An important idea offered by Mike Caulfield. The embrace of frictionless sharing and the relentless pursuit of engagement have created the problems which are now being naturalised by the emerging ‘did Facebook lead to Trump’ discourse:
We have prayed at the altar of virality a long time, and I’m not sure it’s working out for us as a society. If reliance on virality is creating the incentives to create a culture of disinformation, then consider dialing down virality.
We know how to do this. Slow people down. Incentivize them to read. Increase friction, instead of relentlessly removing it.
Facebook is a viral sharing platform, and has spent hundreds of millions getting you to share virally. And here we are.
What if Facebook saw itself as a deep reading platform? What if it spent hundreds of millions of dollars getting you read articles carefully rather than sharing them thoughtlessly?
What if Facebook saw itself as a deep research platform? What if it spent its hundreds of millions of dollars of R & D building tools to help you research what you read?