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Virtia critiques the social media economy through an allegorical narrative, highlighting the commodification of human interactions, attention and data. By portraying users as both consumers and products, it exposes the transactional nature of online relationships and the monetisation of personal information. The narrative focuses on three key themes: addiction, control and the fragile economy of social media.
The project explores how platforms are designed to sustain addictive behaviours, manipulating users' actions and thoughts through content algorithms. This control extends beyond individuals, influencing societal trends and public opinion, raising concerns about autonomy and free will. Additionally, the project examines the precarious economy of social media, which relies on continuous user engagement and content consumption. Disruptions in this engagement can have significant economic repercussions.
Inspired by utopian and dystopian visions, the project features three symbolic environments - the Desert of Dreams, Forest of Wisdom, and Lagoon of Love - creating the digital world of Virtia.
Virtia is a realm where architecture and objects transcend functionality, offering a profound critique of the opacity embedded in social media structures. The film explores the multi-faceted society of Virtia, and the struggles for power within.
Accurately replicating hair strands in the digital world remains an intensive computational challenge. Hair in Virtia is a highly valued resource sitting at the heart of its economy.
In the market, influencers, public figures, and ordinary figures blessed with attention shape the discourse and trends. Informed by the social media feed, it is a cultural arena where collective values are both challenged and reaffirmed.
The priesthood of Virtia, known as the Order, functions as the custodians of religious tradition and spiritual enlightenment. Their role is one of solemn responsibility, charged with maintaining balance between the physical and digital realms.
The throne room of the Telepaths serves as a metaphor for the duplicitous governance of social platforms themselves, which outwardly advocate social justice, yet exploit their power to exert control and influence.