Posts from 2nd January 2018

2
Jan 18

Provenance And Use AKA A Vague Critical Resolution

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Culture circulates online within algorithm-driven networks: Google, Twitter, Facebook, Spotify, etc. These are also automatic measurement systems. Two particularly valuable things they measure are attribution – the path you took to reach something – and conversion (in its crudest form, did you buy it? but we can also throw in engagement, sharing, and other such soft interactions).

I’m using “valuable” here in the sense of “this is data marketers want”, which is why I’m also using the hard, gross language of attribution and conversion. Emotionally there’s a temptation to try and disengage from this, treating cultural objects (especially art, music, etc) as separate from the networks which reveal and sustain, but also exploit and reduce them.

I feel strongly that I don’t want to do this. If that data is powerful, I want to reclaim and name it for myself. I’m not talking about having more power over the algorithms that affect us and more visibility of their outcomes. That kind of thing is vital political work but as a writer about culture I also feel I should be keeping sight of the human and personal dimension of attribution and conversion – or, to use better words, provenance and use.

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