There is no getting around it: I basically took the year off from this blog, not just in the sense that I wrote much less here than usual (29 posts), but in the sense that all the posts were short ones with self-consciously modest ambitions. In fact, most posts were actively anti-ambitious, since I carefully avoided writing anything with viral potential. The blog basically went underground. For the first time ever, and by design, there was not even a single post that could be called a hit, let alone a viral one.
A big reason was: I had nothing to say in 2021 in blog mode.
And a big reason for that was that the medium of blogging itself is not sure what it wants to say anymore. We are in a liminal passage with blogging, where the medium has no message.
So it’s not just me. It feels like the entire blogosphere (what’s left of it) took the year off to figure out a new identity — if one is even possible — in a world overrun by email newsletters, Twitter threads, weird notebook-gardens on static sites or public notebook apps, and the latest challenger: NFT-fied essays.
All those new media seem to have clear ideas of what they are, or what they want to be when they grow up. But this aging medium doesn’t. And while I have a presence in all those younger media, they don’t yet feel substantial enough to serve as main acts, the way blogging has for so long.
Perhaps there is no main-act medium in the future. Perhaps we are witnessing the birth of a glorious new polycentric media landscape, where the blogosphere will be eaten not by any one successor, but by a collection of media within which blogs will merely be a sort of First Uncle to the rest. The medium through which you say embarrassing things at Thanksgiving, with all the other media cringing. Maybe, just as every unix shell command turned into a unicorn tech company, every kind of once-blog-like content will now be its own medium. Listicles became Twitter, photoblogs became Instagram, and so on.
The entire blogosphere is going through perhaps its most significant existential crisis since the invention of blogging 22 years ago. And I’ve been at this for 15 of those years — this is the 15th annual roundup! Ironically, every couple of years through that period, there has been a round of discussion on “the death of blogging,” but now that it seems to be actually happening, there isn’t an active conversation around it.
If this is the end, it’s a whimper rather than a bang.
One sign it is real is — this is the second roundup I’ve felt compelled to title “extended universe” because my publishing presence is now simply too scattered for the blog alone to represent it.
But I rather hope not. I think there’s a chance it’s going to be a Doctor Who style regeneration instead, and if so, I’m here for it. If blogs must die, so be it. If there’s a fighting chance of a regeneration, the fight will be worthwhile.
On to the roundup, with embarrassing-uncle commentary on the brave new world.
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