Kyle Chayka
Lately on X, the platform formerly known as Twitter, my timeline is filled with vapid posts orbiting the same few topics like water whirlpooling down a drain. Last week, for instance, the chatter was dominated by talk of Taylor Swift’s romance with the football player Travis Kelce. If you tried to talk about anything else, the platform’s algorithmic feed seemed to sweep you into irrelevance. Users who pay for Elon Musk’s blue-check verification system now dominate the platform, often with far-right-wing commentary and outright disinformation; Musk rewards these users monetarily based on the engagement that their posts drive, regardless of their veracity. The decay of the system is apparent in the spread of fake news and mislabelled videos related to Hamas’s attack on
Israel.
Elsewhere online, things are similarly bleak. Instagram’s feed pushes months-old posts and product ads instead of photos from friends. Google search is cluttered with junky results, and S.E.O. hackers have ruined the trick of adding “Reddit” to searches to find human-generated answers. Meanwhile, Facebook’s parent company, Meta, in its latest bid for relevance, is reportedly developing artificial-intelligence chatbots with various “sassy” personalities that will be added to its apps, including a role-playing D. & D. Dungeon Master based on Snoop Dogg. The prospect of interacting with such a character sounds about as appealing as texting with one of those spam bots that asks you if they have the right number.
The social-media Web as we knew it, a place where we consumed the posts of our fellow-humans and posted in return, appears to be over. The precipitous decline of X is the bellwether for a new era of the Internet that simply feels less fun than it used to be. Remember having fun online? It meant stumbling onto a Web site you’d never imagined existed, receiving a meme you hadn’t already seen regurgitated a dozen times, and maybe even playing a little video game in your browser. These experiences don’t seem as readily available now as they were a decade ago. In large part, this is because a handful of giant social networks have taken over the open space of the Internet, centralizing and homogenizing our experiences through their own opaque and shifting content-sorting systems. When those platforms decay, as Twitter has under Elon Musk, there is no other comparable platform in the ecosystem to replace them. A few alternative sites, including Bluesky and Discord, have sought to absorb disaffected Twitter users. But like sproutlings on the rain-forest floor, blocked by the canopy, online spaces that offer fresh experiences lack much room to grow.
One Twitter friend told me, of the platform’s current condition, “I’ve actually experienced quite a lot of grief over it.” It may seem strange to feel such wistfulness about a site that users habitually referred to as a “hellsite.” But I’ve heard the same from many others who once considered Twitter, for all its shortcomings, a vital social landscape. Some of them still tweet regularly, but their messages are less likely to surface in my Swift-heavy feed. Musk recently tweeted that the company’s algorithm “tries to optimize time spent on X” by, say, boosting reply chains and downplaying links that might send people away from the platform. The new paradigm benefits tech-industry “thread guys,” prompt posts in the “what’s your favorite Marvel movie” vein, and single-topic commentators like Derek Guy, who tweets endlessly about menswear. Algorithmic recommendations make already popular accounts and subjects even more so, shutting out the smaller, more magpie-ish voices that made the old version of Twitter such a lively destination. (Guy, meanwhile, has received so much algorithmic promotion under Musk that he accumulated more than half a million followers.)
The Internet today feels emptier, like an echoing hallway, even as it is filled with more content than ever. It also feels less casually informative. Twitter in its heyday was a source of real-time information, the first place to catch wind of developments that only later were reported in the press. Blog posts and TV news channels aggregated tweets to demonstrate prevailing cultural trends or debates. Today, they do the same with TikTok posts—see the many local-news reports of dangerous and possibly fake “TikTok trends”—but the TikTok feed actively dampens news and political content, in part because its parent company is beholden to the Chinese government’s censorship policies.
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