Sixteenth Minute (of Fame): CZM Rewind – The Dress Phenomenon

Episode Title: CZM Rewind: The Dress
Release Date: November 26, 2024
Host/Author: Cool Zone Media and iHeartPodcasts – Jamie Loftus

Sixteenth Minute (of Fame), hosted by Jamie Loftus, delves into the intricate lives of internet characters, exploring the fleeting nature of online fame. In the episode titled CZM Rewind: The Dress, Loftus revisits one of the most iconic viral moments of the internet era: the debate over the color of "the dress."

Introduction to The Dress Phenomenon

Jamie Loftus sets the stage by reflecting on the viral sensation of the dress, an optical illusion that polarized the internet. First posted by Cecilia Bleasdale, a Scottish mother of the bride, the dress sparked a global debate: was it blue and black or white and gold?

"The dress is blue and black, says the person who saw it in person." – Jamie Loftus [02:16]

The Origin and Viral Explosion

The narrative begins with Grace Johnston's decision to wear the dress to her wedding. A conflicting perception of its colors between Grace and her mother Cecilia led to Grace posting the image on Facebook, igniting widespread discussion.

"Is this dress white or gold or blue and black? We are freaking the fuck out." – Caitlin McNeil, Wedding Singer [02:53]

Caitlin McNeil's subsequent Tumblr post amplified the debate, drawing attention from BuzzFeed writer Kate Holderness, who published a poll on BuzzFeed's platform. This move catapulted the discussion into unprecedented viral territory.

"What Color is this dress?" – BuzzFeed Article Title [15:37]

Holderness's post reached astonishing traffic levels, breaking BuzzFeed's own records and making the dress a dominant topic across all social media platforms.

"It reached 840,000 views per minute." – Taylor Lorenz [16:22]

The Role of BuzzFeed and Content Strategy

The episode highlights BuzzFeed's pivotal role in magnifying the dress phenomenon. The publication's strategy of repurposing viral content from platforms like Tumblr and Reddit into clickable articles was instrumental in the dress becoming a global topic.

"BuzzFeed was really the amplifier basically." – Taylor Lorenz [35:30]

Jamie Loftus reminisces about her early days at BDC Wire, BuzzFeed's hyperlocal sister site, where multiple articles about the dress dominated the homepage, exemplifying the content farm mentality.

"We were tasked with regurgitating stories that social media cared about." – Jamie Loftus [16:00]

Insights from Taylor Lorenz: Understanding Internet Culture

Journalist and author Taylor Lorenz provides an in-depth analysis of the internet landscape during the mid-2010s. She explains how BuzzFeed's content amplification strategies leveraged the then-prevailing social media algorithms to maximize engagement and ad revenue.

"BuzzFeed realizes early that Internet users at that time didn't want to go through Reddit." – Taylor Lorenz [35:30]

Lorenz discusses the transition from algorithmic feeds focusing on outbound links to those prioritizing emotionally engaging content, setting the stage for the rise of more polarized and emotionally charged online interactions.

"They start to realize that the pool of human attention is finite." – Taylor Lorenz [51:40]

Conversation with Max Fisher: Evolution of Social Media Algorithms

Max Fisher, co-host of Offline on Crooked Media and author of The Chaos, joins the discussion to shed light on the transformative impact of social media algorithms post-2015. Fisher articulates how platforms like Facebook and YouTube evolved their algorithms to prioritize content that generates emotional engagement, often at the expense of factual reporting.

"Algorithms are what drive everything in how you experience social media." – Max Fisher [50:30]

Fisher explains that the shift towards promoting outrage and moral indignation over neutral or positive content led to the proliferation of extremist viewpoints and misinformation, fundamentally altering the nature of online discourse.

"These algorithms are incredibly ruthless in running billions of what are basically tests." – Max Fisher [55:14]

The Shift from Fun to Polarization on the Internet

Jamie Loftus reflects on how the dress marked the end of an era where the internet was a hub for neutral, universally engaging content. Post the dress phenomenon, the internet landscape became increasingly polarized, with algorithms favoring content that incites strong emotions, particularly negative ones like anger and fear.

"It feels like the end of an era where the Internet could unite over a neutral issue." – Jamie Loftus [66:31]

This transition is underscored by incidents like Gamergate and the rise of platforms like Breitbart, which thrived under the new algorithm-driven environment that rewarded sensational and often divisive content.

"Breitbart... was plucked and pushed in front of huge audiences." – Max Fisher [69:12]

The Long-term Consequences: From The Dress to Viral Storytelling

The episode delves into the long-term repercussions of the algorithmic shift, illustrating how platforms became breeding grounds for echo chambers and misinformation. The initial impartial viral phenomena like the dress gave way to more insidious content strategies that prioritize engagement over truth, exacerbating societal divisions.

"People become more extreme in whatever beliefs they already held." – Max Fisher [61:43]

Jamie's investigation also uncovers the darker side of internet virality, citing the tragic turn of events for Grace Johnston, whose story intertwines with the dress phenomenon and highlights the personal toll of online fame and abuse.

"Grace Johnston is being held in prison after pleading guilty to attacking and attempting to kill her in 2022." – Jamie Loftus [62:30]

Conclusion: Reflecting on a Decade Later

As the episode wraps up, Jamie Loftus muses on the nostalgic longing for a past internet that, despite its imperfections, fostered moments of shared curiosity and collective engagement without the pervasive undercurrents of division and extremism.

"Almost 10 years on, I feel kind of nostalgic for a time where the Internet could unite over a neutral issue." – Jamie Loftus [71:02]

The discussion serves as a poignant reminder of how swiftly the internet landscape can evolve, driven by the relentless pursuit of engagement and the profound influence of social media algorithms on human behavior and societal norms.

Notable Quotes

• "The dress is blue and black, says the person who saw it in person." – Jamie Loftus [02:16]
• "BuzzFeed realizes early that Internet users at that time didn't want to go through Reddit." – Taylor Lorenz [35:30]
• "Algorithms are what drive everything in how you experience social media." – Max Fisher [50:30]
• "People become more extreme in whatever beliefs they already held." – Max Fisher [61:43]
• "Almost 10 years on, I feel kind of nostalgic for a time where the Internet could unite over a neutral issue." – Jamie Loftus [71:02]

Final Thoughts

Sixteenth Minute (of Fame) masterfully encapsulates a pivotal moment in internet history, using the dress as a lens to explore broader themes of virality, algorithmic influence, and the shifting dynamics of online communities. Through insightful conversations with experts like Taylor Lorenz and Max Fisher, the episode offers a compelling analysis of how a seemingly simple optical illusion became a catalyst for profound changes in the digital landscape.