In the 1990s contemporary artists experimented with new media, such as video monitors to connect with modern audiences saturated by a media-oriented culture.
In America during the early 1980s Jenny Holzer turned to some of advertising’s more pervasive tools, including electronic signage, to reach out to people who do not go to galleries and museums. She used the Spectacolour board that was then used on Times Square in New York City, where she flashed a series of short, provocative messages. In another installation Holzer wrapped her signboards in a continuous loop around the three-floor spiralling interior of Frank Lloyd Wright’s Guggenheim Museum. The words moved and flashed in red, green, and yellow coloured lights, surrounding the visitor with Holzer’s unsettling declarations such as “You are a victim of the rules you live by” and disturbing commands as “Scorn Hope”, “Forget truths” and “Don’t try to make me feel nice”. Apart from incorporating new media into the work of art, the way of using text in that way was taking a new turn on how the artist expressed herself.
