Curation used to describe a specific, slow, accountable act: a person selecting and arranging objects, deciding what belongs next to what, and being professionally responsible for the argument that arrangement made. It required expertise and restraint, because the whole discipline rested on knowing what to leave out.

Somewhere in the last decade, the word got detached from that discipline and reattached to an Instagram grid, a Depop shop, a For You page algorithmically arranged for you rather than by you. Everyone curates now. Almost nobody is exercising judgement.

The shift isn’t cosmetic. A museum curator’s selections are legible, arguable and attributable; you can disagree with a hang and say why. A TikTok feed’s curation is opaque by design, optimised for retention rather than argument, and arranges you as much as you arrange it. Calling both of these curation flattens a real distinction between a discipline with standards and a recommendation engine with a retention target.