- "To exist on platforms is to be subject to this kind of continual identity reconstitution, to fluidity. Self-branding attempts to hide this inevitability by claiming agency over it, as though by choosing to turn our identity into capital, it becomes a free choice. Self-obfuscation, on the other hand, effectively embraces it through a kind of acce... See more

If you go too far off the beaten path of algorithmic consistency, you risk never being heard. You may never get enough cultural momentum to exist in any meaningful way. That is a real problem. But if you're too good at algorithmic optimization, you risk building a large audience without saying anything particularly original or important. Not to men... See more

We are forced to pick a singular lane and consistently craft our personal brand, package ourselves into a product and appease the repetitive, insatiable appetite of the algorithm. If we do this successfully, we can grow our audience and reap the rewards of financial and social capital.

This is the winning strategy for competing in today’s Olympic ga... See more