe Contemporary artist Josepb Lappie bas been producing a montbly print-
Museum-to establisb an environment to print and by-mail subscription service for tbe past couple of years.
distribute tbe ideas of otbers. Sbe sohcited a variety of Tbese prints were initially individual and not part of a
tracts from friends, neigbbors and strangers. Sbe tben narrative as sucb, but tben became more connected, botb
bad grapbic designer Roman Jaster redesign eacb one, visually and tbematically. Tbe prints make an argument
and 1000 copies of eacb were printed (as many as tbe for social justice tbrougb a fictional first-person
artist could afford). Auerbacb did little editing, and sbe narrative from tbe perspective of society's forgotten
made tbe tracts available in a temporary storefront and overlooked-or perbaps tbe voice of tbe city itself.
space, wbere tbey were laid out in stacks on tbe table and Tbis bearing witness can be sbared widely as tbe prints,
available for visitors to take away. Tbe tracts continue to tbrougb tbe subscription, are inexpensive at less tban
be available as free pdf downloads on tbe web. Here, tbe two dollars eacb. Furtbermore, tbe newest prints engage
role of artist is tbat of tbe facilitator, using wbat capital tbe subscriber in tbe process as tbe narrative builds.
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There is no one here who tries to hetp me anymore. Such such untidy unity.
To their credit, they did in the beginning... all of them. The local authorities are called; then the county;
It is an amazing display of unity. An emotionally draining then the state; then the country; then the world.
togetherness that I can be proud to say I am responsible for. Mystical, magical, oh-so-holy women and men
Of course it only lasts for moments. (Or what seems later flock to the scene, attempting to decipher
to be moments.) Eventually they see each other as dispirate the sign. Their believers swell. I only judge
individuals and back off. Their eyes open to the difference them by their shoes and voices. From where I
that are simply too similar, too much. b y it seems culturally representational.

I proceed to present them with my most positive wiiggle.

Pestcard froni Jesepfi Lappie's print subscriptien (photo: Mary Tasillo)

Each month's print is a new, numbered page in a book, Text is handset and the zine is letterpress
which the subscriber will be encouraged to bind. The printed bimonthly in a n edition of several hundred,
viewer becomes an active participant in this observation and each issue is sold individually for two dollars,
through literally stringing together the pieces of the thus accessible to anyone who can buy the
story, and perhaps stitching up the casualties as well. occasional cup of coffee (and cheaper than a chai).
In both the veins of personal narrative and two-dollar These zines are primarily text-based, but their
art, Karen Switzer has been producing KerbloomI for simple structure, small size, and short length keep
over a decade. Switzer, like Lappie, uses publication as a them to an amount of information that can be read
way of bearing witness, though while Lappie's work puts in a short time. Some of the issues have been bound
fiction to work, Switzer relies on her direct experience. To together in chronological or thematic sets, such
quote Switzer's description of the project: as a set of zines from protests-a topic that clearly
Each issue contains a personal essay that relates an demonstrates a n activist function of the project.
event or situation (from epic to banal and everything KerbloomI tells a n alternative story, bearing witness
in between) and how it relates to the bigger picture. to political actions and events that either did not
So, there's usually some topic that's pretty evident by receive media coverage, or received media coverage
reading the story, and an underlying socio political that was horribly skewed. The format for these works
theme to think about. Topics over the past eleven years is affordable, well-designed, portable, and, compared
include: bicycles, love lost, substitute teaching, zine to digital documentation, less traceable-somethin g
conferences, cancer, anarchism, and domestic violence. '" of concern to activists.

Ker-bleem! #14, by Karen Switzer


(ptioto: Mary Tasitie)
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The presence of birds

' taken OT granted

assumed to be only a part

of one location Our location

In reality they are visitors voyagers travelers


Libro Migratorio passing through one part of the planet

on their way to another

Page spread from Migratory Book/Libro MigratoriofayMichelle Wilson

generally relies on photography and the occasional essay


to evoke a mood, an idea, or a theme that is more than
the sum of its parts. The distribution of the publication,
as well as the projects and events that are under the
Megawords umbrella, utihze a range of strategies to
reach out to readers. Anthony Smyrski and Daniel
Murphy, the artists behind the project, have utilized a
combination of grant funding, subscription fees, and
Migratory Book out-of-pocket payments to publish print runs of a few
thousand, which follow a variety of distribution paths.
Issues are left at coffee shops and other public spaces;
some are distributed via news boxes on the street, while
others are given away at events such as panel discussions
or, notably, the recent Megawords Storefront that opened
in the Chinatown neighborhood of Philadelphia for the
Libro Migratorio/Migratori/ Book, Coversfl& B, Michelle Wilson duration of September 2008.
(photo: M. Wilson) The storefront space was devised as a sort of living
publication, an outward explosion of Smyrski and
On t h e o t h e r h a n d , Michelle Wilson' s Migratory Books Murphy's attempt, through Megawords and affiliated
project relies upon traceability for its success. Wilson projects, to reach out and communicate. With their
freely distributed an edition of two hundred photocopied, publication, they have inspired many people to send
pamphlet-stitched books, not only to disseminate a them unsolicited photos and other documents for
politically infused narrative, but also to encourage their use. In the storefront, they have also succeeded
discussion among readers through a project blog. in harnessing the energy of many individuals into an
The book addresses migration using a poetic text and ever-evolving flexible space of changing ephemera and
imagery of birds and the earth. The open-ended aspect events, including an expanding library of publications.
of the text, combined with the book's bilingualism (a The opening featured the release o Megawords Issue
dos--dos structure offers the narrative once in English 10, and was followed by a jam-packed month of events
and once in Spanish) suggests the politics in America that brought in a range of audiences, as well as curious
surrounding immigration. Moreover, the books are passersby, for performances, lectures, and workshops.
meant to literally enact this movement. The receiver of a For example, the West Coast publication Hamburger
book is instructed to read it, contribute a response to the Eyes installed a copy shop in the space, which was put
question "what connects us?" to the project's blog,'' and to use as the means of production during a zine-making
then pass the book along to someone else. It didn't take workshop. As the public was invited to make art and
long for Migratory Books to make it to the other side of otherwise contribute their own creations to the space,
the globe, as evidenced by the source of responses on the the Megawords Storefront functioned to facilitate the
blog, which serves to track the book as well as being the creativity of a large local community in a project that was
site of the discussion. much larger than any two artists could accomplish from
While Wilson's project relies on the globe-trotting their individual visions.
aspects of contemporary communities, the Philadelphia- In a more explicitly activist context. Josh MacPhee
based publication Megawords "^ taps into a more localized facilitates public expression through his book work,
sense of community in its distribution. Published as which serves as both documentation of street art, and
a periodical, Megawords has a variable format that as handbook and tool to street artists. MacPhee both
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Something Beautiful for Free bg Regula Russelle and CB Sherlock, view of (olios Something Beautiful for Free by Regula Russelle and CB Sherlock, view of folios
(photo: Regula Russelle and CB Sherlock) (photo: Regula Russelle and CB Sherlock)

collaborates and distrihutes his work as part of the point, they do facilitate the spread of an art form that is
JustSeeds political art collective. " free to view, as well as supporting its audience as creators
MacPhee's zine Pound the Pavement documents and participants in public discourse.
existing street art as a way of studying forms of public Ed Ruscha's hooks and their legacy skewed our
expression that are outside the realm of mainstream art. vision of the democratic multiple." Context is everything.
This is a form of expression that requires considerable Sure, the artist book is an elite object, housed in the
risk on the part of the artist due to prohihitions and Special Collections section of the library or viewed in
pressures against graffiti art, and MacPhee works in this the gallery, but does that mean that we should play
zine to promote street art as a valid and valued form of exclusively to the bibliophiles? Or, instead, should we
expression. This documentation takes the form of both use the familiarity of the book format as a springboard
photos and essays, with issues structured around a from which to connect to our communities? Ruscha
theme, such as street art adhered to lamppost bases.'^ described the photographs that comprised his books as
Other coUahorative puhlications such as Cut & "technical data like industrial photography ... nothing
Paint, co-authored with more than snapshots,"^
Nicolas Lampert and Colin meanwhile selling his work
Matthes, and Reproduce and through galleries. The
Revolt, edited with Favianna projects discussed here offer
Rodriguez, reference Dover models where the artist acts
Publication's collections as facilitator, conversation
of copyright free clip art, partner, witness, storyteller,
but go beyond this free and coordinator. This model
supply of images in offering offers alternative modes of
instructions for stenciling, exchange outside of spend-
as well as essays ahout the and-consume capitalism.
history of the reproducihle Certainly, hartering our
political graphic, specific art for our audience's
stencil projects, and photo interaction does not free us
spreads. In other words, these from the economic system
graphics come to the reader within which we live. Indeed
with a destination in mind. to make this viable requires
MacPhee attempts to a restructuring of the
disseminate the puhlications economics of art-primarily
as numerously and as vast increases to arts
easily as possihle, which Josh MacPhee's Pound the Pavement #i, page spread funding hoth publicly and
(photo credit: Josh MacPhee)
for him means distrihution through the privately. What can you do to make this
JustSeeds website or through alternative happen? A diversity of tactics seems like
small puhlishers such as AK Press. While these works the best bet as seen in the aforementioned examples.
don't all fall under my favorite "cheaper than a chai" price These visions of how the hook can function in
Jfl626
contemporary society are in line with both activism and 4 Lippard, ibid.
interventionist practices in fine art. They offer models
for how the artist making books can maintain relevance 5 Garrett Epps, "The Voter ID Fraud," The Nation. January 28,
in not only the present world, but in the world of 2019, 2008. http://www.thenation.com/doc/20080128/epps.
Adam Liptak, "Fear but Few Facts in Debate on Voter I.D.'s,"
to return to Superstruct. Furthermore they call for the
The New York Times. September 24, 2007. http://www.nytimes.
consideration of context, environment, and interaction com/2007/09/24/us/24barhtml
in our critical discussion of book works. In JAB 23, Jae
Rossman applies Gerard Genette's Paratextual theory 6 Meador, Clifton. 2007. "Disciplining a Craft". The Bonefolder: an
to several artists' books. ^' Most interesting for our e-journal for the bookbinder and book artist 3(2). p. 3-10.
discussion here is the idea of epitext-those texts about
the work that are not physically attached to the work 7 Clive Philpott,"Bound to Please: The Influence of Institutional
such as reviews and public discussions. In other words, Collecting on Artists' Books Production," (a panel moderated by
space already exists within the realm of theory for Tony White at the Art Libraries Society of New York Artist Book
considering the elements of a book that are external to Conference. 25 October 2008. New York, NY October 25, 2008).
the pages, and yes, even external to the binding. Context
8 Johanna Drucker, The Century of Artists' Books (New York:
is indeed king. Granary Books, 1995). p. 71.
In the world of 2019, my Superstruct counterpart
Mary Duplicate is busy teaching bookmaking, 9 Rob Walker, "Brand underground," New York Times Magazine,
printmaking and papermaking at the local level. You July 30, 2006.
can't hack a handmade book. Its power will not fade
when the power goes out, nor if your computer is sadly 10 Lucy Lippard, "The Dilemma," in Get the Message? A Decade
outdated. In an era where many are more attached to of Art for Social Change, ed. Lucy Lippard (New York: Dutton,
1984). p. 8.
their iPod than to where they put their feet, book artists
are utilizing the multiple to elicit meaningful interaction 11 See http://www.thetracthouse.com.
amongst friends and strangers, bringing us back to an
analog version of community-one which is necessary to 12 Regula Russelle, e-mail to the author, October 23, 2008.
our survival as a race.
13 Ibid. I

14 Karen Switzer http://www.craftycards.net/projects/index.


htm.

Mary Tasillo is an artist, writer, independent scholar, and 15 http://migratorybooks.blogspot.com


teacher based in Philadelphia, PA. She is the Editor of www.
BookArtsClassified.com, Assistant Editor and Columnist for the 16 http://www.megawordsmagazine.com
Hand Papermaking Newsletter
17 http://www,justseeds.org

18 Josh MacPhee, Pound the Pavement t*9.

19 Specifically I refer to Ruscha's apocryphally flagship role in


selling his books cheaply and in the thousands, without explicit
NOTES attention to reader experience or transformation. Ruscha states,
"I want absolutely neutral material. My pictures are not that
1 Institute for the Future, The Superstruct Game. http://www. interesting, nor the subject matter" (Coplans, John. Interview.
superstructgame.org. Artforum February 1965

2 Johanna Drucker, The Century of Artists'Books (New York: 20 Betty Bright, No Longer Innocent: Book Arts in America 1960-
Granary Books, 1995). p. 72. 1980 (New York: Granary Books, 2005). p. 116.
Lucy Lippard, "Conspicuous Consumption: New Artists' Books"
in Artists' Books: A Critical Anthology and Sourcebook, ed. Joan 21 Jae Rossman, "Reading Outside the Lines: Paratextual
Lyons (Rochester: Visual Studies Workshop Press, 1985). p. 50. Analysis and Artists' Books," JAB: The Journal of Artists' Books
Joan Lyons, Artists' Books: A Critical Anthology and Sourcebook 23 (2008). p. 31-41
(Rochester: Visual Studies Workshop Press, 1985). p. 7.

3 Johanna Drucker, "The Artist's Book as Democratic Multiple"


in The Century of Artists'Books (New York: Granary Books,
1995). p. 69-91
Lippard, Lucy. "Conspicuous Consumption: New Artists' Books"
in Artists' Books: A Critical Anthology and Sourcebook, ed. Joan
Lyons (Rochester: Visual Studies Workshop Press, 1985). p. 50.

M
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