> Popularity and virality aren’t the only metrics to determine what’s important, but without an understanding of what is happening online, we’re much more likel

> Popularity and virality aren’t the only metrics to determine what’s important, but without an understanding of what is happening online, we’re much more likely to let others take advantage of us or to waste precious time thinking about, debunking, and debating issues and controversies that are actually insignificant or have little impact on the world around us. Believe that something trending is significant? Fake News because it is overblown and was only chuckled at for five seconds by two million people—most of whom housewives in New England—and then promptly forgotten. Don’t believe that something trending is significant? Same deal. The “people are saying” headlines are already a thing. The ones where you find out that it’s three tweets with a cumulative like (or retweets? idk) of 57. Of course now they can justify them since it might be hundreds of thousands. > A shift away from a knowable internet might feel like a return to something smaller and purer. An internet with no discernable monoculture may feel, especially to those who’ve been continuously plugged into trending topics and viral culture, like a relief. But this new era of the internet is also one that entrenches tech giants and any forthcoming emergent platforms as the sole gatekeepers when it comes to tracking the way that information travels. We already know them to be unreliable narrators and poor stewards, but on a fragmented internet, where recommendation algorithms beat out the older follower model, we rely on these corporations to give us a sense of scale. This might sound overdramatic, but without an innate sense of what other people are doing, we might be losing a way to measure and evaluate ourselves. We’re left shadowboxing one another and arguing in the dark about problems, the size of which we can’t identify. No self-aware closing joke about how a media writer pines for a time when they had a clear role as a meta-commentator? Ugh, too sincere.