2019 (SE)

In the name of ♥︎


Art direction | Exhibition | Graphic Design |3D animation | Norm Critical practice | Film | Sound design

This work explores the use of the heart symbol in the context of social media and the propagation of hate speech. In parallel, we question the benefits of a rising discourse of love in nationalist propaganda from new and existent far-right movements, often hiding racist and sexist ideologies.

This research is accompanied by a music video: six women are reading a spoken-word piece on the sexualisation of the female body and the idealisation of a nation-state.


The Book

In 2003, Sara Ahmed wrote a paper titled In the name of love in Borderlands e-Journal. After studying ‘hate groups’ renaming themselves as ‘organisations of love’, she exposes the misconception that love is only used by one side of politics and belongs to a single ideology.

‘Who claims love?’ Sarah Ahmed asks, ‘What does that language of love do? How does it work?’ With this in mind, we propose to look at the discourse of love through its representative, the heart symbol.

The heart symbol has a special connection with money. Love is marketed, mass produced and trademarked. It is now a button, one that indicates preferences and drives personalisation and targeted advertisements. 

Social media, email, and search engine companies analyse and monetise every aspect of our digital activity. Sexual orientation, ethnicity, gender, political opinions, social environment and class are just a few examples of personal data collected. This data, taken together, is more distinct than a fingerprint. Once collected, it is constantly fed into pattern-seeking algorithms meant to predict future interests. These predictions provide massive revenues to companies when they are sold in the form of advertising services.

Why Am I Seeing This Ad?
One reason you’re seeing this ad is that WEEKDAY wants to reach people interested in feminism, based on activity such as liking Pages or clicking on ads.

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FacebookInc., Twitter and other social networks have attempted to create Community Standards that are meant to prohibit Hate Speech. However, the limits are very clear.

For Marc Zuckerberg, the company cannot identify and act on hate speech until Artificial Intelligence(AI) grows and knows better. This argument relies on a blind trust in algorithmic systems. Machine learning requires humans to define hate speech and teach what constitutes hate. People inherently hold biases and so do the algorithms they design.

The Video

six women are reading a spoken-word piece on the sexualisation of the female body and the idealisation of a nation-state. This work is entrenched in our own experiences and those of our friends. We composed the music with musician Aimé and recorded our voices, all of us, speaking with different accents.

In parallel, we have 3d modelled Facebook cooling fans and placed them in a melted world, made out of plastic and a few thriving species such as the whale. The environmental impact of our data is an important part of our online activity.  Google and Facebook data centres are currently experimenting with cooling servers directly into the ocean.

© In the name of ♥︎

Marseille + Barcelona + Geneva 


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