yeah, it just feels like social media now isn't merely posting, it's the experience of watching yourself posting. submitting yourself to the panopticon willingly. I think your early Facebook experience might actually kinda match what Hexbear is now, at least in the general megathreads, albeit with necessary anonymization.

I have a complicated relationship with the concept of creating a "brand" around oneself because of what I just said. on the one hand, it can feel nice to be this known quantity on the internet, even if it's in the most limited way possible. the phenomenon of recognizing others and yourself being recognized by others on different platforms might be a nightmare in terms of opsec but there's a certain euphoria there too. on the other hand, it feels like a total capitulation to capitalism and online surveillance and the most harmful forms of western individualism; treating merely having opinions as this revolutionary act but totally disconnected from changing anything. many personalities I see online have this desire for a social media brand, to be promoted from Screaming Into Void to Screaming Into Loyal Fanbase. it seems a big change from the early internet you describe, which seems more Screaming Into Friends (more accurately described as "a nexus of close, reliable friendships and/or romantic interests" I suppose)