ALGORITHMS, AESTHETICS AND THE CHANGING NATURE OF CULTURAL CONSUMPTION ONLINE

Abstract

This paper examines the development of digital subcultures and microtrends in a social media landscape increasingly driven by algorithms. We explore the increasing proliferation of subcultures defined by aesthetic categories which we refer to as “microtrends. In this paper we draw from a combined mixed-methods exploration– a visual discourse analysis taken in conjunction with critical technoculture analysis (CDTA) – of content shared to the popular hashtag #aesthetic across three different algorithmically driven social media platforms: TikTok, Instagram and Youtube. We aim to extend scholarship on digital subculture formation by examining the intersection of identity formation, algorithmic capitalism and user practices surrounding microtrends through the lens of user engagement and self identity guided by three central questions: (1) What tactics and practices constitute user participation in microtrends? (2) How does user engagement with microtrends function as an act of relational self expression? (3) What are user discourses surrounding microtrend participation? Three novel user practices are identified - aesthetic consistency, aesthetic anxiety, and aesthetic creation- which when taken together comprise of a process that we term “self-discretization” wherein users “do the work” of abstracting and fragmenting their identities for the sake of attaining visibility within a datafied digital environment. Ultimately this paper argues that in an increasingly algorithmic cultural landscape users begin to internalize not just the messaging, but also the logics of algorithmic capitalism and regimes of datafication.