The Toynbee Tiles: Viral exhibitry from the pre-Internet world

The Toynbee Tiler's main style, in Philadelphia's Center City.

At its heart an exhibition is a display of objects, grouped together by a shared theme, style or message, and designed for public consumption. In the award-winning 2011 documentary Resurrect Dead: The Mystery of the Toynbee Tiles, four men from Philadelphia search for the creator of an idiosyncratic series of public art pieces that, in its consistency and repetition, can be seen as an exhibition.

While the film plays out as History Detectives for hipsters, the story is compelling. The tiles have a central, cryptic message that invoke historian Arnold Toynbee and filmmaker Stanley Kubrick:

“Toynbee idea
In Movie 2001
Resurrect Dead
On Planet Jupiter"

The Toynbee Tiler has been prolific, installing his pieces since the 1980s in the asphalt of urban streets from his home base in Philadelphia, across the Rust Belt, to South America. The tiles defy explanation, though they have the stylistic consistency of a single artist. While the basic message doesn’t vary, he adds, at times, addenda and marginalia that range from mentioning the USSR to critiquing the media.

While the film is fascinating on a variety of levels, one of its most poignant aspects is the way the filmmakers create a portrait of the unknown Tiler. Through interviews and by tracing clues scattered in the tiles, newspapers, and minutes of an esoteric organization, they suggest that the tiles were primarily a means of communicating a public message in a pre-Internet world. Today, the Toynbee Tiler would have an easier time writing a blog, but the film shows his attempts to use other methods to find an outlet and audience for his message, from ham radio transmissions to calling in to talk radio shows. These strategies were small and inconsequential, and he found himself blocked by corporate media control of the airwaves.

City street as faulty archive: remnants of a decaying tile.

His response? An exhibition of public street art, curated against asphalt grids, through the creation and placement of a series of tiles carved out of linoleum and adhered to the street with tarpaper.  (To try this tiling technique yourself, check out the tutorial from Make magazine.) The ultimate ephemerality of the pieces as they erode under years of traffic renders them less archive than temporary exhibition. While the message of his tiles is unsettling--including one known as “The Manifesto” that disturbingly veers into anti-Semitism--the audacity of it as exhibition practice is intriguing.

Of course, in the age of the Internet, interest in the tiles has only grown as scattered individuals who had seen a tile in their city became aware of their spread. Interestingly, contemporary art groups have incorporated the tiles into their own street art. House of Hades, one of the more prolific of these collectives, creates their own tiles that critique the media, adopting one of the Toynbee Tiler’s favorite themes while purging it of its more unsavory aspects. Such approaches preserve the formal qualities of the tiles while effacing much of the haunted affect inhering in the obsessive repetition and syntactical unhingement of the originals. Connected today with a street art culture derived from graffiti and expressed in ways that strategically repurpose public space (for example, in the images of artists like Banksy), the contemporary tilers’ method is necessarily different in meaning from the Toynbee Tiler.

Other artists adopt the tile technique for less ambiguous messages.

While it seemed that he utilized his unique exhibition method for lack of other options, today’s street artists reclaim public spaces as an explicit means of countering corporate dominance and its ubiquitous expression through advertising. Like the tiles, today’s street art injects mystery into the public sphere, making familiar territory unfamiliar and altering perspective but its purpose is much more knowable. It aims to challenge power while also sending a message--a DIY ethos shared by the contemporary craft movement and quite different from the solitary statements of the Toynbee Tiles.

Not only are the messages themselves quite different, they are now received by more jaded eyes. For instance, many people leaving a screening of Resurrect Dead in Philadelphia admitted that they first assumed the tiles were either a student art project or a viral marketing campaign. Changes in technology, meaning, and modes of dissemination since the 1980s have gutted the semiotic landscape in which the Toynbee Tiles first appeared, leaving us more knowing about these kinds of visual languages but also perhaps nostalgic for the more truly mysterious affect of the Tiler’s exhibits. While contemporary modes of cultural signification build off his techniques, they also make impossible this kind of unknowable world created by a singular vision.

~ Mary Rizzo and Whitney Strub

Easily missed at 9th and Walnut, this small tile's ambiguous message can be read as step one of an instructional series or a plaintive expression of solitude.

(All photos are by Mary Rizzo and Whitney Strub.)

History museums in a wiki world

This January Wikipedia will be celebrating its ten year anniversary, and it’s safe to say that in the past decade the editable encyclopedia has challenged the academic and cultural sectors in a number of ways. A recent post on Off the Wall has already discussed the shifting role that Wikipedia plays in academia, specifically noting its potential for historiography. For a while now I have been interested in digital history, having studied history and social studies education at the home of the Center for History and New Media, George Mason University.  But it wasn’t until I shifted my focus to museum studies and collections management that I fell into the world of Wikipedia. I haven’t looked back.

In the fall of 2009, Jennifer Geigel Mikulay, assistant professor at IUPUI, and Richard McCoy, associate conservator of objects at the Indianapolis Museum of Art, integrated an experimental Wikipedia project into the museum studies course “Collections Care and Management.” Inspired by the nationwide “Save Outdoor Sculpture!” project of the 1990’s, Mikulay and McCoy hoped to remedy the lack of coverage of public art within Wikipedia by bringing the SOS! database into the 21st century. Wikipedia Saves Public Art, now called WikiProject Public Art (that's its logo above), began by documenting the artworks on the IUPUI campus. Within the semester, students researched and wrote forty-two public art articles and the IUPUI Public Art Collection was organized and documented for the first time in its history. The resources of the project have continued to be used to document other public art collections in cities, college campuses, and public spaces such as the Indiana State House.   

What I find to be most encouraging about WikiProject Public Art is the model it provides for sharing information about objects that are otherwise ignored, forgotten, or misunderstood. Now Wikipedia can be combined with the technology of smart phones to find and share information from anywhere at any time. For example, a visitor on the campus of IUPUI can pull up Google Earth and see a slew of “W” icons denoting Wikipedia articles about the artworks surrounding them. You can stand in front of John Torreano’s Mega-Gem and, in spite of its lack of label, learn about the artwork, its provenance, and the artist, all by accessing the Wikipedia article on your smart phone.

Museum exhibits are beginning to utilize this technology by implementing it in a number of ways such as in-gallery computers or iPads, QR codes,and simple labels prompting visitors to search for Wikipedia articles on their phone. The Brooklyn Museum’s Seductive Subversion exhibit is a recent example of Wikipedia and iPad integration. Staff updated and created Wikipedia articles on women artists in the Pop Art movement which visitors can now access oniPads in the gallery. Historical institutions have yet to tap into Wikipedia’s potential for on-site interpretation. Likewise, historians are only beginning to see Wikipedia as a viable community for sharing research. As the late Roy Rosenzweig, the founder of the Center for History and New Media, has said, "If Wikipedia is becoming the family encyclopedia for the twenty-first century, historians probably have a professional obligation to make it as good as possible." The Wikimedia Foundation is currently funding an effort to train Campus Ambassadors who will assist professors in integrating Wikipedia into their curriculums. The first focus has been on United States Public Policy, which will help alleviate the backlog of updates that these particular articles require. While this is a start, museums and cultural institutions can certainly help fill the gap in the broader scope of historical topics in Wikipedia.

Other than the perks of interactive technology experiences, there are other implications for the integration of Wikipedia in historical exhibit spaces. Access to Wikipedia articles can help alleviate the museum educator and curator’s struggle over the depth of content to include on labels, providing a variety of levels of information for a range of audiences. Likewise, Wikipedia is a means for sharing the abundance of research that goes into preparing exhibits, much of which never reaches the public. This research can be taken out of the filing cabinets and shared with a much wider audience. By contributing new information to Wikipedia articles, cultural institutions are not only providing new content through in-exhibit technology, but are also increasing the accessibility to their collections with a global audience on the most widely used online encyclopedia. More practically speaking, at a time when museum budgets are continuing to tighten, Wikipedia is a valuable free resource, the only cost being the time it takes to update articles.

The process of contributing to Wikipedia articles will remain an important concern for museum staff. As a freely editable encyclopedia, Wikipedia is only as good as its contributors. For Wikipedia, cultural institutions are a largely untappedsource of expertise in the field. I’m now interested in ways that museum staff can efficiently share their expertise and collections information on Wikipedia. GLAM (Galleries, Libraries, Archives, and Museums) is a global initiative that is considering ways to streamline the collaboration between Wikipedia and the cultural sector. Some pilot projects have included individual Wikipedian-in-Residence programs, such as the British Museum’s project in May-June 2010 (shown above), and E-Volunteer programs like the one recently launched at the Indianapolis Museum of Art.

It is my hope that museums, schools, and other cultural institutions will take a fresh look at Wikipedia as a tool for furthering their missions.  By contributing to Wikipedia and integrating it into exhibit spaces, museums can combine technology and accessibility for a wide range of audiences. Each museum has unique information to share and should be considering ways that Wikipedia can be used to make it more accessible to their audiences, both in and out of exhibit spaces. There’s little doubt in my mind that Wikipedia will become increasingly relevant within cultural institutions as a tool for expanding accessibility to broader audiences.

~ Lori Byrd Phillips

Guest reviewer Lori Byrd Phillips is a museum studies graduate student at Indiana University-Purdue University Indianapolis (IUPUI), a project leader for Wikipedia Saves Public Art, and the current Wikipedian-in-Residence at the Children’s Museum of Indianapolis