Excellences & Perfections: A Deep Dive into Online Identity

- Elephant.Art

"Everyone knows that everyone else is performing normality, and so self-performance on social media is maybe the easiest way to be no one."

Excellences and Perfections explores online identity and self-presentation, based entirely on Instagram. Amalia Ulman crafted the life of a “wanna-be LA girl” who posted seemingly candid photos daily on her Instagram page. Ulman set out to look at the inauthenticity of social media. She documented a transformation from a sweet, girl-next-door figure to a glamorous, self-obsessed "celebrity.". The performance lasted from April to September 2014. An online exhibition of the work was launched in October of the same year.

Excellences and Perfections' borrowed from clichés from influencer culture, wellness trends, and aspirational lifestyles. The profile gained a considerable amount of followers, and many believed it was entirely authentic. This played an integral part of Ulman's critique of social media's blending and blurring the line between reality and performance. Ulman’s work questions societal expectations of femininity, consumerism, and the performative nature of digital culture. The narrative unfolds in three distinct phases;

The “Innocent Girl” Phase >>>

Ulman’s fictional character begins as a sweet, innocent young woman, embodying a modest, wholesome aesthetic. She posts images that evoke an aspirational, girl-next-door persona, complete with soft filters and captions reflecting a relatable, endearing tone.

The “Tumultuous Transformation” Phase >>>

The character transforms after moving into the city. Marked by indulgence in materialism, cosmetic surgery (suggested through photos and captions), and an embrace of superficial beauty. This phase included provocative selfies, luxury items, and references to heartbreak and personal turmoil. It mirrors the stereotypical narrative of an influencer’s rise and fall.

The “Redemption” Phase >>>

In the final act, the character adopts a wellness persona, reflecting on personal growth and healing. The character shares posts that imply a newfound spirituality or self-care journey. This ties the performance to a broader narrative of self-discovery and reinvention. The performance ends on a black and white photo of roses, simply captioned '💙'

Throughout, Ulman utilised Instagram's features to craft a believable but exaggerated story. Ulman invited viewers to question the authenticity of online personas and reflect on their complicity in perpetuating these ideals. This is by far one of my favourite contemporary art pieces. Using such an accessible and easy medium to create nothing short of a work of genius! Similar projects have been attempted since, but none have matched the impact or been exposed as fake before the end. Excellences and Perfections truly changed the game when it comes to using social media within and as your art practice.

References & Further Reading

All images © Amalia Ulman & Arcadia Missa, London

Archived Instagram Page (appearing as it did in 2024)

The 'Excellences & Perfections' Book

New Museum Article

Elephant Art Article