Shameless Scrolls and Algorithmic Anxieties: Shamma Buhazza on Gulf Futurism

Abu Dhabi-based graphic designer Shamma Buhazza’s work is as multi-faceted as she is. Being of mixed heritage (Emirati, Bahraini, quarter British and quarter Somali), she uses digital art, graphic design and mixed media to explore the nuances of cultural identity, gender, race and perception. 

We sat down with Buhazza to chat about ‘Gulf Futurism’, the chokehold our algorithms have on us and the current UAE design scene.

Freedom: What's your creative process like?

Shamma: A typical project would be I come across something I find very fascinating and research. Since school, I would approach research in a very academic way, I've kind of let loose now. But I'd just say that that is a big part of my process.

Freedom: When it comes to your work itself, is it a mix of social, cultural and commercial? What's your commentary about?

Shamma: When I first started, it was about culture and questioning things around me. It was fascinating when it came to exploring typography in English and Arabic. Different proverbs. It is its own world and it helped me understand my culture a lot more.

The culture work was more educational to some audiences here and relatable, but it wasn't relatable to everyone. I want to create work that everyone could understand. So, I started exploring social topics to create work that gave back. Kind off resourceful work, where you read it and learn something from it.

Freedom: How would you define 'Gulf Futurism' and how did you express that in your series?

Shamma: When I was briefed on it, I thought, let me not get so influenced by the words ‘Gulf’ and ‘Futurism’. When it comes to algorithms, it's  a universal concept and something that can eventually shape a person. When we talk about the culture here, it's always about camels and sand dunes. But what we're missing is talking about how technology influences us.

Algorithmic Anxiety, you read it and the artwork makes sense. The series explores the topic of algorithms and I specifically used Instagram and my Explore Page. Every time you refresh it the system generates images of what the computer thinks I like. Or what the computer knows I like. What I find interesting, specifically if I look at Instagram, is the scroll never ends. It just never ends. 

So, I had this idea of creating a self-portrait because there is this kind of shame or I don't know if it's shame, but people don't want to show you their Explore Page. I just thought it would be so shameless to show my Explore Page. I just thought it was so funny. My Instagram page is telling me that I like cute animals, and then there are things about makeup and Insta Baddies. I don't think I like this stuff, but okay. It's interesting to learn about myself as well. Is this what  I'm really into? It's just the randomness and the chaos of it all. This endless void that we can't get out of because we're so embedded in it.

Freedom: It's the juxtaposition between what's on your Profile Page, which is curated and what you want people to see. Your Explore Page, which is what you interact with, that's what the algorithm is feeding you back. Maybe that's where the shame of the For You Page or Explore Page comes in because it’s revealing under your skin.

Shamma: My account acts more as a portfolio. I need to get hired. I currently work for a government entity. I need to present myself in a very serious way. Then looking at the images on my Explore Page they don't shout "professional". So it's interesting to me to see that juxtaposition. I have had moments where I'm like, do I just unfollow all of these accounts and have my Explore Page be very design? My Explore Page has none of that. I don't think I would've even done something like this if my Explore Page was just full of design work. Like what is it then, plagiarism? You're just collaging other graphic designers' work.

What makes it really interesting is when the algorithm is telling you to like something else. I thought that was an error when I was exploring. Like why is this picture of Kim Kardashian here?  It could be that they are trying to throw something in the mix. It could be because of someone I follow. It's something that has so much research being done, and I just hope I can try this with other people.

Freedom: How do you feel about the creative scene in the UAE? How do you feel you fit into it?

Shamma: When this opportunity was presented to me I was so grateful, because you guys were so open to anything and everything. I feel like sometimes I can be a little bit of an outcast. I think because of my title as a graphic designer, people automatically think of ads, marketing and logo design. Like that's her thing, all she does and that's it. There are no (design) subcultures. If you go to other countries they study graphic design in all forms, not just logos. It's a form of art as well. I'm not saying I don't get opportunities, because of course  I do. But when it comes to art, I definitely feel like I don't belong. One thing I'm so happy about is seeing artists like Augustine Paredes being represented. The beautiful work they produce, the new narratives. It changes every year, so I am very excited to see where things go.

I just think it needs to be a little more inclusive. The language used in these spaces or used around art needs to change because it's inaccessible. It just feels so highbrow sometimes. I'd be interested to see if more spaces like the one you're providing were to happen, what would come out of it? Whether it's art, whether it's new narratives. It would be really interesting! 

Connect with Shamma
@shamma.buhazza