Eichhorn uses the potent term “content capital”—a riff on Pierre Bourdieu’s “cultural capital”—to describe the way in which a fluency in posting online can determine the success, or even the existence, of an artist’s work.
“Cultural producers who, in the past, may have focused on writing books or producing films or making art must now also spend... See more
Yet what they best represent is the current state of art, where artists must skillfully package themselves as products for buyers to consume.
It’s precisely the kind of work that is uncomfortable for most artists, who by definition concern themselves with what it means to be a person in the world, not what it means to be a brand.
The problem is, we no longer live solely among those we know well. We're now forced to refine our personalities by the countless eyes of strangers. And this has begun to affect the process by which we develop our identities.