F UR A
it's pronounced: fyu'rä . . .
F UR A, short for F*CK UR ALGORITHM, is a comical critique of surveillance capitalism’s exploitation--not only of attention, but also of the body--and our obsession with selfies, viral videos, and “personal brands.” This ongoing multi-media project consists of guerilla performances, social media posts, made-for-social media dance videos, YouTube how-to style videos, workshops, and a limited-edition series of branded underwear.
F UR A is an art action bringing granny panties and the age-old custom of expressing dissent by "mooning" together to call attention to the manipulative, homogenizing, and often corrosive usage of algorithms.
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SUPPORT US! Buy your own limited edition hand-painted granny panties at Fuse Works in Brooklyn. Buy it, wear it, dance it, film it, post it, tag it, SPREAD IT… @f_ur_a_com #IAMFURA
As a middle-aged female trying to stay relevant in a rapidly changing art economy, I grew tired of all of the advice for getting noticed on the web and social media. Mindful of the role that youth and good looks play in attracting and maintaining that attention, I wanted to disrupt this bias in a playful way. A 15-second video made for viewing on social media and its corresponding limited edition granny panties (as well as other videos, performances, and actions) are intended as an ironic commentary and reminder of the power of algorithms to determine what we see online. By subverting the Internet’s attraction to a dancing female backside with granny panties and a hand-painted anti-algorithm slogan, I wanted to use the power of the algorithm to critique itself. Of course, if the video succeeds in attracting “views,” it begs the question: who is using whom? The artist or the algorithm?