A few weeks ago my roommate and I invented a new drinking game. He would read out a headline from Twitter, and I had to guess the source of the tweet. The idea was that I’d drink when I was wrong, and he’d drink when I was right. In the end, we just drank whenever we felt like it, and cracked ourselves up imitating the tones of NPR, The New York Times, Pitchfork, and The Onion.
As we kept playing, it seemed like we were on to something. Each news source had its own stylistic trademarks, and it was possible to pick up on these subtle differences. In this game, media outlets no longer said anything important but merely became caricatures. Recognizing the distinctions between BuzzFeed, Gawker and The New Yorker was funny because it was so easy. It quickly became hilariously and painfully obvious that these publications aren’t broadcasting news—they are broadcasting a voice.
The Internet seems like a Great Equalizer. On Twitter, every tweet suffers the same limitations and appears in the same place. All you need to open an account is an email address—after that, it’s up to your own merit or desperation to get as many followers as you can. But how do you stand out from the crowd? When you’re scrolling through Twitter, Lena Dunham, LeBron James, and your older sister may all be competing for your attention. To be heard in a Twitter feed’s cacophony of information, a profile needs its own sound.
This isn’t limited to the news publications that my roommate and I ridiculed. Everyone’s Twitter handle is competing for favorites, for retweets—and ultimately, for recognition. Tweets are constantly moving, so there is only a little time to make a lasting impression.The best way to do this is to be funny. I’ve impulsively favorited countless tweets just because they made me laugh. Because Twitter thrives off humor, its natural mode of communication is irony. What other medium could juxtapose The White House, Lil B and Disney and produce a homogenous stream of information?
Every Twitter profile is producer, consumer and product, all rolled into one. Where else can an individual person have a two-way conversation with Toyota or Quaker Oats? And here’s where it really gets weird—does a company’s Twitter represent the entire business, certain employees, or the product itself? In embracing this hodgepodge of consumer roles, one might think that Twitter can’t be anything other than ironic. But what happens when we take it seriously?
Entire revolutions have sprung out of online social networks, and yet mainstream American culture treats them as little more than a comedic stage. Most “serious” moments on social media seem trite and offensive. (“Share this picture 1000 times to save a terminally-ill child.”) Irony and wit are competition—we point out the contradictions all around us, attempting to get as many laughs as we can.
The ironic nature of Twitter suggests that Twitter itself is absurd—a waste of time. So why do we play along? Do we just want the opportunity to prove we’re better than other people? Is self-objectification irresistible? Do we want others to acknowledge our value by consuming us? Because we idolize our objects of consumption, we want to turn ourselves into those objects of admiration and worship. We try to make our tweets funny so everyone stays on Twitter to justify our presence on the medium, and our delusions of importance. But how can we sustain this illusion when the mode of communication revolves around Twitter’s unimportance?
I recently heard a professor ask if careers in journalism would soon die. I’m not sure what this question was meant to suggest, but today journalism seems more alive than ever. I’ve never been able to follow so many different news outlets at once, or read so many different opinions. Online platforms give everyone the tools to create and disseminate information. But, with so many sources, how can I believe anything that I read?
I can go on Twitter and write the same thing as the New York Times and the only thing separating our tweets is that little blue and white check mark next to “The New York Times.” This check is a subtle reminder that, no matter what we tweet, we’re all still part of the same system—which someone, somewhere, controls. After all, as long as we continue to tweet, however ironic we may be, Twitter Inc.’s profits are nothing to laugh at.