Had the distinct pleasure and honor of writing a long essay about social media and the marketing of authenticity in Rust Belt towns for the new publication Real Life magazine.
If places have become commodities, social media are platforms on which cities like Troy might dream of competing. For such cities, photogenicity represents opportunity. Friends sharing Sunday brunch on a terrace, a dog being walked in a well-appointed dog park—such moments create a reproducible online brand built on an air of exclusivity. This rationalized quirkiness makes a local flavor known, sellable in the broader market of “those nice places to live.” Once a city’s obscure and unique qualities are made machine-readable and comparable across networks, the city’s brand solidifies and can sit nicely on a social-media shelf.
Full essay here.