{"id":101125,"date":"2026-04-07T10:59:48","date_gmt":"2026-04-07T08:59:48","guid":{"rendered":"https:\/\/cultureelpersbureau.nl\/?p=101125"},"modified":"2026-04-07T10:59:53","modified_gmt":"2026-04-07T08:59:53","slug":"minder-volgen-meer-positioneren-de-enorme-correcties-van-big-tech-en-wat-de-kunstsector-daaruit-moet-begrijpen","status":"publish","type":"post","link":"https:\/\/cultureelpersbureau.nl\/en\/2026\/04\/minder-volgen-meer-positioneren-de-enorme-correcties-van-big-tech-en-wat-de-kunstsector-daaruit-moet-begrijpen\/","title":{"rendered":"Following less, positioning more: the huge corrections of Big Tech - and what the arts sector needs to understand from it"},"content":{"rendered":"

The lure of Silicon Valley is persistent. Every new technology is heralded as a break with the past, a leap forward in how we look, make and experience. But anyone who seriously analyses the recent demise of both Sora (OpenAI's video production platform) and Metaverse (the artificial world of Facebook owner Meta) sees something else above all else: not the future of culture, but the limits of technological promise.<\/p>\n

\n

\u201cThis feels to many of us like the \u201cChatGPT for creativity\u201d moment, and it feels fun and new. There is something great about making it really easy and fast to go from idea to result, and the new social dynamics that emerge.\u201d Said Sam Altman of OpenAI 6 months ago on his blog<\/a>\u00a0<\/p>\n<\/blockquote>\n

\n

\u201c\u201cYou'll be able to do almost anything you can imagine\u201d said Zuckerberg in his official Founder's Letter<\/a> and presentation at the launch of Meta's Metaverse vision (2021), positioning it as the successor to the mobile internet.\u00a0<\/p>\n<\/blockquote>\n

But the reality turns out to be different. <\/strong><\/h2>\n

The facts are clear. Sora, OpenAI's generative video app, was sacrificed after less than seven months to make room for a broader AI strategy. At the same time, Meta's Metaverse (positioned for years as the next internet) was scaled back to a marginal role in practice. What remains are not revolutions, but costly corrections. Billions and billions have been invested in it. For the cultural sector, this is not a footnote, but a signal.<\/p>\n

Because behind both projects is the same miscalculation: the idea that technological innovation from above can determine how culture evolves. Both Sam Altman (OpenAI) and Mark Zuckerberg of Meta presented their products as fundamental shifts in how we interact with images. But culture cannot be designed in a boardroom, much less enforced through capital.<\/p>\n

What Sora became in practice is illustrative. Where it was presented as a new form of artistic expression, it turned out to be primarily a machine for what the author sharply characterises as \u201chigh-fidelity slop\u201d: endless variations on memes, irony, racism, sexism and visual jokes. Not because the technology necessarily dictates it, but because users want it. The gap between intention and use proved fatal.<\/p>\n

The metaverse suffered from a similar mismatch. The idea of an immersive digital world where working, learning and creating came together turned out to be primarily a projection of technological ambition onto an audience that simply did not need it. The famous, somewhat lifeless avatars became almost a symbol of that disconnect: a world designed with no sense of how people actually want to move and express themselves. Ernest Cline's \u2018Ready Player One\u2019 is still a long way off.<\/p>\n

The lesson for the cultural sector<\/strong><\/h2>\n

For museums, art institutions and video makers, there is an uncomfortable lesson here. In recent years, the sector has remarkably often allowed itself to be carried away by such promises. From NFTs to VR exhibitions and AI tools, time and again the hope arises that technology is not just a tool, but a new cultural infrastructure.<\/p>\n

But the history outlined in this article shows otherwise. True shifts in visual culture rarely occur top-down. They emerge from a complex interplay between technology, users and economic models. Platforms like Vine or Roblox (which do have lasting impact) succeeded precisely because they provided space for users to create their own meaning, within a structure that also supported this economically.\u00a0<\/p>\n

This has direct implications for the cultural sector.<\/p>\n

Firstly It requires a different attitude towards technology<\/strong>. No longer as a promise from the outside, but as material that only acquires meaning in use. So the question is not: what can this technology do? But: what do artists, makers and audiences actually do with it?<\/p>\n

Second, this touches on governance<\/strong>. Cultural institutions operate in a field where digital dependencies are increasing - from platforms to AI tools. The reflex to get behind every new development increases those dependencies. The rapid winding down of Sora and the metaverse shows how fragile those foundations can be.<\/p>\n

And third, there is a cultural dimension that often remains underexposed. If technologies like Sora lead mainly to a plethora of generic, algorithmically optimised images, the role of the cultural sector shifts precisely towards selection, interpretation and quality. Not more production, but better orientation<\/strong>.<\/p>\n

Perhaps that is the most relevant conclusion. Not that technology does not matter, but that its impact rarely lies where it is announced. Silicon Valley's grand narratives promise a new cultural order every time. What they actually deliver are experiments - sometimes valuable, often temporary. For the cultural sector, this means: less belief, more judgement. Less following, more positioning. Because those who take culture seriously know that it does not allow itself to be programmed.<\/p>\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Guido van Nispen: De snelle ondergang van OpenAI’s video productie platform Sora en de metaverse van Facebook is meer dan een techverhaal. Het legt een hardnekkige misvatting bloot: dat technologische innovatie cultuur kan sturen. Voor de kunstsector is dit geen bijzaak, maar een noodzakelijke correctie op jaren van digitale verwachtingen<\/p>","protected":false},"author":1273,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_themeisle_gutenberg_block_has_review":false,"_jetpack_memberships_contains_paid_content":false,"activitypub_content_warning":"","activitypub_content_visibility":"","activitypub_max_image_attachments":3,"activitypub_interaction_policy_quote":"anyone","activitypub_status":"federated","footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[15614,16518,9392,11687],"tags":[16402,16536,16537],"class_list":["post-101125","post","type-post","status-publish","format-standard","hentry","category-beleid","category-featured","category-internet","category-donatie-gevraagd","tag-ai","tag-meta","tag-metaverse"],"views":1386,"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":35563,"url":"https:\/\/cultureelpersbureau.nl\/en\/2016\/06\/today-i-feel-more-european-than-ever-global-citizenship-post-brexit\/","url_meta":{"origin":101125,"position":0},"title":"Nicolas Mansfield: Today I feel more European than ever. #Brexit","author":"Nicolas Mansfield","date":"25 June 2016","format":false,"excerpt":"24th of June, 2016. What a day. I spent it at the Dutch Ministry of Education, Culture and Science in The Hague. Speaking with civil servants about the achievements, plans, challenges and dreams of the Dutch National Touring Opera. All in the shadow of something I find difficult to process.","rel":"","context":"In "ACTUEEL"","block_context":{"text":"ACTUEEL","link":"https:\/\/cultureelpersbureau.nl\/en\/genre\/nieuws\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":69736,"url":"https:\/\/cultureelpersbureau.nl\/en\/2021\/05\/bang\/","url_meta":{"origin":101125,"position":1},"title":"BANG","author":"Ingmar Heytze","date":"4 May 2021","format":false,"excerpt":"\ufeff 'Waarom ik herdenk? Omdat ik zo bang ben voor wat er kan gebeuren als we vergeten.' Dat zei ik een paar weken geleden tegen mijn iPhone, betrekkelijk gelukkig, op mijn luie stoel in de zon in de achtertuin. Ik had een glas witte wijn onder handbereik en ik lag\u2026","rel":"","context":"In "ACTUEEL"","block_context":{"text":"ACTUEEL","link":"https:\/\/cultureelpersbureau.nl\/en\/genre\/nieuws\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2021\/05\/oegstgeest-12.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2021\/05\/oegstgeest-12.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2021\/05\/oegstgeest-12.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2021\/05\/oegstgeest-12.png?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":19297,"url":"https:\/\/cultureelpersbureau.nl\/en\/2015\/01\/another-black-day-for-independent-journalism\/","url_meta":{"origin":101125,"position":2},"title":"Another black day for independent journalism","author":"Thea Derks","date":"8 January 2015","format":false,"excerpt":"After the brutal attack on the staff of the French satirical weekly Charlie Hebdo in Paris yesterday, journalists, cartoonists, politicians and the general public rallied worldwide to defend the freedom of speech. Many a front page of today's newspapers showed the cartoons for which chief editor Charb (St\u00e9phane Charbonnier) and...","rel":"","context":"In "ACTUEEL"","block_context":{"text":"ACTUEEL","link":"https:\/\/cultureelpersbureau.nl\/en\/genre\/nieuws\/"},"img":{"alt_text":"tirannen","src":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/\/wp-content\/uploads\/2015\/01\/tirannen1.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":38157,"url":"https:\/\/cultureelpersbureau.nl\/en\/2016\/08\/fringe-notes-3-5-vragen-aan-tim-honnef-nederlander-op-fringe-edfringe\/","url_meta":{"origin":101125,"position":3},"title":"Fringe notes (3): 5 Questions to Tim Honnef, Dutchman at the Fringe #edfringe","author":"Leo Bankersen","date":"15 August 2016","format":false,"excerpt":"Tim Honnef is one of the few Dutch with a performance at the Fringe. How did he end up here?","rel":"","context":"In "ACTUEEL"","block_context":{"text":"ACTUEEL","link":"https:\/\/cultureelpersbureau.nl\/en\/genre\/nieuws\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2016\/08\/Fringe-2016-Jonas-M%C3%BCller-regrets.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2016\/08\/Fringe-2016-Jonas-M%C3%BCller-regrets.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2016\/08\/Fringe-2016-Jonas-M%C3%BCller-regrets.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2016\/08\/Fringe-2016-Jonas-M%C3%BCller-regrets.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2016\/08\/Fringe-2016-Jonas-M%C3%BCller-regrets.jpg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2016\/08\/Fringe-2016-Jonas-M%C3%BCller-regrets.jpg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":9283,"url":"https:\/\/cultureelpersbureau.nl\/en\/2012\/06\/shara-worden-speaks-about-all-things-will-unwind-and-sings-a-new-song-hf12\/","url_meta":{"origin":101125,"position":4},"title":"#hf12 Shara Worden speaks about All Things Will Unwind. And sings a new song","author":"Dani\u00ebl Bertina","date":"16 June 2012","format":false,"excerpt":"Multi-instrumentalist and singer-songwriter Shara Worden - also known as My Brightest Diamond - is waiting for me, armed with her ukulele. Just before the interview, she wrote a new song. Worden laughs: \"There are way too many videos on the internet of me playing the same songs over and over. I...","rel":"","context":"In "Alleen voor leden"","block_context":{"text":"Alleen voor leden","link":"https:\/\/cultureelpersbureau.nl\/en\/genre\/service\/members-only\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2012\/06\/Shara-Worden_3-%C2%A9-Denny-Renshaw.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2012\/06\/Shara-Worden_3-%C2%A9-Denny-Renshaw.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2012\/06\/Shara-Worden_3-%C2%A9-Denny-Renshaw.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2012\/06\/Shara-Worden_3-%C2%A9-Denny-Renshaw.png?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2012\/06\/Shara-Worden_3-%C2%A9-Denny-Renshaw.png?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2012\/06\/Shara-Worden_3-%C2%A9-Denny-Renshaw.png?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":63176,"url":"https:\/\/cultureelpersbureau.nl\/en\/2020\/01\/dutch-edition-of-eurovision-song-contest-is-underpaying-musicians-and-existing-orchestras-are-left-out\/","url_meta":{"origin":101125,"position":5},"title":"Dutch Edition Of Eurovision Song Contest Is Underpaying Musicians. (And existing orchestras are left out)","author":"Wijbrand Schaap","date":"15 January 2020","format":false,"excerpt":"We got some confusing messages last weekend. The reason was the festive announcement of the organisation of the Eurovision Song Contest that a special symphonic happening would take place at the finals in Rotterdam. Third year and master students of the Rotterdam Conservatoire, part of Codarts, as well as young...","rel":"","context":"In "ACTUEEL"","block_context":{"text":"ACTUEEL","link":"https:\/\/cultureelpersbureau.nl\/en\/genre\/nieuws\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2020\/01\/Logo-songfestival-Nederland.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2020\/01\/Logo-songfestival-Nederland.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2020\/01\/Logo-songfestival-Nederland.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/cultureelpersbureau.nl\/wp-content\/uploads\/2020\/01\/Logo-songfestival-Nederland.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]}],"jetpack_shortlink":"https:\/\/wp.me\/p3yKke-qj3","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/posts\/101125","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/users\/1273"}],"replies":[{"embeddable":true,"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/comments?post=101125"}],"version-history":[{"count":2,"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/posts\/101125\/revisions"}],"predecessor-version":[{"id":101139,"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/posts\/101125\/revisions\/101139"}],"wp:attachment":[{"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/media?parent=101125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/categories?post=101125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cultureelpersbureau.nl\/en\/wp-json\/wp\/v2\/tags?post=101125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}