Why the dark forests of the internet — podcasts, newsletters, and other private channels — are growing, and why might that pose a problem
These are all spaces where depressurized conversation is possible because of their non-indexed, non-optimized, and non-gamified environments.
Is our universe an empty forest or a dark one? If it’s a dark forest, then only Earth is foolish enough to ping the heavens and announce its presence. The rest of the universe already knows the real reason why the forest stays dark. It’s only a matter of time before the Earth learns as well.
Podcasts are another example. There, meaning isn’t just expressed through language, but also through intonation and interaction. Podcasts are where a bad joke can still be followed by a self-aware and self-deprecating save. It’s a more forgiving space for communication than the internet at large.
Dark forests like newsletters and podcasts are growing areas of activity. As are other dark forests, like Slack channels, private Instagrams, invite-only message boards, text groups, Snapchat, WeChat, and on and on. This is where Facebook is pivoting with Groups (and trying to redefine what the word “privacy” means in the process).
These are all spaces where depressurized conversation is possible because of their non-indexed, non-optimized, and non-gamified environments. The cultures of those spaces have more in common with the physical world than the internet.
Those of us building dark forests risk underestimating how powerful the mainstream channels will continue to be.
The dark forests grow because they provide psychological and reputational cover. They allow us to be ourselves because we know who else is there. Compared to the free market communication style of the mass channels — with their high risks, high rewards, and limited moderation — dark forest spaces are more Scandinavian in their values and the social and emotional security they provide. They cap the downsides of looking bad and the upsides of our best jokes by virtue of a contained audience.This is a trade more and more people are looking to make.