The final, and possibly most psychologically destructive, distortion of the social internet is its distortion of scale. This is not an accident but an essential design feature: social media was constructed around the idea that a thing is important insofar as it is important to you. In an early internal memo about the creation of Facebook’s News Feed, Mark Zuckerberg observed, already beyond parody, “A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.” The idea was that social media would give us a fine-tuned sort of control over what we looked at. What resulted was a situation where we—first as individuals, and then inevitably as a collective—are essentially unable to exercise control at all. Facebook’s goal of showing people only what they were interested in seeing resulted, within a decade, in the effective end of shared civic reality. And this choice, combined with the company’s financial incentive to continually trigger heightened emotional responses in its users, ultimately solidified the current norm in news media consumption: today we mostly consume news that corresponds with our ideological alignment, which has been fine-tuned to make us feel self-righteous and also mad.
In The Attention Merchants, Tim Wu observes that technologies designed to increase control over our attention often have the opposite effect. He uses the TV remote control as one example. It made flipping through channels “practically nonvolitional,” he writes, and put viewers in a “mental state not unlike that of a newborn or a reptile.” On the internet, this dynamic has been automated and generalized in the form of endlessly varied but somehow monotonous social media feeds—these addictive, numbing fire hoses of information that we aim at our brains for much of the day. In front of the timeline, as many critics have noted, we exhibit classic reward-seeking lab-rat behavior, the sort that’s observed when lab rats are put in front of an unpredictable food dispenser. Rats will eventually stop pressing the lever if their device dispenses food regularly or not at all. But if the lever’s rewards are rare and irregular, the rats will never stop pressing it. In other words, it is essential that social media is mostly unsatisfying. That is what keeps us scrolling, scrolling, pressing our lever over and over in the hopes of getting some fleeting sensation—some momentary rush of recognition, flattery, or rage.
Like many among us, I have become acutely conscious of the way my brain degrades when I strap it in to receive the full barrage of the internet—these unlimited channels, all constantly reloading with new information: births, deaths, boasts, bombings, jokes, job announcements, ads, warnings, complaints, confessions, and political disasters blitzing our frayed neurons in huge waves of information that pummel us and then are instantly replaced. This is an awful way to live, and it is wearing us down quickly. At the end of 2016, I wrote a blog post for The New Yorker about the cries of “worst year ever” that were then flooding the internet. There had been terrorist attacks all over the world, and the Pulse shooting in Orlando. David Bowie, Prince, and Muhammad Ali had died. More black men had been executed by police who could not control their racist fear and hatred: Alton Sterling was killed in the Baton Rouge parking lot where he was selling CDs; Philando Castile was murdered as he reached for his legal-carry permit during a routine traffic stop. Five police officers were killed in Dallas at a protest against this police violence. Donald Trump was elected president of the United States. The North Pole was thirty-six degrees hotter than normal. Venezuela was collapsing; families starved in Yemen. In Aleppo, a seven-year-old girl named Bana Alabed was tweeting her fears of imminent death. And in front of this backdrop, there were all of us—our stupid selves, with our stupid frustrations, our lost baggage and delayed trains. It seemed to me that this sense of punishing oversaturation would persist no matter what was in the news. There was no limit to the amount of misfortune a person could take in via the internet, I wrote, and there was no way to calibrate this information correctly—no guidebook for how to expand our hearts to accommodate these simultaneous scales of human experience, no way to teach ourselves to separate the banal from the profound. The internet was dramatically increasing our ability to know about things, while our ability to change things stayed the same, or possibly shrank right in front of us. I had started to feel that the internet would only ever induce this cycle of heartbreak and hardening—a hyper-engagement that would make less sense every day.
But the worse the internet gets, the more we appear to crave it—the more it gains the power to shape our instincts and desires. To guard against this, I give myself arbitrary boundaries—no Instagram stories, no app notifications—and rely on apps that shut down my Twitter and Instagram accounts after forty-five minutes of daily use. And still, on occasion, I’ll disable my social media blockers, and I’ll sit there like a rat pressing the lever, like a woman repeatedly hitting myself on the forehead with a hammer, masturbating through the nightmare until I finally catch the gasoline whiff of a good meme. The internet is still so young that it’s easy to retain some subconscious hope that it all might still add up to something. We remember that at one point this all felt like butterflies and puddles and blossoms, and we sit patiently in our festering inferno, waiting for the internet to turn around and surprise us and get good again. But it won’t. The internet is governed by incentives that make it impossible to be a full person while interacting with it. In the future, we will inevitably be cheapened. Less and less of us will be left, not just as individuals but also as community members, as a collective of people facing various catastrophes. Distraction is a “life-and-death matter,” Jenny Odell writes in How to Do Nothing. “A social body that can’t concentrate or communicate with itself is like a person who can’t think and act.”
Of course, people have been carping in this way for many centuries. Socrates feared that the act of writing would “create forgetfulness in the learners’ souls.” The sixteenth-century scientist Conrad Gessner worried that the printing press would facilitate an “always on” environment. In the eighteenth century, men complained that newspapers would be intellectually and morally isolating, and that the rise of the novel would make it difficult for people—specifically women—to differentiate between fiction and fact. We worried that radio would drive children to distraction, and later that TV would erode the careful attention required by radio. In 1985, Neil Postman observed that the American desire for constant entertainment had become toxic, that television had ushered in a “vast descent into triviality.” The difference is that, today, there is nowhere further to go. Capitalism has no land left to cultivate but the self. Everything is being cannibalized—not just goods and labor, but personality and relationships and attention. The next step is complete identification with the online marketplace, physical and spiritual inseparability from the internet: a nightmare that is already banging down the door.
What could put an end to the worst of the internet? Social and economic collapse would do it, or perhaps a series of antitrust cases followed by a package of hard regulatory legislation that would somehow also dismantle the internet’s fundamental profit model. At this point it’s clear that collapse will almost definitely come first. Barring that, we’ve got nothing except our small attempts to retain our humanity, to act on a model of actual selfhood, one that embraces culpability, inconsistency, and insignificance. We would have to think very carefully about what we’re getting from the internet, and how much we’re giving it in return. We’d have to care less about our identities, to be deeply skeptical of our own unbearable opinions, to be careful about when opposition serves us, to be properly ashamed when we can’t express solidarity without putting ourselves first. The alternative is unspeakable. But you know that—it’s already here.
Until recently, one of the best-kept secrets in my life, even to myself, was that I once spent three weeks when I was sixteen filming a reality TV show in Puerto Rico. The show was called Girls v. Boys: Puerto Rico, and the concept was exactly what it sounds like. There were eight cast members total—four boys, four girls. We filmed on Vieques, a four-mile-wide island, rough and green and hilly, with wild horses running along the white edges of the beach. The show was built around periodic challenges, each team racking up points toward a