In our digital age, the monotony of cultural consumption is becoming increasingly apparent. Discontentment with the algorithmically curated content we consume often leads to a sense of dullness and boredom. From music discovery to social media interactions, this has become especially evident in various aspects of our digital lives. As we become more aware of this homogeneity, the question arises: how can we expand our preferences and reclaim our creativity in a world dominated by algorithms?

‍

The Algorithm's Grip on Music Discovery

Algorithms have revolutionized the way we discover music, but is it possible that it has come with a cost? Platforms like Spotify and Apple Music use sophisticated algorithms to suggest songs based on our listening habits. While this can introduce us to new artists, it often results in a feedback loop of "scalable content"—music that is easy to digest and broadly appealing. This has led to a homogenized listening experience where people find themselves stuck in a cycle of listening to similar-sounding tracks.

‍

It has become this sort of limbo where yes, we are discovering new artists and music, but they sound and feel the same – an actual echo chamber. And while there’s nothing wrong with that, the algorithm's push for easily digestible content stifles the discovery of unique and diverse sounds, leaving some listeners yearning for more originality and creativity in their playlists.

‍

Corporate Memphis and the Homogenization of Tech Identities

Ever been hit with an ad for a job opening in a tech company and felt like you’ve seen it before but with a different name?

‍

Chances are the design was “Corporate Memphis”, an illustration style that has been dominating the visual identity of tech startups. Characterized by flat, geometric figures with uniform expressions and pastel colors, this style has become ubiquitous in tech design. It aims to be universally appealing and non-offensive but ends up stripping away individuality and creativity.

‍

An example of this trend is seen in hiring ads which use Corporate Memphis to blend in with countless other tech company illustrations. This uniformity extends beyond aesthetics, influencing the way we perceive and interact with these companies, leading to a bland and predictable digital landscape.

‍

Social Media Doom Scrolling and Narrative Homogeneity

Social media platforms exacerbate the issue of homogeneity by feeding users a constant stream of similar content. Doom scrolling—endlessly consuming negative news and repetitive narratives—has become a common pastime. On platforms like Instagram, influencers perpetuate the same fashion trends, resulting in a monoculture where everyone is talking about and wearing the same things.

‍

While this may not be far from how magazines have influenced behavior and expression, the global prevalence of social media combined with the feedback loop of algorithms create a particular look. From style and slang to makeup and plastic surgery, the internet is shaping personality and appearance in a more uniform, sometimes unsettling way. 

‍

Something is favored by the algorithm, people hop on the trend, the popular thing becomes even more popular, repeat until it dies down. This repetitive exposure leads to burnout not just on social media, but in our offline interactions. Originality and creativity are sacrificed for content that fits the algorithm's criteria for virality, making us feel jaded. 

‍

Discovery Amid Homogeneity: Cultivating Unique Tastes

Amid this sea of sameness, how can we expand our preferences and develop a more unique taste? One approach is to venture beyond digital platforms and return to analog and print media. Physical books, vinyl records, and printed magazines offer a tactile and immersive experience that digital content often lacks. They encourage slow consumption and deeper engagement, fostering a more personal connection to the content.

‍

Another strategy is to curate our digital consumption more critically. Instead of passively accepting algorithmic recommendations, we can actively seek out diverse voices and perspectives. This involves being mindful about the accounts we follow, the websites we visit, and the media we consume. By taking control of our digital diet, we can break free from the homogenizing influence of algorithms. If “you are what you eat,” is also mentally true, then consciously consuming more diverse and creative media inspires more creative work too.

‍

Embracing Originality and Creativity

In a world where algorithms dictate much of our cultural consumption, embracing originality and creativity requires conscious effort. We must resist the temptation to conform to scalable content and instead seek out the unfamiliar. Similar to stepping outside of our comfort zones in order to grow, we can expand our libraries of inspiration by going beyond our echo chambers and opening our senses to niches that have never been “our thing.”

‍

Whether through exploring new genres of music, discovering independent artists, or engaging with niche communities, we can find joy and fulfillment in the unique and the unexpected. Ultimately, by being mindful of what we consume, how we engage with digital media, and even being open to surprises, we can navigate the sea of sameness and cultivate a more vibrant and individualized cultural experience.