London, March 7, 2016: Between April and September 2014, the Argentine-born artist Amalia Ulman presented herself online as an â€˜Instagram Girlâ€™. Using popular hashtags from micro-celebrities on the popular social network, Ulman created a three-part performance work that explored how women present themselves online. Entitled Excellences & Perfections, the project saw Ulman take on the roles of â€˜cute girlâ€™, â€˜sugar babyâ€™ and â€˜life goddessâ€™. These characters were chosen, Ulman says, because â€œthey seemed to be the most popular trends online (for women)â€.
Arranging them into â€œan order that could make sense as a narrativeâ€, Instagram Amalia moved to the big city, broke up with her long-term boyfriend, did drugs, had plastic surgery, self-destructed, apologised, recovered and found a new boyfriend. By the final post of the project on 19 September 2014, Ulman had amassed 88,906 followers (the account now has more than 110,000). It was only then she revealed the whole thing had been a performance, a work of art, rather than a record of real life.
Presented concurrently at two major exhibitions in London â€“Electronic Superhighway at Whitechapel Gallery andPerforming for the Camera at Tate Modern â€“ Excellences & Perfections has received widespread attention for its manipulation of social media platforms and its replication of gendered stereotypes. The Telegraph asked â€œIs this the first Instagram masterpiece?â€, while Slate described the piece as â€œan art-world sensationâ€. At the heart of the work is the relationship between online and offline identity. As Ulman told the art critic Alastair Sooke, when she first began posting, â€œPeople started hating me. Some gallery I was showing with freaked out and was like, â€˜You have to stop doing this, because people donâ€™t take you seriously anymore.â€™â€
Keeping up appearances
Authenticity is a central idea in the culture of social media, with phrases such as â€˜be yourselfâ€™ and â€˜do what you loveâ€™ familiar to most users. These ideals are reinforced by technology, as social media platforms now generally require â€“ or at least encourage â€“ the use of real names and a single identity across profiles. This contrasts with the early web, which offered greater opportunities for anonymity. As the anthropologist Daniel Miller noted in a review from 2013 commissioned by the UK government, â€œThe Internet initially appeared to expand the field of anonymity, which meant people could explore new forms of identity, shift identity, or secure multi-identities with relative freedom. By contrast, Facebook has been associated with not just the loss of anonymity but as a threat to all aspects of privacy.â€ Yet despite the extent to which authenticity is promoted on social media, we still know that profiles are manipulated or massaged to one degree or another. In other words, they are always performative. Under this lens, Ulman navigates the same balance of performing authenticity as everyone else.
The sadder the girl, the happier the troll â€“ Amelia Ulman
This raises questions about what we expect art to look like and what we expect art to do. Excellences & Perfections has angered some for the way that it reproduces stereotyped images of women. As a work of feminist art, it is markedly different from those of the cyberfeminists of the 1990s who used the web to explore ambiguous identities. Instead, taking inspiration from the very public meltdown of female celebrities such as Amanda Bynes, Excellences & Perfections replicates a narrative of breakdown, apology and rescue that fuels an economy of likes and shares.As Ulman has stated, â€œthe sadder the girl, the happier the trollâ€.
Rewarding behaviour in this way is fundamental to the business model of social media. Todayâ€™s web funnels our opportunities for self-representation through increasingly standardised templates (just think of the options for customisation on a site like MySpace compared to Facebook), and frequently converts aspects of our identity into a single category on a drop-down menu. Sites such as Facebook and Instagram rely on selling information about their users and drop-downs are important mechanisms for improving data capture. As JosÃ© van Dijck, a professor of comparative media studies at the University of Amsterdam, argued in an article from 2013, â€œstandardising data input guarantees better resultsâ€. Far from being a place to escape traditional narratives, behaviours and forms of expression, the web frequently reproduces them. This is an important reminder that the web is not a â€˜virtualâ€™ realm, separate from the everyday world.
Cadence Kinsey is a British Academy Postdoctoral Fellow at