what is Social Media doing to us?

Head of Facebook App: "Building the Discovery Engine" April 27, 2022

Kids will not believe me when I say this, but people didn’t always absorb their “content” by way of mysterious algorithmic black magic on endlessly-scrolling crack feeds. We used to type web addresses into our browsers, and actually visit our favorite sites. This, going to “www dot college shitpost dot com” or whatever, was itself considered a

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But an unbounded information landscape is not an unalloyed good. Because social media does not favor accuracy or balance or diversity. It favors clicks. The more engaging and enraging the content, the more clicks it receives.

Even the guy who invented the infinite scroll later regretted it. These interfaces are not designed to help you—swiping and scrolling are rarely the best ways to do anything. They aren’t designed to solve your problem, but actually aim to prevent closure, and create an illusion that there are still infinite choices available to you.

The sheer volume of information available puts a lot of pressure on the speed of communication. Creative content must be understood instantly, otherwise there is no traction. The paradox of this output is that it must be familiar and uncomplicated, but also astonishing and new.