Our task was clear: compose a new sonic identity for the Algorithm of Disrespect (TM), the Australian Government’s interactive simulation of a young person’s lived online experience.
In Australia, one woman is killed every 11 days by a current or former partner*. Disrespect is on the rise, fuelled by an invisible web of algorithms and online misogyny.
To create the utility's sonic identity, we needed to build a suite of user interface sounds that reflected the discordant, visceral nature of social media. We had to capture, in essence, the darksound of the internet.
These new forms of disrespect are hidden from view, so our solution was likewise invisible. We turned to the sounds of electromagnetic fields (EMF). The background hums, clicks and whines of laptops and modems. EMF noises have a dark, unsettling vibe, which suited the shadowy corners of social media.
After sourcing and recording an EMF library, we crafted a sonic palette that captured the experience of being young and online. These textures were used to alert parents and guide them through the platform, but also to establish an aural pocket of menace, discord and angst.
The overall experience was engaging and immersive. Website traffic jumped 400% and the platform saw a 9500% increase in downloads. More importantly, it prompted meaningful conversations that could shape the future of Australia.
*Information sourced from: The Issue Explained Understanding violence against women in Australia (respect.gov.au)/.