Why The Costco Guys And Hawk Tuah Took Over The Internet — With Ryan Broderick
Jan 8, 2025
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Ryan Broderick, reporter and author of the Garbage Day newsletter, joins Ranjan Roy, a contributor focused on internet culture. They dive into how the pandemic reshaped online dynamics, highlighting the rise of algorithm-driven content over traditional follow models. Broderick discusses the struggles of BuzzFeed, the growth of platforms like OnlyFans, and the appeal of viral figures like the Costco Guys. They also explore the potential for BlueSky to thrive as a Twitter alternative, offering keen insights into the evolving landscape of internet culture.
The pandemic has accelerated a shift towards algorithm-driven content feeds, privileging relatability and everyday figures over traditional influencers.
Niche online communities, while less visible, continue to thrive on platforms like Discord, adapting to value privacy and exclusivity.
The evolving social media landscape necessitates new monetization strategies for creators, leading to a more transactional relationship with audiences.
Deep dives
Cultural Shifts in Internet Consumption
The internet has undergone a significant cultural shift, particularly since the pandemic, leading to changes in how content is consumed and created. Platforms like TikTok have introduced algorithm-driven feeds that personalize content, moving away from the earlier model where users followed specific creators. This shift has resulted in the rise of unexpected internet celebrities, like the Costco guys and Huck Tua, who gained fame for relatable, everyday content. The pandemic catalyzed this change, bringing new users online and breaking down barriers between previously niche subcultures and the broader public.
Rise of Algorithm-Driven Content
The dominance of algorithms, especially after the pandemic, has reshaped the landscape of internet fame and virality. Unlike in the past where the online audience largely consumed similar content, today's users experience highly personalized feeds that cater specifically to their tastes. This has led to the emergence of mainstream figures who represent the average persona, reflecting the interests of a broader audience. The transformation signifies a shift where normalcy becomes the new trend, showcasing a preference for mundane or relatable content over curated or professionally produced media.
Redefining Internet Subcultures
While the rise of mainstream internet personalities seems to overshadow niche subcultures, these communities continue to adapt and thrive, albeit in the background. Many small online groups have migrated to platforms like Discord, valuing privacy and exclusivity over public visibility. The accessibility of viral fame through algorithmic recommendations has diluted the previous cultural significance of these subcultures, yet they persist, often re-emerging during moments of controversy or drama. This evolution illustrates how the essence of online communities remains resilient, even as visibility fluctuates.
The Role of Social Media in Shaping Consumer Behavior
The rapidly changing social media dynamics have significant implications for content creators and audiences. As platforms evolve, the traditional means of reaching and engaging viewers no longer guarantee success, prompting creators to seek new monetization strategies. The rise of platforms offering subscription models, like OnlyFans, reflects a shift in how creators understand and capitalize on virality. Consequently, this has fostered a more transactional relationship with content, where free engagement leads to paywalls for deeper access, altering the expectations for both creators and their audiences.
Political Underpinnings and the Future of Online Culture
The intertwining of politics and internet culture has entered a phase of re-evaluation, especially among younger users disenchanted with previous activism models. The rise of viral phenomena surrounding events like the United Healthcare shooter indicates a shift in how anger and discontent are redirected online. As traditional culture wars lose appeal, new frameworks for engagement, possibly centered around class consciousness, may emerge. This transformation underscores the necessity for creators and users alike to navigate an increasingly complex digital landscape while searching for meaningful connections amid the noise.
Ryan Broderick writes the Garbage Day newsletter and hosts the Panic World podcast. He joins Big Technology Podcast to discuss how the internet has fundamentally changed since the pandemic, in a special episode with Ranjan Roy and Alex Kantrowitz. Tune in to hear Broderick's insights about the rise of viral normie culture which includes Hawk Tuah and the Costco Guys, why sites like BuzzFeed are struggling to adapt, and how platforms are shifting from follow models to algorithmic feeds. We also cover shifting online political movements, the massive growth of OnlyFans, and why BlueSky might actually succeed where other Twitter alternatives failed. Hit play for a fascinating analysis of how internet culture is evolving and what it means for society.
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