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The algorithms are showing you things to see what you react to and showing you more of the things that prompt an emotional response, that make it harder to leave Facebook or Instagram or any of the other social networks.

really if your goal is to maximize engagement that is of course what you’d do since anger is a far more compelling and powerful emotion than appreciation.

Facebook didn’t do that. That’s coded into our neurology. Facebook really is an extremism generating machine. It’s really an inevitable part of the core engine.

it’s not just Facebook. Or perhaps you could say it’s not even Facebook at all. It’s the mix of machine learning and the business models of all the social networks

They have real upsides. They connect us with people. Show us fun videos. But they are also inherently destructive. And somehow we have to take cognizance of that – and not just as a matter of the business decisions of one company.

the social networks – meaning the mix of machine learning and advertising/engagement based business models – are really something new under the sun. They’re addiction and extremism generating systems. It’s what they’re designed to do.

Facebook shut down the team in late 2019.

“We have a role to play, which is why we’ve built tools and controls to help people manage when and how they use our services,” she said in the statement. “Furthermore, we have a dedicated team working across our platforms to better understand these issues and ensure people are using our apps in ways that are meaningful to them.”

They wrote that they don’t consider the behavior to be a clinical addiction because it doesn’t affect the brain in the same way as gambling or substance abuse. In one document, they noted that “activities like shopping, sex and Facebook use, when repetitive and excessive, may cause problems for some people.”

In March 2020, several months after the well-being team was dissolved, researchers who had been on the team shared a slide deck internally with some of the findings and encouraged other teams to pick up the work.

The researchers estimated these issues affect about 12.5% of the flagship app’s more than 2.9 billion users, or more than 360 million people. About 10% of users in the U.S., one of Facebook’s most lucrative markets, exhibit this behavior

In the Philippines and in India, which is the company’s largest market, the employees put the figure higher, at around 25%.

“Why should we care?” the researchers wrote in the slide deck. “People perceive the impact. In a comparative study with competitors, people perceived lower well-being and higher problematic use on Facebook compared to any other service.

Facebook’s findings are consistent with what many external researchers have observed for years,

said Brian Primack, a professor of public health and medicine and dean of the College of Education and Health Professions at the University of Arkansas

His research group followed about a thousand people over six months in a nationally representative survey and found that the amount of social media that a person used was the No. 1 predictor of the variables they measured for who became depressed.

In late 2017, a Facebook executive and a researcher wrote a public blog post that outlined some of the issues with social-media addiction. According to the post, the company had found that while passive consumption of social media could make you feel worse, the opposite was true of more active social-media use.

Inside Facebook, the researchers registered concern about the direction of Facebook’s focus on certain metrics, including the number of times a person logs into the app, which the company calls a session. “One of the worries with using sessions as a north star is we want to be extra careful not to game them by creating bad experiences for vulnerable populations,” a researcher wrote, referring to elements designed to draw people back to Facebook frequently, such as push notifications.

Facebook then made a switch to more heavily weigh “meaningful social interactions” in its news feed as a way to combat passive consumption. One side effect of that change, as outlined in a previous Journal article in The Facebook Files, was that the company’s algorithms rewarded content that was angry or sensational, because those posts increased engagement from users.

Facebook said any algorithm can promote objectionable or harmful content and that the company is doing its best to mitigate the problem.

“Every second that I wasn’t occupied by something I had to do I was fooling around on my phone scrolling through Facebook,” Ms. Gandy said. “Facebook took over my brain.”

“Actively interacting with people—especially sharing messages, posts and comments with close friends and reminiscing about past interactions—is linked to improvements in well-being,” the company said.

The well-being team, according to people familiar with the matter, was reshuffled at least twice since late 2017 before it was disbanded, and could get only about half of the resources the team requested to do its work.

In 2018, Facebook’s researchers surveyed 20,000 U.S. users and paired their answers with data about their behavior on Facebook. The researchers found about 3% of these users said they experienced “serious problems” in their sleep, work or relationships related to their time on Facebook that they found difficult to change. Some of the researchers’ work was published in a 2019 paper.

According to that study, the researchers also said that a liberal interpretation of the results would be that 14% of respondents spent “a lot more time on Facebook than they want to,” although they didn’t label this group problematic users.

In 2019, the researchers had come to a new figure: What they called problematic use affects 12.5% of people on Facebook, they said. This survey used a broader definition for the issue, including users who reported negative results on key aspects of their life as well as feelings of guilt or a loss of control, according to the documents.

The researchers also asked Facebook users what aspects of Facebook triggered them most. The users said the app’s many notifications sucked them in. “Red dots are toxic on the home screen,” a male young adult in the U.S. told the researchers, referring to the symbol that alerts a user to new content.

One entrepreneur came up with his own solution to some of these issues. In 2016, software developer Louis Barclay manually unfollowed all the people, pages and groups he saw on Facebook in an attempt to be more deliberate about how he used technology. The process, which isn’t the same as unfriending, took him days, but he was happy with the result: an empty newsfeed that no longer sucked him in for hours. He could still visit the profile pages of everyone he wanted to connect with on Facebook, but their content would no longer appear in the never-ending scroll of posts.

Thinking other people might benefit from a similar experience on Facebook, he built a tool that would enable anyone to automate the process. He created it as a piece of add-on software called a browser extension that anyone could download. He called it Unfollow Everything and made it available on Chrome’s web store free of charge.

In July, Facebook sent Mr. Barclay a cease-and-desist letter, which the inventor earlier wrote about for Slate, saying his tool was a breach of its terms of service for automating user interactions. It also permanently disabled Mr. Barclay’s personal Facebook and Instagram accounts.

Ms. Lever, the company spokeswoman, said Mr. Barclay’s extension could pose risks if abused, and said Facebook offers its own unfollow tool that allows users to manually unfollow accounts.

“By making advertiser targeting criteria available for analysis and reporting on ads run about social issues, elections and politics, we hope to help people better understand the practices used to reach potential voters on our technologies,” the company said in a statement.

Meta said it had been bound by privacy rules and regulations on what types of data it could share with outsiders. In an interview, Jeff King, a vice president in Meta’s business integrity unit, said the company had hired thousands of workers over the past few years to review those privacy issues.

“Every single thing we release goes through a privacy review now,” he said. “We want to make sure we give people the right amount of data, but still remain privacy conscious while we do it.”

ght social networks like Gettr and Rumble, and mainstream social media sites to root out early misinformation narratives about voting before they go viral, and then urge the companies to remove or flag the posts that contain false information.

These states, most of them under Democratic control, have been acting as voter confidence in election integrity has plummeted.

In an ABC/Ipsos poll from January, only 20 percent of respondents said they were “very confident” in the integrity of the election system and 39 percent said they felt “somewhat confident.”

Some conservatives and civil rights groups are almost certain to complain that the efforts to limit misinformation could restrict free speech.

“State and local governments are well situated to reduce harms from dis- and misinformation by providing timely, accurate and trustworthy information,” said Rachel Goodman

“Facts still exist, and lies are being used to chip away at our fundamental freedoms,” Ms. Griswold said.

Officials said they would prefer candidates fluent in both English and Spanish, to address the spread of misinformation in both languages. The officer would track down viral misinformation posts on Facebook, Instagram, Twitter and YouTube, and look for emerging narratives and memes, especially on fringe social media platforms and the dark web.

“But people only realize that they’ve dissociated in hindsight. So once you exit dissociation there’s sometimes this feeling of: How did I get here? It’s like when people on social media realize: ‘Oh my gosh, how did 30 minutes go by? I just meant to check one notification.'”

The problem with social media platforms, the researchers said, is not that people lack the self-control needed to not get sucked in, but instead that the platforms themselves are not designed to maximize what people value.

These platforms need to create an end-of-use experience, so that people can have it fit in their day with their time-management goals.”

Jeffrey A. Hall, a communication professor at the University of Kansas who studies technology and relationships, calls this the “twilight of the social-media era,” in which “the distance between using it for talking to your friends and what we have now” is bigger than it’s ever been. He believes that although those sites aren’t fostering real connection—advice, inside jokes, updates, memes—nearly as much anymore, people might be reclaiming it with group chats.

To borrow from Dungeons & Dragons, the Age of the Group Chat seemed like it would be Chaotic Good—but it’s verging on Chaotic Evil.

group chats can create a “waterfall type of effect,” where messages keep flooding in and adding up. Eventually, you’re underwater

without a standard etiquette, people have very different ideas about what degree of responsiveness is required—which can cause real tension.

Perhaps the best example of what Twitter offers now—and what we stand to gain or lose from its demise—is illustrated by the path charted by public-health officials, epidemiologists, doctors, and nurses over the past three years.

They offered guidance that a flailing government response was too slow to provide, and helped cobble together an epidemiological picture of infections and case counts. At a moment when people were terrified and looking for any information at all, Twitter seemed to offer a steady stream of knowledgeable, diligent experts.

But Twitter does another thing quite well, and that’s crushing users with the pressures of algorithmic rewards and all of the risks, exposure, and toxicity that come with virality

t imagining a world without it can feel impossible. What do our politics look like without the strange feedback loop of a Twitter-addled political press and a class of lawmakers that seems to govern more via shitposting than by legislation

What happens if the media lose what the writer Max Read recently described as a “way of representing reality, and locating yourself within it”? The answer is probably messy.

here’s the worry that, absent a distributed central nervous system like Twitter, “the collective worldview of the ‘media’ would instead be over-shaped, from the top down, by the experiences and biases of wealthy publishers, careerist editors, self-loathing journalists, and canny operators operating in relatively closed social and professional circles.”

many of the most hyperactive, influential twitterati (cringe) of the mid-2010s have built up large audiences and only broadcast now: They don’t read their mentions, and they rarely engage. In private conversations, some of those people have expressed a desire to see Musk torpedo the site and put a legion of posters out of their misery.

Many of the past decade’s most polarizing and influential figures—people such as Donald Trump and Musk himself, who captured attention, accumulated power, and fractured parts of our public consciousness—were also the ones who were thought to be “good” at using the website.

the effects of Twitter’s chief innovation—its character limit—on our understanding of language, nuance, and even truth.

“These days, it seems like we are having languages imposed on us,” he said. “The fact that you have a social media that tells you how many characters to use, this is language imposition. You have to wonder about the agenda there. Why does anyone want to restrict the full range of my language? What’s the game there?

in McLuhanian fashion, the constraints and the architecture change not only what messages we receive but how we choose to respond. Often that choice is to behave like the platform itself: We are quicker to respond and more aggressive than we might be elsewhere, with a mindset toward engagement and visibility

it’s easy to argue that we stand to gain something essential and human if we lose Twitter. But there is plenty about Twitter that is also essential and human.

No other tool has connected me to the world—to random bits of news, knowledge, absurdist humor, activism, and expertise, and to scores of real personal interactions—like Twitter has

What makes evaluating a life beyond Twitter so hard is that everything that makes the service truly special is also what makes it interminable and toxic.

the worst experience you can have on the platform is to “win” and go viral. Generally, it seems that the more successful a person is at using Twitter, the more they refer to it as a hellsite.

It was followed by TikTok, the Chinese-owned video site, which uses machine-learning models to predict engagement and make recommendations to users.

“We see a difference for each platform because each platform has different mechanisms for virality on it,” said Jeff Allen, a former integrity officer at Facebook and a founder and the chief research officer at the Integrity Institute. “The more mechanisms there are for virality on the platform, the more we see misinformation getting additional distribution.”

The institute calculated its findings by comparing posts that members of the International Fact-Checking Network have identified as false with the engagement of previous posts that were not flagged from the same accounts

Facebook, according to the sample that the institute has studied so far, had the most instances of misinformation but amplified such claims to a lesser degree, in part because sharing posts requires more steps. But some of its newer features are more prone to amplify misinformation, the institute found

Facebook’s amplification factor of video content alone is closer to TikTok’s, the institute found. That’s because the platform’s Reels and Facebook Watch, which are video features, “both rely heavily on algorithmic content recommendations” based on engagements, according to the institute’s calculations.

Instagram, which like Facebook is owned by Meta, had the lowest amplification rate. There was not yet sufficient data to make a statistically significant estimate for YouTube, according to the institute.

a failure to seriously consider the implications of an invention as it becomes entrenched in society; a deep trust in networks, in the idea that allowing people to more freely associate would redound mainly to the good of society; and too much affection for the culture of Silicon Valley and the idea that the people who created a certain thing must have some clue about what to do with it.

I got carried away by the excitement of new tech.

Social networks, I observed, got better as more people used them; it seemed reasonable that at some point one social network would gain widespread acceptance and become a comprehensive directory for connecting everyone.

As an immigrant, I’d also bought into the world-shrinking implications of such a network.

I didn’t consider the far-reaching implications of Facebook’s ubiquity.

What I’d failed to consider was how all these various new things would interact with one another, especially as more people got online.

in calling for everyone to get on Facebook, I should have made a better stab at guessing what could go wrong if we all did. What would be the implications for privacy if we were all using Facebook on our phones — how much could this one service glean about you by being in your pocket all the time?

What would the implications for speech and media be if this single company became a central clearinghouse in the global discourse?

I trusted techies.

This was the vibe pervading media and politics in the late 2000s: Wall Street had ruined the world. Silicon Valley could put it right.

It does not seem in any way good for society — for the economy, for politics, for a basic sense of equality — that a handful of hundred-billion-dollar or even trillion-dollar companies should control such large swathes of the internet.

Obama’s regulators allowed Facebook to buy up its biggest competitors — first Instagram, then WhatsApp — and failed to crack down on its recklessness with users’ private data

The corporate gig, as a social media director for a tech platform, was a revelation. “I could just show up to work and do work,” Ms. Tilghman said. After she was done, she could leave. She didn’t have to be a brand. There’s no comments section at an office job.

In 2019, a Morning Consult report found that 54 percent of Gen Z and millennial Americans were interested in becoming influencers. (Eighty-six percent said they would be willing to post sponsored content for money.)

If social media has made audiences anxious, it’s driving creators to the brink. In 2021, the TikTok breakout star Charli D’Amelio said she had “lost the passion” for posting videos. A few months later, Erin Kern announced to her 600,000 Instagram followers that she would be deactivating her account @cottonstem; she had been losing her hair, and her doctors blamed work-induced stress

Other influencers faded without fanfare — teens whose mental health had taken too much of a hit and amateur influencers who stopped posting after an algorithm tweak tanked their metrics. Some had been at this for a decade or more, starting at 12 or 14 or 19.

She posted less, testing out new identities that she hoped wouldn’t touch off the same spiral that wellness had. There were dancing videos, dog photos, interior design. None of it stuck. (“You can change the niche, but you’re still going to be performing your life for content,” she explained over lunch.)

Ms. Tilghman’s problem — as the interest in the workshop, which she decided to cap at 15, demonstrated — is that she has an undeniable knack for this. In 2022, she started a Substack to continue writing, thinking of it as a calling card while she applied to editorial jobs; it soon amassed 20,000 subscribers. It once had a different name, but now it’s called “Offline Time.” The paid tier costs $5 a month.

Casey Lewis, who helms the After School newsletter about Gen Z consumer trends, predicts more pivots and exits. TikTok has elevated creators faster than other platforms and burned them out quicker, she said.

Ms. Lewis expects a swell of former influencers taking jobs with P.R. agencies, marketing firms and product development conglomerates. She pointed out that creators have experience not just in video and photo editing, but in image management, crisis communication and rapid response. “Those skills do transfer,” she said.

Social-media platforms are “preying on your insecurities; they’re preying on your temptations,” Jenn explained to me in an interview that shifted our parasocial connection, at least for an hour, to a mere relationship. “And, you know, I do play a role in this.” Jenn makes money through aspirational advertising, after all—a familiar part of any influencer’s job.

She’s pro–parasocial relationships, she explains to the camera, but only if we remain aware that we’re in one. “This relationship does not replace existing friendships, existing relationships,” she emphasizes. “This is all supplementary. Like, it should be in addition to your life, not a replacement.” I sat there watching her talk about parasocial relationships while absorbing the irony of being in one with her.

The open acknowledgment of social media’s inner workings, with content creators exposing the foundations of their content within the content itself, is what Alice Marwick, an associate communications professor at the University of North Carolina at Chapel Hill, described to me as “meta-content.”

Meta-content can be overt, such as the vlogger Casey Neistat wondering, in a vlog, if vlogging your life prevents you from being fully present in it;

But meta-content can also be subtle: a vlogger walking across the frame before running back to get the camera. Or influencers vlogging themselves editing the very video you’re watching, in a moment of space-time distortion.

Viewers don’t seem to care. We keep watching, fully accepting the performance. Perhaps that’s because the rise of meta-content promises a way to grasp authenticity by acknowledging artifice; especially in a moment when artifice is easier to create than ever before, audiences want to know what’s “real” and what isn’

“The idea of a space where you can trust no sources, there’s no place to sort of land, everything is put into question, is a very unsettling, unsatisfying way to live.

So we continue to search for, as Murray observes, the “agreed-upon things, our basic understandings of what’s real, what’s true.” But when the content we watch becomes self-aware and even self-critical, it raises the question of whether we can truly escape the machinations of social media. Maybe when we stare directly into the abyss, we begin to enjoy its company.

“The difference between BeReal and the social-media giants isn’t the former’s relationship to truth but the size and scale of its deceptions.” BeReal users still angle their camera and wait to take their daily photo at an aesthetic time of day. The snapshots merely remind us how impossible it is to stop performing online.

Jenn’s concern over the future of the internet stems, in part, from motherhood. She recently had a son, Lennon (whose first birthday party I watched on YouTube), and worries about the digital world he’s going to inherit.

Back in the age of MySpace, she had her own internet friends and would sneak out to parking lots at 1 a.m. to meet them in real life: “I think this was when technology was really used as a tool to connect us.” Now, she explained, it’s beginning to ensnare us. Posting content online is no longer a means to an end so much as the end itself.

We used to view influencers’ lives as aspirational, a reality that we could reach toward. Now both sides acknowledge that they’re part of a perfect product that the viewer understands is unattainable and the influencer acknowledges is not fully real.

“I forgot to say this to her in the interview, but I truly think that my videos are less about me and more of a reflection of where you are currently … You are kind of reflecting on your own life and seeing what resonates [with] you, and you’re discarding what doesn’t. And I think that’s what’s beautiful about it.”

meta-content is fundamentally a compromise. Recognizing the delusion of the internet doesn’t alter our course within it so much as remind us how trapped we truly are—and how we wouldn’t have it any other way.