new-aesthetic:
“The missile rushing over your head was processed through an Instagram filter just hours previously. As you see it pass out of sight behind the apartment block opposite some young conscript is preparing for video footage of it to be compressed and uploaded to YouTube before the hour is out. By nightfall tonight that explosion which just shook your neighborhood, in one of the most densely populated areas on earth, will have been liked over 8,000 times on Facebook. Welcome to Gaza City.”
“Like many of the more advanced lifestyle brands, the IDF are shifting the focus of image production from their own staff and creative team toward their consumers: in this case, the troops, reservists, and supporters of the IDF. Content is aggregated from individuals and fed back into the social networks of the target audience. In many ways this is an advanced form of brand-management for a such a large institution; it shows a willingness to trust the audience, allowing them to define the brand, making IDFgram perhaps the first crowdsourced propaganda campaign for a state military but also one whose identity is ever more meshed with that of its troops and supporters, emulating fashion and lifestyle brands’ movement toward consumer-led campaigns.”
Devastation in Meatspace – The New Inquiry
