BREAK FREE! NORMALIZATION TO HOMOGENIZATION
Vandita Handoo
This thesis arises from a rebellion against the overwhelming reality of digital interactions in modern life. In a world
where people constantly adopt different personas, the normalization of balancing expressions of identity to fit into
various groups has morphed into what I call “mental colonization”. This occurs when individuals abandon their authentic
beliefs to conform to socially dominant norms, driven by the internal desire for approval and the external pressures of
social media.
I explore how this phenomenon of normalization has been amplified by one of the most transformative digital tools of our
time—social media. Using content, algorithms, and corporate agendas to shape behavior and identity subtly creates an
illusion of choice while enforcing conformity. These mechanisms of control restrict individuality and are masked as a
social necessity.
Through research and creative design, this thesis explores how digital conformity takes shape and how we can reclaim
independent thought and identity in both online and offline spaces. At its core, it examines the struggle to be
authentic in a world where social pressure, judgment, and corporate control define what’s considered “normal.”
This thesis is both a critique and a revelation—a recognition of how deeply embedded these systems are and how
challenging it is to break free. It is a call to uncover new ways of thinking and to go beyond the limits imposed by
digital conformity.
Echosphere
Echosphere visualizes the "Echo Chamber" effect, showing what a colonized mind looks like when trapped inside one through nonstop social media use. It immerses users in everyday posts, images, and hashtags, revealing how constant scrolling shapes our thoughts, reinforces echo chambers, and alters our perception of the world. Created using P5.JS
Break Free Card Game
Social media heavily influences identity, often pressuring individuals, especially teens and young adults, to conform, compare, and question their self-worth. This leads to persona-switching and fear of self-expression in pursuit of social validation. Despite attempts to avoid conformity, the desire to be liked keeps people tied to these patterns. To counter this, a game-based tool can encourage authentic self-expression, mindful media consumption, and promote non-conformity. Designed for solo and group play, it uses engaging prompts to spark self-reflection, address mental stress and FOMO, and foster critical thinking, offering a fun, community-driven way to inspire positive behavioral change.
Conformity
As part of my thesis research, the concept of conformity has emerged as a central theme, deeply tied to my exploration of identity, self-expression, and the influence of media. For my Motion Graphics elective, we were tasked with creating an animation centered around a ball's movement. I saw this as an opportunity to conceptually tie my ongoing thesis work into the assignment. Inspired by how conformity restricts individuality and encourages uniform behavior, I integrated this theme into the animation, using the ball as a metaphorical and visual tool to express the tension between following the crowd and breaking free. This project became a creative extension of my research, allowing me to experiment with visual storytelling while reinforcing the core ideas of my thesis. Created using Adobe after effects