General Idea, a Canadian collective, including Felix Partz, Jorge Zontal and AA Bronson, was active from 1967 to 1994. Their collaboration and work is perceived as poineering for early conceptual and media-based art and art practice. General Idea always focused on the link between the making of art and its dissemination in the wider marketplace. Like test tubes, magazines, or their own names and identities, cultural elements can be seen as empty forms to be filled with new contents. Not only does the work reflect on the idea of art allegorically, but further the conditions of art at a time when, as Frederic Jameson has argued „the cultural (…) is increasingly consumed throughout daily life itself.“
