Colin Kaepernick, the NFL quarterback who sparked a player protest movement by taking a knee for social justice during the national anthem, has just signed on as the centrepiece of an advertising campaign with Nike that will last until 2028.

I have mixed feelings about this.

It might be inevitable, but I always find it distressing when activism is transformed into product. A recent and particularly ham-handed attempt at this occurred when Pepsi used Kendall Jenner as an instrument to co-opt the symbolism of the Black Lives Matter movement in an effort to sell soft drinks.

The ad was a failure in just about every way, but it was particularly stupefying to watch one of the most privileged people on the planet try to show us that drinking Pepsi was actually an act of resistance, and that protest itself was more like going to a really sexy block party than say, having a fire hose turned on you.

No matter, Colin Kaepernick stands on different ground, and everything I have read about him suggests he’s a good and sincere man, one who has quite clearly been denied an opportunity to work because of the way he has been expressing his political beliefs. There are rational, if unappealing, arguments on both side of this issue, but his activism, and the price he’s paid to for it, and the money he has donated to it, seem real enough. So real, in fact, that although he hasn’t actually played football for over 2 years, his jersey is still amongst the top sellers.

Nike, who not long before they signed Kaepernick, extended their deal with the NFL to supply them with uniforms and equipment for the next eight years– at a price in excess of a billion dollars– saw an opportunity to have their cake and eat it, too. The NFL is a monolith, a powerful institution that is comprised of almost 70% black players, players who are almost certain to suffer lasting and severe brain injury as a result of their jobs.

It’s a gladiatorial spectacle that has always exploited it’s workers for the benefit of gamblers and billionaires, and as wonderful as the game might be, the league that governs it is really kind of evil, and in spite of Nike’s deep and longstanding partnership with the NFL, they want to be seen as a white hat corporation. When we see that swoosh, we’re  supposed to think of commitment and excellence and fighting against the odds. We’re supposed to think of character.

Nike doesn’t want us to think about how they enable and profit off a violent and dangerous sport that cares little for the combatants,  so they hire the iconoclastic Kaepernick to sell shoes to us, thus “seizing control of the narrative.” Nike now pays Kaeprnick for his activism. In the old days, people would say they bought him. And so, with Kaepernick as the face of Nike’s campaign, we are to believe that they are the Rebel Alliance and not the Death Star.

We are to believe that Nike is about civil rights, not sweat shops.

Anyway, I don’t begrudge Kaepernick a single thing. I like his protest and I like him, and I hope that the fortune he has now earned makes him happy, and gives him an opportunity to further his activism and do whatever the hell he wants. He has earned that. Just don’t believe that Nike “has seen the light.” No, they’re just presenting the face they think we want to see, while keeping their own concealed.

I didn’t have much of an appetite for the Oscar’s this year.

Normally I’d be all in, enjoying the glittering and flimsy spectacle as much anybody, but this year felt different, and whatever spirit or anticipation I’d typically bring to the affair was just not there. In fact, I was dreading it, imaging it another long– really long– continuation of all the sneering, bitter arguments that were ceaselessly looping through my media feeds.

Social media has begun to feel like tuning in to some late-night AM radio call-in show. The voices, disembodied and angry, fire from the dark, each one inveighing some furious certainty. There is no complaint too small or too large, and each one comes obsessively detailed by the over-confident sender. There’s an urgency to all these declarations, too, as if impulse more than thought, and the momentum always moves forward– retreat or rumination, let alone a kind of sympathy, utterly unthinkable.

To willingly step into this each day, as I do, is an act of madness. To me, it feels like being closed in a room with a hundred growling dogs while the unmediated grievances of the world strobe in front of you. It colours your mood, this, so even before something of “actuality” happens in your physical life, you’re already tense and combat ready– you’ve already become somebody you don’t want to be. And I swear, if we could somehow tap into the cataract of doomed energy that feeds this monster, we would be masters of the universe.

Initially I had imagined the Internet as something almost utopian. It would be democratizing and unifying, kind of like The Force, and united by the millions we would be able to destroy evil Death Stars. Instead, it’s proven to be infinitely divisive, revealing that the Internet itself might be a horrible Death Star.

The limitless options presented by technology have moved us away from what had been commonly shared. Whatever our interests may be, however perverse, remote or idiosyncratic, we can find a subculture dedicated to that passion or hatred online. We are never alone, but our channels never seem to be open, either. Living in gluttonous echo chambers of our own devising, we now customize our experiences, changing them to suit our needs rather than adopting to the mean. In this way, popular culture is being eradicated, with each person becoming a hermetically sealed culture unto themselves.

Naturally, the idea of compassion or empathy withers in this climate of radical tribalization. It’s now completely normal for people to proudly boast of de-Friending somebody who disagrees with their politics or to happily live within the paradox of being tolerant of everything but intolerance. If you step into Twitter, far from finding a marketplace for the free exchange of ideas, you find a war zone. Every once in a while you pop up from your trench, fire off a few salvos at the enemy, and then duck down again—kind of like a shooter game.

The Internet in the age of Trump ( who I believe saw and exploited this rather than created it), is a grim landscape lacking in kindness.

Full of hall monitors ready to pounce on anybody not adhering to the common orthodoxy, it’s a place you go to confirm your certainties and your enemy’s idiocies. It is a place where fighting, where aggression is the entertainment, and it is perhaps the loneliest place on the planet.