The Virality Illusion: Why We’re Misreading the Signals

The internet has become a complex web of echo chambers and curated feeds, where trends can quickly go from viral to irrelevant. This phenomenon raises questions about what we consider success in online culture. Cyber-ethnographer Ruby Thelot argues that our reliance on virality as a metric for understanding culture is misguided.

Thelot critiques the way we approach social media trends in his book, In Defense of Being-On-Line. He claims that what was once a good proxy for cultural relevance has become a target in itself. Goodhart’s law states that when a measure becomes a goal, it ceases to be an accurate indicator. Thelot argues that people are now creating content solely to achieve virality, regardless of its inherent value.

The widespread adoption of prediction markets like Kalshi and Polymarket is a case in point. These platforms have become increasingly popular among young people, who bet on everything from entertainment events to natural disasters. But what does this phenomenon signal? Thelot suggests that it’s not just about making money; it’s also about participation.

The desire for participation is a fundamental aspect of online culture. Consumers no longer want to simply consume content; they want to be part of the conversation. This blurs the line between entertainment and financial speculation, raising questions about the true nature of these “games.” Are people participating in culture or just trying to get close to it?

Thelot’s research on group chats and meme coins highlights this phenomenon, where individuals come together to trade and participate in online culture. However, this trend also raises concerns about the nature of online relationships. Are these communities genuinely creating meaningful connections, or are they just masquerading as such? The boundaries between social media, entertainment, and financial speculation have become increasingly blurred.

Thelot’s ideas about AI challenge the widespread assumption that it will be the panacea for our societal ills. He argues that intelligence is not the primary driver of human progress; rather, it’s the ability to cooperate, coordinate, and align large groups toward a common goal. This perspective overlooks the complexities of human relationships and the importance of cooperation in solving our global challenges.

Ultimately, Thelot’s work serves as a reminder that we need to rethink how we approach online culture. We must move beyond simplistic metrics like virality and participation, and instead explore the deeper implications of our digital lives. By examining the ways in which people interact with each other and with technology, we can gain a more nuanced understanding of what it means to be “on-line.”