The cursor blinks, mocking me. Another post, another question lobbed into the digital ether, aimed at a hundred thousand, no, a hundred five thousand faces – or, more accurately, avatars. The replies trickle in, a respectable four hundred seventy-five, maybe five hundred five on a good day. Each one a direct address: “Great point!” “I agree!” “So true!” But glance sideways, scroll down just a bit, and you see it. No one is talking to each other. They’re all just talking to me.
“That’s not a community. That’s a broadcast.”
It’s a subtle distinction that has profound implications for anyone pouring their soul into creating content online. We’ve been fed a narrative by the platforms themselves, a soothing balm that tells us we’re “building community” when, more often than not, we’re simply aggregating an audience. The language is deliberately fuzzy. “Followers” become “members,” “likes” become “engagement,” and a creator’s isolated feed becomes the “town square.” But a town square implies multiple points of connection, spontaneous conversations, chance encounters that spiral into shared experiences. What we have now is closer to a lecture hall, with the occasional shouted question directed at the person on stage.
The Illusion of Growth
I’ve been there. I’ve scrolled through my analytics, tracking the latest spike in impressions or the gratifying jump in follower count, hitting milestones like five thousand, then twenty-five thousand, then fifty-five thousand. Each number felt like a triumph, a validation of the late








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