ine ▁band ▁Vir us ▁that ▁began ▁a ▁new ▁Argent ine ▁rock ▁wave ▁on ▁the ▁ 1 9 8 0 s . ▁ ▁H app ening ▁for ▁a ▁Dead ▁Bo ar ▁ ▁T ogether ▁with ▁Costa ▁and ▁Esc ari , ▁the ▁three ▁artists ▁collabor ated ▁to ▁make ▁H app ening ▁para ▁un ▁j ab al í ▁dif unto ▁( H app ening ▁for ▁a ▁Dead ▁Bo ar ) ▁in ▁ 1 9 6 6 . ▁ ▁In sp ired ▁by ▁Oscar ▁Mas otta ’ s ▁declaration ▁that ▁‘ the ▁medium ▁is ▁the ▁message ', ▁their ▁purpose ▁was ▁to ▁use ▁mass ▁media ▁as ▁their ▁primary ▁art ▁medium ▁so ▁as ▁to ▁question ▁its ▁power ▁in ▁society . ▁ ▁In ▁a ▁piece ▁that ▁would ▁later ▁be ▁seen ▁as ▁cru cial ▁in ▁Jacob y ’ s ▁concept ual ist ▁works , ▁he ▁published ▁his ▁ess ay ▁Again st ▁the ▁H app ening ▁which ▁called ▁into ▁question ▁the ▁reli ability ▁of ▁media ▁narr ative . ▁The ▁tri o ▁spread ▁word ▁of ▁a ▁‘ H app ening ’ ▁distributed ▁through ▁traditional ▁media ▁out lets , ▁only ▁to ▁reve al ▁months ▁later , ▁that ▁there ▁was ▁not , ▁in ▁fact , ▁any ▁such ▁event . ▁Their ▁art ▁seemed ▁to ▁render ▁not ▁only ▁the ▁object ▁medium ▁of ▁art , ▁but ▁any ▁art ▁event ▁super fl uous , ▁a ▁new ▁‘ gen re ’ ▁of ▁art ▁they ▁referred ▁to ▁as ▁Arte ▁de ▁los ▁Med ios ▁de ▁Comun icación ▁de ▁Mas as ▁( art ▁of ▁the ▁mass ▁media ). ▁This ▁‘ ex hib ition