Authors

Discussion

Digital production on social media involves the work of the algorithms that are sorting the content and shaping the politics of visibility. Utilising collective hashtags such as #Yugoslavia helps draw attention to nostalgic memorabilia and potentially contributes to reconciliation in the region of Southeast Europe through digital prosumption (the joint process of production and consumption). Hashtags operate as algorithmic signifiers with the primary intention to increase the visibility of content, draw engagement and increase prosumption rates, but they also appear as unifying agents that are promoting transnational memory and peacebuilding in online spaces. The virtual exhibition #YUDOM conceptualised by the Museum of Yugoslavia is a unique participatory cultural event that allowed the audience from all over the region to contribute by photographing everyday objects produced in former Yugoslavia and disseminate their work by using multiple interlinked hashtags. By analysing the hashtag practices on social media, I investigate how cultural digital labour inadvertently leads to reconciliatory practices.