Futures

Exploring Networked Counterculture: Artists Subverting Social Media Algorithms for Authenticity, (from page 20230604.)

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Themes

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Summary

The research memo “Networked Counterculture” explores how creatives can navigate the challenges posed by social media algorithms while maintaining their artistic integrity. It highlights the experiences of artists like Vérité, who feel pressured to conform to platform demands for visibility, and discusses how collectives like MSCHF, Corteiz, and Sault subvert these constraints. MSCHF uses viral aesthetics to infiltrate culture, Corteiz limits access to create exclusivity, and Sault embraces invisibility as a statement. The memo emphasizes that understanding and manipulating platform logic can empower artists, suggesting that one can play the algorithm’s game while retaining authenticity. Ultimately, it advocates for using the attention economy to one’s advantage rather than being controlled by it.

Signals

name description change 10-year driving-force relevancy
Algorithmic Subversion Creators are finding ways to subvert platform algorithms to gain visibility. Shift from being controlled by algorithms to manipulating them for success. Creators will develop sophisticated strategies to engage and manipulate platform algorithms effectively. The desire for authentic connection and artistic integrity amidst algorithmic pressures. 4
Countercultural Success Artists embracing counterculture to challenge mainstream platform norms. Transition from conforming to platform expectations to establishing alternative cultural narratives. A marked shift towards valuing unique, countercultural expressions over mainstream visibility. A growing disillusionment with traditional success metrics in the creator economy. 5
Anti-Visibility Movement Some artists are choosing to remain invisible online as a form of protest. Move from striving for visibility to embracing absence as a statement. A trend where artists find success through strategic absence rather than constant presence online. A response to the overwhelming noise of the attention economy and desire for authenticity. 4
Physical Engagement Collectives are drawing audiences through real-life participation rather than online presence. Shift from online-centric engagement to valuing in-person experiences. A resurgence of in-person cultural events that prioritize community and trust over digital engagement. The need for genuine connections and experiences in an increasingly digital world. 5
Art as a Trojan Horse Artists using mainstream aesthetics to infiltrate and subvert cultural norms. From overt political messages to subtle infiltration of mainstream culture. A potential rise in art that blends seamlessly into mainstream culture while conveying deeper messages. The desire to challenge and critique culture without direct confrontation. 4

Concerns

name description relevancy
Algorithmic Control The reliance on algorithms for success can limit artistic expression and authenticity, creating pressure to conform to platform demands. 5
Burnout Culture The pressure to constantly create and engage with audiences online may lead to mental health issues and burnout among creatives. 5
Erosion of Authentic Connections Platforms designed to foster direct artist-audience relationships have become gatekeepers that dilute genuine connections. 4
Invisible Artists Artists like Sault demonstrate how visibility is not synonymous with talent or success, raising concerns about the value placed on online presence. 4
Content Overload The need to continually generate content can lead to a dilution of quality and artistic integrity in the creative process. 4
Cultural Homogenization The emphasis on virality may lead to a standardization of creative outputs, undermining diversity and innovation in the arts. 3
Dependency on Attention Economy Creatives may become overly reliant on attention-driven metrics, losing focus on their true artistic goals and motivations. 4

Behaviors

name description relevancy
Algorithm Subversion Creators are finding ways to manipulate platform algorithms to gain visibility while maintaining artistic integrity. 5
IRL Participation Brands like Corteiz are drawing fans to physical locations, emphasizing real-life connections over online visibility. 4
Cultural Artifact Creation Artists are producing works that inherently understand and critique the platforms they engage with, becoming part of the cultural discourse. 5
Platform Anarchy Collectives like Sault reject conventional online presence, using absence as a form of statement and resistance against the attention economy. 4
Playing the Attention Economy Creators consciously engage with the attention economy, using its mechanics to their advantage while exposing its flaws. 5

Technologies

name description relevancy
Networked Counterculture A movement where creators subvert social media algorithms to maintain artistic integrity and connect authentically with audiences. 5
Algorithmic Play The strategy of manipulating platform algorithms to gain visibility and engagement without compromising artistic values. 4
Trojan Horse Aesthetics Creating cultural artifacts that mimic mainstream aesthetics to infiltrate and disrupt existing narratives online. 4
IRL Participation Tactics Strategies that prioritize real-life interactions and exclusivity over digital presence for community building. 4
Art as Subversion Using mass media and capitalist frameworks as mediums for artistic expression, challenging existing cultural norms. 5

Issues

name description relevancy
Platform Dependency for Creatives Creatives increasingly rely on social media algorithms for visibility and success, risking their artistic integrity. 5
Algorithmic Control over Creativity Algorithms dictate content creation, pressuring artists to produce work that fits platform expectations rather than their own vision. 5
Subversion of Social Media Norms Certain collectives are successfully subverting platform rules to regain control over their audience relationships. 4
Attention Economy Dynamics The perpetual cycle of content creation driven by the need for visibility in a crowded digital landscape. 5
Counterculture within Digital Spaces Exploration of how countercultural movements can exist within systems designed to commodify creativity. 4
Cultural Artifact Creation The emergence of art and culture that intentionally engages with and critiques the platforms that mediate them. 4
Invisible Artists Artists who choose to remain low-profile online as a form of statement against the attention-driven culture. 3
Trust and Access in Community Building Innovative strategies for building community and trust in an era of digital oversaturation. 4