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Bluesky's Quest to Build Nontoxic Social Media


X and Facebook are governed by the policies of mercurial billionaires. Bluesky’s C.E.O., Jay Graber, says that she wants to give power back to the user.

efforts, and said that the corporate world needs more “masculine energy.” Amazon’s Jeff Bezos, who owns the Washington Post, has ordered that the paper’s opinion pages publish only pieces that support “personal liberties and free markets.” Graber, who defines her politics as “anti-authoritarian,” sees Bluesky as a corrective to prevailing social media that subjects users to the whims of billionaires. After high school, Graber enrolled at the University of Pennsylvania, figuring that its combination of liberal-arts, engineering, and business programs would allow her to “maximize optionality.” She chose an interdisciplinary major called Science, Technology, and Society, and as part of her senior thesis designed an online time bank through which students could swap labor—taking photos for another person, say, in exchange for cooking lessons. In Bluesky’s founding documents, taking a lesson from Twitter’s history, Graber introduced a slogan: “The company is a future adversary.” In other words, they must design their platform today in such a way that, even if new leadership eventually jettisons their guiding principles, the thing they’ve created will remain impossible to abuse.

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