Gabriele de Seta is, technically, a sociologist. He is a Researcher at the University of Bergen, where he leads the ALGOFOLK project (“Algorithmic folklore: The mutual shaping of vernacular creativity and automation”) funded by a Trond Mohn Foundation Starting Grant (2024-2028). Gabriele holds a PhD from the Hong Kong Polytechnic University and was a Postdoctoral Researcher at the Institute of Ethnology, Academia Sinica and at the University of Bergen, where he was part of the ERC-funded project “Machine Vision in Everyday Life”. His research work, grounded on qualitative and ethnographic methods, focuses on digital media practices, sociotechnical infrastructures and vernacular creativity in the Chinese-speaking world. He is also interested in experimental, creative and collaborative approaches to knowledge-production.


Paranomasia is a misspelling of παρονομασία (paronomasía), a Greek term meaning “play upon words which sound alike”, which is also a fitting description for most of my work.