The Death of True Virality: How Social Media Became a Controlled Information Flow for Profit

Introduction

The internet was once hailed as the great equalizer, a boundless expanse of knowledge, creativity, and connection where true merit could shine. Virality was once a measure of genuine engagement—a video, article, or idea spreading organically because it resonated with people. However, social media today has become the exact opposite: an intricate, carefully controlled system where visibility, reach, and engagement are not dictated by quality or merit but by a revenue-driven algorithmic machine designed to keep users hooked, distracted, and spending. This modern, human-created matrix is systematically lowering both the emotional intelligence (EQ) and intellectual intelligence (IQ) of the general population while fostering a culture of misinformation, superficiality, and false narratives.

The Illusion of Virality

In the early days of the internet, virality was an organic phenomenon. Content went viral because it was engaging, thought-provoking, or groundbreaking. However, as social media platforms evolved, their primary function shifted from connecting people to monetizing them. The platforms’ algorithms now dictate what is seen, not based on merit but on what maximizes user engagement for ad revenue.

This is why a video of a cat falling off a table can get millions of views while an in-depth, well-researched discussion on economics is buried. Social media companies have engineered their platforms to optimize for impulsive engagement, meaning content that is sensationalist, polarizing, or emotionally triggering is prioritized. This is not an accident; it is a strategy designed to keep users scrolling endlessly while being bombarded with ads.

The Narrative Control: Keeping Users in a False Reality

Social media today does not merely entertain—it manufactures realities. Algorithms learn users’ preferences and slowly curate their entire online experience to reinforce specific worldviews. This creates echo chambers where people are not exposed to diverse perspectives but instead are fed a continuous stream of content that confirms their biases. This conditioning turns users into ideological consumers who see the world not as it is, but as the platform wants them to see it.

This controlled information flow serves several purposes:

1. Encourages consumerism: Trends are created artificially to drive FOMO (fear of missing out), compelling people to buy into fads that are entirely fabricated by corporations.
2. Divides society: Algorithmic reinforcement of divisive narratives ensures people remain polarized, distracted, and emotionally engaged, preventing unity or critical thinking.
3. Suppresses independent thought: Those who challenge dominant narratives, even with facts, are often suppressed, demonetized, or ridiculed to maintain the illusion of consensus.

The Destruction of Intelligence: Lower EQ and IQ

One of the most alarming consequences of this digital matrix is the measurable decline in both emotional and intellectual intelligence.

1. The Decline of Emotional Intelligence (EQ)

Social media fosters short attention spans and superficial interactions. The constant exposure to emotionally charged content (outrage videos, performative activism, viral hoaxes) conditions users to react impulsively rather than engage in thoughtful reflection. Nuance is lost in favor of outrage, and patience for deep conversation is replaced with the need for instant gratification.

Empathy, a key component of EQ, is also eroding. The internet encourages depersonalization; people feel emboldened to mock, insult, and degrade others with no consequences. This has created an environment where cruelty is rewarded, and genuine attempts at kindness or measured debate are met with scorn.

2. The Decline of Intellectual Intelligence (IQ)

The internet was once an information goldmine, but today it is increasingly ephemeral and unreliable. The sheer volume of misinformation, clickbait headlines, and manipulated media makes it nearly impossible to discern truth from fiction. Instead of fostering knowledge, the modern internet rewards superficiality. The less effort required to consume content, the more successful it becomes.

TikTok is a prime example: 10-second clips of oversimplified, often misleading “facts” gain millions of views while long-form, well-researched content struggles to gain traction. The conditioning is clear: users are being trained to consume without questioning, reducing their ability to engage in deep, critical thought.

The Capitalist Machine: Selling Worthless Trends

At its core, modern social media is a capitalist machine that thrives on user manipulation. This is why platforms prioritize the cheapest and most worthless products, art, and trends—because they are easy to mass-produce and market through viral campaigns.

Consider the rise of fast fashion brands like Shein, which floods the market with cheaply made, unethical clothing promoted by influencers who are incentivized to create a false sense of desire and urgency. Or NFT scams, where digital “assets” with no intrinsic value are hyped up as the future of art, only for millions to lose their investments when the bubble bursts.

This isn’t just consumerism—it’s a deliberate system designed to manufacture demand where none should exist. People are being conditioned to spend not because they truly want something of value, but because they have been manipulated into feeling like they need to participate in the latest trend.

The Cult of Idiocy: Celebrating Stupidity and Mocking Wisdom

Perhaps the most disturbing aspect of this digital era is how intelligence and wisdom are now ridiculed while ignorance is celebrated.

Critical thinkers, experts, and those who encourage measured, rational discussion are often demonized or labeled as “boring” or “elitist.” Meanwhile, influencers who promote idiotic or reckless behavior are rewarded with millions of followers, brand deals, and social status. The very people who could help society progress are pushed aside in favor of those who contribute nothing but momentary entertainment.

This is not a coincidence. The more distracted and disengaged people are, the easier they are to control. A society that laughs at intelligence and idolizes ignorance is a society that can be easily manipulated.

The Huxleyan Nightmare: A Society of Proud Suckers

Aldous Huxley, in Brave New World, warned of a future where people would be controlled not by force but by pleasure and distraction. Unlike Orwell’s vision of totalitarian oppression, Huxley foresaw a world where people would be so consumed by trivial entertainment and shallow gratification that they wouldn’t even realize they were enslaved.

That is precisely where we are today. People are not just being manipulated—they are proud of it. They laugh at those who question trends, mock those who warn of manipulation, and willingly immerse themselves in a digital world that is making them dumber, weaker, and more malleable. They have become addicted to the very system that exploits them, defending it even as it drains their wallets, time, and intelligence.

Conclusion: Breaking Free from the Digital Matrix

The question is: can we escape this matrix? The answer is difficult, but not impossible. The first step is awareness—understanding that social media is no longer an organic space for connection but a profit-driven machine designed to manipulate and control.

The next step is resistance: limiting exposure to algorithm-driven content, supporting independent creators, valuing quality over quantity, and reclaiming our ability to think critically. It requires a cultural shift—one that re-embraces intelligence, merit, and genuine human connection over synthetic trends and fleeting validation.

Only then can we begin to dismantle the illusion and reclaim the internet as a tool for truth rather than a weapon of mass distraction.