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The Guardian - US
The Guardian - US
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Siva Vaidhyanathan

Mark Zuckerberg’s Threads? The app is vapid, boring and destined to fail

FILES-BELGIUM-US-TECH-THREADS-MUSK-ZUCKERBERG<br>(FILES) Founder and CEO of US online social media and social networking service Facebook Mark Zuckerberg reacts upon his arrival for a meeting with European Commission vice-president in charge for Values and Transparency, in Brussels, on February 17, 2020. After years of bad press and scandal, Mark Zuckerberg is seeing his reputation spruced up in the fickle world of tech, largely thanks to the increasingly unpredictable behavior of Elon Musk. (Photo by Kenzo TRIBOUILLARD / AFP) (Photo by KENZO TRIBOUILLARD/AFP via Getty Images)
‘There is hardly anything interesting about the technology or the content on Threads.’ Photograph: Kenzo Tribouillard/AFP/Getty Images

What if someone invented Instagram without the cute golden retriever photos, without any of the fun? What if someone invented Twitter without any of the serious and snarky back-and-forth about news, politics, ideas, or essential information about weather or pandemics.

Someone did. That someone is the one company that didn’t have to do much to continue to dominate the world of social media and online advertising: Meta. The largest and richest social media company in the world and one of the most powerful surveillance and propaganda forces in the world, has introduced something that almost looks and feels like Twitter and almost looks and feels like Instagram.

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