Authors Taylor Lorenz and Max Fisher discuss 'the dress' viral phenomenon of 2015, reflecting on its impact on social media and internet culture. They explore the evolution of online journalism and the rise of clickbait, highlighting Buzzfeed's role in driving viral content. The podcast delves into the neuroscientific aspects of color perception and the dark side of the internet, addressing current issues like knife threats and net neutrality.
The dress debate symbolizes the peak of Buzzfeed's success in curating viral content from platforms like Tumblr and Reddit.
The dress phenomenon marked a shift in online culture towards politically charged and divisive content on social media platforms.
The evolution of social media algorithms prioritized emotionally engaging interactions, leading to the promotion of divisive and outrage-stirring content.
Deep dives
The Viral Sensation of the Dress Colors
In early 2015, a photo of a dress sparked a global debate on its colors, with some seeing it as white and gold while others as blue and black. This optical illusion phenomenon led to extensive discussions on social media platforms like Tumblr and Buzzfeed, culminating in record-breaking traffic for Buzzfeed's post on the dress. Scientific explanations attributed differences in perception to varying ways individuals interpret light and the low-quality photo.
Buzzfeed's Amplification of Viral Content
Buzzfeed's early success was linked to its ability to curate viral content from platforms like Tumblr and Reddit and showcase it to a wider audience. The dress photo, initially posted on Tumblr, was picked up by Buzzfeed writer Kate Holderness, leading to unprecedented web traffic and engagement. Buzzfeed's strategic focus on link posts and its knack for making content shareable contributed significantly to its rapid growth.
Shift in Internet Culture Post-Dress Virality
The success of the dress story marked a turning point in internet culture, reflecting an era where lighthearted, viral content dominated social media platforms. However, the aftermath of this viral sensation signaled a shift towards more politically charged and divisive online content. With the advent of algorithm-driven engagement and the rise of monetization through clicks, the online landscape evolved rapidly, leading to changes in content consumption and platform strategies.
Evolution of Social Media Algorithms
In the podcast, the evolution of social media algorithms is discussed, highlighting a shift towards prioritizing emotionally engaging interactions over outbound links. This change was driven by platforms like Facebook aiming to keep users extensively engaged on their sites, leading to increased discussion-focused content promotion. The shift from promoting outbound links to fostering discussions aimed at emotional engagement had significant implications, such as promoting content that stirred outrage and polarization in users.
Impact of New Algorithms on Online Content
The podcast delves into the impact of the updated algorithms on online content dissemination, focusing on success stories shaped by the new algorithmic preferences. It highlights how sites like Breitbart benefited from the shift by surfacing emotionally charged content that generated high engagement levels. The study post the 2016 election revealed the immense sharing of Breitbart content due to algorithmic boosts, showcasing how these platforms inadvertently amplified extreme viewpoints and emotional content, ultimately affecting user behavior and information consumption.
In 2015, the world was gripped by one question: is this dress black and blue, or white and gold? No, no, I refuse to argue with you about it — but the story of The Dress is the dying breath of a pre-algorithm driven social media, the peak of Buzzfeed, and contains some dark truths about the internet.
Featuring interviews with Taylor Lorenz (@taylorlorenz), author of Extremely Online and Max Fisher (@maxfisher22), author of The Chaos Machine.
