by derefr | 2025-04-26 21:03:55+00:00
Is it us, or is it corporations?

Look at a specific microcosm: dating. Dating is "awful" now (according to people both young and old), in a particular way that it wasn't even ten years ago. And sure, this is in part because we do everything online these days, and online dating has a few inherent problems with it. But not as many as you'd think; online dating used to "work" at least alright, in a way that it very much doesn't today / with none of the particular pathologies that it has today.

Dating sites and apps used to do things that actually helped people meet — vaguely optimizing for relationships. So people increasingly gravitated toward using dating apps. And for a while (peaking, I'd say, around the early 2010s), this actually increased the number of people meeting and getting into relationships.

And then one company, Match Group, came along and gradually bought up every "good" dating site, and enshittified them all, in a particular way that maximizes user retention + profit margins (and thereby minimizes the chance of a successful, happy relationship being formed.) They made dating apps bad at being dating apps. But there are no good dating apps — so people now feel stuck/confused, flailing around trying to make "online dating" work when there are only bad options for doing so.

I posit that online social networking in general went through the same evolution. Not because of one asshole company buying up and enshittifying everything, mind you; more because of market consolidation under a few companies who were all willing to copy one-another's homework in advancing the frontier of enshittified social experiences.

Facebook (and Facebook-like experiences) used to be a place you'd turn in the expectation of seeing updates from your actual literal friends, and engaging with those updates. Now it's radioactive for that purpose — and so is abandoned to being a sea of advertisements (and memes from boomers too inattentive to realize when the people they're talking at have left the table.)

And Instagram and even Snapchat have just copied TikTok's enshittified-from-the-start model of "personalized TV but all programs are 10 seconds long."

I have many friends I met in the 2000s and 2010s, where I recall heavily relying on social media as a fit-to-purpose tool to maintain and deepen those friendships. But I can't imagine what social network I could lean on to serve as that kind of tool for me today.

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Yes, IM and group-chat apps always existed and still exist today. But that's not what traditional social networks got you.

It's funny that I even feel the need to explain this, but here's what social-networks-as-tools had to offer:

1. profile pages — like dating profiles or LinkedIn profiles, but from a lens of "this is what I want potential friends to know about me"!

2. "walls" — a specific semi-public place, attached to a person's profile, to leave a message "performatively" for not only that person, but also anyone else who looked at that person's wall, to see (think: birthday wishes.) Critically, walls are owned and therefore moderated by the profile they're attached to — so, unlike a feed, you can't really (successfully) cyberbully someone on their own wall. They can just delete your message; block you (which will block you from posting to their wall); or disable non-friends from posting to their wall entirely.

3. a home page view, that is simply a dumb chronological view of anything your direct friends have posted to their own walls. Not including friends-of-friends content. It was a social norm, back in the heyday of social networking, that you'd always be caught up on on everything your friends have posted — because it shouldn't add up to much. Nobody could "share" anything out of its originally intended broadcast audience (the poster's friends), and thus there was no benefit to "posting performatively, as if for a mass audience" — and therefore, posts were sparse and personal, making it practical to truly inbox-zero your feed in maybe 20 minutes per day.

Modern social networks don't have profile pages (at least, not that anyone populates with anything — Facebook has vestigial ones nobody uses), owner-moderated public walls, or non-re-shareable "just for mutuals" posts. They have none of the tools that we originally associated with the category of "a tool that makes it easier to network socially." And yet these apps that do not successfully accomplish social networking, are what we today refer to as "social networking apps." And are what everyone therefore thinks to turn to when trying to network socially online.

No wonder, I think, that people find it hard.