The Like Button Ruined the Internet

What I liked about Reader was that not knowing what people liked gave you a peculiar kind of freedom. Maybe it’s better described as plausible deniability: You couldn’t be sure that your friends didn’t like your latest post, so your next post wasn’t constrained by what had previously done well or poorly in terms of a metric like Likes or Views. You... See more

Is it any coincidence that the race to the bottom in media—toward clickbait headlines, toward the vulgar and prurient and dumb, toward provocative but often exaggerated takes—has accelerated in lock-step with the development of new technologies for measuring engagement?

Once other people start telling you what they like via Like buttons, you inevitably start hewing to their idea of what’s good. And since “people tend to be extremely similar in their vulgar and prurient and dumb interests and wildly different in their refined and aesthetic and noble interests,” the stuff you publish will start looking a lot like th... See more

Conversely, when media is unbundled, which means each article has to justify its own existence in the content-o-sphere, more pressure than most individual stories can bear is put on those individual stories. That’s why so much of what you read today online has an irresistible claim or question in the title that the body never manages to cash in. Ar... See more