"The transformation of the audience is also taking place on social media, which does more than document the fair: it changes the way the event is received...content creators sometimes seem to outnumber journalists, while journalists themselves are increasingly happy (or forced?) to embrace the reel format. The fair is a media machine, and therefore a meme machine, too." https://www.domusweb.it/en/art/gallery/2026/10/20/frieze-london-2026-contemporary-art-woke-return-past.html re: #Frieze et al.