At the same time, it’s a version that is inherently manufactured and performative.Īnd as is the nature of performance, those on stage are called to act incessantly. In essence, our online selves are still an extension of ourselves it’s not not a version of personhood. “Dual as in two, and duel, meaning you’re actually beginning to play in a space that understands the algorithmic transformations.”Ĭonsumers increasingly understand that how they use an app influences the type of content they see, creating a digital double consciousness, where “we realize we’re a digital construction,” but we also realize that “a digital construction is connected to who we are - who we think we are,” said Marshall. “Dual strategic persona the word in both ways,” he told me. David Marshall, a new media and communications professor at Deakin University and a leading scholar on online identity, the concept of “dual strategic personas” deeply informs how people approach what they share on social media. Our collective enamoration with this recap reveals the extent to which algorithms have become integrated into the way we conceive of ourselves in digital consumer culture: as brands to be refined.Īccording to P. There have even been reports indicating how the platform’s feature is inaccurate and nefariously marketed. When coupled with video technology or security software, algorithms have also played an integral role in bolstering surveillance capitalism. Reports have shown how artificial intelligence can be encoded with bias and perpetuate racism. While tracking music data doesn’t seem too murky at first glance, the use of artificial intelligence has been proven to discriminate. Spotify has such good data analytics, it can tell what music I’m likely to enjoy.” One user of the app, Kiana McBride, 22, told me, “My Discover Weekly is often fire. Spotify’s algorithmic delivery was what initially set it apart from other music streaming platforms, often cited as an important factor in the app’s success in spite of how it relies on tracking data. Singer Madison Beer, who has 28.9 million Instagram followers, shares her 2021 Spotify Wrapped to her story. To create these playlists, Spotify tracks the music you listen to, organizes it into certain categories, measures tracks against other listeners, and uses that information to choose what music to show you. Open Spotify’s home page and you can find any number of curated playlists that source user data collected from the app, from “Top Songs in the USA,” which aggregates collective data, to “Discover Weekly,” which draws from personalized data. For Spotify to rely on algorithms means it uses data from its consumers to generate music discovery delivered through playlists. But as Spotify’s feature rose in popularity, so did a growing discourse about algorithms, the use of which has become standard procedure on social media, and which Wrapped relies on.Īn algorithm takes a set of inputs and generates an output, the same way a recipe turns ingredients into a cake. Now, Spotify Wrapped has become an annual tradition, marking the change of seasons the same way beloved cultural staples like Starbucks holiday cups or Mariah Carey mark the holidays. While popular, Year in Music didn’t quite go viral, not until it was upgraded two years later to the customizable, jazzy graphic release it is now. The tool included statistics like the listener’s most played songs and how many hours of music they listened to in total. Spotify originally released their first iteration of Wrapped in 2015 as “Year in Music,” a feature for users to look back through their last 365 days via the songs and artists they listened to most. Instagram stories were filled with streaming statistics that either poked fun at lowbrow taste or flexed artistic inclinations. Not long after, people all over the internet were sharing their listening results. A friend frantically sent me a screenshot showing they were in the top 1 percent of Frank Ocean listeners with a message, “CAN U BELIEVE THIS,” followed by a deluge of texts from other friends, highlighting their streaming accolades. When Spotify Wrapped came out in 2017, it hit my group chats like breaking news.
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