Algorithmically Driven Style
From the rise of Tumblr to the latest Tik Tok micro-trends, social media has become ubiquitous for an entire generation of youth. The bounds of fashion and creativity are perpetually pushed as we are exposed to new thoughts, ideas, and style through our online communities.
At the same time, how original can these ideas, thoughts, and styles really be? In reality, the platforms we use for free are built on a business model that capitulates the consumers – the user – to become the product as our data is harvested and sold to advertisers. Behind every “free” service, we utilize means like Google searches or mindless scrolling on Instagram. There is no monetary cost; yet we pay the price of our privacy as we sacrifice our data. In turn, our interests and sense of style is documented through apps collecting information to further understand what we like and dislike.
While our scrolling may seem harmless, or even healthy through exposure to new trends in fashion, one’s feed is systematically curated as it is built upon behavioral patterns in our data. Our data is collected as algorithms behind platforms like Instagram and Facebook that track our online behavior, and ultimately categorize consumers. In turn, these behavioral patterns are sold as a certainty for future consumption practices by placing targeted advertisements. Advertisers then know exactly what we like to look at, and even why we like it. Placing an ad for a trendy piece is almost certain to result in a purchase if you target the right user under this business model. The value of this service is insurmountable to advertisers, yet a detriment to our individual sense of self. In recent years, social media has come to show us more of what we want to see, making us engage longer on the platform. As rapid social media users, our sense of individuality has become morphed under an algorithm's model of our behavior.
We all like to think we are unique; but as we engage in an age of technology and information, algorithms work to curate a false sense of individuality. Like most college-age users interested in fashion and design, I find myself excited to find what seemingly appears to be a fun new style. Yet I frequently find myself being disappointed as time goes on when virtually every fast fashion brand is pumping out similar pieces a few weeks later. From the Martha Calvo beaded necklaces, to monochromatic sweat sets, it seems like each niche of social media users tailors their style to what is viral online. Under this hyper-curated “for you page” information system, users are subliminally motivated to buy into targeted ads and influencer placement because of the convenience and likeability they arouse.
The crossroad social media users and fashionistas alike find themselves in today, is whether to subject themselves to the whims of advertisers or turn it off completely. Though AI is often an afterthought, once we are actively aware of the way our psychology is manipulated to consume specific items of clothing or accessories, we are then able to find our sense of selves again. For me, I have tried to turn off almost all cross-app tracking to mitigate some influence over my feed. Yet, at the end of the day, I concede my fashion sense has become diluted by popular branding. With such awareness, though, I hope to curate my own fashion tastes through a conscious effort.
