Hi, I’m Ana.
I’m an anthropologist at heart, but don’t worry, I won’t judge you. Being an anthropologist means I listen and observe — whether that’s to do with people and rituals, or consumer trends and cultural movements, it’s deeply rooted in my being and practice.
My passion for culture led me to working for top lifestyle and culture publications like Monocle Magazine, The Talks, The Independent, and AnOther Magazine. I put my anthropologist empathy to good use as an interviewer and published conversations with some of our time’s coolest creative luminaries, from the likes of Alicia Keys, David LaChapelle, Sam Mendes, Shirin Neshat, Tim Roth, Anne Imhof, Jeff Goldblum, Roni Horn, Ryan Gander, Bill Nighy, Coco Capitan, Lawrence Weiner, etc. I also founded an online educational platform dedicated to digitalising rare knowledge on cultural and folk artefacts and to building a community of collectors, art historians, cultural anthropologists, museum experts and enthusiasts alike at Folkwear Society.
With commerce and online more and more seeping into culture and the other way around, I gradually started working as a strategist at what people refer to as the “intersection” between the three. It’s a noisy intersection, but it offers a great and insightful vantage point from which to witness societal change, cognitive biases and cultural transformation. A sort of digital panopticon, if you may.
So why Moderate Hypocrisy?
A concept rooted in my mind over 15 years ago: if my memory serves me right, it must have been my thesis supervisor at University of Edinburgh who mentioned moderate hypocrisy as a term he came across in Canadian sociologist John Hall’s writings. The concept stuck with me — I even tried to eagerly find it in John Hall’s works, to no avail (anyone? @ me please).
I’ve been thinking more than ever about it over the past couple of years: I believe moderate hypocrisy is an intrinsic component of our times: the behavioral inconsistency of our online lifestyles, the perception of open access knowledge, the speed and turn-over of said knowledge, and the urgent need for self-presentability and self-visibility — all these create the perfect cocktail for a very specific art of dissociation. Wouldn’t it be refreshing to acknowledge it, look into it, and try to understand how we got here?
Moderate Hypocrisy is not about jumping on a hot topic and offering the umpteenth perspective on it — a staple of our content-greedy times (don’t hate the player). It’s about taking the time to look into contemporary matters in more depth, without the uptightness of academic language, and hopefully with some humour.
Come for the sass (free), stay for the deep dives (under a paywall).
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access to regular pieces on culture, lifestyle and business
access to full deep dives and our Moderate Hypocrisy Substack community chat
Guest posts
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