The Rise of the Feed and Infinite Scroll in Web 2.0

The companies like MySpace, Facebook, and Twitter introduced the concept of the feed, which is the core of Web 2.0, where content comes to users instead of them searching for it. This experience is seen in popular platforms like Facebook, Twitter, Instagram, and TikTok, where users continuously scroll through content. The infinite scroll feature ensures that the content never ends, leading to addictive user behavior. As a result, the power in the online world is concentrated in the hands of a few large corporations, and people spend most of their internet time passively scrolling through feeds rather than actively surfing the web.