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Things Fall Apart Historically, civilizations have relied on shared blood, gods, and enemies to counteract the tendency to split apart as they grow. But what is it that holds together large and diverse secular democracies such as the United States and India, or, for that matter, modern Britain and France? Social scientists have identified at least three major forces that collectively bind together successful democracies: social capital (extensive social networks with high levels of trust), strong institutions, and shared stories. Social media has weakened all three. To see how, we must understand how social media changed over time—and especially in the several years following 2009. In their early incarnations, platforms such as Myspace and Facebook were relatively harmless. They allowed users to create pages on which to post photos, family updates, and links to the mostly static pages of their friends and favorite bands. In this way, early social media can be seen as just another step in the long progression of technological improvements—from the Postal Service through the telephone to email and texting—that helped people achieve the eternal goal of maintaining their social ties. But gradually, social-media users became more comfortable sharing intimate details of their lives with strangers and corporations. As I wrote in a 2019 Atlantic article with Tobias Rose-Stockwell, they became more adept at putting on performances and managing their personal brand—activities that might impress others but that do not deepen friendships in the way that a private phone conversation will. Once social-media platforms had trained users to spend more time performing and less time connecting, the stage was set for the major transformation, which began in 2009: the intensification of viral dynamics. [I]n 2009, Facebook offered users a way to publicly “like” posts with the click of a button. That same year, Twitter introduced something even more powerful: the “Retweet” button, which allowed users to publicly endorse a post while also sharing it with all of their followers. Facebook soon copied that innovation with its own “Share” button, which became available to smartphone users in 2012. “Like” and “Share” buttons quickly became standard features of most other platforms. Shortly after its “Like” button began to produce data about what best “engaged” its users, Facebook developed algorithms to bring each user the content most likely to generate a “like” or some other interaction, eventually including the “share” as well. Later research showed that posts that trigger emotions––especially anger at out-groups––are the most likely to be shared. By 2013, social media had become a new game, with dynamics unlike those in 2008. If you were skillful or lucky, you might create a post that would “go viral” and make you “internet famous” for a few days. If you blundered, you could find yourself buried in hateful comments. Your posts rode to fame or ignominy based on the clicks of thousands of strangers, and you in turn contributed thousands of clicks to the game. This new game encouraged dishonesty and mob dynamics: Users were guided not just by their true preferences but by their past experiences of reward and punishment, and their prediction of how others would react to each new action. One of the engineers at Twitter who had worked on the “Retweet” button later revealed that he regretted his contribution because it had made Twitter a nastier place. As a social psychologist who studies emotion, morality, and politics, I saw this happening too. The newly tweaked platforms were almost perfectly designed to bring out our most moralistic and least reflective selves. The volume of outrage was shocking. It was just this kind of twitchy and explosive spread of anger that James Madison had tried to protect us from as he was drafting the U.S. Constitution. The Framers of the Constitution were excellent social psychologists. They knew that democracy had an Achilles’ heel because it depended on the collective judgment of the people, and democratic communities are subject to “the turbulency and weakness of unruly passions.” The key to designing a sustainable republic, therefore, was to build in mechanisms to slow things down, cool passions, require compromise, and give leaders some insulation from the mania of the moment while still holding them accountable to the people periodically, on Election Day. The tech companies that enhanced virality from 2009 to 2012 brought us deep into Madison’s nightmare. Many authors quote his comments in “Federalist No. 10” on the innate human proclivity toward “faction,” by which he meant our tendency to divide ourselves into teams or parties that are so inflamed with “mutual animosity” that they are “much more disposed to vex and oppress each other than to cooperate for their common good.” But that essay continues on to a less quoted yet equally important insight, about democracy’s vulnerability to triviality. Madison notes that people are so prone to factionalism that “where no substantial occasion presents itself, the most frivolous and fanciful distinctions have been sufficient to kindle their unfriendly passions and excite their most violent conflicts.” It’s not just the waste of time and scarce attention that matters; it’s the continual chipping-away of trust. An autocracy can deploy propaganda or use fear to motivate the behaviors it desires, but a democracy depends on widely internalized acceptance of the legitimacy of rules, norms, and institutions. Blind and irrevocable trust in any particular individual or organization is never warranted. But when citizens lose trust in elected leaders, health authorities, the courts, the police, universities, and the integrity of elections, then every decision becomes contested; every election becomes a life-and-death struggle to save the country from the other side. The former CIA analyst Martin Gurri predicted these fracturing effects in his 2014 book, The Revolt of the Public. Gurri’s analysis focused on the authority-subverting effects of information’s exponential growth, beginning with the internet in the 1990s. Writing nearly a decade ago, Gurri could already see the power of social media as a universal solvent, breaking down bonds and weakening institutions everywhere it reached. He noted that distributed networks “can protest and overthrow, but never govern.” He described the nihilism of the many protest movements of 2011 that organized mostly online and that, like Occupy Wall Street, demanded the destruction of existing institutions without offering an alternative vision of the future or an organization that could bring it about. Gurri is no fan of elites or of centralized authority, but he notes a constructive feature of the pre-digital era: a single “mass audience,” all consuming the same content, as if they were all looking into the same gigantic mirror at the reflection of their own society. In a comment to Vox, he said: The digital revolution has shattered that mirror, and now the public inhabits those broken pieces of glass. So the public isn’t one thing; it’s highly fragmented, and it’s basically mutually hostile. It’s mostly people yelling at each other and living in bubbles of one sort or another.