A tweet caught my eye earlier this week. It featured a series of images of white text on a black background originally posted on Instagram. In these images, the author, a woman from Istanbul, Turkey, describes how a hashtag and social movement created to draw attention to the murder of women in her country has been co-opted by people who don’t know the meaning of the #ChallengeAccepted hashtag. (You can read more about this story in reports from KQED and The Guardian.)
This tweet, and the originating Instagram post, and resulting Facebook posts of the same images of text, exemplifies a trend I’ve observed over the past several years: Blogging has moved from text in blogs to images of text on social media.
I think it’s time to say out loud what many of us have been discussing in private for years: Blogging as we knew it is dead. We, the people who built and promoted blogging tools, failed at convincing people that owning their blog and controlling their content is important. We failed at providing the publishers of the world with the tools they needed. And, most crucially, we failed at keeping pace with the changing behaviors and attitudes of our users. People don’t want a permanent web log; they want an ephemeral lifestream – there, and then gone again. And they want absolute control over the appearance and curation of that stream.
An image of an image of text
At the height of the worldwide Black Lives Matter protests, my social media feeds (in particular Instagram) overflowed with excellent information about the issues of racial inequality and inequity, hidden biases and how to overcome them, white privilege, nationalism, supremacy, how to be an ally, how to support BIPoC, etc. Almost all this information, crucial to the forward momentum of the civil rights struggle of our time, was shared as meticulously designed and entirely inaccessible images of text.
What do I mean by “entirely inaccessible?” The web is built to transmit text from author to reader, and web browsers and tools are designed to parse that text in a way the reader can access: displayed on a screen; read out loud; printed on a braille display; or something else. For information to be accessible, it needs to be provided as plain text. An image of plain text contains no accessible information unless that information is appended in an alternative text attribute.
Worse still, Instagram in particular has no functional way of sharing a post with others outside the ephemeral Instagram Stories feature. As a result, much of this already inaccessible information is reshared as photos of the original post in stories, effectively a copy of an inaccessible image. In some cases, when the post is evocative enough, people will reshare it across other social media, by taking screenshots and posting them on Facebook or Twitter. And then people take screenshots of these posts and re-share them. A copy of a copy of a copy.
This resharing of online content is nothing new. Artists Mark Samsonovich explored the informational entropy associated with resharing (at that time called “regramming”) of content over social media back in 2014. What’s different now is what type of content is being shared. We have moved from sharing text posts with images or videos attached to sharing images of text.
What the user wants
According to my students, I am “an old.” And they are right. I started blogging when blogging was a new thing. I spent 15 years of my life building and promoting blogging tools and telling anyone who would listen about the importance of owning your content and creating a permanent record of your shared ideas online. I surrounded myself with likeminded people, and for a good while, we ruled the world. Then last year a series of events forced me to take a critical look at my understanding of the evolving landscape. What I found all around me were the walls of an indie-web adjacent echo chamber. It had become my comfort zone, and everything I believed was echoed right back at me. But outside, the world had moved on, and I had somehow not noticed, or at least not accepted what I was seeing.
A pivotal moment came when I discussed social media sharing with some younger relatives. I told them about how I publish content online and they looked at me in incredulity. “Why would you bother posting something on your blog?” they asked. “Nobody is going to see that!” I tried to explain that yes, people do see it and they shrugged. “Sure, when you post tutorials and stuff, people see it. But that’s not blogging. That’s … publishing. When I post stuff, it’s for my friends, for my followers. And it’s not forever. It’s for right now. If they see it, great. If not, their loss.”
In that moment I realized what I value – the permanence of my published information – is the opposite of what they value – the impermanent ephemerality of sharing moments from their lives.
“And seriously Morten,” one of them said, “the blogging tools are really not good.” I tried not to take this too personally and asked them to continue. “I can post text and images and other stuff, but I can’t control how it looks. When I post something on Insta or Snap, I want what I see on my screen to be what people see on their screen.” They went on to show me examples of posts and gave me a walk-through of the tools they used to make their posts just right.
I was floored. When I post to Instagram, it’s mainly either photos straight off my phone or straight off my camera. When they post to “Insta”, it’s often a design process involving two or three different apps. A photo may pass through a Snap filter and other editing tools before landing on the Instagram feed. And before it does, other photos may be culled to ensure the “wall” (the grid of photos you see when you go to the user profile) is curated and looks just right. There are even tools for previewing what your wall will look like once you’ve posted a new photo!
And when it comes to images of text and Instagram stories, the process is essentially a mobile version of a full design sprint with iterations, advanced tools, typography experiments, filters, the works.
What these users want is true WYSIWYG – What You See Is What You Get – which is what we’ve always wanted on the web but never got because the web can never fully be WYSIWYG.
Photos of text on social media give the new generation of web creators what Flash gave my generation: Absolute control, well beyond what the web platform can offer.
What is lost is the future
Some of my friends have become successful influencers today, the same way some of my friends became successful bloggers 10 years ago. They post content online, they get sponsorship deals, they make serious money. And just like 10 years ago, I know many more who pour hours of their day into reaching that influencer status. To me, today’s influencers are yesterday’s successful bloggers. Same deal, new wrapping. And to be quite honest with you, for all the talk of influencers posting bad content and being bad … influencers, the bloggers of my time were no better. As with the bloggers of my generation, I take issue with the commercialization and marketing aspects of modern-day influencers. But I also understand why they do it and why it’s so effective. Getting a peek into the curated life of someone you look up to will always be appealing, and I gladly spend time out of my day looking at what people post on all social media channels for this exact reason.
What saddens me is how we lost the battle of publishing to the commercial platforms, in large part because we trapped ourselves in an echo chamber: the anachronism that is the blogosphere.
It saddens me because the shiny surface and WYSIWYG-ness of the walled commercial gardens people use today is built on a graveyard of dead information. These platforms are not built for sharing, they are built for user retention and engagement. Link in bio is not a moderation tool to avoid link spam, it’s a slow knife to kill the open web. And text in images is the least accessible, most ephemeral way to put important information into the world. It exists, for a brief moment, only for those who happen to see it, and then it’s lost, forever. Informational entropy at its most extreme. This is how we lose our history in real-time.
We failed because while booting up space on a shared server, setting up WordPress, publishing an article, and meticulously sharing it out to the world was revolutionary 15 years ago, today it is an onerous task reserved for people who live in the past (at least according to my aforementioned younger relatives). To them, time is better spent designing a nice looking image with some text and putting it in their Insta Story, or on Snap, shared only with the people they choose, for a day or two, before being lost to our memories and the occasional copy of a copy of a copy.
Cross-posted to LinkedIn.