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July 27, 2016

Drop-down identity

"Excellences & Perfections sets the idea of gender as a performance in the specific context of how we reward and value images of women online. By playing to type, Ulman’s Instagram character became popular online. But it was also what lent the project a degree of credibility. It felt believable because it was familiar. Relying on a character and a narrative that had been seen before allowed 'people to map the content with ease'. The more someone performs according to prescribed behaviours, the more ‘likes’ and ‘shares’ they will receive."

Posted by Ghost of a flea at July 27, 2016 09:48 AM