social-media

Recent moves by Eugen Rochko (known as Gargron on fedi), the CEO of Mastodon-the-non-profit and lead developer of Mastodon-the-software, got some people worried about the outsized influence Mastodon (the software project and the non-profit) has on the rest of the Fediverse.

Good. We should be worried.

Mastodon-the-software is used by far by the most people on fedi. The biggest instance, mastodon.social, is home to over 200.000 active accounts as of this writing. This is roughly 1/10th of the whole Fediverse, on a single instance. Worse, Mastodon-the-software is often identified as the whole social network, obscuring the fact that Fediverse is a much broader system comprised of a much more diverse software.

Almost exactly six months after Twitter got taken over by a petulant edge lord, people seem to be done with grieving the communities this disrupted and connections they lost, and are ready, eager even, to jump head-first into another toxic relationship. This time with BlueSky.

BlueSky’s faux-decentralization

BlueSky differentiates itself from Hive, Post, and other centralized social media newcommers by being ostensibly decentralized. It differentiates itself from the Fediverse by not being the Fediverse, and by being funded by *checks notes* Twitter. Oh, and by being built by Silicon Valley techbros, instead of weirdos who understand consent and how important moderation is.

And so it has come to this. I finally quit Twitter… almost exactly a decade ago.

I could spin yarn and claim it was some major feat of clairvoyance, of course. That I foresaw all that happened lately with Twitter and decided to bail early. But it wasn’t that, really. I just felt strongly that centralized services are dangerous and unethical, and I decided to stop using them. Back then, Twitter was the last one on the chopping block for me.

The “Why”

Why did I feel so strongly about centralized services? Had you asked me ten years ago, it would have been difficult for me to explain. But even then I would have said it boils down to control and power dynamics. At the time I was a Free Software advocate, working for a Polish version of the FSFE. Software freedom was (and remains) important to me and it seemed obvious that one cannot have software freedom in a walled garden.

Hardly a strong, concrete argument, I know!

I would like to propose a new term: outrage dividend.

Outrage dividend is the boost in reach that content which elicits strong emotional responses often gets on social media and other content sharing platforms.

This boost can be related to human nature — an outrage-inducing article will get shared more. It can also be caused by the particular set-up of the platform a given piece of content is shared on — Facebook’s post-promoting algorithm was designed to be heavily biased to promote posts that get the “angry” reaction.

A tale of two media outlets

Imagine two media organizations.

A Herald is a reliable media organization, with great fact-checking, in-depth reporting, and so on. Their articles are nuanced, well-argued, and usually stay away from sensationalism and clickbaity titles.

This post was written for and originally published by the Institute of Network Cultures as part of the Dispatches from Ukraine: Tactical Media Reflections and Responses publication. It also benefited from copy editing by Chloë Arkenbout, and proofreading by Laurence Scherz.

Tackling disinformation and misinformation is a problem that is important, timely, hard… and, in no way new. Throughout history, different forms of propaganda, manipulation, and biased reporting have been present and deployed — consciously or not; maliciously or not — to steer political discourse and to goad public outrage. The issue has admittedly become more urgent lately and we do need to do something about it. I believe, however, that so far we’ve been focusing on the wrong parts of it.