The call of self-expression turned the village of the internet into a city, which expanded at time-lapse speed, social connections bristling like neurons in every direction. At twelve, I was writing five hundred words a day on a public LiveJournal. By twenty-five, my job was to write things that would attract, ideally, a hundred thousand strangers per post. Now I’m thirty, and most of my life is inextricable from the internet, and its mazes of incessant forced connection—this feverish, electric, unliveable hell.

The curdling of the social internet happened slowly and then all at once. The tipping point, I’d guess, was around 2012. People were losing excitement about the internet, starting to articulate a set of new truisms. Facebook had become tedious, trivial, exhausting. Instagram seemed better, but would soon reveal its underlying function as a three-ring circus of happiness and popularity and success. Twitter, for all its discursive promise, was where everyone tweeted complaints at airlines and moaned about articles that had been commissioned to make people moan. The dream of a better, truer self on the internet was slipping away. Where we had once been free to be ourselves online, we were now chained to ourselves online, and this made us self-conscious. Platforms that promised connection began inducing mass alienation. The freedom promised by the internet started to seem like something whose greatest potential lay in the realm of misuse.

Even as we became increasingly sad and ugly on the internet, the mirage of the better online self continued to glimmer. As a medium, the internet is defined by a built-in performance incentive. In real life, you can walk around living life and be visible to other people. But on the internet—for anyone to see you, you have to act. You have to communicate in order to maintain an internet presence. And, because the internet’s central platforms are built around personal profiles, it can seem—first at a mechanical level, and later on as an encoded instinct—like the main purpose of this communication is to make yourself look good. Online reward mechanisms beg to substitute for offline ones, and then overtake them. This is why everyone tries to look so hot and well-travelled on Instagram; why everyone seems so smug and triumphant on Facebook; and why, on Twitter, making a righteous political statement has come to seem, for many people, like a political good in itself. The everyday madness perpetuated by the internet lay in the madness of this architecture, which positions personal identity as the centre of the universe. It’s as if we’ve been placed on a lookout tower and Facebook’s the one who’s given a pair of binoculars that makes everything look like our own reflection.

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