Here's a pocket history of the web, according to many people. In the early days, the web was just pages of information linked to each other. Then along came web crawlers that helped you find what you wanted among all that information. Some time around 2003 or maybe 2004, the social web really kicked into gear, and thereafter the web's users began to connect with each other more and more often. Hence Web 2.0, Wikipedia, MySpace, Facebook, Twitter, etc. I'm not strawmanning here. This is the dominant history of the web as seen, for example, in this Wikipedia entry on the 'Social Web.'
1. The sharing you see on sites like Facebook and Twitter is the tip of the 'social' iceberg. We are impressed by its scale because it's easy to measure.
2. But most sharing is done via dark social means like email and IM that are difficult to measure.
3. According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.
4. Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.
But it's never felt quite right to me. For one, I spent most of the 90s as a teenager in rural Washington and my web was highly, highly social. We had instant messenger and chat rooms and ICQ and USENET forums and email. My whole Internet life involved sharing links with local and Internet friends. How was I supposed to believe that somehow Friendster and Facebook created a social web out of what was previously a lonely journey in cyberspace when I knew that this has not been my experience? True, my web social life used tools that ran parallel to, not on, the web, but it existed nonetheless.
To be honest, this was a very difficult thing to measure. One dirty secret of web analytics is that the information we get is limited. If you want to see how someone came to your site, it's usually pretty easy. When you follow a link from Facebook to The Atlantic, a little piece of metadata hitches a ride that tells our servers, "Yo, I'm here from Facebook.com." We can then aggregate those numbers and say, "Whoa, a million people came here from Facebook last month," or whatever.
There are circumstances, however, when there is no referrer data. You show up at our doorstep and we have no idea how you got here. The main situations in which this happens are email programs, instant messages, some mobile applications*, and whenever someone is moving from a secure site ("https://mail.google.com/blahblahblah") to a non-secure site (http://www.theatlantic.com).
This means that this vast trove of social traffic is essentially invisible to most analytics programs. I call it DARK SOCIAL. It shows up variously in programs as "direct" or "typed/bookmarked" traffic, which implies to many site owners that you actually have a bookmark or typed in www.theatlantic.com into your browser. But that's not actually what's happening a lot of the time. Most of the time, someone Gchatted someone a link, or it came in on a big email distribution list, or your dad sent it to you.
Nonetheless, the idea that "social networks" and "social media" sites created a social web is pervasive. Everyone behaves as if the traffic your stories receive from the social networks (Facebook, Reddit, Twitter, StumbleUpon) is the same as all of your social traffic. I began to wonder if I was wrong. Or at least that what I had experienced was a niche phenomenon and most people's web time was not filled with Gchatted and emailed links. I began to think that perhaps Facebook and Twitter has dramatically expanded the volume of -- at the very least -- linksharing that takes place.
Everyone else had data to back them up. I had my experience as a teenage nerd in the 1990s. I was not about to shake social media marketing firms with my tales of ICQ friends and the analogy of dark social to dark energy. ("You can't see it, dude, but it's what keeps the universe expanding. No dark social, no Internet universe, man! Just a big crunch.")
And then one day, we had a meeting with the real-time web analytics firm, Chartbeat. Like many media nerds, I love Chartbeat. It lets you know exactly what's happening with your stories, most especially where your readers are coming from. Recently, they made an accounting change that they showed to us. They took visitors who showed up without referrer data and split them into two categories. The first was people who were going to a homepage (theatlantic.com) or a subject landing page (theatlantic.com/politics). The second were people going to any other page, that is to say, all of our articles. These people, they figured, were following some sort of link because no one actually types "http://www.theatlantic.com/technology/archive/2012/10/atlast-the-gargantuan-telescope-designed-to-find-life-on-other-planets/263409/." They started counting these people as what they call direct social.
The second I saw this measure, my heart actually leapt (yes, I am that much of a data nerd). This was it! They'd found a way to quantify dark social, even if they'd given it a lamer name!
On the first day I saw it, this is how big of an impact dark social was having on The Atlantic.
Just look at that graph. On the one hand, you have all the social networks that you know. They're about 43.5 percent of our social traffic. On the other, you have this previously unmeasured darknet that's delivering 56.5 percent of people to individual stories. This is not a niche phenomenon! It's more than 2.5x Facebook's impact on the site.
Day after day, this continues to be true, though the individual numbers vary a lot, say, during a Reddit spike or if one of our stories gets sent out on a very big email list or what have you. Day after day, though, dark social is nearly always our top referral source.
Perhaps, though, it was only The Atlantic for whatever reason. We do really well in the social world, so maybe we were outliers. So, I went back to Chartbeat and asked them to run aggregate numbers across their media sites.
Get this. Dark social is even more important across this broader set of sites. Almost 69 percent of social referrals were dark! Facebook came in second at 20 percent. Twitter was down at 6 percent.
All in all, direct/dark social was 17.5 percent of total referrals; only search at 21.5 percent drove more visitors to this basket of sites. (FWIW, at The Atlantic, social referrers far outstrip search. I'd guess the same is true at all the more magaziney sites.)
There are a couple of really interesting ramifications of this data. First, on the operational side, if you think optimizing your Facebook page and Tweets is "optimizing for social," you're only halfway (or maybe 30 percent) correct. The only real way to optimize for social spread is in the nature of the content itself. There's no way to game email or people's instant messages. There's no power users you can contact. There's no algorithms to understand. This is pure social, uncut.
Second, the social sites that arrived in the 2000s did not create the social web, but they did structure it. This is really, really significant. In large part, they made sharing on the Internet an act of publishing (!), with all the attendant changes that come with that switch. Publishing social interactions makes them more visible, searchable, and adds a lot of metadata to your simple link or photo post. There are some great things about this, but social networks also give a novel, permanent identity to your online persona. Your taste can be monetized, by you or (much more likely) the service itself.
Third, I think there are some philosophical changes that we should consider in light of this new data. While it's true that sharing came to the web's technical infrastructure in the 2000s, the behaviors that we're now all familiar with on the large social networks was present long before they existed, and persists despite Facebook's eight years on the web. The history of the web, as we generally conceive it, needs to consider technologies that were outside the technical envelope of "webness." People layered communication technologies easily and built functioning social networks with most of the capabilities of the web 2.0 sites in semi-private and without the structure of the current sites.
If what I'm saying is true, then the tradeoffs we make on social networks is not the one that we're told we're making. We're not giving our personal data in exchange for the ability to share links with friends. Massive numbers of people -- a larger set than exists on any social network -- already do that outside the social networks. Rather, we're exchanging our personal data in exchange for the ability to publish and archive a record of our sharing. That may be a transaction you want to make, but it might not be the one you've been told you made.
* Chartbeat datawiz Josh Schwartz said it was unlikely that the mobile referral data was throwing off our numbers here. "Only about four percent of total traffic is on mobile at all, so, at least as a percentage of total referrals, app referrals must be a tiny percentage," Schwartz wrote to me in an email. "To put some more context there, only 0.3 percent of total traffic has the Facebook mobile site as a referrer and less than 0.1 percent has the Facebook mobile app."
A look at the varied and even contradictory changes that GOP senators are seeking in exchange for their votes
After abandoning a quick vote on his original proposal, Senate Majority Leader Mitch McConnell wants to come up with a revised health-care bill by Friday so it can be ready for debate and a vote when lawmakers return to Washington the week of July 10.
His challenge is stark: At least 10 Republican senators have declared their opposition to the plan McConnell originally unveiled, and he can afford only two defections and still get the 50 votes he needs to pass the bill. If he does, Vice President Pence would cast the tie-breaking vote.
McConnell’s central hurdle is that the 10 critics are split nearly down the middle between conservatives like Senators Rand Paul and Mike Lee who want the bill to spend less money and repeal more of the Affordable Care Act, and more moderate senators like Senators Susan Collins and Lisa Murkowski pushing to restore cuts to Medicaid and provide more funding to states. At the majority leader’s disposal is a pot of nearly $200 billion resulting from the fact that the original draft reduced the deficit by more than the Senate was required to do. Short of simple persuasion, McConnell’s narrow path to passage likely involves a combination of more money sought by moderates and a loosening of existing regulations that conservatives want—if the various factions will agree to a trade.
The show, this season, with exploitative plotlines that treat racism as entertainment, is becoming harder and harder to defend.
This post reveals minor plot points for The Bachelorette Season 13 Episode 6.
A few years ago, in response to a combination of scientific studies, legal cases, and human tragedies, commentators began to question the morality of watching American football. We’d always known the sport was an especially dangerous one to play—that, indeed, is part of its brute appeal—but now there was undeniable evidence of that brutality, rendered in statistic and awful anecdote. To watch the violence play out, it became increasingly clear, was to be in some way complicit in it—to cast asilent vote, not with one’s pocketbook but with one’s attention, in favor of all that violence continuing.
The Bachelorette, of course, depicts a sport only in the loosest sense; the show is very rarely violent in the literal sense of the term. And yet it has recently adopted the same rough outlines that football acquired a few years before: The show, always questionable, has become in its latest season more troubling than it has even been before. Recent episodes of the long-running ABC show have laid bare just how craven and exploitative its producers have become. Problems that have long been simmering in its world have come to a boil. Watching it has become harder and harder to enjoy—and, like that other blood sport, harder and harder to defend.
A California company makes weed vaporizers to suit every mood—here’s what happened when I tried them.
I’d been traveling for work—to Europe then to Asia then to Europe again while pinging back and forth from L.A. to New York. For months my carryon contained the sneakers that I didn’t use in the hotel gyms I never visited. I was exhausted to the brink of tears since previous to this spate of travel. I had a schedule so rote I could give myself jetlag by sliding lunch up half an hour.
I’d gone straight to the weed store from LAX—ragged—trundling my suitcase past the spangly Turkish restaurant with the outline of a hookah on the sign, ducking into the alleyway with the Thai massage parlor on one end and my dispensary on the other. On the inside the shop looks like a cross between an Apple flagship and a Danish lighting boutique except there’s a security guard with a gun and a brown-haired girl who checks your ID and card and buzzes you through.
Early drafts of a canonical work show how Muslims' understanding of their faith has evolved.
“What does the Koran say about…?” is perhaps the most common question my students ask me in the Islamic history courses I teach. It’s an understandable question, but they will be disappointed with the answer if they hope it will explain how Islam has been interpreted and practiced for all of history.
In the post-enlightenment West, a society historically influenced by Protestantism’s “back-to-the-Bible” appeal, many of my students have grown up imbibing a public discourse obsessed with a religious or civil tradition’s origins and founding documents—the Hebrew Bible, the New Testament, the Constitution—and by extension often assume that the only book of consequence for Muslims is the Koran. After 9/11, sales of the Koran skyrocketed. More recently, in the wake of the Orlando nightclub shooting, news outlets from Haaretz to Newsweek ran pieces asking “What Does the Koran Say about Being Gay?” And over the past month, as ISIS called for increased attacksduring Ramadan, the Koran was again scrutinized as the source of the violence.
Gerard Baker thinks the president lies all the time, but insists that applying that appellation puts too high a burden on news organizations.
Last January, Gerard Baker, editor-in-chief of the Wall Street Journal, urged caution in using the word “lie” to label untruths spoken by Donald Trump. Last week, The New York Times published an opinion article titled “Trump’s Lies” that purported to be a definitive list of the president’s falsehoods, invoking the word “lie” repeatedly.
What did Gerard Baker think about that?
Katie Couric asked him at the Aspen Ideas Festival, co-hosted by The Aspen Institute and The Atlantic, eliciting an extended defense of his reticence in using the l-word that began with an admission that he personally thinks that Trump lies a lot.
“What I think is not really important,” he began. “I think the president probably lies a lot, right? I think the president makes things up at times. I think I've got a fair amount of reasons for believing that.”
The House and Senate proposals benefit those at the top explicitly at the expense of the lower middle class—and voters are beginning to notice.
One key reason Senate Republicans have been forced to retract and retool their plan to repeal the Affordable Care Act is that the legislation favors one pole of the party’s modern coalition so emphatically over the other.
The teetering Senate repeal bill, like its predecessor the House passed in May, would shower a large tax cut almost exclusively on the very high earners who compose the party’s fundraising base. Simultaneously, the bill would impose deep benefit cuts—both in the private insurance market and Medicaid—on the older and blue-collar whites who now provide the largest share of the party’s votes.
To the frustration of liberal operatives and analysts (see: the best-seller What’s the Matter with Kansas?), Republicans have been able to surmount similar tensions for decades—in large part by appealing to blue-collar and older whites on cultural and racial grounds. With his brusque agenda of racially tinged nationalism, President Trump last November pushed that support to new heights.
The ways some “healthy voice hearers” cope might be able to help people with psychotic disorders.
Jessica Dorner was lying in bed at her cousin’s house when her grandmother, a “pushy lady” in an apron who had been dead for several years, appeared in front of her. “I know you can see me,” Jessica heard her say, “and you need to do something about it.”
It was a lonely time in Jessica’s life. She was living away from home for the first time, and she thinks her grandmother was drawn by some sense of that. She eventually told her parents what happened, and according to her they were concerned, but not overly panicked. “My parents are probably the least judgmental people I know,” she said.
As Jessica tells it, over the next two years, spirits visited her every now and again. Her brother-in-law’s deceased father began forming before her, ghostlike, just as her grandmother did. And while the experiences were intense and at times made her feel “crazy,” she said, they were infrequent, and insists that they were never a real source of suffering.
The kitchen, the bedroom, and other places should be off-limits to devices, says psychologist Sherry Turkle.
As MIT professor and psychologist Sherry Turkle sees it, students are obsessed with perfection and invulnerability. That’s why they will email her their questions instead of coming to office hours.
“As I get famouser and famouser, I post more office hours, and the numbers [of students attending them] come down,” said Turkle, who researches and writes on peoples’ relationship to technology, during a panel at the Aspen Ideas Festival, which is co-hosted by the Aspen Institute and The Atlantic. “What they say is basically, ‘I’ll tell you what’s wrong with conversation, it takes place in real time, and you can’t control what you’re going to say.’” These students are trying to hide their vulnerabilities and imperfections behind screens, she said, and they have a “fantasy that at 2 in the morning I’m going to write them the perfect answer to the perfect question.”
And other tales from the intersection of science and airport security
When Martin Cohn passed through airport security at Ronald Reagan Airport, he figured that he’d probably get some questions about the 3-D-printed model of a mouse penis in his bag.
The model is 15 centimeters long, made of clear translucent plastic, and indisputably phallic— like the dismembered member of some monstrous, transparent, 11-foot rodent. One of Cohn’s colleagues had already been questioned about it when she carried it on an outward flight from Gainesville to Washington D.C. She put it through the security scanner, and the bag got pulled. A TSA official looked inside, winked at her, and let her go. She was amused but embarrassed, so Cohn offered to take the model home on the return flight.
Adam Hamilton takes on controversial social issues from the pulpit, challenging his politically divided congregation to find common ground.
A recent study found that Methodism is one of America’s most politically divided denominations, with both congregants and their pastors roughly split between the Democratic and Republican Parties. That makes rising partisanship a particular challenge for pastors like Adam Hamilton, of the Church of the Resurrection in Kansas City. He estimates his congregants are perhaps 60 percent Republicans, and 40 percent Democrats—slightly more liberal than the communities from which they’re drawn, but still a decidedly red-state congregation. And, he argues, it gives the ways in which he navigates those tensions broader import.
Hamilton wanted to challenge his congregants to address pressing social challenges, despite their partisan divisions. “I’d like for them to look at the news every day, and think: ‘I wonder how the Gospel calls me to respond to this,’” he said.