Social media sites start out as places where people can meet and interact online and form communities of like-minded people. These are all noble goals and these sites still do serve those goals. But over time, as these platforms become larger and larger, like Twitter and Facebook became, they grow toxic. It seems like that negative spiral is an inevitable consequence of the relentless logic that arises from their dependence on advertising revenue that leads to a Catch-22. To attract advertisers, they need a large user base and for those users to spend a lot of time on the site. That results in the companies creating algorithms that encourage so-called ‘virality’ where large numbers are drawn to some hot topic. This in turn encourages mean and vicious hot takes because that is what seems to get the attention of many people and so pretty soon it is nasty people who dominate the platform and this alienates advertisers who do not want to be associated with hateful content, and they leave.
Some disgruntled users of Twitter have been looking for another home and one that is getting some attention is another platform called Mastodon. This is a decentralized federated network run by volunteers, quite different to the behemoths of the other social media with their centralized management and operational structure and massive servers that are expensive to run. It is not ad-based and is specifically designed to discourage virality and to encourage small groups of like minded people to engage in more meaningful conversations with one another.
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