The New Color

“The New Color” is an on­line in­ter­ven­tion con­sist­ing of a faux (im­i­ta­tive) web­site for a non-ex­is­tent Amer­i­can com­pany (ACI) spe­cial­iz­ing in the field of de­vel­op­ing chem­istry. On the web­site, the fic­ti­tious com­pany an­nounces a fic­ti­tious break­through con­sist­ing of a pre­vi­ously ‘undis­cov­ered’ color. The web­site is pre­sen­ta­tion of non-facts as news — in­clud­ing ad­ver­to­ri­als and video in­ter­views — ex­plores the in­trin­sic power of the me­dia to trans­form pub­lic per­cep­tion and stand in for new forms of knowl­edge pro­duc­tion. A vi­ral sen­sa­tion with broad so­cial im­pact, “The New Color” con­tin­ues to at­tract sig­nif­i­cant on­line at­ten­tion. Hun­dreds of vis­i­tors a week come across the web­site, hav­ing been re­ferred to it by on­line search en­gines and so­cial me­dia.

The peo­ple most in­trigued and de­luded by the so-called dis­cov­ery send an email to: con­tact@the­new­, the fake com­pa­ny’s email, where they ex­press their de­sire to see the color, con­tin­ued re­quests to buy and or­der a sam­ple of it, ex­press in­ten­tions of com­ing over to the lab­o­ra­tory lo­cated in Ash­land, PA to see it, pro­pose to in­volve it in their pro­jects, or ex­press their in­ter­est in in­vest­ment and more. These kinds of emails are re­ceived nearly daily, the Face­book page sub­scribers are grow­ing, Google search ‘New Col­or’ of­ten de­liv­ers the­new­ on top of the list. In 2015 was is­sued a book as a doc­u­men­ta­tion and an out­come of the in­ter­ven­tion. It fea­tures most of the emails re­ceived on con­tact@the­new­ by Nov 2015.

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