{"id":75030,"date":"2024-11-28T00:01:30","date_gmt":"2024-11-28T05:01:30","guid":{"rendered":"https:\/\/world.edu\/?p=75030"},"modified":"2024-11-28T00:01:30","modified_gmt":"2024-11-28T05:01:30","slug":"what-is-bluesky-why-tens-of-millions-of-people-are-heading-for-a-decentralised-social-media-platform","status":"publish","type":"post","link":"https:\/\/world.edu\/what-is-bluesky-why-tens-of-millions-of-people-are-heading-for-a-decentralised-social-media-platform\/","title":{"rendered":"What is Bluesky? Why tens of millions of people are heading for a \u2018decentralised\u2019 social media platform"},"content":{"rendered":"

\"\"<\/p>\n

After Elon Musk bought Twitter (now rebranded X) in 2022,\u00a0disaffected users began to seek alternatives<\/a>. Alongside Meta\u2019s\u00a0Threads<\/a>\u00a0and the open source project\u00a0Mastodon<\/a>,\u00a0Bluesky<\/a>\u00a0was one of several contenders.<\/p>\n

Threads benefited from Meta\u2019s existing user base but has failed to capture the popular imagination. Mastodon has proven complicated and difficult to grasp for most ordinary users and so use remains fragmented. Bluesky seemed promising but was in invite-only mode at the time and growth was muted.<\/p>\n

But in recent weeks, the migration to Bluesky from X seems to have reached a tipping point, as large parts of the user community finally got fed up with X\u2019s\u00a0toxic culture<\/a>\u00a0and\u00a0management<\/a>. Following the recent US presidential election, in which Musk\u00a0appeared to manipulate X\u2019s algorithms<\/a>\u00a0to increase his own influence, these users found Bluesky\u2019s doors wide open.<\/p>\n

Since then, the user base has grown to more than\u00a020 million users<\/a>, a number that continues to climb. As\u00a0others have noted<\/a>, at least for the moment it feels a bit like early Twitter \u2013 a sandpit to explore new tools, a playful connection to the broader internet, and a relatively safe place to share personal thoughts and experiences, or to connect with friends and colleagues.<\/p>\n

How is Bluesky different from X?<\/strong><\/h4>\n

Bluesky looks very similar to X. Its azure butterfly icon bears obvious resemblances to Twitter\u2019s blue bird, which Musk replaced with a stark white-on-black X.<\/p>\n

Bluesky uses hashtags and users address one another using the @ symbol. Replies, quotes and reposts all work much as they do on X. This comforting resemblance is likely one explanation for the remarkable popularity of Bluesky in comparison to other decentralised platforms such as Mastodon.<\/p>\n

Bluesky distinguishes itself from X through a rich set of features through which users can control their experience and shape the culture of the platform as a whole.<\/p>\n

You can build multiple custom feeds based on your own interests and relationships then publicly share these feeds with others. This is a powerful mechanism to avoid the one-way \u201cpush\u201d of algorithmic feeds and represents a more democratic approach to content curation.<\/p>\n

Bluesky offers the ability to create custom \u201cstarter packs\u201d \u2013 curated lists of suggested accounts related to topics, interests or locations. Starter packs can be shared publicly to help new users find people to follow. This is a novel feature that feels friendly and welcoming, and again doesn\u2019t really rely on a top-down algorithm.<\/p>\n

Bluesky\u2019s settings menu also includes powerful content moderation tools that users can control. For example, you can create custom keyword lists to mute some types of content, and control who can interact with you.<\/p>\n

This means if you don\u2019t want to listen to certain political views, you don\u2019t have to. It also means you can have a pleasant and sociable time without being subject to hate speech, bullying and harassment.<\/p>\n

Critics argue these kinds of user controls will lead to \u201cecho chambers<\/a>\u201d so the overall public sphere (or public square) is no longer a place for an exchange of differing views. But as\u00a0I have previously argued<\/a>, a public square owned by a billionaire that is full of shouting bullies does nothing to enable equal participation either.<\/p>\n

How decentralised is Bluesky?<\/strong><\/h4>\n

Bluesky began life in 2019 as an experimental project within Twitter, led by co-founder and former CEO Jack Dorsey.<\/p>\n

The idea was to implement for social media a decentralised protocol \u2013 a system that prevents complete control by a single organisation and enables developers or users to build improvements. This would also enable Twitter to connect, or \u201cfederate\u201d, with other decentralised platforms and services such as Mastodon.<\/p>\n

Rather than being adopted by Twitter, Bluesky eventually became a standalone project and then corporation (Dorsey is no longer involved). There are debates as to how truly decentralised and interoperable it is: Bluesky uses its own AT Protocol (ATP), rather than the ActivityPub protocol commonly used throughout the broader \u201cfedisphere<\/a>\u201d of decentralised social media. Critics argue this choice could limit Bluesky\u2019s reach and hinder interaction across platforms. For example, a \u201cbridge\u201d is needed to connect Bluesky and Mastodon accounts.<\/p>\n

Still, like other federated platforms, it is possible for users to host their accounts on their own servers or nodes. At least in principle, the platform, content, users and their relationships could continue to exist even if the Bluesky company were to disappear, or \u201cexit\u201d, in technical terms.<\/p>\n

This is a big shift away from one private company owning all the servers, controlling all the algorithms and making all the rules, and so the next phase of Bluesky\u2019s development will depend substantially on the actions of its users.<\/p>\n

Blue skies ahead?<\/strong><\/h4>\n

As Bluesky rapidly grows larger, familiar questions are beginning to emerge.<\/p>\n

How will\u00a0a small team relying primarily on community-led content moderation<\/a>\u00a0handle adversarial swarms of political bots or child sexual abuse material? Will it accept responsibility for the spread of harmful misinformation or manipulation of political opinion? The company is\u00a0already investing more in trust and safety<\/a>\u00a0but more will be needed if Bluesky\u2019s popularity continues to grow.<\/p>\n

The organisation\u2019s\u00a0funding<\/a>\u00a0largely comes from libertarian-leaning cryptocurrency investors. The company has been clear advertising will not be part of the mix and has mentioned introducing\u00a0paid services as an alternative revenue source<\/a>. It is unclear whether such strategies will be enough to support a far larger operation, and whether the investors will remain neutral as difficult decisions on platform governance have to be made.<\/p>\n

Growth may also bring more government interest. If Bluesky reaches more than 45 million EU users per month, it may be categorised as a \u201cvery large online platform<\/a>\u201d, and will face increased scrutiny.<\/p>\n

Questions also remain about whether the \u201cXodus\u201d to Bluesky will stick. A growth in new sign-ups is one thing, but a vibrant community that is actively posting, sharing and commenting is another matter entirely.<\/p>\n

It is doubtful we will ever see a full replacement for Twitter in its heyday, and maybe that\u2019s OK. As long as there is some interoperability between platforms and a healthy exchange of ideas, it may be better if we never again put all our little blue eggs in one basket.<\/p>\n

Author Bio:<\/strong> Jean Burgess is Professor and Associate Director, ARC Centre of Excellence for Automated Decision-Making and Society at the Queensland University of Technology<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

After Elon Musk bought Twitter (now rebranded X) in 2022,\u00a0disaffected users began to seek alternatives. Alongside Meta\u2019s\u00a0Threads\u00a0and the open source project\u00a0Mastodon,\u00a0Bluesky\u00a0was one of several contenders. Threads benefited from Meta\u2019s existing user base but has failed to capture the popular imagination. Mastodon has proven complicated and difficult to grasp for most ordinary users and so use […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[435148],"tags":[435174],"coauthors":[11733],"class_list":["post-75030","post","type-post","status-publish","format-standard","hentry","category-social-networks","tag-bluesky"],"acf":[],"yoast_head":"\nWhat is Bluesky? 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