Pluralistic: Social media without socializing (19 Jan 2026)

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Originally published at: Pluralistic: Social media without socializing (19 Jan 2026) – Pluralistic: Daily links from Cory Doctorow



Today's links


Mark Zuckerberg's metaverse avatar, perched on a legless nude Ken doll body; its eyes are psychedelic pinwheels. Behind the figure is a group shot of child laborer miners from the 1910s, glitched out, blue tinted, and covered with scan lines. The background is a psychedelic swirl of moody colors. They stand atop a filthy checkerboard floor that stretches off to infinity.

Social media without socializing (permalink)

From the earliest days of social media, social media bosses have been at war with sociability. To create a social media service is to demarcate legitimate and illegitimate forms of sociability. It's a monumental act of hubris, really.

It was ever thus. The founder of Friendster decreed that people could only form friendship bonds with each other, but could not declare themselves to be "friends" of everyone with a common interest. You and I could be friends, but you couldn't be "friends" with a group called "bloggers." Each member of that group would have to create a reciprocal friendship link to see one another's feeds.

Way back in 1999, Larry Lessig taught us that "code is law." By encoding these restrictions into the feed, Friendster's programmers were putting limits on the kinds of relationships that could be formed using the service. But Lessig's law (code?) is often overidden by an even older principle: William Gibson's 1982 maxim that "the street finds its own uses for things."

Friendster told its users how to be friends with one another, and Friendster's users treated Friendster's management as damage and routed around it. They created accounts with names like "New York City" and whenever anyone friended that account, it friended them back. Users hacked their own way to form "illegitimate" friendships based on affinity into the system:

https://www.zephoria.org/thoughts/archives/2003/08/17/the_fakester_manifesto.html

As social media turned into a billion- (and then a trillion-) dollar business, the urgency of the struggle between how social media bosses demanded that we socialize and how we wanted to socialize only got sharper. Mark Zuckerberg doubtless thought he was covering all his bases when he tossed a casual "It's complicated" to the pulldown menu for defining your relationship status, but that's because he doesn't understand how complicated all our relationships are:

https://www.phillymag.com/news/2013/07/10/facebook-complicated-relationship-status/

For Zuck, crisply defined relationships were things that he could do simple math on in order to target ads, make recommendations, and sort users into categories. When you need to treat relationships as elements in a series of discrete mathematical operations, the fact that relationships are intrinsically, irreducibly qualitative is a serious bug. So Zuck did what computer scientists usually do when they want to do math on qualitative variables: he incinerated all the qualitative elements by quantizing them, and then did math on the dubious residue that remained:

https://locusmag.com/feature/cory-doctorow-qualia/

Zuck's biggest problem isn't the ambiguity of your social connections, though – it's that they exist at all. Think about it: Mark Zuckerberg personally makes or loses billions of dollars based on how much you socialize with your friends on his platforms. If your friends engage with you in ways that are low intensity and easily concluded ("How'd you sleep?" "Just fine." "That's nice."), then he loses. If, on the other hand, you and your friends get into protracted, intense interactions, he gets to show you so many ads and make so much money.

Your friends are a problem for Mark Zuckerberg to solve, and (to his undying chagrin), you and your friends stubbornly refuse to organize your relationships around Zuck's financial imperatives. You just wanna hang out in the rhythms that are part of any friendship – sometimes intense, sometimes casual, often sporadic. I mean, honestly, if you're going to insist on just having normal friendships, how the hell can Mark Zuckerberg post the kind of growth his shareholders expect?

This explains much of the drive to transform Facebook from a platform that shows you the things your friends post to a platform that mostly shows you things that "content creators" post. Your friends aren't motivated by the dangling possibility of viral dollars if they get you to "engage" with their posts, but for content creators, your engagement buys the groceries and pays the rent. By swapping out your friends and replacing them with people who are highly motivated to "engage" with you, Zuck gets a lever he can yank to get his users to arrange their conduct in ways that goose his growth.

In other words, Zuck lured you in with the promise of having pleasurable online conversations that matter to you; and now that he's trapped you, he wants you to break up with your friends so you have more time to watch his community access cable station.

It also explains Zuck's passion for filling his platform with botshit, and his plan to solve the loneliness epidemic by giving you chatbots instead of friends:

https://fortune.com/2025/06/26/mark-zuckerberg-ai-friends-hinge-ceo/

For Mark Zuckerberg, all people are just shitty chatbots – chatbots that won't follow orders. He wants to be able to point us at one another in the hopes that we will simply prompt one another into endless chatter, with endless scrolling, and endless ad insertions. This works great with chatbots, not so well with people:

https://www.youtube.com/watch?v=EtNagNezo8w

After all, Zuck doesn't really believe most other people exist. Read Careless People, Sarah Wynn-Williams's tell-all whistleblower memoir about her years at Facebook and you'll quickly realize that for Zuck, people are statistical artifacts, not co-equal beings worthy of moral consideration:

https://pluralistic.net/2025/04/23/zuckerstreisand/#zdgaf

Billionaires are plagued by solipsism. Not believing other people exist is a great aid to billionairedom, because it lets you amass your fortune without scrupling over the population-scale misery you're inflicting on the way:

https://pluralistic.net/2025/08/18/seeing-like-a-billionaire/#npcs

For Zuck, AI is the most exciting technology in history (even more exciting than the Metaverse, if you can believe it!) because it might give him the world he dreams of: a world without people, or, at very least, a social media network without any socializing:

https://pluralistic.net/2026/01/05/fisher-price-steering-wheel/#billionaire-solipsism

Hey look at this (permalink)


A shelf of leatherbound history books with a gilt-stamped series title, 'The World's Famous Events.'

Object permanence (permalink)

#20yrsago Nutjob offers $100 bounty to UCLA students who wiretap lefty profs https://news.slashdot.org/story/06/01/21/1948206/ucla-students-urged-to-expose-radical-professors

#20yrsago Mysterious birthday ritual at Poe’s graveside disrupted by rubberneckers https://web.archive.org/web/20060212041742/https://www.cnn.com/2006/US/01/19/poe.mystery.ap/index.html?section=cnn_latest

#20yrsago DRM primer for librarians https://web.archive.org/web/20060115061831/https://www.ala.org/ala/washoff/WOissues/copyrightb/digitalrights/DRMfinal.pdf

#20yrsago Hollywood’s MP caught lying on tape https://web.archive.org/web/20061010121359/http://www.michaelgeist.ca/index.php?option=com_content&task=view&id=1080

#20yrsago Musician playing at Hollywood’s MP fundraiser owes success to copying https://web.archive.org/web/20080704112401/http://accordionguy.blogware.com/blog/_archives/2006/1/19/1714267.html

#15yrsago Book made using 4 daisy-chained printers spanning 100 years’ worth of technology https://web.archive.org/web/20110111054908/https://www.xavierantin.fr/archive/Just-In-Time/

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#15yrsago Among Others: extraordinary, magic story of science fiction as a toolkit for taking apart the world https://memex.craphound.com/2011/01/18/among-others-extraordinary-magic-story-of-science-fiction-as-a-toolkit-for-taking-apart-the-world/

#10yrsago Reminder: Don’t put balls of tea leaves in your vagina https://www.the-independent.com/life-style/health-and-families/health-news/women-putting-herb-balls-in-vagina-to-detox-their-wombs-have-been-warned-of-dangers-a6814671.html

#10yrsago Martin Luther King, socialist: “capitalism has outlived its usefulness” https://theintercept.com/2016/01/18/martin-luther-king-jr-celebrations-overlook-his-critiques-of-capitalism-and-militarism/

#10yrsago Debullshitifying the “sleep science” industry: first up, sleeplessness and obesity https://web.archive.org/web/20160120210128/http://askforevidence.org/articles/obesity-linked-to-not-getting-enough-sleep

#10yrsago England’s most senior civil judge rules that Terrorism Act violates human rights https://www.theguardian.com/world/2016/jan/19/terrorism-act-incompatible-with-human-rights-court-rules-in-david-miranda-case

#10yrsago Delhi’s “Sleep Mafia” control the nights of 100,000 homeless workers https://www.youtube.com/watch?v=rXzElV75x08

#10yrsago Replica weapons made from thousands of cut and stacked post-its https://web.archive.org/web/20160109080110/http://ercolimarco.me/post-it-sculpture/

#10yrsago How the standard, high-quality disaster-relief tarpaulin came to be https://www.wired.com/2016/01/tarpaulin/

#10yrsago GM’s Dieselgate: mechanics privately admit software update removes crimeware from Opel cars https://web.archive.org/web/20160121055745/http://www.ft.com/cms/s/0/16ff471e-bdfd-11e5-846f-79b0e3d20eaf.html

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#10yrsago Spanish-language broadcasting titan Univision buys controlling interest in The Onion https://www.univision.com/noticias/univision-makes-investment-in-the-onion

#10yrsago How the National Reconnaissance Office came to choose a sinister, planet-devouring octopus for a logo https://www.muckrock.com/news/archives/2016/jan/19/octopus-NRO/

#5yrsago Amazon warehouse union gets tech solidarity https://pluralistic.net/2021/01/19/deastroturfing/#real-power

#5yrsago Facebook's community standards https://pluralistic.net/2021/01/18/peak-indifference/#community-standards

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#5yrsago Planet Money's free Great Gatsby audiobook https://pluralistic.net/2021/01/18/peak-indifference/#gatsby

#5yrsago Pandemics and peak indifference https://pluralistic.net/2021/01/18/peak-indifference/#peak-indifference

#5yrsago How to leak a Zoom meeting https://pluralistic.net/2021/01/18/peak-indifference/#watermarks

#1yrago Billionaire-proofing the internet https://pluralistic.net/2025/01/14/contesting-popularity/#everybody-samba

#1yrago Canada shouldn't retaliate with US tariffs https://pluralistic.net/2025/01/15/beauty-eh/#its-the-only-war-the-yankees-lost-except-for-vietnam-and-also-the-alamo-and-the-bay-of-ham

#1yrago Fu-Schnickens https://pluralistic.net/2025/01/17/holy-batfu-its-an-apple/#ba-schnicker-bah-snchnucker

Upcoming appearances (permalink)

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Recent appearances (permalink)


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Latest books (permalink)


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Upcoming books (permalink)

  • "Unauthorized Bread": a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, 2026

  • "Enshittification, Why Everything Suddenly Got Worse and What to Do About It" (the graphic novel), Firstsecond, 2026

  • "The Memex Method," Farrar, Straus, Giroux, 2026

  • "The Reverse-Centaur's Guide to AI," a short book about being a better AI critic, Farrar, Straus and Giroux, June 2026


Colophon (permalink)

Today's top sources:

Currently writing: "The Post-American Internet," a sequel to "Enshittification," about the better world the rest of us get to have now that Trump has torched America ( words today, total)

  • "The Reverse Centaur's Guide to AI," a short book for Farrar, Straus and Giroux about being an effective AI critic. LEGAL REVIEW AND COPYEDIT COMPLETE.

  • "The Post-American Internet," a short book about internet policy in the age of Trumpism. PLANNING.

  • A Little Brother short story about DIY insulin PLANNING

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