The Tchotchke Internet is a social media landscape of digital flair and knick-knacks, a direct evolution of the freemium user experience. It’s the small ways that users can spend money (or make money) to have a better experience on social media. It’s Reddit Gold, Discord Nitro, Twitter Super Follows, celebrity verified checkmarks, premium Zoom calls, NFT galleries, Ethereum domain names in your bio, Fortnite skins, Roblox Robux, personal Minecraft servers, custom Twitch emotes, Linktree URLs, cryptocoin giveaways, Clubhouse invites, and social media partner programs.
People are spending a lot of money to express themselves online and most of what they’re paying for is basically the digital equivalent of an emo kid’s backpack covered in Hot Topic pins, random little digital artifacts that bely some kind of personal identity.Ryan Broderick
It’s a clever, and I think apt, name for how the internet has shifted recently, and continues a trend we’ve been seeing for a while around virality, monetization, and content creation. We’ve been talking about “influencer culture” for a while, and I think this is a (perhaps inevitable) continuation of that trend. I think that the “digital flair” is definitely an attempt at status signaling, but also an attempt for some to feel like they can still express themselves and be part of the larger dialogue. As the nature of discourse on the internet increasingly feels like broadcasts (one-to-many, and largely in one direction), having little ways to make your mark feel increasingly important.Continue reading “The Tchotchke Internet”