Latest / Never Post / Assigned Male At Login
Transcript
- 0:10Mike Rugnetta: Friends, hello, and welcome to Never Post, a
- 0:14podcast for and about the Internet. I'm your host, Mike
- 0:16Rugnetta. This intro was written on Tuesday, 08/12/2025 at
- 0:2109:10AM eastern, and we have an harmonious show for you today.
- 0:28Contributing producer Toby Martin takes a deeper look at
- 0:31why and how his online ads have changed throughout his
- 0:36transition. Then in our second ever edition of terms and
- 0:41conditions, I talk in detail about RSS, what it is, how it
- 0:46works, and why it's having a moment.
- 0:49For that, I chat with Justin Jackson, cofounder of podcast
- 0:52host transistor.fm and member of the podcast standards project
- 0:57about the future of RSS and also Internet instruments. But right
- 1:03now, we're gonna take a quick break. You're gonna listen to
- 1:05some ads unless you're on the member feed. And when we return,
- 1:08we're gonna talk about a few of the things that have happened
- 1:10since the last time you heard from us. Johnny's in the
- 1:14basement mixing up the five stories for you this week.
- 1:19Reddit will block the Internet Archive's wayback machine from
- 1:25scraping a majority of the site. This, the social media platform
- 1:29states, is because they've caught AI companies scraping the
- 1:33archive to build datasets for training. Speaking to The Verge,
- 1:37Reddit spokesperson Tim Rathschmidt says, until they're
- 1:40able to defend their site and comply with platform policies, e
- 1:45g respecting user privacy regarding deleting removed
- 1:49content, we're limiting some of their access to Reddit data to
- 1:52protect Redditors, end quote. Notably, in the last year,
- 1:57Reddit has partnered with both OpenAI and Google. The Google
- 2:01partnership brought in $60,000,000 for Reddit and The
- 2:04Verge reports that it was explicitly to quote, give Google
- 2:07more efficient ways to train models.
- 2:10No dollar amount was made public concerning the OpenAI
- 2:13partnership with both companies touting AI powered features
- 2:16on-site for Reddit and no explicit mention of training
- 2:19data was made at the time either. Some speculate that deal
- 2:23brought in $70,000,000 for Reddit. Wikipedia or more
- 2:29specifically the Wikimedia Foundation has lost its suit in
- 2:33a UK high court wherein it claimed that the identity
- 2:37verification required by the UK government would be both
- 2:39unnecessary and damaging to the site where a large portion of
- 2:43editors desire anonymity for reasons we discussed with
- 2:47Stephen Harrison in Neverpost episode 29 fucking around and
- 2:51finding out. The UK's new online safety act was passed to address
- 2:56the proliferation of harmful content online, but has faced
- 3:00much criticism for being both harsh and draconian. At question
- 3:04here is if Wikipedia should be classified as a category one
- 3:08site, a determination based upon its user base size and features.
- 3:12Wikimedia foundation says no, but The UK's office of
- 3:15communication may say yes, now that a judge has ruled Wikipedia
- 3:20is not de facto exempt. All this while Wikipedia also fights
- 3:27slop. The Washington Post reports that editors are
- 3:30battling an on onslaught of AI generated nonsense. Daniel Wu
- 3:34writes quote, suspicious edits and even entirely new articles
- 3:39with errors, made up citations and other hallmarks of AI
- 3:42generated writing keep popping up on the free online
- 3:45encyclopedia. Deep in Wikipedia's message boards and
- 3:48edit logs, the site's stewards are toiling for long hours to
- 3:53find them and stamp them out, end quote.
- 3:56A study last October, Wu continues, estimates some 5% of
- 4:00entries contain AI generated text. Illinois becomes the first
- 4:09state in The US to ban AI therapists. Governor Pritzker
- 4:14signed the bill into law on August 5, which says that only
- 4:17licensed therapists can provide counseling and that chatbots are
- 4:21not to assume the role of mental health professionals in any way.
- 4:26The eight page law reads in part quote, an individual corporation
- 4:29or entity may not provide advertise or otherwise offer
- 4:33therapy or psychotherapy services including through the
- 4:36use of internet based artificial intelligence to the public in
- 4:39this state unless the therapy or psychotherapy services are
- 4:43conducted by an individual who is a licensed professional, end
- 4:47quote. The law also puts limits on a licensed professional's use
- 4:51of AI as a supplementary tool in treatment.
- 4:58And finally, this year alone, 22 states have enacted mobile phone
- 5:03bans in all or part of the k through 12 range of their public
- 5:08schools. The laws range in severity from suggestions that
- 5:11schools do something about access to devices to outright
- 5:15bans in states like New York, Vermont, Texas, and Florida.
- 5:19Ballotpedia points out there's a variance amongst states
- 5:23concerning if phones are allowed during medical emergencies,
- 5:26break periods, and so on. Ballotpedia also reports that
- 5:30quote, of the 26 total states with laws banning or limiting
- 5:34cell phone use, 17 have republican trifectas, six have
- 5:39divided governments, and three have democratic trifectas. A
- 5:44trifecta here meaning a party that controls all three branches
- 5:48of state government.
- 5:49One, two, three. In show news, I was on episode 51 of the
- 5:57Tasteland podcast talking about the Internet, making never post
- 6:01hentai, the attention economy, and the Internet media
- 6:05environment as I've seen it over the last couple decades and
- 6:07more. I had a really great time chatting with Francis and Daisy,
- 6:11so please go check that out. Tasteland wherever you get your
- 6:14podcasts, and we'll also throw a link in the description. And we,
- 6:19in case you haven't heard, are in the midst of a member drive.
- 6:23That's right, folks. We are driving members crazy, reminding
- 6:27them that now is the time to support Neverpost to help us get
- 6:31financially sustainable by the start of next year, which is a
- 6:34little bit away. But you know what's very soon? The member
- 6:38drive stream week, which is next week, August. If you missed it
- 6:44in George's newsletter, which lots of updates go in there, so
- 6:47please make sure you're subscribed.
- 6:49There is a whole schedule waiting for you with a Monday
- 6:52morning eastern kickoff. I hope you'll join us then and then at
- 6:56various points throughout the week for chitchats, q and a's,
- 7:00game streams, a tour of Georgia's closet, special
- 7:03guests, giveaways, and more. Please check the newsletter or
- 7:07go to neverpoe.st for the schedule next week. Member drive
- 7:10stream week. Okay.
- 7:12Next, Toby on the Internet doing gender at you, then RSS. But
- 7:20first, in our interstitials this week, three Internet
- 7:24instruments, two of which are entrants in the twenty twenty
- 7:28five tiny awards, which are amazing and we've put a link to
- 7:32that in the description. Please go check it out. In our
- 7:34interstitials, we have Maximo Neely Cohen's 10,000 Drum
- 7:38Machines, Rafael Bastides Nest, and ErrorZero's Three zero three
- 7:45Gen. Links to all of these in the show notes.
- 7:50Hans Buetow: Okay. Here we go. 10kdrummachines.com.
- 8:0210kdrummachines.com. Oh, list of drum machines.
- 8:11Here we go. Here we go. What do I want? Let's do Nights Tour
- 8:15Drum Sequencer. Number nine.
- 8:18It's a chess board. It's a chess board. Okay. Knight two is
- 8:22snare. How I play?
- 8:27It's playing chess. Okay. Let's start with White Album Noise
- 8:47Machine. Cool. Cool.
- 8:50Cool. So we got four tracks to let's just click some random
- 8:56patterns here. Let's do a random sequence, and let's do the bpm
- 9:01at a 190. Just for just a 180. 180 is as high as it goes.
- 9:07Alright. Here we go. Alright. Let's refresh the sounds.
- 9:23Alright.
- 9:23Let's break it down a little bit slower. Let's do let's do it in
- 9:27half. Let's do 90.
- 10:19Georgia Hampton: Hello, everybody. It's producer
- 10:21Georgia. I'm just jumping in here because I am so stoked
- 10:25about the segment that you are about to listen to. Eagle eared
- 10:28listeners might remember this pitch from our April mailbag,
- 10:32where listener of the show Toby Martin sent in a voicemail about
- 10:35this strange experience he's had online. I'm not giving anything
- 10:40away.
- 10:41Since then, Toby and I, along with additional support from
- 10:44Hans, have been working together to shape that pitch into what
- 10:49you're about to listen to. I am so so excited for you to hear
- 10:55this. I'll let Toby take it from here.
- 11:08Toby Martin: I wanna paint a picture for you. I'm 22 years
- 11:10old. It's been three weeks since my top surgery, and all I can
- 11:13bring myself to do is lay in bed on my laptop. I'm on the
- 11:17subreddit r slash what is this rock looking at an impressive
- 11:20sedimentary rock comprised of a bunch of crinoid fossils from
- 11:24Lake Michigan. When I see this jarring ad in the middle of my
- 11:28screen.
- 11:29Clip: Most men don't need more testosterone. They need more h g
- 11:34h.
- 11:35Toby Martin: I am no stranger to ads on the internet, but as a
- 11:38trans man, it felt weirdly timely to be getting served
- 11:41alpha male ads on Reddit after my top surgery. This wasn't
- 11:45gender euphoria. It was more like a type of gender euphoria,
- 11:49spelled with an e w. This ad represented a type of macho man
- 11:54that icked me out, the type of guy I would steer clear from at
- 11:57a bar. I couldn't figure out why I got this ad in the first
- 12:01place, so I started to obsess over my targeted content to see
- 12:05if I might be able to get more of the same.
- 12:08And I did. A majority of my content was geared at cis
- 12:12straight men. I was being advertised shitty supplements,
- 12:15hair loss treatments, and my personal favorite, erectile
- 12:19dysfunction cure alls. These guys were everywhere. When did
- 12:24my ads become this hyper masculine, and what did I change
- 12:28to make that happen?
- 12:32In pursuit to answer these questions and the many more that
- 12:35would come up along the way, I started talking to my fellow
- 12:39trans folks. I wrote out a message saying, has anyone
- 12:43noticed a change in their targeted ads or content as they
- 12:46transitioned? I am mainly trying to vibe check if I'm an isolated
- 12:50experience or not because for me, it's a night and day
- 12:53difference on some platforms. I pressed send and waited
- 12:57anxiously for a response. Turns out, yes.
- 13:04A lot of folks had things to say. I got permission to share
- 13:08these messages, but to protect everyone's privacy, you'll be
- 13:11hearing from some fantastic trans writers and artists to
- 13:14read these messages on their behalf.
- 13:19Guest Reader: Yes. My ads shifted over time. And it was
- 13:22pretty clear what kind of sites integrate with Facebook because
- 13:24my ads would change almost immediately after visiting
- 13:27certain sites, like for clothing or post op care, etcetera.
- 13:31Facebook also likes to show me transition before and afters,
- 13:34which are really annoying, and I always hide those to try to get
- 13:37it to stop. And it also likes to show me a lot of lesbian
- 13:41content.
- 13:44Toby Martin: This made total sense to me because, I mean, I
- 13:47had a very similar experience through my transition. After I
- 13:51bought some fleece lined sweatpants and a body pillow for
- 13:54my top surgery recovery, my ads responded very quickly.
- 13:58Suddenly, I got a ton more ads trying to sell me scar tape or
- 14:02wedge pillows. But stuff like recovery kits and transition
- 14:06before and after ads wasn't really my focus for the segment.
- 14:10I was especially interested in how much of my own targeted
- 14:13content was advertising a certain kind of gender.
- 14:17More specifically, your prototypical manosphere cis het
- 14:21man. Where did he come from? And I think I remember. It was my
- 14:31freshman year of college. At the time, I still presented as a
- 14:34very femme version of myself.
- 14:37I sold my hair in wet set curlers. I dressed in skirts and
- 14:41wore a full face of makeup. A lot of my ads reflected this. I
- 14:45got ads for Benefit Cosmetics, Unique Vintage, and a lot of
- 14:49women's skincare brands. These ads were hyper feminine,
- 14:54presenting me with a version of womanhood that was smooth and
- 14:57perfectly made up with foundation and eyeshadow.
- 15:00I was used to seeing ads like this, of the hyperfem variety.
- 15:05But one day in my engineering class, I got fed something very,
- 15:09very different. I remember I was working on this three d model
- 15:15with some YouTube videos playing in the background. I wasn't
- 15:18really paying much attention to the video until this ad for the
- 15:22US army started playing. I'd never been delivered a military
- 15:26ad before.
- 15:27It was the exact opposite of what I was used to seeing. No
- 15:31more soft focus. No more makeup. Instead, I saw a buff soldier
- 15:36piloting a drone with the caption
- 15:39Clip: Join the team that makes a difference.
- 15:42Toby Martin: I felt conflicted. I didn't care about the US
- 15:47military or drones, but it made me feel like something had
- 15:50shifted. Remember, I saw this ad when I was in my engineering
- 15:55class where I was one of two girls in the 23 person class.
- 15:59And something about being in this very masked place changed
- 16:03the way my ads saw me. I wanted to talk to someone who could
- 16:27help me understand this.
- 16:29Adam Aleksic: Hi. My name is Adam Aleksek. I'm a linguist and
- 16:31content creator posting videos as the etymology nerd to an
- 16:34audience of over 3,000,000, and I just finished writing the
- 16:36book, How Social Media is Transforming the Future of
- 16:39Language, which is now available for order.
- 16:41Toby Martin: I wanted Adam's help in making sense of how
- 16:44algorithms target content to users, specifically when it
- 16:48comes to gender. He explained to me that in order to better
- 16:52understand the algorithms, we have to understand how we use
- 16:56them and how it makes a profile of us.
- 16:59Adam Aleksic: It comes out of everything you've ever liked,
- 17:03commented on, everything you've ever posted, the way your thumb
- 17:05rests on your screen, your basic demographic information, the the
- 17:09activity you have on other apps that they can track, whether
- 17:12your phone's on the same WiFi network as another phone that's
- 17:15recently engaged in the kind of content. So even if you're not
- 17:17you haven't looked up Coquette video in your life and you just
- 17:20had a conversation with the Kochette person, your phone's
- 17:22not actually listening to you, but they they might know that
- 17:24you were in the same room as this person because you're on
- 17:26the same WiFi network. So they they build through a lot of
- 17:29these things. Oftentimes, they yeah. Through cross app
- 17:32tracking, they can tell from your search history and all
- 17:35that's built into your user profile and ends up influencing
- 17:37what videos get recommended to you.
- 17:39Toby Martin: The idea that my real life interactions affect my
- 17:42targeted content can feel nice. When my friend sends me a TikTok
- 17:47I've already seen or sends me a post about a TV show I talked
- 17:51about, I feel more connected to them. Our algorithms overlap,
- 17:56which makes it feel like we have a mutual common language. When I
- 18:00started learning to play piano, my algorithm started sending me
- 18:03ads for sheet music. Soon, I was getting recommended videos about
- 18:07music theory or banner ads for free teaching apps and top 10
- 18:10best keyboards for beginners.
- 18:12Piano was just a hobby for me, but my algorithm was acting like
- 18:16piano was the only thing I cared about. For a month, all I saw
- 18:20was piano content. So sure, I didn't click on every keyboard
- 18:26ad I saw, but it did feel nice that my feed was reflecting
- 18:30something about me that was true, even if it was a little
- 18:33exaggerated. Getting that hyper masculine military ad wasn't
- 18:46exactly the kind of masculinity I identified with, but it also
- 18:50felt kind of affirming. I wasn't going to click on the ad.
- 18:54I didn't want to join the army, but it did kind of make me feel
- 18:58like I was one of the guys. So all my data and my search
- 19:02history and what I buy gets compiled together, and then I've
- 19:06got my gender assigned at algorithm. But it's definitely
- 19:17not perfect.
- 19:19Guest Reader: I started getting targeted binder ads after I got
- 19:22top surgery. I get a lot of ads for like alternative women's
- 19:27underwear companies that target mostly gender nonconfirming
- 19:31queer women. I think the algo thinks I'm a tomboy. I'm a trans
- 19:36man.
- 19:37Toby Martin: The algorithm doesn't seem to be good at
- 19:39nuance when it comes to gender. Getting top surgery means you
- 19:42don't need binders anymore. And being a trans man could get
- 19:46garbled up by the algorithm and turned into some vague idea of
- 19:50being a tomboy. It feels less like my gender is what defines
- 19:54my algorithm and more like what I'm buying. Like, okay.
- 19:58Fantastic. So I bought a suit, looked up hockey stats, and
- 20:01calculated my macros. Now the algorithm sees me as a man TM.
- 20:07But once I got stamped with the you're a dude label by my feed,
- 20:11I noticed that the algorithmic understanding of manhood was
- 20:15really specific. Maybe I'd start with getting ads for cargo
- 20:22shorts and boxer briefs, but it wouldn't take long before I'd
- 20:25start seeing sports betting ads, then an ad for Drew Peterson's
- 20:29new book, and suddenly I'm in a different world, down the rabbit
- 20:33hole of Red Pills and Mig Tau bros.
- 20:36And I'm not alone in this experience.
- 20:39Guest Reader: I've been openly trans for six years now, and
- 20:42these are the main ads that get pushed to me now with me being
- 20:45more openly manly. Charlie Kirk, Turning Point USA, Super Sexy
- 20:49Gacha Games, Gambling, the occasional penis enlargement
- 20:53product. I cannot stress the uptick in right wing slash MAGA
- 20:56content that keeps being pushed regardless of me blocking or
- 21:00saying I don't want these specific ads.
- 21:02Toby Martin: The algorithm is optimizing for this one type of
- 21:06guy. A guy who would see military ads and think, that
- 21:10could be me. I could make a difference. But that wasn't me,
- 21:13and it's never going to be me. But for some reason, I couldn't
- 21:17escape this super bro who's haunting my ads.
- 21:21I asked Adam about this, and he explained that a part of this
- 21:25has to do with the way that algorithms feed certain kinds of
- 21:28content out to different groups of people.
- 21:31Adam Aleksic: In the traditional model of communication and
- 21:34linguistics, I talk to you, I'm the encoder, you get my message,
- 21:37you decode it. Now if I'm talking to you as a social media
- 21:41influencer, I am encoding a message. The algorithm decodes
- 21:45the message, encodes a new message, and then sends it out,
- 21:48and then you decode it. So there's an extra layer there.
- 21:51And when I say the algorithm, like, encodes a new message, it
- 21:54may send it to an unintended audience.
- 21:56I may want my video to reach a certain demographic of people,
- 21:59and the algorithm might reassign it.
- 22:01Toby Martin: So maybe someone like Jordan Peterson gets the
- 22:03attention of a certain kind of guy, like a huge community full
- 22:07of that one kind of dude. That content goes to the top of the
- 22:11list to advertise to men online just because it's really popular
- 22:14among men. But it's still a traditional version of
- 22:17masculinity, one I certainly don't ascribe to. And isn't my
- 22:21algorithm supposed to get to know me specifically? Why does
- 22:25it insist on pushing out this one version of hypermasculinity?
- 22:30Adam Aleksic: We can't avoid talking about algorithmic bias
- 22:32here, which naturally amplifies social bias. Algorithms tend to
- 22:36compound and amplify what natural human social behaviors
- 22:39are. Unfortunately, humans tend to trust more or want to view
- 22:44more videos from people who are in the gender binary, like, kind
- 22:48of stereotype, like, presentation. So algorithms
- 22:52reflexively are going to reinforce that, and more
- 22:56heteronormative kind of perspectives are gonna be pushed
- 22:58because that's what's going viral.
- 23:03Toby Martin: The manosphere just has a huge online presence.
- 23:07There's a lot of money to be made there. So from an
- 23:09algorithmic perspective, it's a no brainer. If you're a dude on
- 23:13the Internet, you're gonna get these kinds of ads. Look up
- 23:15cargo shorts one time and bam, here comes Jordan Peterson.
- 23:19Adam Aleksic: There is a really interesting sort of algorithmic
- 23:22performativity as well, where an influencer isn't just performing
- 23:26for their audience, they're performing for what they think
- 23:28is gonna go viral.
- 23:31Toby Martin: So in this case, ends up happening is this
- 23:33compounding situation where certain kinds of content go
- 23:36viral, get a lot of algorithmic attention, and then the people
- 23:40making that content see how popular their stuff is, and they
- 23:43make more of it. The cycle keeps going and going, and that
- 23:47hypermasculine content keeps getting pushed out to more and
- 23:50more people, even people like me who are very much not the
- 23:54intended audience for it. This version of manhood isn't
- 24:00something I want for myself. It feels like hearing a dissonant
- 24:03chord, an interpretation of gender that feels totally off
- 24:06the mark to what I actually feel about myself. But those super
- 24:10masculine ads also came to me at a time where I was in the middle
- 24:13of figuring myself out, where my own understanding of how I felt
- 24:17about manhood was developing.
- 24:18And like I said before, at first, it felt kind of nice to
- 24:22be treated like a guy by the algorithm, even if it wasn't the
- 24:26right kind of guy. When I first got that macho military ad, I
- 24:34was still presenting as a woman in the real world. And as I
- 24:36began coming out to my friends and exploring my trans identity
- 24:40through online channels, that wasn't always true IRL. I was
- 24:44constantly bargaining with my own identity. Maybe I could chop
- 24:47my hair off into a more androgynous cut or wear more
- 24:50pants, less dresses, but it was a process.
- 24:53And in a way, my ads reflected this period where I was changing
- 24:57myself constantly for myself and others. Online, I spent a lot of
- 25:03time trying to figure out what being a man looked like for me.
- 25:07Maybe I'm a cargo shorts guy or an Overwatch guy, and its
- 25:10imperfect way, my algorithm served as another way to try
- 25:14stuff on. It was like it was asking me, do you want to become
- 25:18a Manosphere guy? Do you
- 25:20Georgia Hampton: wanna listen to Joe Rogan?
- 25:22Toby Martin: When I first got those kind of gendered ads, they
- 25:25really freaked me out because, no, I don't wanna be that kind
- 25:29of guy. I never have been that kind of guy. But in the process
- 25:33of working on this segment, I've started to look at it another
- 25:36way. The algorithm was performing with me as I started
- 25:40to unravel who I was.
- 25:44Adam Aleksic: Well, I mean, all identity is performance. Right?
- 25:47That's historically always been true. It depending on our
- 25:50audience, we are constantly embodying a role or an idea of,
- 25:54like, who we are supposed to be. And that's the thing.
- 25:56Even without the algorithms even without the algorithms, if a
- 25:59label is out there, it'll always affect our identity because now
- 26:02we know once we know it's there, we're either going to perform
- 26:05toward it or we're gonna perform against it.
- 26:11Toby Martin: As I continue living as a man and learning
- 26:13what that looks like for me, the grip the ads have on me has
- 26:16loosened. I'm not performing for my ad profile. I don't need it
- 26:20anymore. The gendered algorithm is simple and uncomplicated. It
- 26:23has no depth, and it doesn't even know what a man is.
- 26:27It only knows that a lot of guys click on ads for male growth
- 26:30hormone. I'm breaking up with my gender assigned algorithm
- 26:35because being transgender, or for God's sakes, human, can't be
- 26:39easily partitioned away. I'm a man, and I get to decide what
- 26:44that means for me. To me, manhood looks like wearing green
- 26:48cargo shorts and watching hockey. It looks like a lot of
- 26:52things, but I get to choose.
- 27:06Thank you to Adam Alexic for sitting down to chat with me.
- 27:10Check out his book AlgoSpeak wherever you buy books. And
- 27:13thank you to my friends for offering their voices to read
- 27:15the quotes folks sent in, and everyone who submitted their
- 27:18experiences with the algorithm and gendered ads.
- 29:43Mike Rugnetta: In this, our second ever terms and conditions
- 29:46segment, where we explain things that you, our dear listeners,
- 29:50maybe never got around to understanding and are now too
- 29:54afraid to ask or too busy to learn on your own, I'm gonna
- 29:58tackle your most requested topic by far, RSS. That's right. The
- 30:06very technology that you used to get this and probably every
- 30:11other podcast that you listen to. The technology that allowed
- 30:15the once mighty Google reader to thrive. The technology that
- 30:20launched and arguably sustained countless blogs in the early two
- 30:24thousands in which in the era of the platform internet is
- 30:28currently having a bit of a resurgence.
- 30:31You have maybe read about RSS recently. For instance, in April
- 30:362024, Alex Sujon Laughlin published, if you love podcasts,
- 30:40dump Spotify on Defector, in which she pits the walled in
- 30:44audio platform giant against the open RSS standard. This
- 30:49February, it's FOSS News published, why I still love and
- 30:53use RSS feeds in 2025. Just last month, Molly White published a
- 30:59citation needed newsletter titled curate your own newspaper
- 31:03with RSS And the subtitle, escape newsletter inbox chaos
- 31:08and algorithmic surveillance by building your own and
- 31:12shitification proof newspaper from writers you already read.
- 31:16In January, Jason Snell at long running Apple news blog
- 31:206colors.com published the post reading newsletters via RSS
- 31:25reader is still great.
- 31:27And in April 2024, Scott Gilbertson at Wired published
- 31:31the best RSS feed readers for streamlining the internet with
- 31:35the subtitle, the internet is a mess. Ignore the algorithm and
- 31:39distill the web down to the things you already care about.
- 31:44Reddit, blue sky, x are all awash with love posts to RSS, so
- 31:50we're gonna talk about it. What RSS is in hopefully not too
- 31:54excruciating technological detail, but some technological
- 31:58detail. How the conditions of its development made it what it
- 32:01is, a standard which has not really changed in twenty plus
- 32:05years, and will chart the aforementioned down and then
- 32:08upswing in interest, which would seem at first glance to be the
- 32:12inverse of an up and then downswing in public sentiment
- 32:16regarding the social internet.
- 32:21Probably just a coincidence. So what is RSS? RSS is a
- 32:35standardized open format web feed based on XML. We're gonna
- 32:41go through each of those things. A web feed isn't normally
- 32:45something you interact with directly.
- 32:47It's a document made by one service, say, a podcast host,
- 32:52and decoded by another service, say, your pod catcher. One
- 32:56service makes and maintains the feed based on the things that
- 32:59you publish, and then the other pulls information from it in
- 33:03order to serve it in a useful format, like, say, sound files
- 33:06to listen to and information about those sound files. This
- 33:10means that RSS is what is called machine readable, not human
- 33:16readable. I mean, you could read it, but no one would expect you
- 33:19to. And by simply reading it, you don't benefit from its
- 33:22existence because your brain can't download audio files or
- 33:27metadata.
- 33:28And if it can, please call the show. Now there are a bunch of
- 33:33web feed formats. JSON feed, Atom, and RSS are the most
- 33:38common. Both RSS and Atom, which is, like, sort of based on RSS,
- 33:44kind of, are written in what's called XML. XML is a markup
- 33:50language, sort of similar to HTML, which is used to make web
- 33:53pages, but XML can make, kind of whatever you want.
- 33:58It has many many uses. In fact, it stands for extensible markup
- 34:02language. So what is a markup language? A markup language
- 34:06generally, envelops or enrobes. It goes around other pieces of
- 34:12information.
- 34:13Usually, though not always, plain text and media or links to
- 34:18media. So images, video, audio. It goes around those things and
- 34:23it helps to organize and sometimes display them, and that
- 34:27organization is done within a hierarchy of nodes. So we're
- 34:32gonna talk about this practically because I think it's
- 34:34gonna be a bit easier to understand than talking about it
- 34:36abstractly. So I know I just told you not to do this, but if
- 34:42you were to download and open and then read the RSS file for
- 34:48this podcast for Never Post, which you could do, in any,
- 34:52plain text reader.
- 34:54So like, you know, notepad should do it, by going to
- 34:57neverpo.st and then in the middle of the page, you'll see
- 35:01the orange RSS icon that says listen via RSS. Click on that or
- 35:07right click on it and just save the file that pops up and then
- 35:10open it. Scroll down a little bit to see the entry for this
- 35:14episode. You'd see open angle bracket item, the word item I t
- 35:19e m, closed angle bracket, which for simplicity I'm just gonna
- 35:23call those brackets from now on. This marks the beginning of a
- 35:27node.
- 35:27The word item is defined by the RSS standard and it means
- 35:32everything that follows until this node is closed describes
- 35:36one post in the feed. Then you'll see open bracket, title,
- 35:40close bracket. Title also defined by the RSS standard
- 35:44means everything in this node is the title of the post. Then it
- 35:49will say the title of this episode in plain text. I don't
- 35:52know what that title is at the time of recording, but let's say
- 35:56it's a feed me Seymour.
- 35:59That would go right here followed by open bracket forward
- 36:04slash title closed bracket. The addition of the slash means that
- 36:09this is a closing tag. This node is done. Everything before this
- 36:13was the title. Everything after this is something else.
- 36:16Next up is open bracket, pub date, close bracket. Everything
- 36:21in this node is the date and time that this item, this
- 36:25episode was published. So it's gonna be Wednesday, 08/13/2025
- 36:30and then whatever time we end up publishing in UTC. Then open
- 36:35bracket forward slash pub date close bracket. This is a closing
- 36:39tag which means as we already know, this node is done.
- 36:43Everything before this closing tag was the pub date. Everything
- 36:46after this is something else and so on and so forth for
- 36:49everything useful that you would want in a feed with many node
- 36:54names defined by the RSS standard. These are things like
- 36:57description and summary, enclosure which in a podcast RSS
- 37:02is the link to the actual audio file and more including a bunch
- 37:06of nodes that begin iTunes, which is maybe gonna seem kind
- 37:10of strange. This is because Apple as arguably the most
- 37:14powerful player in the podcast space has helped to establish a
- 37:18bunch of conventions, but they've added those conventions
- 37:22on top of the RSS standard using something that's called
- 37:26namespace. We're gonna talk more about that later.
- 37:29That's a sort of deep technical detail that you don't really
- 37:31need to know yet or perhaps ever. All of these nodes are
- 37:37included inside each item node which is then closed with a open
- 37:41bracket forward slash item closed bracket tag. Meaning, at
- 37:45that point, we're done talking about this item, this episode
- 37:49and we're ready to move on either to the next or the end of
- 37:52the feed. The whole thing is kinda like a train. The engine
- 37:56at the front says, here comes an episode.
- 37:59And then each car is filled with specific information about the
- 38:04episode loaded by the service that publishes it. So you get
- 38:09the description car, then you get the runtime car, then the
- 38:15post body text car. The Internet is the track that moves this
- 38:20information from publisher to reader or pod catcher where
- 38:24everything is then unloaded and organized according to that
- 38:27station's specific operations. Now in order to work right, an
- 38:37RSS feed, which remember is really just a document listing
- 38:40things that have been published elsewhere, has to adhere to two
- 38:44standards. Syntactically, an RSS feed has to contain parsable
- 38:49XML.
- 38:50Tags need to be opened and closed correctly, nested
- 38:52properly, etcetera, etcetera. And it also has to follow the
- 38:55RSS standard. Use the right node names, contain the required
- 39:00nodes, and so on. This is what we mean when we say that RSS is
- 39:04standardized, but confusingly, there are a couple different RSS
- 39:10standards. The most common requires only three pieces of
- 39:15info.
- 39:16A title for the feed, so for example, never post, a home page
- 39:20URL, so neverpoe.st, and a description, a podcast for and
- 39:26about the Internet hosted by Mike Rugnetta. That's it. An RSS
- 39:30feed doesn't need items to be valid. It can be empty. This is
- 39:34how you can subscribe to a newsletter, say, or a blog
- 39:38before it has any posts.
- 39:40Podcasts work a little differently, but that's a
- 39:42convention, not a requirement. And all of this is incidentally
- 39:46what makes RSS open. You can just go to where the standard is
- 39:51kept and see in plain text, human readable, what's required.
- 39:56And then you can go and implement that yourself. You
- 39:59don't need to pay a fee.
- 40:00You don't need to ask anyone permission, not the folks who
- 40:03publish the standard nor the folks who made it. But okay.
- 40:07Wait. This may make you wonder, who are those people? Who
- 40:11decided that this works this way?
- 40:13Who standardized this standard? Well, that's something of a long
- 40:18story, but we're gonna cover the broad strokes of it because
- 40:21understanding how RSS was made can help us understand why it
- 40:25feels like something of an antidote to the impersonal
- 40:30algorithms heavy social internet. In the introduction of
- 40:37the 1995 O'Reilly book Developing Feeds with RSS and
- 40:41Adam, Ben Hammersley begins like this. It's an extended quote,
- 40:45but it's good, so I'm gonna read the whole thing. In the
- 40:48developers bars of the world, those dark sordid places filled
- 40:53with grizzled coders and their clans, a special corner is
- 40:58always reserved for the developers of content
- 41:01syndication standards.
- 41:03There, weeping into their beer, you'll find the veterans of a
- 41:08long and difficult process. The standards you will read about in
- 41:13this book were not born fresh and innocent of a streamlined
- 41:18process overseen by the wise and good. Rather, the following
- 41:24chapters have been dragged into the world and tempered through
- 41:28brawls, knife fights, and the occasional riot. Incredible. I
- 41:37mean, obviously tongue in cheek, but all of this melodrama for
- 41:40making a piece of tech that collects posts in a feed so they
- 41:44can be syndicated elsewhere.
- 41:46Why? Why so much torment and strife and conflict and pain?
- 41:51Well, I mean, are nerds that we're talking about, and
- 41:55development on what would become RSS began in 1995. So these are
- 42:01early Internet nerds, or I guess early modern Internet nerds.
- 42:05Maybe there was a lot of ego involved.
- 42:08I mean, probably there was, but there was also a lot of
- 42:11principle at work. The developers of RSS were trying
- 42:15generally, I think, to follow the steps of Tim Berners Lee and
- 42:19the development of what is arguably the Internet's base
- 42:21technology, the hyperlink. The development of something so open
- 42:26and yet at the same time so narrow isn't easy, especially
- 42:31when you don't know exactly how it will be used yet. So that
- 42:35quote is pointing us even further back to Apple earlier in
- 42:41the mid nineties and a product called hot sauce developed by
- 42:46Ramanathan g Guha that was intended to allow users to
- 42:49browse documents like websites, for instance, in three d space.
- 42:57Yes.
- 42:57Really. Steve Jobs mothballed that project in 1997 when he
- 43:02returned to Apple, and Guha went to Netscape. And what followed
- 43:07was a flurry of activity over about two or three years between
- 43:11Apple, Netscape, Microsoft, and independent developers who saw
- 43:16the promise of these nascent syndication technologies for
- 43:22bloggers. This would have been in the depths of the browser
- 43:25wars, if that's meaningful to anyone. Though if it's
- 43:28meaningful to you, you probably already know this history.
- 43:31Dan Libby of Netscape authored what would become the first RSS
- 43:34standard based upon a string of technology leading all the way
- 43:38back to hot sauce. But even though this was a momentous
- 43:42occasion, some folks were frustrated, and they saw this
- 43:45implementation as lacking. It could syndicate headlines, a
- 43:50list of links, basically, but not site content. So Dan Weiner
- 43:56of the software development company Userland and later and
- 44:00currently scripting.com would follow this first implementation
- 44:05of RSS with an update to his own scripting news feed format. Dan
- 44:12Weiner took a bunch of the stuff that was implemented in this
- 44:14first RSS standard, and he added the ability to syndicate whole
- 44:19paragraphs of content.
- 44:22This edition was really meaningful, and so then the next
- 44:26version of RSS 0.91 incorporated those features. This back and
- 44:32forth exemplifies a lot about what's great and messy about RSS
- 44:37specifically and open standards generally. We talked about this
- 44:42and all things RSS with Justin Jackson, cofounder of Transistor
- 44:46dot FM, the host we use for Never Post's member feed, but
- 44:50Justin is also a member of the Podcast Standards Project. This
- 44:54is what he had to say about the trade offs involved when
- 44:57building something that's open.
- 44:59Justin Jackson: The benefit of having a centralized platform is
- 45:02you can just have a CEO decide, we're gonna do this, and that's
- 45:07what we're doing. And with anything in the open protocol
- 45:10world, you have to create alignment. You have to do all of
- 45:15this groundwork with human beings, all this coordination
- 45:19work.
- 45:19Mike Rugnetta: A standard like RSS is not a piece of software
- 45:23that's made and then distributed. It's more just like
- 45:26a way of doing things that people can adopt or not. The
- 45:30standard is only really useful if the folks who use it, who
- 45:34bake it into their software, agree and coordinate with one
- 45:38another and align on when and where and how everything is
- 45:43implemented. And I don't know if you've noticed this, but getting
- 45:47people to agree to work together, especially in tech, is
- 45:51not easy. So this is where we get into the brawls and the
- 45:54knife fights and the riots.
- 45:56After Dan and Dave agree on RSS 0.91, a rift develops over
- 46:02effectively how extensible RSS should be. Should it do a small
- 46:07number of very specific things or should it do whatever people
- 46:12want it to as long as it follows a broad standard? The second
- 46:15approach relies on something called namespace. Effectively
- 46:20saying, if you want to add new nodes beyond the standard
- 46:23assortment that's already there, that's fine, but you have to put
- 46:26your name in front of it. Like say, iTunes.
- 46:29Hey, you already know how that works. Nice. One group says no
- 46:34to namespaces. It's gonna make things too complicated if you
- 46:37can stack whatever you want on top of the standard. And the
- 46:40other group says, yes.
- 46:42It's basically needed to make RSS useful and to give it
- 46:46longevity so people can expand on it. For those of you that
- 46:50know portions of this history, this is also around the time
- 46:53that a 14 year old Aaron Swartz gets involved with RSS. The
- 46:58solution ends up being, as we've mentioned, two standards which
- 47:02in recent years really have drifted closer and closer to one
- 47:06another in their feature set. But RSS two point o, the
- 47:09copyright for which was assigned to Harvard's Berkman Klein
- 47:12Center for Internet Law is by far the most implemented with
- 47:16over 70% of RSS feeds aligning to its standard which allows
- 47:22namespaces. This standard was finally solidified in 02/2003.
- 47:28We asked Justin, why hasn't RSS changed since then? Aren't there
- 47:35technical limitations inherent to a standard as old as this
- 47:39one?
- 47:40Justin Jackson: The original spec is probably not going to be
- 47:43changed much, because it doesn't really need to. Inside
- 47:47podcasting, we've continued to innovate on top of it. And that
- 47:53was one of the beautiful things about it. I would argue there's
- 47:57actually no technical limitations. I think you could
- 48:01anything that you want to build on top of RSS, you can.
- 48:05Even things that people have traditionally said don't work
- 48:09with RSS. Things like people will say, well, it's a typically
- 48:12one way. Right? I publish a blog post, or I publish a podcast
- 48:18episode. You refresh your app, and it, you know, picks up the
- 48:22new episode, and you pull it down to your RSS feed reader or
- 48:26your podcast app.
- 48:27But there's no reason we couldn't add two way
- 48:31communication to that. One one example of this is Transistor
- 48:36uses something called the social interact tag, which is this new
- 48:40podcasting two point o tag. And it allowed us to build on top of
- 48:46Blue Sky and the AT protocol. It allows people to add comments to
- 48:51podcast episodes. And these comments can be shared across
- 48:56networks.
- 48:57They can work in some ways, they're agnostic. They don't
- 49:00need a particular social network or platform. And so, you know,
- 49:05that that was a fairly simple implementation on top of RSS. So
- 49:09it's all possible.
- 49:11Mike Rugnetta: So then why isn't RSS constantly evolving? Adding
- 49:15video to podcast episodes or comments directly in the feed?
- 49:19Based upon what we've said already, you can probably guess
- 49:21the answer.
- 49:22Justin Jackson: I think everything has just come down to
- 49:25coordination. You have to coordinate between three
- 49:29different groups, really. You have to coordinate between the
- 49:33podcast hosting companies, which are largely generating the RSS
- 49:38feeds and XML. You have to coordinate between the apps, and
- 49:42not just like independent apps, like Overcast or Podcast Guru,
- 49:48but bigger apps like Apple Podcasts. And then you have to
- 49:53coordinate between with creators.
- 49:56And creating alignment between those three groups is a
- 50:01challenge. What do creators actually want? There's figuring
- 50:07out how are we going to coordinate on between all these
- 50:11groups? How can we create alignment when everyone's
- 50:15motivated by something different?
- 50:16Mike Rugnetta: Now, as complicated and maybe as
- 50:19torporous as this process is, I do think it really is the
- 50:24beating heart of why RSS has persisted for as long as it has
- 50:29and is having something of a moment right now as we perhaps
- 50:33crest and then begin to descend the other side of the mountain
- 50:37that is the era of the social Internet. Ten to twelve years
- 50:41ago, RSS was considered outdated, if not dead. For Vice,
- 50:46in 2019, Sinclair Target writes of that era, people never felt
- 50:50comfortable using RSS. It hadn't really been designed as a
- 50:54consumer facing technology and involved too many hurdles.
- 50:58People jumped ship as soon as something better came along.
- 51:02Target's not wrong. It's not easy for people to make RSS
- 51:06feeds from whatever they happen upon. The hoi polloi benefits
- 51:09from their existence as long as the folks doing the publishing,
- 51:12making the podcasts, the blogs, the news stories, the weather
- 51:15updates, photographs, videos, whatever else might reasonably
- 51:19be found in a feed, are willing to put the effort into
- 51:22syndicating those things via an RSS feed, which has its own set
- 51:26of technological requirements and restrictions. And also
- 51:29incidentally tends to keep people off of the publishing
- 51:33site and therefore not looking at ads. Google Reader, the
- 51:38storied RSS aggregator was shut down on 07/01/2013, citing a
- 51:43slow and steady dwindling of its user base.
- 51:46The press release that announced the shuttering read, quote,
- 51:49while Google reader has a passionate user base, the
- 51:52product has not seen the growth or engagement that we had hoped
- 51:55for. We would like to refocus our efforts on more popular
- 51:58products that our users currently enjoy. The something
- 52:06better that Target hints at? Social media. Twitter,
- 52:10specifically.
- 52:11The cynical amongst us may also think that Google killed Reader
- 52:14in the hopes of boosting adoption of Google plus.
- 52:18Remember Google plus? No one else does either. We might
- 52:22consider 2013 ish the nadir of RSS's history to date, after
- 52:28which it seems there's been a slow and similarly steady
- 52:31increase in interest around what the format provides. It's
- 52:35possible even that we've yet to see the zenith of RSS's
- 52:39popularity.
- 52:39Justin Jackson: If there's gonna be a resurgence of RSS used for
- 52:43other things, like video, like articles, like social media
- 52:50posts, I think the problem to solve there is with app
- 52:56developers. How are we going to harness this fire hose and make
- 53:06it make it helpful, useful.
- 53:11Mike Rugnetta: RSS is the way that it is and operates the way
- 53:14that it does and is supported in the ways that it is because
- 53:18disparate far flung groups of people decided actively that it
- 53:23should be that way, and that sort of agency is then passed on
- 53:26to the people who use it for better and worse. RSS isn't an
- 53:30algorithm. It does no curation. It doesn't collect information
- 53:33about you nor require a subscription fee. It allows you
- 53:36simply to know when your stories are on, which means to Justin's
- 53:41point, if you're not careful or if you want to, you can very
- 53:45easily overwhelm yourself with RSS.
- 53:48But if implemented and used in a certain way, it can also be an
- 53:52antidote to the overwhelm that we experience elsewhere on the
- 53:57Internet.
- 53:58Justin Jackson: I don't think it's mainstream, but there could
- 54:02be a world where Gen Z and maybe other generations as well just
- 54:07say, you know what? I'm kind of done with this centralized
- 54:14commercial ad driven Internet that's just designed to give me
- 54:20brain rot, and designed to addict me. And I want something
- 54:28that's more mindful. And I think we already saw this with email.
- 54:33You know, there's this resurgence of email newsletters.
- 54:37So much of what made culture great in the sixties and
- 54:42seventies and eighties and nineties was that you had to
- 54:45work for it. There was friction. And I think maybe our culture is
- 54:54starting to wake up to this idea that we need a bit more
- 54:59friction. We need a little bit more mess. We need not
- 55:03everything to just be perfect, but, you know, maybe it's worth
- 55:09working to find a podcast you really like, even though it's
- 55:14not easy.
- 55:15Maybe it's worth having an episode of Radiotopia show up in
- 55:22your feed and you're like, that sounds boring. But then it auto
- 55:27plays when you're on a long road trip, and you're like, actually,
- 55:30that was really great. I'm glad I'm glad I didn't just swipe
- 55:36away from that after listening. You know, I that is my hope is
- 55:42that if anything, I think we're just gonna go back to some of
- 55:48the old ways of doing things because we just realize we need
- 55:52it.
- 55:57Mike Rugnetta: Thank you so much to Justin for chatting with us.
- 56:00You can find Justin on Blue Sky at Justin Jackson dot c a. And
- 56:04if you are so inclined, can host your podcast at transistor.fm.
- 56:09They did not pay us to say that we got Justin on this segment
- 56:12because he is an expert, but we also just happen to be big fans
- 56:16of transistor. I hope this terms and conditions was instructive.
- 56:22Are there things about the Internet that you want us to
- 56:25explain to you because you're not going to go do the research
- 56:28yourself? Listen. I get it. Send us an email. Send us a voice
- 56:32memo or a voice mail.
- 56:34Let us know what you wanna know about and who knows, maybe it
- 56:37will be the next terms and conditions segment. That is the
- 58:33show we have for you this week. We're gonna be back here on the
- 58:34main feed on Wednesday, August 27, but we will be on Twitch all
- 58:40next week. Join us at twitch.tv/the never post. Check
- 58:45the newsletter and the website for a schedule.
- 58:48I got some notes recently that I should not joke about not
- 58:51knowing what it is we do on the show and that in addition to
- 58:54being not true, it's also just kind of an irritating millennial
- 58:57move to be like, oh, we're just a small bean. I don't know what
- 59:01we're doing show. So Here's the facts. Never post is a media and
- 59:05technology criticism in theory podcast which takes the position
- 59:08that for better and worse, one of the best ways to understand
- 59:12contemporary western society is through an understanding of the
- 59:16internet and how our interactions with it shape our
- 59:19outlooks, our relationships, our sense of what's happening, and
- 59:23what's possible. My friend George said the show is NPR for
- 59:27the terminally online.
- 59:29Does that make Hans or Terry Gross? Does Georgia Arnetta Ulla
- 59:33be? Oh, no. Am I the Ira Glass become a member? At neverpo.st.
- 59:48Never posts producers are Audrey Evans, Georgia Hampton, and the
- 59:51mysterious doctor first name last name. Our senior producer
- 59:54is Hans Buto. Our executive producer is Jason Oberholzer.
- 59:58The show's host, that's me, is Mike Rugnetta. Not verb, but
- 1:00:04vertigo.
- 1:00:05Does not indicate action. Does not mean go to meet, but rather
- 1:00:09to lie there because someone doesn't arrive. To Search by
- 1:00:15Alejandra Pizarnik. Never Post is a production of charts and
- 1:00:19leisure. It is distributed by Radiotopia.