MK

Social media showed that everyone has the potential to reach a massive audience at low cost and high gain—and that potential gave many people the impression that they deserve such an audience.

Welcome to the flat era of fashion. Flat is what happens when consumers buy clothing on the basis of how it looks in two dimensions, in an image to be shared on social media.

TikTok enables and invites the pointed, witty, playful, allusive, zany and endlessly inventive combination of video, music and text. But the creative energies of its more than one billion users are circumscribed and channeled by the architecture of the platform.

TikTok’s spectacular success in enlisting consumers as producers depends on making

Moreover, as the critic Rob Horning has argued with respect to TikTok, algorithms do not simply discern what we want and serve it to us; they train us to want what they can serve us. Successful platforms do not just discover what consumers want — they produce the consumers and the forms of consumer desire that they need.

Inexpensive and user-friendly digital tools for manipulating text, images and sounds — think Photoshop or GarageBand — have dramatically broadened access to the means of cultural production and blurred the lines between amateurs and professionals. But the question is not just how many people engage in cultural production — it’s how people engage. 

It’s a genre of content I like to call “Type of Guy” syndrome, where people on the internet create a mostly fictional straw man to represent a certain kind of person they dislike and then project it onto the one in front of them.