A thought that I’ve been returning to again and again over the past few weeks — the past few months, really — is that I’m not sure I know how the internet works anymore. I don’t say that as someone who claims to be an expert on algorithms and spiders indexing everything, nor as someone who’s the right demographic to understand every single trend on every single social media platform available. Fuck, I turn 50 this year; that stuff is really not meant for me anymore.
Nonetheless, I used to believe that I had a good idea how the internet worked. While I was mostly outside of it, I could vaguely understand the culture(s) at play, and was adept enough to track down conversations and in-jokes and memes that I had a column at Wired for years doing that very thing. The mass mind that the internet was back then might not have been something I fully got on a molecular level, and certainly was often something I didn’t even vaguely agreed with, but it was at least something that I felt as if I understood the shape of to a greater or lesser degree.
These days, I feel that’s no longer true. It’s an idea that I’ve become more and more convinced of as I settle into the editorial job at Popverse and look at traffic numbers, or try and understand how to best promote the site or stories therein. I’ve been trying tricks that should work and don’t, and watching things take off for reasons that leave me entirely confused. The distribution systems and conversations I knew from literally decades of doing this professionally have disappeared in a handful of years — since 2020, maybe? 2019, if we’re being generous? — and what’s left is a mystery to me.
On the one hand, this is exciting: it’s a puzzle to be solved, and the kind of mystery box that makes me want to solve it. But on the other is this strange nagging feeling that I already have solved it with an answer that I don’t want to believe is true, and want to be persuaded isn’t the real deal — namely that, due to the many purchases and hollowing-outs of venture capitalists, companies obsessed with maximizing profit over any other outcome, and no small amount of bad faith acting from people who want little else but to be the loudest voices around, the internet… doesn’t actually work anymore. That it’s not that old systems have been replaced by new systems, but that old systems have broken and not been replaced, and what we’re living through is everything else going through the motions in the hope that something will get better sooner rather than later… except, unless there’s a significant change that I can’t see coming anytime soon, that “something better” will never actually arrive.
I want to be wrong, very badly. I want things to turn around in ways that surprise me. It’d be much better to realize that I’m just out of touch, instead of realizing that everything is just… not working anymore. We’ll see.