From Conversation to Echo Chamber: The Problem of Explaining the Evolution of Media with Seductive Metaphors

Abstract

The appeal of explaining and understanding something through a metaphor is almost irresistible. Social networks, disinformation, and digital journalism have all been saturated with metaphors that are as suggestive and seductive as they are misleading, since they have often been based more on anecdotes than on scientific evidence. In this regard, the article reviews the evolution of the so-called Social Web through the typical stages of technological enthusiasm and disenchantment, questioning both. Neither Twitter (X) was, is, nor will be a global conversation, nor do we find ourselves in echo chambers or filter bubbles in the strict sense of these terms. Using historical examples from the Blogosphere, social networks, and fact-checking media, the article critiques preconceived ideas such as the supposed absolute isolation of echo chambers or the technological determinism behind the disinformation industry. Finally, it offers ideas and alternatives to show that, while seductive metaphors have helped us to understand the Internet and its native media more quickly, those same metaphors cannot serve as complete explanations. Holistic perspectives, especially in research, are more necessary than ever. Consumption is now more fragmented and common points of reference are increasingly rare, which is precisely why simple explanations and catchy metaphors fall short. On social media, context is decontext.