Ninety-two percent of the content on the site is mediocre; seven percent has a serious subject and relies on other sources rewritten in VERY BIG TYPE yelling at you in between the pictures — there are lots of pictures, there have to be lots of pictures — and one percent might be “long form” stuff that’s supposed to make you nod and say “my, BuzzFeed is really upping their game. Bow. Down.” The rest of it is obviously juvenile, but it’s neither aimed at juveniles or written by juveniles. It’s written by self-infantilizing adults for peers who are equally unaccomplished. It’s a a bunch of chickens running around in circles, and none of them have the skill to get off the ground and fly somewhere higher.
Ever since the flowering of the hated Baby Boomers, the prolonging of adolescence past all understanding has been a priority of this culture; BuzzFeed was inevitable under those conditions.
This is the part that hurts, though:
Here’s the thing: appearing on that site is regarded as a résumé builder.
Well, yeah. It’s not that Serious Journalism is actually serious anymore: it’s a mixture of thinly disguised hit pieces, utterly undisguised hit pieces, and lots and lots of filler. There isn’t an online editor out there who wouldn’t sell her own never-to-be-born children for ten percent more clicks. Forget Strunk and White; today belongs to Titus Andronicus.