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Social Media: an empire for rent

By: Less

The methodical behaviorism of the Internet leads and absorbs users to social networks. With small dopamine chutes, different neurotransmitters are activated within your system, as simple as the sound of notifications. (…)

Social media regulars launch themselves into a unique global competition: the domain of attention. A behavior conditioned by the profitability of views, likes, followers, in short, the notoriety. A rental empire that has validated status that favors it: the vulture, the trolley [1], the manufacture of content (false, aggressive), the manipulation of information, the display of power, false communities. The big tech houses (Facebook, Google) depend on these statutes, other giants (Microsoft, Amazon, and Apple) just resort occasionally. They are distinguished depending on the inflation of acting film staff as if it were Bollywood. They have a remarkable number of extras, spooky entities, favored within the communities of Reddit and 4chan.

We are victims of an invisible social vandalism. The influence on human psychology and behavior is artificially manufactured in these communities. They collect “spooky entities”: bots , [2] Artificial Intelligence, false friends, false followers, false publications and automated profiles. (…)

Are you an NPC ?: Non Playable Character

Una nueva crisis de gobernabilidad ha emergido, efecto paralelo de lo que hoy se conoce como “guerra en las redes sociales” (social media warfare). La cadena de 4chan ¿Eres un NPC?, iniciada por un usuario anónimo en un tablero de videojuegos (julio, 2016), desencadenó la campaña de trolling en la red social Twitter. Como parte de una maniobra falsa, con consignas y call to action, en relación a las elecciones presidenciales en los Estados Unidos, las cuentas NPC (pro-Trump y contr-Trump / liberales y derechistas / demócratas y republicanos) se propagaron intencionalmente con más de 1500 bots en la plataforma.

The term NPC (Non-Playable Character) originally comes from the gamers community. It refers to a role within video games controlled by Artificial Intelligence or codes. On Twitter, it was adjusted to people who autonomously followed the group’s social tendencies and thoughts. During 2018 it prevailed as the flagship meme of the ideological campaign in the digital kingdom. It was a war that had been embraced by hordes of trolls dressed – with gray skins [3] – of political adversaries. A significant fact that favored its growing reception was the strategy of Alex Jones, [4] spokesperson for conspiracy theories of the American ultra-right, who offered $ 10,000 to the one who made the most original meme.

After the #Black lives Matter (2013) [5] campaign, NPC has been the pitfall battle in the most destructive and humanly lacerating digital realm. The meme evidenced the political polarization and dehumanization of social networks. His implosion expressed another social tendency: “cut and paste” criteria openly.

In keeping with this fact, and taking into account the recent social opening to the Internet in our country, during the 13th Havana Biennial the collective exhibition NPC: Non Playable Character was heldin Fanguito eStudio (space of the artist Rodolfo Peraza). The list of participating artists was headed by Vuk Cosic (Slovenia, founding father of the movement), Yucef Merhi (Venezuela, pioneer of, Hamilton Mestizo (Colombia, new media artist focused on the intersections between biology and technology), Christian Oyarzún (Chile,, linked to Cyberpunk culture), Nina Coulson (United Kingdom,, El Diletante Digital (Cuba, website dedicated to internet culture), Filio Gálvez ( Cuba,, Rewell Altunaga (Cuba, pioneer game-art in Cuba), Naivy Pérez (Cuba,, the Serones duo (Cuba,, game-art), Rodolfo Peraza (Cuba, pioneer new media, game-art,

The works that were part of NPC … explored how the culture of video games and the Internet have radically modified politics, information and art today, especially in its production, distribution and reception. They referred to emerging digital communities and the Internet as a surveillance site, ideological and political resistance battles, the circulation and control of false news and lost information.

NPC … did not intend to place itself under the broad umbrella of “new media show,” had a frank purpose. He made clear the founding motto of the movement: “Art was the substitute for the Internet,” [6] on the internet anything goes, its platforms (social networks) are a reflection of human nature. A meritorious exhibition if cultural alienation levels are taken into account with respect to the dynamics of operation within the public Internet space in Cuba.


[1] In Internet jargon, a troll (from Norwegian troll ), describes a person who posts provocative, irrelevant or off-topic messages in an online community, such as a discussion forum, boardroom chat, blog comments, or similar, with the main intention of disturbing or provoking.
[2] A bot (robot apheresis) is a computer program, mimicking the behavior of a human. In terms of social networks, “ghost users” are called bots, those that are only used to add followers to your profile.
[3] Gray because the meme consisted of a gray face. A modification of the Wojak meme used to express regret or melancholy.
[4] Recently blocked from Facebook, YouTube, and Spotify.
[5] International political movement originated within the African-American community against violence against black people that caused a stir and strong positions of confrontation within social platforms such as Facebook and Twitter.
[6] “Art was a substitute for the Internet”. Vuk Cosic Defining Net art Painters and Poets (2014). Catalog.


Originally published by Art Oncuba Magazine
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