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Was the Web More Creative and Human 20 Years Ago?

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Readers in 2025 "may struggle to remember the optimism of the aughts, when the internet seemed to offer endless possibilities for virtual art and writing that was free..." argues a new review at Bookforum. "The content we do create online, if we still create, often feels unreflectively automatic: predictable quote-tweet dunks, prefabricated poses on Instagram, TikTok dances that hit their beats like clockwork, to say nothing of what's literally thoughtlessly churned out by LLM-powered bots." They write that author Joanna Walsh "wants us to remember how truly creative, and human, the internet once was," in the golden age of user-generated content — and funny cat picture sites like I Can Has Cheezburger: I Can Has Cheezburger... was an amateur project, an outlet for tech professionals who wanted an easier way to exchange cute cat pics after a hard day at work. In Amateurs!: How We Built Internet Culture and Why It Matters, Walsh documents how unpaid creative labor is the basis for almost everything that's good (and much that's bad) online, including the open-source code Linux, developed by Linus Torvalds when he was still in school ("just as a hobby, won't be big and professional"), and even, in Walsh's account, the World Wide Web itself. The platforms that emerged in the 2000s as "Web 2.0," including Facebook, YouTube, Reddit, and Twitter, allowed anyone to experiment in a space that had been reserved for coders and hackers, making the internet interactive even for the inexpert and virtually unlimited in potential audience. The explosion in amateur creativity that followed took many forms, from memes to tweeted one-liners to diaristic blogs to durational digital performances to sloppy Photoshops to the formal and informal taxonomic structures — wikis, neologisms, digitally native dialects... [U]ser-generated content was also, at bottom, about the bottom line, a business model sold to us under the guise of artistic empowerment. Even referring to an anonymous amateur as a "user," Walsh argues, cedes ground: these platforms are populated by producers, but their owners see us as, and turn us into, "helpless addicts." For some, online amateurism translated to professional success, a viral post earning an author a book deal, or a reputation as a top commenter leading to a staff writing job on a web publication... But for most, these days, participation in the online attention economy feels like a tax, or maybe a trickle of revenue, rather than free fun or a ticket to fame. The few remaining professionals in the arts and letters have felt pressured to supplement their full-time jobs with social media self-promotion, subscription newsletters, podcasts, and short-form video. On what was once called Twitter, users can pay, and sometimes get paid, to post with greater reach... The chapters are bookended by an introduction on the early promise of 2004 and a coda on the defeat of 2025 and supplemented by an appendix with a straightforward timeline of the major events and publications that serve as the book's touchstones... The online spaces where amateur content creators once "created and steered online culture" have been hollowed out and replaced by slop, but what really hurts is that the slop is being produced by bots trained on precisely that amateur content.