Today, ran across this article, which talks about how the future of culture is going to be built around things that algorithmic platforms reject. The article focuses mostly on copyright infringement, but I think the argument could be made for anything that is un-monetizable on social media platforms.
When you think about it, it’s a normal trajectory for subcultures. They start out as outsiders, then someone finds a way to present or expose it on traditional media. Case in point: the book that brought Hunter S. Thompson to the masses, “Hells Angels.” While I think there was already exploitation media made around bikers by then, it’s hard to imagine shows like “Sons of Anarchy” existing without there having been a ‘serious book’ about the subject. Now, there’s Harley-Davidson merch stores in tourist traps.
Online culture just accelerates this and drives things underground faster, plus provides the opportunity for the subculture to build its own platforms.
There may well be a template for this. Subculture first hides in plain sight, then gets exposed, then gets exploited, then gets filtered and sanitized, causing the less advertiser-friendly bits to hide somewhere else in plain sight.
This is a vast oversimplification, of course, and new types of media create new variations. I’ll explore this further someday.
This dance has long existed online, I remember that Usenet in the ’80s had a newsgroup called ‘net.culture.gay,’ and it was an eyeopener for anyone who wasn’t already in-the-know. It was both a gay safe space and a fairly open bridge for outsiders. Usenet, however, was a free service — the Internet hadn’t opened up beyond industry and academia, and there was no advertising, so no advertisers to offend. There was discussion there that couldn’t happen anywhere else at the time – not on TV, not in the letters page of a newspaper.
It’s harder and harder to imagine a truly free platform like those today. This was all paid for by taxpayers, in a corner of the defense budget (ARPAnet). Today’s content and scale costs real money, and with that comes gatekeepers.
But there will always be someone slipping under or jumping over the gate.