ycle of Self-curation
Elrich V. Fernandes
My work explores the unsustainable cycle of self-curation through a constant loop of posts, likes and connections that fuel addictive behaviour. Inspired by ‘Tiny Bits of Pleasure’ from Post-Branding, it critiques how branding and technology exploits our craving for validation. Each notification triggers a fleeting dopamine rush, which makes us feel good for a short time, making us think that we are valuable and successful. As traditional job structures break down, personal identity becomes a marketable product. Through this work I intend to capture how self-branding can make people feel trapped and the effects it might have on their emotions. Is this curated identity a reflection of freedom, or a sign of self-surveilance?
Category Post-Branding