Miniclick presents ‘The Heart Grows Fonder’

From July 25th, 2014 Miniclick will be accepting online submissions for “The Heart Grows Fonder”, an experimental participatory project that will be part of their autumn programme.

As an attempt to overcome the fragmentation and detachment which Marshall McLuhan spoke of so powerfully in his seminal text ‘The Medium is the Massage’, 1967 (see below), Miniclick are proposing the creation of a community of sorts, first online and secondly in print. They hope that the community, through the submission, sharing, printing, editing and binding of images and texts, will overcome the alienating absences that our increasingly online living fosters. Miniclick want to create a community of individuals united by their belief in the importance of communication, and want to address the absence in a positive way: by showing that it only increases our capacity to reach out to each other.

The first part of this project will culminate on Saturday 25th October 2014 in a full day of live book making, alongside a series of discussions and talks on the relationships between photography, text, absence, and repair. They hope to still receive submissions for the online platform after this date, and to keep building our online archive, and the possibility of future publications and events.

The day event in October is part of Miniclick’s month-long “Another Way of Looking” (AWOL) programme, created in association with Brighton Photo Fringe and Brighton Photo Biennial 2014.

Miniclick are asking for images and / or text-based submissions responding to McLuhan’s text (see below). They’d like people to use the following categories as guidelines:

  • You
  • Your Family
  • Your Neighbourhood
  • Your Education
  • Your Job
  • Your Government
  • “The Others”

The titles are completely open to interpretation and can be anything from documentary photography to experimental works, to poetry to prose, to collage to fine art.

Over the next three months, all submissions will be collated online at On Saturday October 25th, these submissions will be printed on individual sheets and available at The Miniclick Business Concern in Brighton, where visitors will be invited to take part in a live bookmaking, curation and editing event. Following a series of talks from various industry professionals and enthusiasts, participants will be able to create their unique edit of the available images. The Miniclick team will be on hand to bind your edition on the day.

Special guest curators will also be on hand for advice, the bar will be open for drinks and snacks, and Miniclick will be live blogging the visitors’ book creations throughout the day.

Details and timetable for the day event will be released shortly.



‘The medium, or process, of our time – electric technology – is reshaping and restructuring patterns of social interdependence and every aspect of our personal life. It is forcing us to reconsider and re-evaluate practically every thought, every action, and every institution formerly taken for granted. Everything is changing – you, your family, your neighbourhood, your education, your job, your government, your relation to “the others”. And they’re changing dramatically.

Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication. The alphabet, for instance, is a technology that is absorbed by the very young child in a completely unconscious manner, by osmosis so to speak. Words and the meaning of words predispose the child to think and act automatically in certain ways. The alphabet and print technology fostered and encouraged a fragmenting process, a process of specialism and of detachment. Electric technology fosters and encourages unification and involvement. It is impossible to understand social and cultural changes without a knowledge of the workings of media.’

– Marshall McLuhan, The Medium is the Massage’, 1967