La cascata d’informazione non filtrata e ordinata cronologicamente a cui ci ha abituato Twitter, Instagr.am, i blog prima e Facebook poi è un modo sempre più inefficace di processare e organizzare l’informazione online, scrive Casey Johnston:
The feed arose as a simple way to take advantage of the new possibilities of the web. How should information be sorted when it’s being created continually, and not in packaged issues or editions? Early on, putting content in a long list according to the time it was posted made the most sense. It’s the easiest way to organize anything, ever: You just make a pile, and the oldest stuff is at the bottom. It was a perfect paradigm for social networks: It’s transparent, so you don’t need to explain to your users how it works. It fits nicely on a smartphone. Best of all, it encourages people to constantly refresh, which reads as a certain kind of engagement.
Unfortunately, chronological order doesn’t scale well. Once a medium or platform has had its here-comes-everyone moment, the stuff you actually want to see gets buried in an undifferentiated stream — imagine a library organized chronologically, or even the morning edition of a newspaper. People are doing too many things and they are happening all at once, and the once-coherent experience of people using a platform unravels into noise.
Nel momento in cui un servizio raggiunge un numero considerevole di utenti, il rumore diventa troppo forte e non solo si fa fatica a tenersi aggiornati ma si fa anche fatica a capire con chi si ha a che fare — con chi si sta comunicando:
And, as it turns out, the same neutrality and transparency that made time-based sorting so appealing can be a particular liability for social media. It’s an established fact of social media services that, once they reach enough size that the potential audience for a post becomes nebulous, people shy from posting on them, because they can’t predict what reaction they’ll get. This — called “context collapse” — is why we’ve seen group messaging services boom as broader social media ones have flattened; in your Slack or HipChat or GroupMe, you know how your friends or family will react to a link you post. On an open and unfiltered social media feed, the outcome of posting to a public is far too unpredictable.