Between April and September 2014, Amalia Ulman turned herself into an Instagram girl who exists in the online world. She uses hashtags that are popular on social networks to try to discuss how women can present themselves on the internet. The creation of "Excellences & Perfections" consists of three themes, "Cute Girl", "Sweetheart" and "Goddess". These are the most popular kind of female that Ulman found on the Internet.
In order to make this creation more convincing, Ulman also prepared a script for her on Instagram. In the plot, Ulman moved to Los Angeles, broke up with her boyfriend. After drug abuse, plastic surgery, self-deprecation, she finally got back on track and got a new boyfriend. The creation, which lasted more than five months, brought nearly 90,000 followers to Ulman's Instagram. At the end of the story, Ulman announced that this is actually her work. Everyone finally realized they got tricked.
I like her work not just because she is talking about how does social media affect people, people really like to snoop others' lives on social media like watching soap operas. I really love how she interacts with her audience in this work. In this work, she needs the audience. Without the audience, this work does not exist. And the audience is not just like enjoying a painting, they are really involved in this work. This kind of interaction with the audience is what I always wanted to try.