Facebook, Twitter and YouTube each took first steps to rein in the worst behavior on their platforms in the heat of the election, but none have confronted how their spaces were structured to become ideal venues for outrage and incitement.
The first step in the process is realizing that the problems we’re experiencing in digital life — how to gather strangers together in public in ways that make it so people generally behave themselves — aren’t new. They’re problems that physical communities have wrestled with for centuries. In physical communities, businesses play a critical role — but so do public libraries, schools, parks and roads. These spaces are often the groundwork that private industry builds itself around: Schools teach and train the next generation of workers; new public parks and plazas often spur private real estate development; businesses transport goods on publicly funded roads; and so on. Public spaces and private industry work symbiotically, if sometimes imperfectly.
These kinds of public spaces mostly don’t exist online. Twitter, Facebook, YouTube and Twitch each offer some aspects of these experiences. But ultimately, they’re all organized around the need for growth and revenue — incentives which are in tension with the critical community functions these institutions also serve, and with the heavy staffing models they require.
Recent peer-reviewed research from three professors at the University of Virginia demonstrates how dramatically the design of platforms can affect how people behave on them. In their study, in months where conservative-leaning users visited Facebook more, they saw much more ideological content than normal, whereas in months where they visited Reddit more they “read news that was 50 percent more moderate than what they typically read.” (This effect was smaller but similar for political liberals). Same people, different platforms, and dramatically different news diets as a result.
Wikipedia is probably the best-known example of this kind of institution — a nonprofit, mission-driven piece of digital infrastructure. The nonprofit Internet Archive, which bills itself as a free “digital library,” a repository of books, movies and music and over 500 billion archived webpages to create a living history of the internet, is another. But what we need are not just information services with a mission-driven agenda, but spaces where people can talk, share and relate without those relationships being distorted and shaped by profit-seeking incentive structures.
Users can post only once a day, every post is read by a moderating team, and if you’re too salty or run afoul of other norms, you’re encouraged to rewrite. This is terrible for short-term engagement — flame wars drive attention and use, after all — and as a business model, all those moderators are costly. But there’s a long-term payoff: two-thirds of Vermont households are on the Forum, and many Vermonters find it a valuable place for thoughtful public discussions.
In fact, public digital infrastructures might be the right place to start exploring how to reinvent governance and civil society more broadly.
If mission, design and governance are important ingredients, the final component is what might be called digital essential workers — professionals like librarians whose job is to manage, steward, and care for the people in these spaces. This care work is one of the pillars of successful physical communities, which has been abstracted away by the existing tech platforms. S
The truth is that Facebook, Google and Twitter have displaced and sucked the revenue out of an entire ecosystem of local journalistic enterprises and other institutions that served some of these public functions.