Self-Update

What kinds of connections and possibilities exist between art and business management? Last time, we explored her experience at Ars Electronica 2023, a global media art festival held last fall, and an interview with Emiko Ogawa, who oversees the festival’s competition department, providing us with an update.

This time, we will delve deeper into the impact of media art on individuals within a company. With globalization advancing, understanding diverse values and addressing social issues is becoming essential for businesses. How can media art influence individual values? We aim to explore the kind of value it creates for both companies and society.

Update your worldview with media art “self-update”

Hiraoka: What do people at companies and individuals involved in Ars Electronica gain through media art?

Ogawa explained that participants initially engage with the artists’ works to understand the themes addressed, how challenges are overcome, and how artists express themselves. Through this process, they encounter and absorb the artists’ perspectives and values. This exposure enables them to gain a new perspective distinct from their own, develop the ability to make personal discoveries, and update their own values.

Ars Electronica’s approach to art embodies forward-thinking. Participants, exposed to both the positive and negative dimensions of artworks, develop a keen interest in diverse topics and engage in deep contemplation. These include pressing social issues like climate change, socio-political dynamics, human rights, and diversity. They also explore futures enabled by cutting-edge science and technology, novel applications of existing technologies, and innovations driven by citizen engagement and collaboration. Ultimately, this experience updates perspectives on the future societal worldview.

Hiraoka: I see. This leads to the attitude of “self-update,” which involves updating one’s own ideas and values—essential for promoting business transformation and R&D within a company. The interest in art can also be seen as a flexibility to embrace novelty and change. In today’s era, individuals with such an attitude are poised to thrive within companies.

Japanese people who are not good at things that are difficult to understand are the ones who choose art.

Hiraoka: In Europe, there seems to be progress in understanding the importance of updating individual values, but Japan seems to be lagging behind. Where exactly does the difference come from?

Ogawa: In Europe, where countries are geographically close and historically diverse, environmental stewardship, human rights, and diversity are crucial for business sustainability. Consequently, there is a proactive use of art to critically reassess these social challenges and cultivate adaptive strategies through the power of self-update.

Hiraoka: When I studied abroad in London, I noticed the abundance of venture capital and innovation funds supporting startups, often with a requirement to address social issues as a prerequisite for support. This contrasted with Japan, where both individuals and companies generally show lower awareness of tackling social issues compared to European countries.

In fact, this trend is clearly reflected in the Boston Consulting Group’s 2021-2022 consumer awareness survey (Figure 1). When asked about their concern for the impact of their actions on climate change, one of the most pressing social issues, only 47% of respondents in Japan answered affirmatively (*). This percentage was notably lower than in European countries such as France (88%) and the UK (81%).

Ogawa’s observation highlights a tendency in Japan where people today often have a low tolerance for complexity. They prioritize clear and easily understandable information, sometimes viewing differing opinions negatively and valuing group harmony. However, she emphasizes that innovation requires confronting complexity, embracing diverse perspectives, expressing individual thoughts, and fostering mutual change through dialogue. Media art, Ogawa suggests, plays a crucial role in cultivating these attitudes and mindsets.

Hiraoka points out that ethnic diversity could be a contributing factor. Looking ahead, as Japanese companies aim to expand overseas markets and establish international partnerships, there’s a growing need to approach innovation and R&D from perspectives that encompass diverse values different from those traditionally held domestically. Hiraoka stresses the critical importance of thorough and inclusive planning that considers factors such as race, gender, and environmental issues.

Re-examining the nature of sexuality and family through the “communal womb”

Through conversations with Mr. Ogawa, we explore how media art can update the values of individuals within companies. This process contributes to fostering business transformation and technological innovation, ultimately feeding back into societal progress. Art, in this context, possesses the unique ability to discern future trends and weave new narratives, all while honoring and learning from history.

Lastly, I would like to introduce a piece that was on display at Ars Electronica 2023 and that really caught my interest. The name is “ORGAN OF RADICAL CARE”. This is an initiative to cultivate a “community artificial womb” using the menstrual blood of many women, transgender people, and non-binary people.

In the future, there are plans to incorporate “male” cells into this artificial womb, liberating the life-creating act of childbirth from the framework of “women’s roles,” and encouraging us to reconsider even the concept of family. I’m urging you. At a time when gender fluidity and diversity are gradually being recognized, I feel that this project will play a role in further deepening and expanding these ideas, and will provide an opportunity to fundamentally reexamine our culture and social structure.

Next, we will explore the deep relationship between art and entrepreneurship.

We have delivered two interviews with Ms. Emiko Ogawa of Pre-Ars Electronica. The first half focused on how companies incorporate media art, and the second half delved into how individuals can update their thinking and values ​​through media art. After all, it is important to explore the possibilities of utilizing art at both the corporate and individual levels. Next time, we will explore the deep relationship between art and entrepreneurship, delving into the theme of how art can help develop leaders and create new business models.

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