Seeing the Politics of Decentralized Social Media Protocols

Bluesky and the AT Protocol: Usable Decentralized Social Media

Bluesky is a new social network built upon the AT Protocol, a decentralized foundation for public social media. It was launched in private beta in February 2023, and has grown to over 10 million registered users by October 2024. In this paper we introduce the architecture of Bluesky and the AT Protocol, and explain how the technical design of Bluesky is informed by our goals: to enable decentralization by having multiple interoperable providers for every part of the system; to make it easy for users to switch providers; to give users agency over the content they see; and to provide a simple user experience that does not burden users with complexity arising from the system's decentralized nature. The system's openness allows anybody to contribute to content moderation and community management, and we invite the research community to use Bluesky as a dataset and testing ground for new approaches in social media moderation.

Governing Together: Toward Infrastructure for Community-Run Social Media

Decentralizing the governance of social computing systems to communities promises to empower them to make independent decisions, with nuance and in accordance with their values. Yet, communities do not govern in isolation. Many problems communities face are common, or move across their boundaries. We therefore propose designing for "inter-community governance:" mechanisms that support relationships and interactions between communities to coordinate on governance issues. Drawing from workshops with 24 individuals on decentralized, community-run social media, we present six challenges in designing for inter-community governance surfaced through ideas proposed in workshops. Together, these ideas come together as an ecosystem of resources, infrastructures, and tools that highlight three key principles for designing for inter-community governance: modularity, forkability, and polycentricity. We end with a discussion of how the ideas proposed in workshops might be implemented in future work aiming to support community governance in social computing systems broadly.

Social Media Is Now Parasocial Media

When practitioners used the term “social media” to describe the internet tools that emerged in the mid-aughts, they were giving a name to the kinds of platforms and protocols that allowed people to socialize with friends and communities of interest by using digital technologies. Twenty years later, users of social media are far more likely to scroll than post – and the content that they consume is often strategically produced and algorithmically curated. In this essay, I argue that the very essence of social media has changed. To more effectively interrogate what we are witnessing, we need to stop presuming that these tools are “social media” and begin recognizing that they are now “parasocial media.” Doing so raises new questions about digitally mediated sociality, not to mention the politics and governance of these platforms.

Looking AT the Blue Skies of Bluesky

The pitfalls of centralized social networks, such as Facebook and Twitter/X, have led to concerns about control, transparency, and accountability. Decentralized social networks have emerged as a result with the goal of empowering users. These decentralized approaches come with their own trade-offs, and therefore multiple architectures exist. In this paper, we conduct the first large-scale analysis of Bluesky, a prominent decentralized microblogging platform. In contrast to alternative approaches (e.g. Mastodon), Bluesky decomposes and opens the key functions of the platform into subcomponents that can be provided by third party stakeholders. We collect a comprehensive dataset covering all the key elements of Bluesky, study user activity and assess the diversity of providers for each sub-components.

Middleware for Feed Recommendation in Practice: How Feed Creators Build, Maintain, and Sustain Custom Feeds on Bluesky

Scholars have long proposed third-party middleware as an alternative to centralized algorithmic feeds: feeds built and distributed by independent feed creators. This vision saw no large-scale instantiation until Bluesky, a decentralized microblogging platform, introduced custom feeds in 2023. Although central to the middleware ecosystem, we know little about how feed creators understand their role, build feeds, and sustain them. Through interviews with n = 26 feed creators and third-party developers of feed-building tools, and analysis of n = 88,302 custom feeds, we identify two creator orientations---utility-providing and community-building. Additionally, creators struggle to maintain feeds that fully realize middleware ideals: they lack granular interaction data, receive little feedback, and lack technical expertise to act on either. Finally, creators sustain their feeds as unpaid hobbyists with little platform support and are divided on whether to monetize beyond covering costs. We conclude with design and policy implications for strengthening the middleware feed ecosystem.

FR#157 – Social Software Distribution

Open social protocols are expanding beyond social media into the infrastructure developers use to build, distribute, and discover software. Three recent launches show what that looks like in practice.

Shifts in U.S. Social Media Use, 2020–2024: Decline, Fragmentation, and Enduring Polarization

The social media ecosystem appears to be in flux. Twitter’s rebranding to X has come to symbolize a broader reorganization of online publics – political reshuffling, user attrition, and uncertainty over the role of legacy platforms. Simultaneously, the shift from text-based, networked feeds toward algorithmically curated, short-form video has accelerated, with TikTok setting the pace for the wider ecosystem [18, 14, 16]. At the same time, everyday communication increasingly migrates from large, open networks to semi-private spaces such as group chats and messaging apps. Commentators describe a digital public sphere in transition: smaller, more fragmented, less dominated by traditional social networking sites, and rise of more broadcast-oriented forms of media – with some even suggesting that we are seeing the beginning of the end of the social media era.

Community by Design

Social media empower distributed content creation by algorithmically harnessing "the social fabric" (explicit and implicit signals of association) to serve this content. While this overcomes the bottlenecks and biases of traditional gatekeepers, many believe it has unsustainably eroded the very social fabric it depends on by maximizing engagement for advertising revenue. This paper participates in open and ongoing considerations to translate social and political values and conventions, specifically social cohesion, into platform design. We propose an alternative platform model that includes the social fabric an explicit output as well as input. Citizens are members of communities defined by explicit affiliation or clusters of shared attitudes. Both have internal divisions, as citizens are members of intersecting communities, which are themselves internally diverse. Each is understood to value content that bridge (viz. achieve consensus across) and balance (viz. represent fairly) this internal diversity, consistent with the principles of the Hutchins Commission (1947). Content is labeled with social provenance, indicating for which community or citizen it is bridging or balancing. Subscription payments allow citizens and communities to increase the algorithmic weight on the content they value in the content serving algorithm. Advertisers may, with consent of citizen or community counterparties, target them in exchange for payment or increase in that party's algorithmic weight. Underserved and emerging communities and citizens are optimally subsidized/supported to develop into paying participants. Content creators and communities that curate content are rewarded for their contributions with algorithmic weight and/or revenue. We discuss applications to productivity (e.g. LinkedIn), political (e.g. X), and cultural (e.g. TikTok) platforms.

FediForum | Growing the Open Social Web:<br>An Online Un-Workshop

Since the Twitter takeover by Elon Musk over three years ago, the Open Social Web has been adopted by an enthusiastic community. People world-wide are building and using open social platforms and open social protocols to better interact with others online.

Our Social Media is Broken. Is Decentralization the Fix? | Internet Archive Blogs

When Jack Dorsey, founder of the very centralized social media platform, Twitter, posted this message about decentralized social media, our DWeb community took note: