The Dark Forest Theory of the Internet⁠↗

This is also what the internet is becoming: a dark forest. In response to the ads, the tracking, the trolling, the hype, and other predatory behaviors, we’re retreating to our dark forests of the internet, and away from the mainstream.

Dark forests like newsletters and podcasts are growing areas of activity. As are other dark forests, like Slack channels, private Instagrams, invite-only message boards, text groups, Snapchat, WeChat, and on and on. This is where Facebook is pivoting with Groups (and trying to redefine what the word “privacy” means in the process). These are all spaces where depressurized conversation is possible because of their non-indexed, non-optimized, and non-gamified environments. The cultures of those spaces have more in common with the physical world than the internet.

The web 2.0 era has been replaced by a new “Web²” era. An age where we simultaneously live in many different internets, whose numbers increase hourly. The dark forests are growing. The dark forests grow because they provide psychological and reputational cover. They allow us to be ourselves because we know who else is there. Compared to the free market communication style of the mass channels — with their high risks, high rewards, and limited moderation — dark forest spaces are more Scandinavian in their values and the social and emotional security they provide. They cap the downsides of looking bad and the upsides of our best jokes by virtue of a contained audience.

I’m reminded of what happened in the 1970s when the hippies — bruised and bloodied from the culture wars of the ‘60s — retreated into self-help, wellness, and personal development, as Adam Curtis documents in his series The Century of Self. While they turned inward, the winners of the ‘60s culture wars took society’s reins. A focus on personal wellness created an unintended side effect: a retreat from the public arena, and a shift in the distribution of power ever since. It’s possible, I suppose, that a shift away from the mainstream internet and into the dark forests could permanently limit the mainstream’s influence. It could delegitimize it. In some ways that’s the story of the internet’s effect on broadcast television. But we forget how powerful television still is. And those of us building dark forests risk underestimating how powerful the mainstream channels will continue to be, and how minor our havens are compared to their immensity.