Book Review: Framed by Tim O’Hearn

Reviewed by Addison Ciuchta

A thought-provoking essay collection on fake followers, influencers, and the nostalgia of the early 2000s internet

Tim O’Hearn shares his experiences with the internet—both as a teenager and as an adult working in the unseen niches of the internet—in Framed: A Villain’s Perspective on Social Media.

In this book, O’Hearn gives readers a peak behind the curtain of how social media platforms work, the fake follower industry, and why it’s all so addicting. It’s a voicey immersion into O’Hearn’s unique perspective, where he spills almost all of the secrets he collected along the way as a used-to-be “villain.”

O’Hearn is quick to point out that he was part of the illicit underbelly of the internet. He acknowledges that many platforms won’t want him to put what he knows out there. One chapter was even redacted on the advice of a lawyer. The book rings with a feeling of whispered gossip in the back of the classroom. His voice is witty and sometimes sardonic, with moments of true nostalgia for the internet of the past. He digs into Myspace dynamics, early Instagram, and what goes on behind the scenes at a social media company.

While the glimpses into the inner workings of purchased followers and programming notifications is good fun, O’Hearn also makes a case for a more careful relationship with social media and the internet going forward because of his experience harnessing it for profit. He points out the ways search results can be manipulated, the way framing information can change how it’s perceived, and argues for more thought and care when engaging with platforms designed to keep you coming back. 

While some of his suggestions, while valid, might seem unrealistic in the world we live in, the sentiment is powerful from someone who once was on the “inside.” It’s not all bad, either! O’Hearn’s love for the internet, especially the internet of the past, shines through. Framed captures a complicated relationship with the internet from the perspective of someone who has seen both sides of it and come out the other side with stories to tell and advice to give.

At times the in-depth inner-workings of black hat marketing and the mechanics of the internet could be a little too in-the-weeds for a layperson, but overall it’s a riveting and reflection-driving book on how social media and the internet has its hooks in all of us. I’m sure I won’t be the only one re-evaluating my notification settings and app limits after finishing this.

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