Social Media: Phoenix or Dead Duck?
May 3, 2023
Note: This essay is the work of a real and still-alive dinobaby. No smart software involved, just a dumb humanoid.
Even as he declares “Social Media Is Doomed to Die,” Verge reporter and Snapchat veteran Elis Hamburger seems to maintain a sliver of hope for the original social-media vision: to facilitate user-driven human connection. This shiny shard may be all that remains of the faith that led him to work at Snapchat. Hamburger writes:
“From its earliest days, Snap wanted to be a healthier, more ethical social media platform. A place where popularity wasn’t always king and where monetization would be through creative tools that supported users — not ads that burdened them.”
Alas, those good intentions paved a road leading the same direction as the competitions’. Apparently, the pull of add revenue becomes too strong even for companies with the best of intentions. Especially when users are uninterested in ever footing the bill themselves. The article continues:
“When a company submits to digital advertising, there’s no avoiding the tradeoffs that come with it. And users get put in the back seat. … More ads appear in your feed, forever. ‘It won’t happen to us,’ we said, and then it did. Today, the product evolution of social media apps has led to a point where I’m not sure you can even call them social anymore — at least not in the way we always knew it. They each seem to have spontaneously discovered that short form videos from strangers are simply more compelling than the posts and messages from friends that made up traditional social media. Call it the carcinization of social media, an inevitable outcome for feeds built only around engagement and popularity. So one day — it’s hard to say exactly when — a switch was flipped. Away from news, away from followers, away from real friends — toward the final answer to earning more time from users: highly addictive short form videos that magically appear to numb a chaotic, crowded brain.”
The piece asserts users also have themselves to blame, both by seeking greater and greater social validation and by embracing new, ad-boosting features that offer an endorphin boost. They could also express more willingness to pay for social media’s services, we suppose, and Hamburger imagines a scenario where they would do so. However, that would mean completely tearing down and rebuilding the social media landscape since existing platforms rest on the lucrative users-as-products model. Is it possible? There may be a shred of hope.
Cynthia Murrell, May 3, 2023
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