This is not what has happened.
An entire professional class of content creators emerged whose job was to figure out how to make their little video more engaging, watchable, and unignorable than the next. We entered an attention arm’s race. And we did it with the help of recommendation algorithms designed to amplify even the tiniest difference in the ability of a piece of content to hold your attention.
The issue: paying attention is not the same thing as understanding. In fact, a lot of the time, it is in direct conflict with understanding. The result: a media environment that slices the world into the simplest possible shapes. Heroes and villains. Panic and certainty. Fear and superiority. Danger and outrage.
But I have found a bit of hope in an unusual place.
But this era of “yellow journalism” did not last forever. It burned hot, warped incentives, did real damage, and then, over time, consumers began to prioritize credibility. People got tired of yellow journalism. In response, newspapers began focusing on building trusted brands.
I cannot help but believe that this history will repeat itself. Today, people are tired of AI slop and misinformation. The social contract of our digital age is broken. They were told the internet would connect them, inform them, and empower them. Instead, many feel manipulated, polarized, and desensitized.
The opportunity is to build institutions, business models, and platforms where credibility becomes a competitive advantage again. Obviously, organizations like this already exist. But new ones are also being built. To build a better internet, we need buy-in from three groups. The first is those of us creating content. Whether podcasters and comedians or journalists and editors, if you want a business long term, you need to resist the urge to flatten everything into spectacle. Perhaps you want to become a supermarket tabloid, but that seems like a bad business to me. Find a path to create actual value, or suffer the consequences.
And last, we who love the internet must find ways to enjoy media where you retain choice. Don’t give away your agency entirely to algorithms. Choose for yourself what you want to pay attention to. We all have a role to play, and we don’t need to passively consume what we're fed.
This age of extraction is the beginning of something better, but it’s not going to build itself.
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