In 1967, exactly half a century ago, intellectual and artist Oscar Masotta (born in 1930 in Buenos Aires, died in 1979 in Barcelona) edited the book Happenings. The publication assembles several articles and documents devoted to juxtaposing two art genres within the Argentine avant-garde of the 1960s. On the one hand was the “old” concept of the Happening and its theories and specific realizations in Buenos Aires, dubbed by Allan Kaprow as the “city of Happenists” in 1966, and on the other, the presentation of a new genre of Anti-Happening: the emerging experiences produced by the Arte de los medios de communicación de masas (Art of the mass media) group. This group (consisting of the artists Roberto Jacoby, Eduardo Costa, and Raúl Escari) sought to go one step further towards the dematerialization of art, finding its sole reality in mass media circuits and dissolving it into social life.
—Anna Longoni