“Media is a very talent-driven business. So, journalists have always had personal brands. But I think nowadays, because of the internet, we all have to have our own brand.”
— Taylor Lorenz
Many books discuss the history of platforms like Facebook, YouTube, and Instagram, but there’s a lot more to the social media story. Taylor Lorenz, Technology Columnist at The Washington Post, decided to reveal it all. Her book, Extremely Online: The Untold Story of Fame, Influence, and Power on the Internet, gives a unique user's view of how the internet has changed us. She looks at how top users on social platforms have transformed how we view content, connect with others, shop, and understand power. Want to know more? Tune into her insightful discussion on the latest episode of The Speed of Culture podcast.
Before joining The Washington Post, Taylor Lorenz sharpened her skills as a technology reporter at prestigious publications such as The New York Times, The Atlantic, and The Daily Beast. Her insightful pieces have graced the pages of New York Magazine, Rolling Stone, Outside Magazine, and various other publications. In 2019, she was recognized as a Knight Visiting Nieman Fellow at Harvard University and has previously been affiliated with Harvard’s esteemed Berkman Klein Center for Internet and Society.
Lorenz's remarkable achievements haven't gone unnoticed in the media landscape. Fortune celebrated her as one of their 40 Under 40 leaders in Media and Entertainment. Adweek distinguished her among the Young Influentials shaping the future of Media, Marketing, and Tech. Town & Country praised her as a star in their New Creative Vanguards list, dubbing her "The Bob Woodward of the TikTok generation." Most recently, in 2023, The World Influencers & Bloggers Association awarded her the title of Tech and Media Influencer of the Year.
Take a deep dive into the real social history of the internet by exploring the key takeaways from this episode or reading the transcript below.
- The New Media Reality: The media landscape is rapidly changing, with Bill Simmons serving as a prime example. Once associated with ESPN, Bill later established himself as a major sports podcaster and eventually sold his venture to Spotify. This highlights the power of personal branding. Historically, journalism has been driven by iconic figures like Woodward, Bernstein, and Anderson Cooper. Today, the internet has made personal branding essential for most journalists, highlighting the media industry's move toward a personality-centric model.
- Independent Journalism in the Digital Age: Over the last 15 years, the social web has transformed the journalism landscape. Although many anticipated that digital media giants like BuzzFeed and Vice would drive this change, it's the emergence of content creators that has had a substantial influence. However, individual journalists in this digital landscape encounter challenges, like access to resources and legal protection that traditional institutions possess. This gap often hinders them from conducting in-depth reporting.
- Could AI Take the Role of a Journalist?: Companies are increasingly using AI to produce content. While it has a lot of potential as a creative tool, AI's reliability is still questionable. Moreover, its impact on content creation raises concerns about job displacement. True journalism involves in-depth reporting, interviews, and obtaining documents, tasks AI can't replace. However, routine articles, like listing upcoming movies, could be automated. AI-generated content must be overseen by human editors to ensure quality and prevent misinformation. Transparency is also essential; readers should know if they're consuming machine-generated content.
- A User's Perspective on the History of Social Media: Taylor's book, Extremely Online: The Untold Story of Fame, Influence, and Power on the Internet, offers an alternative history of social media. While historically grounded, the book also touches on recent developments, like the internet's evolution from a publisher-driven space in 2000, to the more participatory Web 2.0 era in 2014. Highlighting key moments, Taylor explores the disruptive power of “mommy bloggers”, the emergence of YouTuber content houses, and the significant rise and impact of Vine.
