cover of episode BuzzFeed wants to build a… social network?

BuzzFeed wants to build a… social network?

2025/2/12
logo of podcast Channels with Peter Kafka

Channels with Peter Kafka
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Jonah Peretti: 我认为社交媒体平台已经从早期开放和积极连接用户的阶段,演变成现在过度关注利润和用户留存的阶段。现在的算法利用人性的弱点,推荐高风险、新奇、愤怒、需要持续观看和恐惧的内容,即所谓的“SNARF”内容,导致用户虽然花费大量时间在平台上,但实际上感觉很糟糕。这种内容成瘾性强,用户明知不好却难以自拔。我们应该关注用户在平台上的实际体验,以及平台改进是否真的提升了用户的效用,还是仅仅增加了成瘾性。 Jonah Peretti: 早期互联网像啤酒和葡萄酒,能带来欢乐和连接。但现在却像毒品,充斥着虚假和令人不安的内容。我们BuzzFeed早期尝试各种吸引眼球的方式,但始终坚持创造能连接用户的内容。我们注意到Facebook上冲突性内容开始流行,积极内容反而得不到推广。我们本可以转向制造虚假信息和煽动对立的内容,但这不符合我们的文化和价值观。现在,社交媒体平台上的内容为了进入算法推荐,不惜利用恐惧和愤怒,捏造事实,最终没有人从中受益。

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A decade ago BuzzFeed was the bleeding edge of digital media, and Serious People thought it was going to be a threat to the likes of the New York Times. Many rounds of layoffs and asset sales later, BuzzFeed is a much more modest operation.

But say this for Jonah Peretti: He continues to pitch Very Big Ideas for his company. Now the BuzzFeed CEO thinks he can create an internet that doesn’t run on content that makes you feel lousy, and that he can also create his own social network. I am… skeptical, but I wanted to hear him out, and now you can make up your own mind.

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