Economist Adam Smith used the metaphor of the ‘invisible hand’ to describe how the market virtuously provides for all. Today the state and private enterprises are focused on discreetly gathering exponential amounts of data about their citizens and customers. In the context of PRISM, Facebook, Google, and the supermarket loyalty card the metaphor of the ‘invisible hand’ may engender a different set of associations.

A critical response to this trend has been to challenge the need for data gathering and the uses to which it might be put. There has however, been an increasing number of art works that employ data and are responsive to the people who experience such work.

Many electronic games do this. Interactive artworks often do this. Even the field of immersive theatre – rarely employing software – often monitors participants and attempts to personalise the experience. With the rise in digital practices in arts management, many arts organisations also use analytical tools to study their audiences, their website visitors and the socially mediated followers they are connected to.

The sell out Act Otherwise is back for a third year. Join us as we bring together experts from divergent fields interested in profiling and personalisation to discuss the technical, social and creative issues raised.

The rise of profiling and personalisation raises difficult questions about control and surveillance. But it also highlights a growing opportunity for artists to harness these skills and practices to create works that are bespoke, rich and that are meaningfully tailored for each person.

This year’s Act Otherwise event brings together experts from across divergent fields interested in profiling and personalisation to discuss the technical, social and creative issues raised. Using an open and informal format Blast Theory invites artists, researchers, scholars and games designers to join us in Brighton for two days of presentations, case studies and discussion groups.

This is the third iteration of Act Otherwise at Blast Theory’s studios in Brighton. The event is open to all and free to attend, but places are very limited.

We will be live streaming the whole event to Our Friends Electric.

When:     Thursday 27th (10am-6pm) and Friday 28th (10am-5pm) February 2014

Where:    Blast Theory, Unit 5, 20 Wellington Road, Portslade, Brighton, BN41 1DN

Tickets:   Places are very limited. You can register for free through our Eventbrite page.