[ed. If this is the Facebook experience these days (I'm not a user) then it must be a truly depressing/irritating place to visit.]
Open your Facebook feed. What do you see? A photo of a close friend’s child. An automatically generated slide show commemorating six years of friendship between two acquaintances. An eerily on-target ad for something you’ve been meaning to buy. A funny video. A sad video. A recently live video. Lots of video; more video than you remember from before. A somewhat less-on-target ad. Someone you saw yesterday feeling blessed. Someone you haven’t seen in 10 years feeling worried.
And then: A family member who loves politics asking, “Is this really who we want to be president?” A co-worker, whom you’ve never heard talk about politics, asking the same about a different candidate. A story about Donald Trump that “just can’t be true” in a figurative sense. A story about Donald Trump that “just can’t be true” in a literal sense. A video of Bernie Sanders speaking, overlaid with text, shared from a source you’ve never seen before, viewed 15 million times. An article questioning Hillary Clinton’s honesty; a headline questioning Donald Trump’s sanity. A few shares that go a bit too far: headlines you would never pass along yourself but that you might tap, read and probably not forget.
Maybe you’ve noticed your feed becoming bluer; maybe you’ve felt it becoming redder. Either way, in the last year, it has almost certainly become more intense. You’ve seen a lot of media sources you don’t recognize and a lot of posts bearing no memorable brand at all. You’ve seen politicians and celebrities and corporations weigh in directly; you’ve probably seen posts from the candidates themselves. You’ve seen people you’re close to and people you’re not, with increasing levels of urgency, declare it is now time to speak up, to take a stand, to set aside allegiances or hangups or political correctness or hate.
Facebook, in the years leading up to this election, hasn’t just become nearly ubiquitous among American internet users; it has centralized online news consumption in an unprecedented way. According to the company, its site is used by more than 200 million people in the United States each month, out of a total population of 320 million. A 2016 Pew study found that 44 percent of Americans read or watch news on Facebook. These are approximate exterior dimensions and can tell us only so much. But we can know, based on these facts alone, that Facebook is hosting a huge portion of the political conversation in America.
The Facebook product, to users in 2016, is familiar yet subtly expansive. Its algorithms have their pick of text, photos and video produced and posted by established media organizations large and small, local and national, openly partisan or nominally unbiased. But there’s also a new and distinctive sort of operation that has become hard to miss: political news and advocacy pages made specifically for Facebook, uniquely positioned and cleverly engineered to reach audiences exclusively in the context of the news feed. These are news sources that essentially do not exist outside of Facebook, and you’ve probably never heard of them. They have names like Occupy Democrats; The Angry Patriot; US Chronicle; Addicting Info; RightAlerts; Being Liberal; Opposing Views; Fed-Up Americans; American News; and hundreds more. Some of these pages have millions of followers; many have hundreds of thousands.
Using a tool called CrowdTangle, which tracks engagement for Facebook pages across the network, you can see which pages are most shared, liked and commented on, and which pages dominate the conversation around election topics. Using this data, I was able to speak to a wide array of the activists and entrepreneurs, advocates and opportunists, reporters and hobbyists who together make up 2016’s most disruptive, and least understood, force in media.
Individually, these pages have meaningful audiences, but cumulatively, their audience is gigantic: tens of millions of people. On Facebook, they rival the reach of their better-funded counterparts in the political media, whether corporate giants like CNN or The New York Times, or openly ideological web operations like Breitbart or Mic. And unlike traditional media organizations, which have spent years trying to figure out how to lure readers out of the Facebook ecosystem and onto their sites, these new publishers are happy to live inside the world that Facebook has created. Their pages are accommodated but not actively courted by the company and are not a major part of its public messaging about media. But they are, perhaps, the purest expression of Facebook’s design and of the incentives coded into its algorithm — a system that has already reshaped the web and has now inherited, for better or for worse, a great deal of America’s political discourse. (...)
This year, political content has become more popular all across the platform: on homegrown Facebook pages, through media companies with a growing Facebook presence and through the sharing habits of users in general. But truly Facebook-native political pages have begun to create and refine a new approach to political news: cherry-picking and reconstituting the most effective tactics and tropes from activism, advocacy and journalism into a potent new mixture. This strange new class of media organization slots seamlessly into the news feed and is especially notable in what it asks, or doesn’t ask, of its readers. The point is not to get them to click on more stories or to engage further with a brand. The point is to get them to share the post that’s right in front of them. Everything else is secondary.
While web publishers have struggled to figure out how to take advantage of Facebook’s audience, these pages have thrived. Unburdened of any allegiance to old forms of news media and the practice, or performance, of any sort of ideological balance, native Facebook page publishers have a freedom that more traditional publishers don’t: to engage with Facebook purely on its terms. These are professional Facebook users straining to build media companies, in other words, not the other way around.
From a user’s point of view, every share, like or comment is both an act of speech and an accretive piece of a public identity. Maybe some people want to be identified among their networks as news junkies, news curators or as some sort of objective and well-informed reader. Many more people simply want to share specific beliefs, to tell people what they think or, just as important, what they don’t. A newspaper-style story or a dry, matter-of-fact headline is adequate for this purpose. But even better is a headline, or meme, that skips straight to an ideological conclusion or rebuts an argument.
Open your Facebook feed. What do you see? A photo of a close friend’s child. An automatically generated slide show commemorating six years of friendship between two acquaintances. An eerily on-target ad for something you’ve been meaning to buy. A funny video. A sad video. A recently live video. Lots of video; more video than you remember from before. A somewhat less-on-target ad. Someone you saw yesterday feeling blessed. Someone you haven’t seen in 10 years feeling worried.
And then: A family member who loves politics asking, “Is this really who we want to be president?” A co-worker, whom you’ve never heard talk about politics, asking the same about a different candidate. A story about Donald Trump that “just can’t be true” in a figurative sense. A story about Donald Trump that “just can’t be true” in a literal sense. A video of Bernie Sanders speaking, overlaid with text, shared from a source you’ve never seen before, viewed 15 million times. An article questioning Hillary Clinton’s honesty; a headline questioning Donald Trump’s sanity. A few shares that go a bit too far: headlines you would never pass along yourself but that you might tap, read and probably not forget.Maybe you’ve noticed your feed becoming bluer; maybe you’ve felt it becoming redder. Either way, in the last year, it has almost certainly become more intense. You’ve seen a lot of media sources you don’t recognize and a lot of posts bearing no memorable brand at all. You’ve seen politicians and celebrities and corporations weigh in directly; you’ve probably seen posts from the candidates themselves. You’ve seen people you’re close to and people you’re not, with increasing levels of urgency, declare it is now time to speak up, to take a stand, to set aside allegiances or hangups or political correctness or hate.
Facebook, in the years leading up to this election, hasn’t just become nearly ubiquitous among American internet users; it has centralized online news consumption in an unprecedented way. According to the company, its site is used by more than 200 million people in the United States each month, out of a total population of 320 million. A 2016 Pew study found that 44 percent of Americans read or watch news on Facebook. These are approximate exterior dimensions and can tell us only so much. But we can know, based on these facts alone, that Facebook is hosting a huge portion of the political conversation in America.
The Facebook product, to users in 2016, is familiar yet subtly expansive. Its algorithms have their pick of text, photos and video produced and posted by established media organizations large and small, local and national, openly partisan or nominally unbiased. But there’s also a new and distinctive sort of operation that has become hard to miss: political news and advocacy pages made specifically for Facebook, uniquely positioned and cleverly engineered to reach audiences exclusively in the context of the news feed. These are news sources that essentially do not exist outside of Facebook, and you’ve probably never heard of them. They have names like Occupy Democrats; The Angry Patriot; US Chronicle; Addicting Info; RightAlerts; Being Liberal; Opposing Views; Fed-Up Americans; American News; and hundreds more. Some of these pages have millions of followers; many have hundreds of thousands.
Using a tool called CrowdTangle, which tracks engagement for Facebook pages across the network, you can see which pages are most shared, liked and commented on, and which pages dominate the conversation around election topics. Using this data, I was able to speak to a wide array of the activists and entrepreneurs, advocates and opportunists, reporters and hobbyists who together make up 2016’s most disruptive, and least understood, force in media.
Individually, these pages have meaningful audiences, but cumulatively, their audience is gigantic: tens of millions of people. On Facebook, they rival the reach of their better-funded counterparts in the political media, whether corporate giants like CNN or The New York Times, or openly ideological web operations like Breitbart or Mic. And unlike traditional media organizations, which have spent years trying to figure out how to lure readers out of the Facebook ecosystem and onto their sites, these new publishers are happy to live inside the world that Facebook has created. Their pages are accommodated but not actively courted by the company and are not a major part of its public messaging about media. But they are, perhaps, the purest expression of Facebook’s design and of the incentives coded into its algorithm — a system that has already reshaped the web and has now inherited, for better or for worse, a great deal of America’s political discourse. (...)
This year, political content has become more popular all across the platform: on homegrown Facebook pages, through media companies with a growing Facebook presence and through the sharing habits of users in general. But truly Facebook-native political pages have begun to create and refine a new approach to political news: cherry-picking and reconstituting the most effective tactics and tropes from activism, advocacy and journalism into a potent new mixture. This strange new class of media organization slots seamlessly into the news feed and is especially notable in what it asks, or doesn’t ask, of its readers. The point is not to get them to click on more stories or to engage further with a brand. The point is to get them to share the post that’s right in front of them. Everything else is secondary.
While web publishers have struggled to figure out how to take advantage of Facebook’s audience, these pages have thrived. Unburdened of any allegiance to old forms of news media and the practice, or performance, of any sort of ideological balance, native Facebook page publishers have a freedom that more traditional publishers don’t: to engage with Facebook purely on its terms. These are professional Facebook users straining to build media companies, in other words, not the other way around.
From a user’s point of view, every share, like or comment is both an act of speech and an accretive piece of a public identity. Maybe some people want to be identified among their networks as news junkies, news curators or as some sort of objective and well-informed reader. Many more people simply want to share specific beliefs, to tell people what they think or, just as important, what they don’t. A newspaper-style story or a dry, matter-of-fact headline is adequate for this purpose. But even better is a headline, or meme, that skips straight to an ideological conclusion or rebuts an argument.
by John Hermann, NY Times | Read more:
Image: Pablo Delcan
