“But Ursulaaa…” was the war cry from Mr. Handsome, the Twitter account of a certain @pdrsnche, who was the most famous blog of the NATO summit. It has garnered more attention than the Twitter diatribes of the proud and outraged. People don’t want to be angry anymore.

The report in question (Sr. Guapo, in Spanish) documented how all succumbed and surrendered to the irresistible charm of the President of the Spanish Government, Pedro Sánchez. Not just Ursula von der Leyen; also Sanna Marin, the Prime Minister of Finland; Joe Biden’s granddaughters, Emmanuel Macron, Justin Trudeau… The tweeter documented the droopy eyes, the small hands, the longer hugs than protocol recommended, and the assessments of Sánchez’s overall long anatomy. A practice in which he also confirmed the “generational consensus”.

Who is behind Mr. Handsome? We don’t know and we don’t need it. Until recently we didn’t know who was behind @MALACARA or @ModelosconCiatica either. The fresh and fun corners of the internet are now anonymous or at least ambiguous in their identity. Nobody wants to prove anything. There are no digital testosterone spillovers, egos to defend, or personal brand to worry about.

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The success of discrete accounts heralds the return of social networks dedicated more to entertainment than business. Among its charms is regaining that sense lost more than a decade ago that no one is trying to sell us anything. They’re not even trying to sell themselves. What calm! The only goal is laughter.

Part of the generation that has gone online to create their personal brand is discovering the benefits of anonymity. Tired of working on the coherence of their identity on-lineAshamed of certain behaviors necessary to attract attention in the internet jungle and reluctant to be monitored by algorithms, they retreat to small spaces where they adopt new identities in order to do , what they want, whether it is convenient for their digital footprint or not, be it or not, not to the liking of the algorithm.

“Many have started to have celebrity issues without being famous,” says Antonio Ortiz, technology analyst at Error500, who also points to the psychological impact and reputational issues that come with increasingly polarized social networks. “There’s a public backlash, a return to naturalness, a greater sense of control and a more diffuse identity. The creation of a species alter ego Making mistakes and messing things up,” he said in a phone conversation.

The ambiguous and anonymous was given up dead in the first decade of the 21st century. The year 2010 marks the beginning and the end. The end of innocence and the beginning of presentation culture on the Internet – narcissistic and market economy—, and also of kneeling before the algorithm, that great unknown that forced us to practice visualization and self-labelling to win its favor. “On the Internet, we are what others want to see,” is the conclusion of the study Presentation culture in the digital age: online identity representation in social mediapresented in 2021 at the Congress of Indonesian Linguists.

Very soon the happy and wild interactions of the first years of social networks mutated into produced publications that are daughters of strategies marketing which, as if that were not enough, were accompanied by a manual of political correctness. If there’s one place where we’ve lost tremendous amounts of freedom and freshness in just a decade, that place is called the Internet.

But something is happening on the periphery. The application discord has reached more than 150 million users in 2022 with its policy of not requiring identification from its users and allowing interaction with pseudonyms and avatars. Instagram accounts of unknown authorship triumph, and against all odds, the data fuels the unexpected return of Tumblr.

tumblr It was this network microblogging. Very modern in 2010. Expiring and static in 2022. The New Yorker He calls it “the Atlantis of social media”.. In its original sin – understated and easily forgettable design with few changes from a decade ago – lies exactly what fascinates the youngest. Jeff D’Onofrio, CEO of Tumblr, reported in a statement that Gen Z accounts for 48% of active users and 61% of new users. “This is the same demographic that Facebook and Instagram are concerned about,” the journalist exclaimed The New Yorker. Sales are up 55% since July 2021.

The Tumblr revival beautifully illustrates the longing for a quiet, fun, and free internet. It doesn’t tell people how to behave (except for the ban on pornography), nor force users to limit their content to optimize it: no short texts and short videos, nor penalize their visibility for doing so Do not use turn format imposed by the algorithm. Ah, the roll from Instagram!

Tumblr was one of the few corners of the internet that didn’t abide by the “death to blog” imperative and has always allowed the posting of long texts. all the design boomers seduces users under 24: the feed de Tumbr doesn’t shuffle posts on the orders of an algorithm, but works like a chronological stream of undated, pseudonymous content. It’s an oasis amidst the frantic quest for visibility that dominates other social networks. It’s the edge of the internet, and that’s what makes it so appealing. Nobody is on Tumblr to prove anything. Even less to be a brand.

Anyone trying to log in chill pilla applications promises “a world of future friends and better days,” over 24 doesn’t get you very far. Chill Pill is where Gen Z talks about their mental health. It opened in the summer of 2021 with the goal of creating a safe and warm community where teenagers and young people can talk about their struggles and support each other through tough times.

Its rules are strict: you can only share your own experiences and you are not allowed to give advice or opinions to other members. You can interact by visiting support groups or posting reflections anonymously in a kind of diary where no one can judge. According to the company, Chill Pill has 500 active members who have already spent more than 7,000 minutes in their support groups.

Also on Instagram, the classic culture of influencer that lives by showing its face recoils from the power of thousands of niche accounts created by anonymous authors who call themselves @only_mask or @memesfilosofia and who only reveal their identities in order to sign commercial contracts, in which they of course have a Anonymity clause included because they don’t want to lose the freedom it gives them to remain a mystery.

It would be interesting if the anonymity that has generated so much violence and polarization on the internet is the shortest way to regain some calm. Recovering from our personal brand gives a lot of rest. You no longer have to win all arguments or have the last word. Last but not least! We came here to play.

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