Colonise the Cloud

Gretta Louw

14 April 2016


This series of animated GIFs unpacks the incredibly cynical, manipulative marketing around the so-called “cloud”; the way that the language and images used to describe the service imply an ethereal data-heaven disembodied, pure, and safe. The reality is everything that its depiction is not. In this series, the jellyfish one of the few sea creatures that seems to benefit from the pollution that human industry spreads through the oceans becomes symbolic of the amorphous, inscrutable network, the cloud that seems to be one thing but reveals itself, upon closer inspection, to be another. It’s a cycle of colonization between us and technology and the natural surroundings that is leading us ever further down a dystopian rabbit-hole of our own making.