(no images downloaded yet)
# Project Description Reverse 9 Valeriya Borissova Summary Final work Chelsea College of Arts BA (Hons) Graphic Design Communication 2022 Creative Computing Institute Graduate Diploma in Creative Computing 2025 Chelsea College of Arts BA (Hons) Graphic Design Communication 2022 Creative Computin... College UAL Creative Computing Institute Course UAL Diploma in Creative Computing Graduation year 2025 The research investigates how social media transforms human cognition, behaviour and identity. The project focuses on how social media employs addictive and manipulative technologies, algorithms, and dopamine-driven loops to gradually condition users over time. Social media platforms use techniques such as predictive models, recommendation systems, behavioural analytics, filter bubbles, surveillance capitalism, persuasive design, shadow banning, and reinforcement loops. What unites these approaches is that they are grounded in the strategic use of human psychology - not to support the users, but to act against them. Total Identity Fragmentation emerges as the primary psychological outcome of the nine mechanisms analysed throughout the study: Loss of Authentic Identity, Social Comparison, Emotional Reactivity, Emotional Exhaustion, Behavioural Conditioning, Addictive Engagement Patterns, Self-Modification, Ideological Shaping and Emotional Filtering. This fragmentation results from the interaction between manipulative algorithmic design and the behavioural patterns adopted by users. Platforms shape identity through algorithmic classification, reinforcement systems, emotional triggers, and appearance-based validation. As users engage, they adapt and fragment their identities across platforms, gradually losing coherence between their authentic self and the roles they perform. The fragmentation extends across cognition, emotion, and behaviour, destabilising the sense of personal integrity. Reverse 9 is an immersive, personalised art installation that reveals how social media usage transforms human cognition, behaviour, and personal identity. The system replicates the behavioural logic of social media platforms, mirroring how digital identity is processed, categorised and shaped. It reverses the mechanisms, allowing the viewer to critically observe how digital identity is manipulated by algorithmic systems. Final work Reverse 9 Technical Overview: Python, MediaPipe FaceMesh, DeepFace Predictive Model, InsightFace AI Face Swapping Model Live facial tracking detects and analyses the viewer’s facial structure and expressions. A predictive model processes this data and assigns the viewer to one of nine psychological categories. Based on the category, an AI model generates the facial transformation, which is then integrated into a personalised illustration. All visuals are based on original illustrations created specifically for the installation. Share this project The research investigates how social media transforms human cognition, behaviour and identity. The project focuses on how social media employs addictive and manipulative technologies, algorithms, and dopamine-driven loops to gradually condition users over time. Social media pl... A link to this page has been added to your clipboard Browse related work Identity Mental Health Digital Experiences CreativeCoding Programming Installation
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/662348/cover ## External - https://www.instagram.com/create.with.vb - mailto:create.with.valeriya@gmail.com - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F662348%2Fcover&text=Reverse+9 - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F662348%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F06%2F14230349%2Fvb.png&description=Reverse+9