Bruce Sterling on Italy's Potential in New Media Art and the Decline of Silicon Valley

In a video interview with Marco Mancuso for SWARM Hybrid Design Lab in Milan, Bruce Sterling discusses the current state of technological art, Italy's potential as a prototype for a new productive paradigm in New Media Art, and the decline of the Silicon Valley model. Sterling argues that Italy's industrial past, exemplified by Olivetti and FIAT, and its network of small and medium enterprises could be systematized to create agile, collaborative projects. He contrasts this with the consolidation of big tech companies like Google, Facebook, Amazon, Microsoft, and Apple in the US. Sterling emphasizes the importance of understanding the history and development of technology rather than chasing the latest innovation, citing virtual reality and Nam June Paik's experiments as examples. He advocates for a more intimate relationship with technology, moving from the personal computer to the social computer, and warns that big tech will form conglomerates absorbing smaller cultural and economic realities. Sterling concludes that technology is no longer special but a large industry, and the focus should return to art, design, and culture. The interview is part of the launch of SWARM, a new space in Milan dedicated to training and experimentation in technology and languages, aggregating experiences from design, media art, and communication. Mancuso's research will be published as a book titled 'Art Industries' by Johan & Levi next spring.