"One of the properties that made blogging so exciting is that it bypassed the gatekeepers guarding traditional media outlets. Anyone could start a blog. Everyone had access to the same global audience.
As the vast majority of bloggers during the golden age discovered, however, the “gatekeepers” weren’t the only thing standing between them and a rapt audience. It turns out that it’s really hard to engage peoples’ attention, even once you have access to it. ...
Part of the underappreciated brilliance of early social media is that it presented an entirely novel solution to this problem. Networks like Facebook offered its users what can best be understand as a semi-collectivist model of attention. Users could post whatever they wanted. By an unspoken social contract, they would pay some attention to the posts of their close neighbors in the network social graph (regardless of the quality of this content), and these neighbors would do the same. The result: everyone could almost immediately begin receiving attention from an audience — a deeply appealing promise that through most of modern history had been available only to relatively small number of professions (writers, preachers, media personalities, teachers)."
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