You are not a commercial for yourself

But the villain here is not necessarily the Internet, or even the idea of social media; 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. It is furthermore the cult of individuality and personal branding that grow out of such platforms and affect the w

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The social standard this culture offers is one of controlled, placated solitude. Its narrative often insists that you’re surrounded by toxic people who are trying to hurt you, and the only way to ever become the person you’re meant to be is to cut them all off, retreat into a high-gloss cocoon of talk therapy and Notion templates, and emerge a non-... See more

In real life, you can walk around living life and be visible to other people. But you can’t just walk around and be visible on the internet—for anyone to see you, you have to act. You have to communicate in order to maintain an internet presence. And, because the internet’s central platforms are built around personal profiles, it can seem—first at

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For creative people this hits especially hard as social media’s invention of “personal brands,” “influencers,” and the “Creator Economy” turned the few remaining aspects of life that hadn’t yet been marketized into the last ways we could make a living without working for somebody else. Gradually and then suddenly creative people found themselves do... See more

“It used to be that people were born as part of a community, and had to find their place as individuals. Now people are born as individuals, and have to find their community.”