I had never considered our post-viral era before. Upon recalling the innocent joy of watching the Oogachaka Baby dance compared to the perplexity I constantly experience when witnessing current TikTok trends, I find myself in agreement with this perspective. Yet, I imagine many still hold the belief that going viral is possible, given its technical feasibility. There is probably a term for this phenomenon, representing the gap between the desire to go viral and the unlikelihood of it happening.
Regarding the premise that "culture is stuck," I'd like to offer a contrarian view: culture has already been liberated. I believe the opportunity space is so vast right now for individuals to experiment both philosophically and artistically, scenemaking toward the creation of radically different cultures. This reminds me of Arturo Escobar's concept of the pluriverse: the coexistence of multiple diverse worldviews, ontologies, and ways of knowing.
Yes, "mainstream" culture is undergoing a Disneyfication/McDonaldization process, becoming increasingly dispirited and defutured. However, I do see a pluriverse emerging alongside it. If this is true, this would be my answer to your query about elite tastemakers: those who promote the pluriverse will wield the most influence, even if they are not the ones who go viral.
I definitely agree with your point, I think that culture is in the process of being liberated and you can even see that in the quality of film and art being put out into the world right now. I think big C culture is stuck, the mainstream and the masses are suffering but the elite tastemakers, the live players as Sean would say it, are creating things entirely innovative.
such highly personalized algorithms replacing big cultural institutions is making society more individualistic. our algorithms are deeply personal and are likely completely alien to the next person. the result is creating more unique personal taste and style. p cool to witness it from the start
I had never considered our post-viral era before. Upon recalling the innocent joy of watching the Oogachaka Baby dance compared to the perplexity I constantly experience when witnessing current TikTok trends, I find myself in agreement with this perspective. Yet, I imagine many still hold the belief that going viral is possible, given its technical feasibility. There is probably a term for this phenomenon, representing the gap between the desire to go viral and the unlikelihood of it happening.
Regarding the premise that "culture is stuck," I'd like to offer a contrarian view: culture has already been liberated. I believe the opportunity space is so vast right now for individuals to experiment both philosophically and artistically, scenemaking toward the creation of radically different cultures. This reminds me of Arturo Escobar's concept of the pluriverse: the coexistence of multiple diverse worldviews, ontologies, and ways of knowing.
Yes, "mainstream" culture is undergoing a Disneyfication/McDonaldization process, becoming increasingly dispirited and defutured. However, I do see a pluriverse emerging alongside it. If this is true, this would be my answer to your query about elite tastemakers: those who promote the pluriverse will wield the most influence, even if they are not the ones who go viral.
I definitely agree with your point, I think that culture is in the process of being liberated and you can even see that in the quality of film and art being put out into the world right now. I think big C culture is stuck, the mainstream and the masses are suffering but the elite tastemakers, the live players as Sean would say it, are creating things entirely innovative.
this is a great diagnosis
such highly personalized algorithms replacing big cultural institutions is making society more individualistic. our algorithms are deeply personal and are likely completely alien to the next person. the result is creating more unique personal taste and style. p cool to witness it from the start
Totally agree.
Great piece