MK

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. 

Some invest a lot of time and skill in crafting TikTok videos, but neither time nor skill is required. If TikTok “enables everyone to be a creator,” as its former mission statement proclaimed, this is because creative labor on the platform has been automated and deskilled.

Instead of being fed from above a limited diet of standardized cultural products, everyone — not just a minority of highly educated omnivores — can now craft a varied and customized cultural diet from the digital cornucopia. People create these customized diets by sharing the work of “curation” in differentiated niche taste communities. This

A democratic cultural politics would be developmentalist — oriented to learning, growth and discovery — rather than presentist.