Internet Aesthetics are an online phenomenon and a form of expression that involves sharing and curating images and videos. They are often shared on social media platforms like Tumblr, Pinterest, and more recently, TikTok. Users create collections of images, text snippets, and other media to evoke a particular feeling, usually content that they personally find aesthetically pleasing. These visual collections can encompass diverse subjects, including fashion, specific settings, people, objects, quotes, etc. This can be expressed through moodboards, niche memes, edits, music playlists, Pinterest boards, and TikTok videos.
Internet aesthetics, unlike subcultures, are primarily expressed on the internet. There is often an element of wish-fulfillment, nostalgia, or escapism. Although they are primarily digital, they can sometimes influence someone's lifestyle. Users may adopt the aesthetic in their fashion, home decor, and lifestyle choices. In some cases, popular aesthetics with tangible elements, like Cottagecore, can evolve into subcultures with active communities and shared interests.
Distinction from "aesthetics"[]
The terms "internet aesthetic" and "aesthetic" are often used interchangeably. This use is acceptable, but it is equally important to know they have distinct meanings. Formally, "aesthetic" refers to the branch of philosophy that studies the nature of beauty and art. In this sense, aesthetics are art movements with defined artistic principles and philosophies, such as Romanticism and Art Nouveau. For example, Romanticism emphasized emotion and went against the principles of the industrial revolution, while Art Nouveau used heavy ornamentation and originated as a reaction to the historicism of previous European art trends.
Simply put, all internet aesthetics are aesthetics, but not all aesthetics are internet aesthetics. Art movements, architecture, graphic design, fashion, genres of fiction, and music all had distinct aesthetics and philosophies long before the internet existed.
Distinction from subcultures[]
Internet aesthetics and subcultures are often conflated online, but they are really different concepts. Internet aesthetics primarily exist on social media and focus on visual styles, sometimes fashion and music. However, subcultures involve a deeper level of participation that extends into real life. They involve shared interests, values, beliefs, and practices. For example, one does not "dress punk," they are punk.
The intersection of an internet aesthetic and a subculture would be an internet subculture, which are communities that exist and form online. They technically also predate the concept of internet aesthetics.
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