Academia is not alone in dealing with the pernicious effects of this new system. With Facebook now one of the world’s largest corporations, it is not a loose analogy to say that clicks, likes, follows, page views, and so on are at the foundation of a new global economy. Clicks have radically transformed journalism, for instance, which explains in part why so many New York Times opinion pieces now have all the tone and nuance of a tweet. Increasingly, it is as tweets that they are conceived.
The same click-swipe-and-rate economy has left everyone involved in cultural production dazed and stumbling. Journalism, art, literature, and entertainment have been engulfed by a tsunami of metrics. And dare we mention love, friendship, and political community? These, too, have been absorbed by the mania of metrics coupled with so-called gamification — a treacherous imitation of play. A flood of neurochemicals saturates our dried-out brains when a heart or a thumbs-up pops up in response to a text, or when our dating profiles get a match, or when our hasty yet emphatic political opinions or our pseudo-humble tales of small daily failures are praised and echoed back to us. The more we swipe in the right direction, or achieve whatever minor virality we can get, the more we are rewarded, and the more we hone our future swipes and tweets and posts. The first flood triggers another, and we float along blissfully metricized, trading our subjectivity for an algorithm.
— from “How Social Media Imperils Scholarship” by Justin E. H. Smith