I discovered several truths about our digital media ecosystem. Coverage of Mr. Trump may eclipse that of any single human being ever. The reasons have as much to do with him as the way social media amplifies every big story until it swallows the world...I noticed something deeper: He has taken up semipermanent residence on every outlet of any kind, political or not. He is no longer just the message. In many cases, he has become the medium, the ether through which all other stories flow.
On most days, Mr. Trump is 90 percent of the news on my Twitter and Facebook feeds, and probably yours, too. But he’s not 90 percent of what’s important in the world. During my break from Trump news, I found rich coverage veins that aren’t getting social play. ISIS is retreating across Iraq and Syria. Brazil seems on the verge of chaos. A large ice shelf in Antarctica is close to full break. Scientists may have discovered a new continent submerged under the ocean near Australia.
There’s a reason you aren’t seeing these stories splashed across the news. Unlike old-school media, today’s media works according to social feedback loops. Every story that shows any signs of life on Facebook or Twitter is copied endlessly by every outlet, becoming unavoidable...It’s not that coverage of the new administration is unimportant. It clearly is. But social signals — likes, retweets and more — are amplifying it.
In previous media eras, the news was able to find a sensible balance even when huge events were preoccupying the world. Newspapers from World War I and II were filled with stories far afield from the war. Today’s newspapers are also full of non-Trump articles, but many of us aren’t reading newspapers anymore. We’re reading Facebook and watching cable, and there, Mr. Trump is all anyone talks about, to the exclusion of almost all else.
There’s no easy way out of this fix. But as big as Mr. Trump is, he’s not everything — and it’d be nice to find a way for the media ecosystem to recognize that.