Social Media Is Dead – Here’s What Comes Next

Arthur T Knackerbracket has processed the following story:

One of the not-funny ironies of the 21st century has been that everything we thought was social media is actually just mass media, except it's terrible and broken. Luckily, journalists and creators are finally figuring out how to leave the old media models behind and enter the future.

The term mass media" became popular in the 1920s to describe pop culture in the age of industrial production. Mass-produced books, movies and radio shows created a paradigm for audiences where thousands or even millions of people could experience the same exact piece of media at the same time. Before the 20th century, most people experienced their entertainment live, in theatres, bars and concert halls, where the performance was always slightly different. But a movie or radio show was the same for everyone, no matter when or where you experienced it. You could buy standardised media products for the masses, just like shoes or cars.

Social media didn't change this formula. Platforms such as X, Facebook and TikTok were made for mass consumption. Every post, video and livestream is a product aimed at the broadest possible audience. Yes, you can target your media at certain demographics if you like, or create filter bubbles. But the whole reason why follower counts matter is because we are still in a mass media mindset, looking to see who can deliver content to the largest number of people. That isn't social" anything. It's mass production under a different name.

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