Image spam might tell us a lot about “ideal” humans, but not by showing actual humans: quite the contrary. The models in image spam are photochopped replicas, too improved to be true. A reserve army of digitally enhanced creatures who resemble the minor demons and angels of mystic speculation, luring, pushing and blackmailing people into the profane rapture of consumption.
Image spam is addressed to people who do not look like those in the ads: they neither are skinny nor have recession-proof degrees. They are those whose organic substance is far from perfect from a neoliberal point of view. People who might open their inboxes every day waiting for a miracle, or just a tiny sign, a rainbow at the other end of permanent crisis and hardship. Image spam is addressed to the vast majority of humankind, but it does not show them. It does not represent those who are considered expendable and superfluous—just like spam itself; it speaks to them.
The image of humanity articulated in image spam thus has actually nothing to do with it. On the contrary, it is an accurate portrayal of what humanity is actually not. It is a negative image...
— The Spam of the Earth: Withdrawal from Representation by Hito Steyerl (e-Flux #32)