The hope of the Internet was that ordinary people would take advantage of the low barrier for publishing to post great things, motivated simply by the joy of open communication. It didn’t quite pan out that way.
,” published in the U.S. in 2019, diagrammed the systemic problems of mass data absorption. Eichhorn’s is one of a new crop of books that focus their attention on the user experience more directly, diagnosing the increasingly dysfunctional relationship between lone individual and virtual crowd.
“Clickbait” has long been the term for misleading, shallow online articles that exist only to sell ads. But on today’s Internet the term could describe content across every field, from the unmarked ads on an influencer’s Instagram page to pseudonymous pop music designed to game the Spotify algorithm.
Eichhorn’s sense of a path forward is unclear. She briefly notes the idea of “content resisters,” who might consume vinyl records and photocopied zines instead of Spotify and Instagram. But such solutions seem quaint, given the degree to which the Internet is embedded in our daily lives and experiences. Like so many technologies that came before, it seems to be here to stay; the question is not how to escape it but how to understand ourselves in its inescapable wake.
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