9’30”

2016

Google’s “search by image” function is used to generate a potentially continuous stream of semiotically coherent imagery. Content ranges wildly in terms of use, geographic origin, as well as method and scale of production. In the video, 30 images play per second. The 30th image of every second is used to queue the next search.
The search engine must swim across disciplines, evincing a semiotic coherence of image production, as indistinguishable as possible from that of the user. In this way, even while Google employs centralized indexing, its means and coherence is dispersed.