In the course of the past decade, though, social media has come to resemble something more like regular media. It’s where we find promotional videos created by celebrities, pundits shouting responses to the news, aggregated clips from pop culture, a rising tide of A.I.-generated slop, and other content designed to be broadcast to the largest number of viewers possible. The people we follow and the messages they post increasingly feel like needles in a digital haystack. Social media has become less social.

Facebook’s founder, Mark Zuckerberg, admitted as much during more than ten hours of testimony, over three days last week, in the opening phase of the Federal Trade Commission’s antitrust trial against Facebook’s parent company, Meta. The company, Zuckerberg said, has lately been involved in “the general idea of entertainment and learning about the world and discovering what’s going on.” This under-recognized shift away from interpersonal communication has been measured by the company itself. During the defense’s opening statement, Meta displayed a chart showing that the “percent of time spent viewing content posted by ‘friends’ ” has declined in the past two years, from twenty-two per cent to seventeen per cent on Facebook, and from eleven per cent to seven per cent on Instagram.

Either way, the social-media landscape today is arguably in the midst of a dramatic overhaul. TikTok may ultimately be banned; generative A.I. may supplant the existing model of an open, user-generated internet. On April 15th, the Verge broke the news that OpenAI is developing a social network of its own, to compete with the likes of Instagram and X. The F.T.C. may be chasing an old problem just as newer, bigger ones appear on the horizon.