Social Media Embraces a New Era: Beyond the ‘Digital Town Square’


In a surprising turn of events, Threads, Meta’s rival to Twitter, has unveiled a refreshing shift away from being your go-to source for the latest science news and personal health advice. The Washington Post recently unearthed some intriguing alterations in its search results, raising eyebrows among social media enthusiasts.

Threads users searching for “covid” and “long covid” encountered an unexpected sight—a blank screen with no search results. Instead, they were directed to the Centers for Disease Control and Prevention’s website through a pop-up.

Meta had set certain expectations for Threads from the get-go. Platform leader Adam Mosseri emphasized that while politics and hard news might inevitably find their way to Threads, they had no intention of actively promoting these verticals. Mark Zuckerberg, Meta’s CEO, positioned Threads as a haven from contentious topics, emphasizing kindness and fostering a friendly atmosphere. Despite early growth and attempts to integrate Threads into various products, Meta’s decision to shift direction isn’t cutting off a valuable resource. It’s setting a precedent. Threads is unlike any other platform, and its unique nature allows for flexibility in decision-making.

Every platform that allows user-generated content faces the challenge of defining boundaries. Smaller platforms have an easier time setting norms and expectations since users often join for specific reasons. Larger social platforms, on the other hand, aspire to serve the broader public. Twitter, Facebook, and YouTube initially presented themselves as general-purpose platforms for diverse conversations, akin to digital “town squares.” They touted ideals of free speech, but these lofty claims never entirely aligned with their profit-driven business models.

While these platforms played the role of digital town squares in public perception, they were, in reality, businesses focused on monetizing content consumption. They set rules as they saw fit and made arbitrary decisions, often causing confusion and alienating users. Despite the inherent challenges, their commitment to appearing as democratic spaces had some value, as it forced them to explain certain restrictions.

However, this commitment also brought significant problems. Moderation disputes became highly charged conflicts, and navigating the complex task of content moderation proved expensive and difficult. Critics scrutinized their actions, and public officials held them accountable for their supposed support of free speech. These platforms, initially designed for mass communication and collaboration, had become integral to society.

Moderation choices on these platforms are far-reaching. Hosting conversations that involve genocidaires, victims, COVID-19 discussions, and differing vaccine opinions presents a daunting challenge. Ethical decisions about what is acceptable change over time and are hard to enforce consistently. Meta’s Threads is opting out of this quagmire.

Threads is not alone in its decision to shy away from hosting contested conversations. Facebook adjusted its recommendation algorithms to downplay news content. TikTok, from the start, wasn’t positioned as a “free speech” space and censors content as needed, particularly considering the Chinese government’s interests. Reddit reminded its power users of its authority, and Twitter, under new leadership, made clear that some moderation dilemmas were not dilemmas at all.

Threads, born in a different era, is more candid about its intentions. This new platform approach might result in a more restrictive environment where user concerns about content moderation are not a priority. Instead, thousands of contract moderators follow scripted guidelines, with advertisers often influencing decisions. While Threads’s search function may not rival Google’s, it’s disconcerting that one of the world’s largest social media companies is redirecting users to discuss critical topics elsewhere due to the annoyance caused by a vocal minority.

For the platform’s leadership, this shift provides more freedom to declare certain subjects off-limits or unimportant. However, it raises questions about the potential consequences of relinquishing control. Would Threads become a hub for anti-vaxxers, COVID-19 deniers, wellness quacks, or just another platform for endless debates about school closures and mask mandates? The possibilities are vast, and the implications unclear.

This shift may also reflect an overly optimistic view of what users gain from posting online. The messiness of online discourse remains, and without it, what remains of our online experience? Perhaps, we’ll have to explore Threads anew to discover the answer.

Social Media Embraces a New Era: Beyond the ‘Digital Town Square’

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