Human expression was perfected into pithy thought-capsules (Twitter, LinkedIn), glamour shots (Instagram), and performative soundbites (TikTok), all perfect carriers for human emotions and — most importantly — ADVERTISING, which we were also now expected to do, newly equipped with our “personal brands.”

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People were losing excitement about the internet, starting to articulate a set of new truisms. Facebook had become tedious, trivial, exhausting. Instagram seemed better, but would soon reveal its underlying function as a three-ring circus of happiness and popularity and success. Twitter, for all its discursive promise, was where everyone tweeted

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“The villain here is not necessarily the internet, or even the idea of social media,” she writes. “It is the invasive logic of  commercial  social media, and its financial incentive to keep us in a profitable state of anxiety, envy, and distraction.” The business model of platforms like this — which rely on advertising and clicks and “engagement”

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