There’s this great Andy Warhol mention you’ve possibly determined before:” I think everybody should like everybody .” You can buy postings and layers with pictures of Warhol, looks a lot like the comprise of a Belle& Sebastian album, with that motto plastered across his is now facing Helvetica. But the full mention, taken away from a 1963 interrogation in Art News , is a great description of how we interact on social media today.

Warhol : Someone said that Brecht required everybody to think alike. I require everybody to think alike. But Brecht wanted to do it through Communism, in a way. Russia is doing it under government. It’s happening here all by itself without being under a strict government; so if it’s working without trying, why can’t it work without being Communist? Everybody searches alike and numbers alike, and we’re getting more and more that way.
I think everybody should be a machine. I think everybody should like everybody.
Art News : Is that what Pop Art is all about?
Warhol : Yes. It’s liking things.
Art News : And liking situations is like being a machine?
Warhol : Yes, because you do the same event every time. You do it over and over .

The like and the favorite are the brand-new metrics of success–very literally. Not simply are they ego-feeders for the stuff we put online as individuals, but advertisers track their expeditions on Facebook by how often they are liked. A recent New York Times fib on a krill petroleum ad campaign lays bare how much the like the questions to advertisers. Liking is an financial ordinance.

I like everything. Or at least I did, for 48 hours. Literally everything Facebook mailed my course, I liked–even if I hated it. I decided to embark on awareness-raising campaigns of conscious tendency, to see how it would affect what Facebook showed me. I know this sounds like a stunt( and it was) but it was also genuinely merely an open-ended venture. I wasn’t sure how long I’d keep it up( 48 hours was all I could stand) or what I’d learn( possibly nothing .)

See, Facebook employs algorithms to decide what is demonstrated by in your feed. It isn’t just a procession of sequential revises from your friends and the things you’ve expressed an interest in. In 2014 the News Feed is a highly-curated representation, provided with you by a complicated formula based on specific actions you take on the website, and across the web. I wanted to see how my Facebook experience would change if I incessantly rewarded the robots clearing these decisions for me, if I incessantly alleged,” good place, robot, I like this .” I also decided I’d simply do this on Facebook itself–trying to smack every Like button I happened across on the open entanglement is too daunting. But even when I hindered the venture to the website itself, the results were dramatic.

There is a very concrete shape of Facebook messaging, to take in order to get you to interact. And if you take the bait, you’ll be shown it ad nauseam.

The first thing I liked was Living Social–my friend Jay had liked it before me and it was sitting among the priorities of my feed. I liked two more revises from acquaintances. So far, so good. But the fourth event I encountered was something I didn’t really like. I entail, I don’t absolutely like Living Social either, whatever the hell that is, but who cares. But this fourth event was something I sort of actively detested. A bad joke–or at least a stupid one. Oh well. I liked it regardless.

One thing I had to decide right away was what to do about the related issue that appear after you’ve liked something. Let’s say you like a fib about cows that you experience on Modern Farmer . Facebook will instantly present you with four more alternatives to like situations below that moo-cow fib, “relateds” in Facebook parlance. Maybe more storeys about cows or agriculture.

Relateds immediately became a problem, because as soon as you like one, Facebook supplants it with another. So as soon as I liked the four relateds below a fib, it instantly gave me four more. And then four more. And then four more. And then four more. I immediately realise I’d be stuck in a related loop for infinity if I hindered this up. So I settled on a brand-new pattern: I would like the first four relateds Facebook testifies me, but no more.

Sometimes, tendency is counterintuitive. My acquaintance Hillary posted a picture of her toddler Pearl, with traumata on her appearance. It was titled” Pearl vs. the concrete .” I didn’t like it at all! It was heartbreaking. Normally, it would be the kind of News Feed part that would force me to leave a comment, instead of hitting the little thumbs up button. Oh well. Like. The only season I declined to like something was when a acquaintance posted about the deaths among a relative. I merely had a extinction in their own families last week. It was a connection I wasn’t going to cross.

But there was still plenty more to like. I liked one of my cousin’s updates, which he had re-shared from Joe Kennedy, and was subsequently beseiged with Kennedys to like( plus a Clinton and a Shriver ). I liked Hootsuite. I liked The New York Times , I liked Coupon Clipinista. I liked something from a acquaintance I haven’t spoken to in 20 years–something about her teenager, camp and a serpent. I liked Amazon. I liked fucking Kohl’s. I liked Kohl’s for you.

My News Feed took on an entirely new persona in a surprisingly short quantity of season. After checking in and liking a knot of material over the course of an hour, there were no human being in my feed anymore. It became about brands and messaging, rather than humen with messages.

Likewise, content mills rose to the top. Practically my entire feed was given over to Upworthy and the Huffington Post. As I went to bed that first night and moved through my News Feed, the updates I discovered were( in order ): Huffington Post, Upworthy, Huffington Post, Upworthy, a Levi’s ad,, Huffington Post, Upworthy, The Verge, Huffington Post,, Upworthy,

Also, as I went to bed, I recollect thoughts” Ah, bullshit. I have to like something about Gaza ,” as I punch the Like button on a berth with a pro-Israel message.

By the next morning, the items in my News Feed had moved extremely, very far to the privilege. I’m offered the chance to like the 2nd Amendment and some sort of anti-immigrant sheet. I like them both. I like Ted Cruz. I like Rick Perry. The Conservative Tribune comes up again, and again, and again in my News Feed. I get to learn its very special syntax. Usually it get something like this 😛 TAGEND

A convict narrating some controversial news. Good!

A convict explaining why this is good.

A call to action, often purposing with a few questions?

Once I see this pattern, I start discovering it everywhere. SF Gate, the San Francisco Chronicle ‘ s entanglement proximity, employs a same tactic. It is a very concrete shape of Facebook messaging, to take in order to get you to interact. And if you take the bait, you’ll be shown it ad nauseam.

I was also struck by how different my feeds were on mobile and the desktop, even when viewed at the same season. By the end of day one, I noticed that on mobile, my feed was almost completely devoid of human content. I was exclusively presented with the chance to like storeys from different websites, and many other ads. Yet on the desktop–while it’s still principally branded content–I continue to see situations from your best friend. On that little bitty screen, where real-estate is so valuable, Facebook’s robots “ve decided that” the way to keep my attention is by conceal the person or persons and simply picturing me the stuff that other machines have spouted out. Weird.

As day one reeled into day two, I began dreading going to Facebook. It had become a temple of provocation. Only as my News Feed had strayed farther and further right, so too did it impetu farther and further left. Rachel Maddow, Raw Story, Mother Jones, Daily Kos and all sort of other leftie material was interspersed with items that are so far to the right I’m nearly afraid to like them for dread of purposing up on some sort of watch directory.

Stop what you’re doing and look at this newborn that searches precisely like Jay-Z.

This is a problem very big than Facebook. It reminded me of what can go wrong in society, and why we now often talk at each other instead of to each other. We set up our political and social filter bubbles and they reinforce themselves–the things we read and watch have become hyper-niche and cater to our specific interests. We go down rabbit openings of special interests until we’re lost in the queen’s garden-variety, blaspheming everyone above ground.

But maybe worse than the fractious political flavors my feed took on was how deeply stupid it became. I’m given the chance to like a Buzzfeed post of some guy dancing, and another that questions Which Titanic Character Are You? A third Buzzfeed post informs me that” Katy Perry’s Backup Dancer is the Mancandy You Deserve .” According to New York periodical, I am” officially old” because Malia Obama went to Lollapalooza( like !) and CNN tells me” Husband Explores His Man-ternal Instincts” alongside a photo of a shirtless soul cupping his teats. A cloud that looks like a penis. Stop what you’re doing and look at this newborn that searches precisely like Jay-Z. My feed was picturing virtually simply the worst kind of guff that all of us in the media are complicit in churning out yet should also be deeply ashamed of. Sensational scrap. I liked it all.


While I expected that what I discovered might change, what I never expected was potential impacts my behavior would have on your best friend’ feeds. I hindered thoughts Facebook would rate-limit me, but instead it proliferated increasingly devouring. My feed become a cavalcade of brands and politics and as I interacted with them, Facebook dutifully reported this to all your best friend and adherents.

That first night, a small little clique with a dog’s foreman popped up in the angle of my phone. A chat foreman, from Facebook’s Messenger software! The dog shown itself to be my old WIRED editor, John Bradley.” Have you been hacked ,” he wanted to know. The next morning, my friend Helena mailed me a word.” My fb feed is literally full of articles you like, it’s kind of amusing ,” she does.” No acquaintance material, merely Honan likes .” I replied with a thumbs up. This continued in all areas of the venture. When I posted a status modernize to Facebook just saying ” I like you ,” I sounds from innumerable people that my weirdo pleasure had been overrunning their feeds.” My newsfeed is 70 percentage situations Mat has liked ,” noted my pal Heather. Eventually, I would hear from someone who worked at Facebook, who had noticed my pleasure and wanted to connect me with the company’s PR department.

But I’d already put a stop to it by then regardless, because it was just too awful. I tried counting how much material I’d liked by looking in my pleasure record, but it was too overwhelming. I’d contributed more than hundreds of thousands of things to my Likes page–most of which were abominable or at best banal. By liking everything, I diverted Facebook into a residence where there was nothing I liked. To be honest, I really didn’t like it. I didn’t like what I had done.

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