This project was conceived within the scope of the framework of Communication Design, in the context of an exercise whose objective is the realization of a physical or digital object
related to the post-internet aesthetics and post-digital era condition.
The Scroll Culture is taking over our way of thinking at a breakneck pace. We increasingly seem to feel satisfied with the abrupt amount of meaningless and superfluous information that
we face everyday on the internet. As we scroll through our social media, search for something or check the latest news, we are constantly bombed with information, displayed as a short
and appealing fish bait, for us numb and mindless fishes to consume and, along with the routine, discard it necessarily.
One after the other, we read the charming quick titles, filled with our most animalistic and obscene curiosities, our most shameful and absurd interests and our most trivial wishes, and
by the time we start to read the next, we’ve already forgotten the previous one. The will to stop this endless chain lies, most definitely, beyond our power. The selection of our memory
is changing, and at the same impetuous velocity that we are gaining the capacity of devouring large quantity of data, we are loosing interpretation and association abilities that are
extremely important.
This project, presented in the form of a website, has an objetive meaning and purpose: its aim is to provide an experience of a sensacionalist news website, in which all the subversive
intentions and manipulative speech will be verbally explicit. This way, we hope to create an oportunity for a deep reflection about the nature of clickbait, and its impact on our
everyday life. You Push The Button And We’ll Do The Rest. Lay down, relax… after all, while consuming tons of irrelevant information, there’s not
much effort for you to do. Let us guide you into a world of desirable, irresistible and, obviously, easy on the eye labels. This is the title of a song produced by the british band
Arctic Monkeys, whose concept was the root of this project. Alex Turner was inspired by the event that occured on March 25, 2017 at the Monster Jam World Finals XVIII, in Las Vegas, when
VP Racing Fuels driver Lee O'Donnell completed the first-ever front flip in a Monster Jam truck, and composed this song for their latest album. During a track by track interview for X
Radio, the singer explained that what motivated him to write this song was the fact that, one morning, he found himself watching a captivating video about a Monster Truck, which wasn’t
particularly interesting for him, only out of the unconscious instinct of clicking stimulated every day by the internet.
