Lim Hyunha

Lim Hyunha’s practice critically engages with the influence of algorithmic systems and digital advertising on human perception, identity, and consumption. In a world increasingly shaped by personalized algorithms, Lim explores how tailored content not only caters to individual tastes but also gradually erodes user autonomy, embedding ideologies and desires through fleeting, repetitive imagery. Her ongoing Fake of Fake of Fake Painting series begins with digital advertisements—especially those encountered on platforms like Instagram—and translates them into acrylic paintings on canvas. By transforming ephemeral, screen-based imagery into tangible, reflective surfaces, Lim confronts the fast-paced consumption of digital content and reclaims the space for slow, intentional viewing. These paintings blur the boundary between digital and analog, revealing the layered 'fakeness' of advertising and recontextualizing it within the language of painting. The Algorithm Diary series marks the starting point of Lim's inquiry. In these works, she collects and digitally collages personalized ad images, stripping them of their promotional intent and exposing the persistent patterns that shape how users think, feel, and choose. By moving these collages into a physical medium, she questions the mechanisms of identity construction in a media-saturated environment. Lim’s work doesn’t merely criticize; it invites viewers to pause, observe, and regain an active stance toward image consumption. Her practice suggests that art can serve as a critical interface—disrupting the algorithmic flow and offering new visual experiences that help us reflect on how we live, perceive, and decide in the digital age.