![]() The fact that Kaur has become a household name is an accomplishment in itself. Most poets live and work in obscurity, but one poet requires no introduction-Rupi Kaur. But is it necessarily one that serves working artists or writers? Here, it’s useful to consider the recent and rapid rise of Instapoets. In this sense, a cultural sphere that relies more on content capital than on cultural or social capital is more democratic. Her ability to gain a foothold in the modern art world was propelled by her willingness to produce content about her life and share it on a social media platform. In Ulman’s case, reviews of her work in publications such as Art Review and the exhibition of her work at the Tate Modern in London and New Museum in New York City certainly contributed to her success, but neither of these achievements secured her success in the first place. The field of cultural production in which Ulman and other contemporary artists and writers now work is still partially structured by traditional forms of reception and circulation. Increasingly, content is art or, at least, what has come to stand in for art. It felt like a requirement, especially as a woman, to expose oneself to sell the work in a way.”īut what does this mean for artists and writers and the broader field of cultural production? If cultural producers are now under immense pressure to produce content-not necessarily about their art or writing but about themselves-is culture itself now nothing more or less than the sum of the content one can produce about their alleged lives as artists or writers? Rather than the “death of the author” heralded by French novelist and philosopher Roland Barthes in the 1960s, are we now witnessing its counterpoint-a cultural sphere where nothing remains but a cult of celebrity being played out on digital platforms? Content isn’t just something needed to promote one’s art. As she explained in a 2018 statement in Art Forum, “There is an expectation now that artists should be online and on social media promoting themselves, but that the promotion shouldn’t be the work per se. Ulman clearly understood this, which is why she felt compelled to start producing work about herself online in the first place. The critical reception of Ulman’s social media performance work hasn’t always been as positive as Morse’s laudatory review, but it has been copious, and in a content age, quantity is what matters. “What continues to fascinate most about Ulman’s progressing oeuvre,” Morse observes, “is not only the vast conceptual net under which she interrogates theories of identity, domesticity and fantasy, but the challenging heterogeneity of disciplines and templates that she engages from exhibition to exhibition-from poetry to design to online performance.” In a 2015 Art Review article, Eric Morse observed that in Ulman’s Instagram work, eventually titled Excellences & Perfections, “promises of voyeuristic spectacle and salacious confession ignited her account’s real-time fan base and drew mainstream coverage from pop culture glossies like New York Magazine, i-D and Dazed and Confused.”īut according to Morse, Ulman didn’t just garner an online following during her durational performance on Instagram. Unlike most young women, her carefully curated postings about her life would ultimately be embraced as art. Like millions of other young women who post selfies on Instagram, Ulman was using the platform to construct a semifictional narrative about herself. ![]() Others, including those taken at her pole-dancing lessons, reflected things she was actually doing as part of her self-transformation. Some of the images, like the one of her recovery from breast augmentation surgery, were pure fiction. Over the coming months, Ulman continued to upload selfies documenting her semifictionalized makeover. ![]() Her first image, accompanied by the caption “Excellences & Perfections,” received twenty-eight likes. In April 2014, Amalia Ulman, a recent art school graduate living in Los Angeles, started to upload images of herself to Instagram.
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