The transition from physical to digital has removed the intermediaries limiting the agency of the viewer. Agency develops either from the process or through consumption. According to McKay agency for the Graphic Interchange Format (GIF) evolves through development of the content, and the intimate relationship that an individual experiences with their device.
Yet this art is shared across a collective network, with users adding and removing agency through sharing and interpreting between themselves and others. The digital sphere removes that of galleries and hierarchal status through blending production with critique, with two-way communication allowing the viewer to produce direct feedback. Often the GIF is an aspect of a meme, developing agency through the informational patterns of that culture.
Noted from above; Social Commentary Purposes demonstrates the creation of a GIF or Meme with the aim to push an entity’s ‘ideal’ civil behaviour into wider reflection. How each user perceives this object will impact the original agency of the artefact. Another example:
Agency changes through differing experiences, giving the object new meaning