Social media has become an integral part of modern life, with platforms such as Instagram, TikTok, and Twitter being used to share everything from personal updates to political opinions.
One aspect that is often overlooked is how these platforms commodify queer aesthetics through their algorithms of attention. These algorithms are designed to track user behavior and preferences, and they use this data to show users content that will keep them engaged for longer periods of time. This can lead to the commodification of queer aesthetics, which are often seen as niche and underrepresented in mainstream culture.
One way in which social media platforms commodify queer aesthetics is through targeted advertising. Companies will pay to have their ads appear alongside content related to certain topics, including LGBTQ+ issues and pride month celebrations. By doing so, they are tapping into the desire of some users to see themselves represented in popular culture, while also generating revenue for the platform.
Companies may sponsor influencers who specialize in creating queer-themed content, further increasing exposure for both parties involved.
Another way in which social media platforms commodify queer aesthetics is through recommendations. When users interact with content that features queer individuals or themes, they may be shown more of that type of content in the future. This can create a feedback loop where users are constantly exposed to the same types of images and videos, reinforcing stereotypes about what it means to be queer. As a result, many users may feel pressure to conform to these norms in order to fit in, even if they do not identify as such.
Social media algorithms can also commodify queer aesthetics by promoting certain body types or fashion trends.
Instagram's Explore page frequently features content from models and celebrities known for their androgynous looks or gender-bending style. While this might seem like a positive development on the surface, it can contribute to the commodification of a look that is already marginalized within mainstream society.
Social media platforms must be held accountable for how they commodify queer aesthetics through their algorithms of attention. They should take steps to diversify their content and prevent the creation of monolithic representations of queerness. By doing so, they can help foster a more inclusive online environment that celebrates all forms of identity and expression.
How do social media platforms commodify queer aesthetics through algorithms of attention?
Queer people have always been marginalized by mainstream society's standards, but they are increasingly challenging these norms with their unique and powerful representation on social media platforms. The algorithmic attention that social media platforms give to queer aesthetics helps to promote it further. Social media algorithms determine what content is shown to users based on factors such as engagement rate and view time.