Infogarbage

Orangeness 9: Infogarbage

The Internet is a vast ocean, spanning the whole globe, even where it is land. It is an ocean of electronic information, not water. There is a reason why moving from site to site is still called “surfing the Net.” Every time you turn on that computer and connect, you are exposing yourself to the endless circulation of metaphorical water and allegorical salt. 

And, just like the real ocean, the Net-Ocean (fishing nets, that is, to snare you and your fellow creatures) has regions and seas, some clear and balmy, others polluted and full of harm. The bottom is lined with the shipwrecks of “dot-com” companies, start-ups, service providers, search engines, and the remains of once massive lords of the sea….Compuserve? Altavista? Geocities? Whale carcasses, all of them now.

There is now so much plastic and other pollution in the ocean that it has spun together to form artificial islands and a permanent layer of compacted material, harmful to fish and sea creatures. And the Ocean of Internet is going this way too, but the polluting material is not physical but informational. I call it “infogarbage,” and by now there is no place either in the ocean or on the Internet that has not been somehow compromised by it, even if it is tiny and hard to see.

Much blather, sometimes true blather, has been written about the “monetization” (lovely word, that) of the internet, and the frantic competition for people’s attention. The oil of the information age is attention, that “made-you-look-and-click” thing. See where I’m going with that metaphor. Oil, fossil fuel, is so essential that people will drill the bottom of the sea to get it. On the internet, monetized sites drill to the bottom of your brain and suck out the oil of your attention. Their sole ambition is to get people clicking on the site and sharing it on social media in international cascades of infogarbage, “going viral,” and thus showing that it is a suitable drilling platform for more attention, more ad space, more info garbage. And it’s cheap and can’t break and exude awful goo all over the shoreline.

What, you say, my time is my own, and if I want to click on celebrity facts or cat videos, why shouldn’t I? Yeah, don’t we all. But then I discovered that these obsessive little entertainments are provided by an enormous industry of spammy sites, which underlie the ubiquitous ads. Back in the ancient days just after the millennium, reams and reams of spam was delivered to us under a bubbling coating of word salad, shredded civilization aimed at defeating the spam filters which kept the pollution manageable. Now there is no need to elude the spam filters - we readers have BECOME spam, and we take it in every moment of our blenderized attention span. An enormous industry uses thousands and thousands of pseudo-informative sites to extract from us. You are a resource to be mined and exploited. If petroleum had consciousness, it would be you, bubbling up the pipe along with countless exploitation web sites.

They have names often compounded with “buzz” and “viral.” ViralRecall, BuzzBombed, BlitzLift, Lifescript, Bite the Buzz, Mindbuzz, PeekWorthy, ViralWorld, Mind Pause, Distractify, Viral Hog, Buzzify, PopnHop,Viral Recall, ViralIgniter, CoViral, Viral Scoop, Shareable, BoreBurn, Bored Panda, Boredom Therapy, DamnBored, Lifebuzz, SetViral, GuiltyFix, Flipopular, Viral Mega, and on and on. This protozoic proliferation of infogarbage sites is managed by a few “content management” companies such as “Taboola” or “Outbrain.” From these sources, massive rivers of info sludge pour into the Net Ocean. They deliver the basic output of tabloids from history: celebrity gossip and facts, grotesque freak shows, lurid crime stories, cute animals, sports, medical quackery, and of course, female cheesecake. Boobs, ass, and more boobs. The more you click, the more boobs you see. And eventually you will be set upon by malware, the hook under the bait.

You can see the evidence of these myriads of catch-you sites as “by-lines” under “sponsored posts” or even in supposedly legitimate “news” posts on Yahoo or CNN. You have probably seen and consumed material from millions of them. These sites can MAKE MONEY by renting ad space, and may be the basis of what is advertised as “how to make a fortune working only four hours a week.” Yes, if you create and manage 100 or 200 garbage sites, you’ll get royalties from the ads. Maybe only one dollar per site or 1/10 cent per click, but you’ve got a lot of them and it mounts up, so let’s create ViralBuzz and its permutations and go off to our warm beach in the Caribbean! More celebrity boobs, baby. What is notable about this industry is that it produces NOTHING. No craft, no food or drink, no helpful gadgets, no books or medicines or furniture…nothing except money.

So we are back by the ocean. It’s clear, blue and sparkling, and the rum drinks with the fruit in them are on the table, and your laptop showing the output of your 700 info garbage grab-you sites is hidden under the pillows. That’s the same ocean you’re polluting, but in an informational way. In the world of information, there are no limits. It’s jaw-dropping and mind-blowing. You’ll never believe what can happen next.