As I write this article, sitting in front of my computer in 2024, I can’t help but think about how the Internet has become unrecognizable from its initial promises. It is no longer the space of freedom and innovation that we had dreamed of. From the roaring times of the first websites to the preventive and automatic censorship of political and social issues, I have witnessed the slow death of a giant suffocated by monopolies, manipulative algorithms and a growing centralization of digital power.
If there is still hope of bringing back to life this extraordinary tool that has changed our society, it is worth exploring. In fact, let's try together? Are you up for it?
The Internet's Lost Golden Age: What Did We Do Wrong?
The 90s e the first 2000 represented an era of true digital experimentation. The personal blogs they thrived (mine was also great, it was much more intimate and was called “Lontanodagliocchi” – here is a blurry photo from 20 years ago captured by the wayback machine), online communities formed organically around common interests, and creativity flourished in every corner of the web. Startups were born with revolutionary visions: on the ashes of Napster it came out Spotify, and promised to democratize music, Netflix to free entertainment from the shackles of traditional TV, Facebook to connect the entire world.
Freedom of expression (at least the perceived one) was real, unmediated by algorithms or restrictive corporate policies. People they created content out of passion, not to please a monetization system. The ads were annoying banners, not sophisticated behavioral manipulation systems. It was an era where the serendipity of online discoveries was still possible. Is it true or not? And what happened then?
The Triumph of Algorithms Over Truth
La misinformation it's no longer a side effect: it has become a business model. During the COVID-19 pandemic, we have witnessed a veritable infodemic. Conspiracy theories have spread faster than the virus itself.
The 2020 US elections have shown how easy it is to manipulate public opinion through false but emotionally engaging narratives, and those of 2024 they did the same thing backwards, showing the public a non-existent “head to head” between two candidates who were at significant distances.
Social media algorithms have created what experts call “filter bubble”: a system of personalized information bubbles that only reflect and amplify our pre-existing beliefs. It's as if we had built custom digital prisons, where each user sees only what confirms his prejudices. This has led to a unprecedented social polarization, where the dialogue between different worldviews it has become practically impossible. Why? “Divide and conquer,” one might say. And we are not far from the truth: on the contrary.
La misinformation it's no longer a side effect: it has become a business model.
The Internet and the Centralization of Digital Power
I don't want to beat around the bush: the web has become an oligopoly. Only 5 big companies – Google, Amazon, Meta, Apple e Microsoft – they control virtually every aspect of our digital lives. They have the power to decide which voices are amplified and which are silenced, which businesses can thrive and which are doomed to fail.
This control extends far beyond the digital world. These companies influence elections, shape public opinion, determine which innovations will see the light of day and which will be nipped in the bud. Their power exceeds that of many nation states, but without any democratic counterweight.
The Attention Economy: The True Cost of Free
The old saying “If something is free, you are the product” has never been truer. The dominant economic model of the Internet is based on obsessive collection of personal data and, I repeat, on the behavioral manipulation. Social media They are designed as digital slot machines, exploiting our psychological vulnerabilities to maximize “dwell time” on the platforms.
The consequences on mental health they are devastating. Anxiety, depression and attention deficit disorders are on the rise, especially among young people. Addiction to smartphones and social media is profoundly altering the way we think and relate to others.
The crisis of quality content
Investigative journalism is dying, often replaced by clickbait disguised as debunking and viral content without substance. Content creators are trapped in a race to the bottom, forced to chase algorithms instead of focusing on quality. Newsrooms are closing, replaced by automated content factories and influencers who promote anything for money.
Streaming platforms, once synonymous with innovation, are producing increasingly standardized contents. Cultural diversity is sacrificed on the altar of global engagement. Authentic creativity struggles to emerge in a system that favors sure success proven formulas, perhaps “serialized” with artificial intelligence. All over, then? Wait.
Signs of Hope: Emerging Alternatives
Despite this gloomy scenario, interesting alternatives are emerging. The “Web3” movement promises to decentralize the Internet through blockchain. Federated platforms like Mastodon (by the way: we are here too, follow us!) offer an alternative to centralized social media. Open source projects continue to develop technologies that respect privacy and promote digital freedom.
New financing models, such as the through crowdfunding and direct subscriptions, allow content creators to be supported directly by their audience, bypassing traditional intermediaries. But more is needed for what today appears to be a sensational resurgence.
An action plan for the future
To save the Internet, we should (must!) act on multiple fronts:
- Effective regulation: A regulatory framework is needed
- Digital Literacy: Educate people to recognize algorithmic manipulation (at the moment the masses are helpless, and it shows);
- Decentralization: Support alternatives to dominant platforms (yu-hu Bluesky, will you give us a shout too?);
- Privacy by design: Promote environmentally friendly technologies privacy, because today we are just not there;
- Sustainable economy: Developing ethical business models.
Internet, the difficult road to resurrection
The salvation (or rather, the rebirth) of the Internet requires a collective effort. We cannot allow the dream of a free web to die under the weight of commercial interests. It is time to radically rethink how we build and use digital technologies.
Need a new social contract for the digital age, based on principles of transparency, privacy, decentralization and respect for human rights. Only in this way can we transform the Internet from a tool of control to a true infrastructure for human progress.
The challenge is immense, but the stakes are too high to give up. The Internet is not just technology: it is the nervous system of our civilization. Saving it means saving the future of human communication, democracy and freedom of expression. The time to act is now.
