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It was a car accident. Nothing particularly remarkable, but fatal nonetheless. You left behind a wife and two children. It was a painless death. The EMTs tried their best to save you, but to no avail. Your body was so utterly shattered you were better off, trust me.
And that’s when you met me.
“What… what happened?” You asked. “Where am I?”
“You died,” I said, matter-of-factly. No point in mincing words.
“There was a… a truck and it was skidding…”
“Yup,” I said.
“I… I died?”
“Yup. But don’t feel bad about it. Everyone dies,” I said.
You looked around. There was nothingness. Just you and me. “What is this place?” You asked. “Is this the afterlife?”
“More or less,” I said.
“Are you god?” You asked.
“Yup,” I replied. “I’m God.”
“My kids… my wife,” you said.
“What about them?”
“Will they be all right?”
“That’s what I like to see,” I said. “You just died and your main concern is for your family. That’s good stuff right there.”
You looked at me with fascination. To you, I didn’t look like God. I just looked like some man. Or possibly a woman. Some vague authority figure, maybe. More of a grammar school teacher than the almighty.
“Don’t worry,” I said. “They’ll be fine. Your kids will remember you as perfect in every way. They didn’t have time to grow contempt for you. Your wife will cry on the outside, but will be secretly relieved. To be fair, your marriage was falling apart. If it’s any consolation, she’ll feel very guilty for feeling relieved.”
“Oh,” you said. “So what happens now? Do I go to heaven or hell or something?”
“Neither,” I said. “You’ll be reincarnated.”
“Ah,” you said. “So the Hindus were right,”
“All religions are right in their own way,” I said. “Walk with me.”
You followed along as we strode through the void. “Where are we going?”
“Nowhere in particular,” I said. “It’s just nice to walk while we talk.”
“So what’s the point, then?” You asked. “When I get reborn, I’ll just be a blank slate, right? A baby. So all my experiences and everything I did in this life won’t matter.”
“Not so!” I said. “You have within you all the knowledge and experiences of all your past lives. You just don’t remember them right now.”
I stopped walking and took you by the shoulders. “Your soul is more magnificent, beautiful, and gigantic than you can possibly imagine. A human mind can only contain a tiny fraction of what you are. It’s like sticking your finger in a glass of water to see if it’s hot or cold. You put a tiny part of yourself into the vessel, and when you bring it back out, you’ve gained all the experiences it had.
“You’ve been in a human for the last 48 years, so you haven’t stretched out yet and felt the rest of your immense consciousness. If we hung out here for long enough, you’d start remembering everything. But there’s no point to doing that between each life.”
“How many times have I been reincarnated, then?”
“Oh lots. Lots and lots. An in to lots of different lives.” I said. “This time around, you’ll be a Chinese peasant girl in 540 AD.”
“Wait, what?” You stammered. “You’re sending me back in time?”
“Well, I guess technically. Time, as you know it, only exists in your universe. Things are different where I come from.”
“Where you come from?” You said.
“Oh sure,” I explained “I come from somewhere. Somewhere else. And there are others like me. I know you’ll want to know what it’s like there, but honestly you wouldn’t understand.”
“Oh,” you said, a little let down. “But wait. If I get reincarnated to other places in time, I could have interacted with myself at some point.”
“Sure. Happens all the time. And with both lives only aware of their own lifespan you don’t even know it’s happening.”
“So what’s the point of it all?”
“Seriously?” I asked. “Seriously? You’re asking me for the meaning of life? Isn’t that a little stereotypical?”
“Well it’s a reasonable question,” you persisted.
I looked you in the eye. “The meaning of life, the reason I made this whole universe, is for you to mature.”
“You mean mankind? You want us to mature?”
“No, just you. I made this whole universe for you. With each new life you grow and mature and become a larger and greater intellect.”
“Just me? What about everyone else?”
“There is no one else,” I said. “In this universe, there’s just you and me.”
You stared blankly at me. “But all the people on earth…”
“All you. Different incarnations of you.”
“Wait. I’m everyone!?”
“Now you’re getting it,” I said, with a congratulatory slap on the back.
“I’m every human being who ever lived?”
“Or who will ever live, yes.”
“I’m Abraham Lincoln?”
“And you’re John Wilkes Booth, too,” I added.
“I’m Hitler?” You said, appalled.
“And you’re the millions he killed.”
“I’m Jesus?”
“And you’re everyone who followed him.”
You fell silent.
“Every time you victimized someone,” I said, “you were victimizing yourself. Every act of kindness you’ve done, you’ve done to yourself. Every happy and sad moment ever experienced by any human was, or will be, experienced by you.”
You thought for a long time.
“Why?” You asked me. “Why do all this?”
“Because someday, you will become like me. Because that’s what you are. You’re one of my kind. You’re my child.”
“Whoa,” you said, incredulous. “You mean I’m a god?”
“No. Not yet. You’re a fetus. You’re still growing. Once you’ve lived every human life throughout all time, you will have grown enough to be born.”
“So the whole universe,” you said, “it’s just…”
“An egg.” I answered. “Now it’s time for you to move on to your next life.”
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In April of 2021, I posted a short to YouTube - a 60 second video in the format of their TikTok competitor. In the nature of shorts, it was a one-minute, necessarily un-nuanced hot take about a subject I like to talk about: character design. Specifically I made the mistake of lamenting that the character design of female heroes in major games tend to prioritize attractiveness rather than using their body shape to do storytelling about their lives or capabilities.
It did okay, garnering about 38k views in its first month. Didn't set the world on fire, but I got my point out there, and while there were some crappy comments, for the most part people seemed to understand what I was driving at.
The short had eventually climbed to about 100.000 views after a full year of being online, which is respectable, but in the world of YouTube Shorts a fairly middle-of-the-road level of success (these are extremely short videos being served extremely quickly to a huge base of users). Fast forward to November 8th of this year, and... something happens. More than a year after it was originally published, it starts gaining traction.
Slowly at first, a few thousand views, but by the 14th it's gained 80.000 views in a day. On the 16th, 400.000, on the 17th, 680.000. I have no idea why this is happening, there's no influx of viewers from any outside source, there's no topical news event that would make the video suddenly relevant.
I tweet about it, bemused by the sudden jump, but also hinting a bit at the other side of this story.
"There Is No Such Thing As Negative Press"
On YouTube, there is on the systemic level very little difference between positive attention and negative attention. If you create excellent work that brings joy into people's lives, they engage with your video and the algorithm reads that as success. And if you create miserable, hateful content that makes people angry and stokes them to responses of outrage, disgust or jeering, the algorithm reads that as a kind of success, too.
Hate-bait and rage-bait YouTubers operate in that latter space, churning out inflammatory or distressing content, hoping to elicit either reactions of horror, or gleeful cheering from people who like it when their favourite online personality trolls the Other.
But there's another way to garner negative attention, and that is to create content which is not at all designed to bait or elicit a negative response, but whose subject matter nonetheless produces a negative response from a certain kind of person.
That is the unfortunate slip-and-slide I have found myself on.
At the time of writing, the short sits at 6.8 million views, has been gaining on average 2 million views per day, and it still seems to be accelerating. Despite those skyrocketing numbers, however, it only ("only") has around 1300 published comments underneath it.
That is because, after the first couple of million views, I told YouTube to automatically hold all comments for review. That is, YouTube allows users to comment on the video, but those comments are not published until I manually approve them.
The reason I did this is... well, it's easier to show you with some pictures. Content warning, these are unfiltered YouTube comments, so expect casual bigotries.
These are screenshots from the "held for review" tab of my YouTube Studio backend. YouTube in recent years has gotten good at filtering out content like overt racial slurs and the worst of the worst insults, which is nice, but the filtered comments tab is still not a particularly pleasant place to read through right now.
Most of the comments are like what you see above: casually rude, fatphobic, homophobic, transphobic or otherwise unpleasant. Some of the comments are more intense, threatening me with violence, insulting me personally, "I hope your mom gets raped by a [racial slur]," and worse. The worst comments are a small percentage, but as you can imagine, they do stand out in the mind, and a small percentage of a huge number can still be a lot of comments.
And that's the thing. There are hundreds, and hundreds, and hundreds, and hundreds of comments. I scrolled for fifteen minutes and did not see the end of it. YouTube doesn't keep a visible count on how many comments are held for review, but I'd not be surprised if the 1300 comments count would have been doubled if I hadn't stopped it when I did. And since the video is still accelerating, that number is likely to skyrocket as well.
This provides me with the best theory I have as to why the video took off: the YouTube algorithm started showing it not to people who it thought would like it, but to people it thought would dislike it enough to react, to comment. And the more people did comment, the more the algorithm showed it to other people just like those who commented, who were also likely to dislike it.
This causes a feedback loop of negative attention, which the YouTube algorithm (horrifyingly) interprets as a success and an incentive to keep pushing the video.
Moderating this comments section is now physically impossible - I would need a staff of a dozen to handle it, which I can't afford and who I wouldn't want to expose to it, and while this deluge is going on, moderating the comments of other videos becomes next to impossible as well, since the "held for review" tab is utterly monopolized.
One fix for this problem, of course, is to simply disable the comments. But in my experience, doing that only encourages the worst of the commenters to seek out your other content and leave even worse comments there instead. In fact, a couple of dozen particularly irate people have already sought out my other channels to post insults there, adding to the stress and workload of dealing with all this viral "success."
How YouTube Makes YouTubers Worse
This situation is stressful, because humans are monkey creatures with monkey brains that do not like being exposed to a constant stream of rudeness, cruelty and casual bigotry. However rational you try to be about it, however detached and cold, it wears on you. It chips away at your mental defenses and becomes a constant source of low-level stress and misery.
But as far as YouTube is concerned, it's a huge success.
YouTube's systems are all set up this way. They celebrate increases in numbers with cheerful messages and positive green arrows and "helpful" statistics showing just how much things are growing - meanwhile, if you post otherwise positively received work that doesn't attract as much attention, it will give you dour "your content received fewer views due to lower interest this month" messages and greyed-out downward arrows. If you have a video that does really well on the numbers, YouTube will even play a little fireworks animation on its statistics to celebrate.
It's a form of not-so-subtle psychological manipulation. As a YouTuber you are dependent on your statistics to inform your work - if your rent depends on making those numbers go up, you essentially have no choice but to pay attention to them and let them guide your decision making. And so YouTube designs its systems to push its creators towards the behaviour that the platform finds most beneficial: numbers optimizing.
And the thing is, if I went only by the numbers, I would look at the success of this short and go "oh, there's a viable content strategy here!"
I could try and replicate its "success" by creating more content around the same topic, by targeting the same kind of outrage-baiting, by identifying the contentious subjects and trigger points brought up by the angry people in the comments and hitting them repeatedly, hoping to make engagement fall out.
YouTube would reward me for that, quite handsomely, in fact, even as mental health and professional happiness would absolutely crater. I don't have the personality for that kind of content creation, it's not what I want to do with my work, it's not the kind of person I want to be.
But I am not immune to propaganda. I have already changed as a person from doing this job, I know this for a fact. My priorities have shifted, my wants and needs have changed. Not for the worse, I believe, not yet, but the platform is constantly, constantly pushing on me.
It's unpleasant and it's stressful. It's hostile design, coupled with primitive and insufficient moderation tools, coupled with an aggressive algorithm which will go out of its way to ensure your relationship with your audience is toxic, if that toxicity produces better numbers for the platform.
Viral success is often thought of as a desirable thing, something which can launch a career or skyrocket an unknown to success. The reality is, it is mostly just overwhelming. I'm a grown man and I have done online content creation for a long time, and I have learned strategies to manage toxic comments sections over years of experience.
But imagine if something like this happened to a sixteen year old. Imagine if it happened to a teenage girl just starting out making videos. Or a trans person. Or, hell, any person from a marginalized community. I am sheltered by my privileges, but I have seen how dark it gets and how fast it gets dark for people who don't have those extra protections.
Well, it does happen to them, and no matter how rancid, bigoted and horrible the abuse they receive, they will log in to YouTube Studio to see happy fireworks and "Nice! Your video got 20 million views!" with a little green upwards pointing arrow right next to it.
You might have seen articles and thinkpieces around "creator burnout," and I want you to know that a huge part of what burns creators out is the primitive, profit-optimizing, hostile systems that power these platforms and monetize our worst experiences on them as "engagement."
In case you're wondering how much money I've earned from those 6.8 million views, by the way, it's about $20.
YouTube says they're rolling out full Shorts monetization next year, so I guess I just picked the wrong month to go viral.
---
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hi, how do you deal with people that don't understand game development but you have to do what they tell you to?
I approach those situations the same way that I approach answering questions on this blog. I try to explain the reasonings behind the decisions we make in a way that I think they will understand, and I try to establish our relationship as cooperative. The important thing is the mutual understanding that we're all working together towards the same goal. Establishing that mutual goal sets a good baseline for communication - we can all agree that we're operating in good faith.
Once that's done, if they continue to ask for unfeasible things, I will try to pitch them on a 90% solution - one that does the essence of what they are asking for, but is actually feasible to do. Most of the time, the goal isn't a specific implementation but an experience or feeling we're trying to evoke in the player. Those who don't understand the details of game dev often lack the context and vocabulary to describe what it is they're asking for, so it's up to my communication skills to parse what it is they want.
If none of that works and the work environment is too frustrating, I polish my resume and start looking for a new job. I've got a lot of experience and I'm very good at what I do. There's no need for me to put up with an inhospitable work environment if I don't have to.
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Simón Prades (German-Spanish, b. 1985, Saarbrücken, Germany) - 1: Esquire; Illustration for the short story Cons by Jess Walter 2: Editorial: Geo Kompakt - The brain structure of evil humans, 2017 3: For Esquire US 4: Pan Cover, Drawings: Pen + Ink, Pencil, +Digital
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