“What the Photograph reproduces to infinity has occurred only once: the Photograph mechanically repeats what could never be repeated existentially.” - Roland Barthes

Digital reproduction and the universality of digital imagery complicates the irreproducibility of the so-called natural world. Whereas in the before times, life happened and one’s experiences could not be repeated, now the sunsets, canyons, rainbows, etc. proliferate digitally to be experienced over and over again. The center of gravity has shifted. It is not that the natural world and its content cannot be repeated; the digital life is now home to these seminal kernels of existence. Life no longer occurs only once to be repeated to infinity.

Displayed here is a 1 of 1 reproduction of a physical Polaroid whose image has been digitally manipulated to replicate the chemical process that occurs once an image has been captured.

Ten years after the I Heart series, artist Jessica Yatrofsky releases never before seen Polaroids from the archive of her second photography monograph, I Heart Girl, as digital artist proofs in the form of NFTs.

In heARtCHIVE Yatrofsky utilizes visual effects to reperform the popular development process of the Polaroid. The repetition of the image reflects the current popularity of digital images such as gifs and viral media <3