Masterclass: Feminist Media, AI-Generated Content, Virality and Access

With: Teodora Strugaru & Zsofi Borsi (Lazy Women) What happens to feminist media when AI-generated content and algorithmic “viral” formats reshape how audiences access information? And can independent media learn to work with algorithms without becoming subordinate to them? Drawing on six years of experimentation at Lazy Women, this masterclass explores the practical tensions between editorial integrity, audience reach, and platform dependency. It looks at how social media algorithms influence editorial decisions, the realities of shadowbanning—particularly for feminist and political content—and the strategies independent media can develop to remain visible without compromising their values. Through examples of campaigns and pieces that achieved significant reach while maintaining a clear editorial voice, the session will explore how compelling, shareable content can be created without allowing “what performs” to become the sole editorial criterion. It will also offer practical principles for developing a social-first editorial strategy that builds engagement without relying on clickbait or turning media into a content-producing factory. The masterclass will leave space for an open discussion of the frustrations, contradictions, and creative possibilities of platform-dependent media—and of what it takes to stay independent in an algorithmically shaped information landscape.