Alessandro Ludovico & Paolo Cirio

Face to Facebook

We collected public data about almost 1 million Facebook users (name, country, Facebook groups they are subscribed to), plus their profile picture and a few friends. Then we’ve ALESSANDRO LUDOVICO & PAOLO CIRIO FACE TO FACEBOOK REINO UNIDO [UNITED KINGDOM] filtered them with face-recognition software, using a Principal Component Analysis (PCA) based algorithm (a neural network for self-learning). This kind of filtering involved a gender recognition and grouping the profiles into a few simple categories (“climber”, “easy going”, “funny”, “mild”, “sly” and “smug”) based on their somatic traits. The resulting 250,000 profiles were then posted on a custom-made dating website (http:// It shows how fragile are the personal virtual identities, despite the corporations’ multi-billion dollar platforms.

Alessandro Ludovico is a media critic and editor in chief of “Neural” magazine since 1993. He’s one of the founders of the ‘Mag.Net (Electronic Cultural Publishers organization). He also served as an advisor for the Documenta 12’s Magazine Project. He has been guest researcher at the Willem De Kooning Academy in Rotterdam. He teaches at the Academy of Art in Carrara. Paolo Cirio works as a media artist in various fields: net-art, street-art, video-art, software-art and experimental fiction. He has won prestigious art awards and his controversial works have been sustained by research grants, collaborations and residencies. He has exhibited in museums and art institutions worldwide. As a public speaker, he delivers lectures and workshops on media tactics.