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solipsism



a 'partners in crime' installment - luke castellan x dionysus!reader prev -> to catch a thief | next -> forever falling words: 5.1k summary: (post-TLT) drink responsibly… trouble doesn’t; you punch luke in this lol (novelization spoilers? kinda canon-compliant) The one where you finally pray to Hestia to keep your home safe, even if he's also trying to destroy it. Luke visits you four times during college, in a timeline opposite to yours (doctor x river song-coded) (lore expansion & explanation here) (Luke Castellan x fem!Dionysus!reader) a/n: i hurt myself with this one. anyways its canon (to me) that we’re roommates now !!!! (post 3/6, edited/betad @hotchfiles )
—
solipsism (the idea that only one’s mind is sure to exist)
You didn’t mean to send a prayer out into the world so strong that it would will an apparition of an Olympian, but burning cookies seems to be your specialty. Arguably, they weren’t the good kind, just the ones you grab in the freezer aisle of Walmart, and still, somehow they set your fire alarm off. Opening a window and waving through the smoke— Hestia, goddess of the hearth and home was standing next to the rickety dining table you bought off Facebook marketplace.
“Holy shit, you scared me!”
There’s mirth in her eyes at your reaction, though for all you know it could be annoyance—it’s not often that an immortal could be badgered enough to reveal themselves for an accident like this one.
“Dionysus was right. You’re too much like him for your own good,” she grins, taking a seat at the table like she’s an old friend. There’s a warmth to her unlike anyone you’ve met before—fire crackling in her eyes and an aura of serenity swaddling the air that you’ve never felt before in your student accomodations.
“I’m sorry I just… with all due respect, what’s going on?”
You go to toss the hot tray of cookies in the trash bin, before hesitating and putting them on your nicest plate. A gentle shove slides them over the table to the goddess, and she takes a crunch out of one happily.
“You were praying,” she states, like its common knowledge, “so strongly, in fact, I thought I’d make a visit to one of my most loyal devotees. Though in this case, you’re the object of his devotion, yes?”
Your hands are clasped across your lap and a familiar feeling spreads through you, then she jerks her hand up and points, “There. You’re doing it again. Y’know, it’s about time you start reciprocating the effort. Hermes’ son prays for you with intention.” You were thinking about Luke before she appeared—and hope glimmered like a tiny open flame. It’s still there, in the slow beating of your heart.
“He’s waging war with the gods. I don’t think he prays to them anymore,” you reason. Luke's offerings to the hearth must have been extinguished by the wrath he’s rained on Camp Half-Blood by now. The perfect storm.
“Not when it comes to you. Mortals never fail to surprise me. But it seems you’re a special case, my sweet. He’s made a home of you.”
To love Luke feels like having to keep a secret and never being able to tell anyone, but Hestia reaches for your hands across the table and looks at you knowingly.
“When I gave up my seat on Olympus for your father it wasn’t a sign of weakness, even if I did it so that others could be happy. I think your soul is a lot like mine in that you’ve given up so much of what you want to protect others. In turn, he’s doing the best he can to protect you; I listen to him every day, sweet girl. You are not weak for loving him still. There are generations of strength in your bones.”
“What else am I supposed to do? I search for him in everyone I meet and I’m not sure I’ll ever find that type of love again.”
These are thoughts you’d never told anyone—not Annabeth, not your father, not even yourself and surely never aloud.
“I hope you never do,” the goddess says, and you know it too.
i. no winter lasts forever (a night out after a drive home from virginia)
Flick. Flick.
“Come on, Hestia. Not you too. Don’t fail me now,” you mumble. The frigid metal of your zippo lighter rubs against your thumbs as you cup it in your hands, shielding the tiny flame that fights the harsh winter wind. Trying to focus as you lean against the brick of the Inferno, you take a deep inhale of smoke to warm your bones. Healing was never supposed to be easy.
Breathe in.
It’s somewhat of a routine you’ve made since getting back from visiting Annie. You’re a regular at this pub now—not even acclimated to the ins and outs of your sleepy college town, and though you don’t know the name of the hall your classes are in, you do know there’s a barstool in the corner of the Inferno with your name on it. There’s something funny about using your father’s gift as a form of fake id, and you wonder if he knows how heavily you indulge in your vices. Five vodka redbulls down the hatch have your knees feeling weak under the alley light until a stranger looms over you like a shadow.
“Those things are gonna kill you one day.”
Breathe out.
“Gods willing,” you laugh, stumbling over your boots and Luke catches you like he was never meant to let you go in the first place. The leather of his jacket is musky and his hair is buzzed.
Either you were wasted or uncaring of who he was (both), you toss him your car keys and climb into the passenger seat. It’s a silent ride to your apartment besides you giving him the directions and Luke wonders how bad he must have hurt you for you to lay out for a stranger and waste away like this. But he’s the farthest thing from a stranger, even in this error in time and you’re still the daughter of the god of wine so after the third time you try to put your key in the lock he helps you because he hopes you’ll let him in.
“Y’know Annie would get a kick out of your haircut. Come inside.”
You’ve always been able to see right through him.
He’s standing in the hallway with his hand around your waist and he’s already broken too many of the titan’s orders by being here, so he scoffs, “You’re not gonna remember this by morning.” But you leave the door open anyway, dragging him by the wrist and your hand still feels the same in his even after all this time. What more is there to resist when there’s not much left of him to lose?
This is the last time, he reminds Kronos, and there are monstrous hands around his brain, but yours are still gently holding his heart. The little part of his soul that hasn’t been eaten away holds on for a bit longer, tethered to your being by the way your hands are tied.
“I can, if you want me to.”
He looks ready for war, and he is— yet you have him following you around the tiny living room almost in a trace as your arms loop around his neck. Luke doesn’t answer. He doesn’t know if you’d want to see him sober, especially when his absence is still fresh for you.
“Baby you look different from the last time we met,” you slur, stepping onto his feet as he takes you for a spin around the coffee table, dancing in the quiet. He’s older than you’ve ever seen him, voice deeper and colder. This is not the boy that ran from you in the forest many months ago. This is a man who’s seen horrors you haven’t lived through yet. You can deduce that he’s the cause of them too.
“So do you. Though still as beautiful as I remember,” he whispers like he’ll get struck for saying it. Your eyes are unfocused as he inspects your face, still soft and young with hope. The titan grips his features now, almost burning through his sense of self—though it’s not tangible he wonders if you could see it.
“I see you all the time. I just… usually have to drink enough to make it feel real. I just miss you.”
He looks pained at your words, and for a moment you wonder if he even heard you. Luke pushes you towards your room, an aura of darkness spreading through him like fire but he relents, pushing past the flames. He’s on borrowed time now, but Luke would gladly waste those minutes tucking you into bed.
Lifting your arms up, he pulls an old shirt of his over your shoulders, and his eyes catch onto the fact that you’re still wearing the dragon scale necklace he made you. Luke digs through your medicine cabinet while you sloppily wash your face and his calloused hands rub serums and moisturizer into your cheeks like how you taught him once upon a time. These are the things he won’t forget. Kronos can take it all away, as long as he gets to keep you. You lean against his chest and shut your eyes, scared that if you open them again he won’t be there.
“You’re not supposed to be here, are you? Are you mine?”
“I’m always going to be yours,” he says with no hesitation, “Four years later, and there is still not one living thing worth losing you,” he says, lips chasing after your fingertips as you trace his jaw. Your eyes flutter in exhaustion, and Luke’s eyes survey your room and he finds traces of you that he’s missed as he rubs your back lovingly like he has all the time in the world.
Your hands cup his face, making him look at you, and he surrenders himself to you as you pull him into a kiss. He’s a ticking time bomb about to detonate in your arms. The warnings that Kronos is beating into his head is nothing compared to the pain of knowing he won’t be with you for much longer. And he kisses you like he could save you from his blaze by doing so, lips and tongue and shattered breath saying I’m here, and this is real. Maybe your worst vice is not being able to wean yourself off the taste of him.
“Tell me what I need to hear. Even if it’s not true…Even if you’re not real,” you say between gasps, and your position on his lap makes him wonder why he’d ever give the world up and burn it down when it’s sitting right here and staring at him with violet eyes.
“It’s always going to be you and me. I’ll love you until the end of my days and then some.”
You laugh in the way that drives him crazy—though he already is, for loving you still. Luke lost all sense of himself when he left camp four years ago. All that remains is you, pushing him so that his back hits the bedspread. He lets you consume what’s left of him, and he’s on fire.
You wake up the next morning with a jolt. It’s still winter, and you’re still alone but despite the chill, you feel warm.
ii. autumn years (with a familiar visitor who finally shows up on time)
Knock, knock.
There’s someone at the door, but your date isn’t supposed to be here for another 10 minutes.
“Babe, someone’s here for you!” your roommate Jo calls out, and you tell her it’s fine to let them in.
The pantyhose clings to the lotion on your thighs and you fix the bracelet on your wrist, stepping out from the bathroom hollering, “You’re early, Kit! Don’t tell me you’re skipping to the good part; I’m a lady i–”
“Who’s Kit?”
Luke’s standing in the doorway of your bedroom and his eyes flit to the reflection of your naked back peeking through the undone zipper of your dress. You look stunning, lips painted red and eyes smoky, but you’re also furious. Too bad he’s always thought you looked extra hot when you’re mad.
“None of your business. As you can see, I don’t exactly have the time for this, Castellan.”
He shrugs, closing the door behind him gently and with the raise of his brow, Luke is leering at you like a teenage boy. Respectfully, of course. The glint of celestial bronze against his hip reminds you who he’s become though.
“I’ll make the time if you say the words, Trouble.”
Sighing, you step forward, but then he does that thing again from the last time you saw him out on sea, twisting the crick in his neck like he has to resist your touch.
“You’re still funny. Some old habits die hard I guess,” you scoff, turning and lifting your hair out of the way so that he can zip you up. He opts to not touch you, sliding the dress closed until it fits against your body. You think you can feel his fingers ghost above your skin, and goosebumps rise where he leaves and his breath is warm on the back of your neck.
“Leave your weapons at the door. I run a tight ship, unlike you.”
Gliding away from him while his hands are still in the air, you turn and sit at the edge of your bed, crossing your legs as you nod at him. Luke picks up the pair of heels next to where he sets the sword against the wall, and like it’s nothing out of the sort, he gets on his knees. You offer a foot to him while he speaks, “I could tell by the taser on your bedside table. You’ve killed monsters before, why a taser?”
There’s freckles on his tanned cheeks and he smells like the sun. You wonder what he’s done to come see you tonight.
“I’ve found out that not all monsters are mythical. When…are you?”
His eyes dart away from yours, securing the buckles on your ankles, and his touch sears through the mesh of your pantyhose.
“A few months ahead.”
There’s an eyelash on his nose, and your finger reaches out to touch it, but he flinches away. Face pulling into a frown, you spit, “You never slow down enough to let me catch up with you, huh?”
You can hear the microwave whirring in the kitchen, your roommate none the wiser of the sound of two hearts breaking. The both of you suddenly realize this is the first time you two have been alone (and the same age) since he left camp. There’s a silent question of if it will ever happen again as he gets up from the floor.
“So you’re seeing other people. Must’ve been easy, h—”
You punch him in the face before he finishes speaking, and all he can do is laugh. You would never let him off so easily.
“Fuck you. What, you think you can just hop in here and act like everything’s okay? What do you want, Castellan? For me to grovel at your feet and beg for you to fix what you broke?”
And you’re right, he supposes. This is the closest to peace that you’ll get in this life you’ve created without him. He won’t be able to take you on nice dinner dates like Kit can, or hold your hand without feeling like fate is going to smite him for existing. You scoff at the lack of his response.
“What happens next?”
Luke watches you chew on your lip, and even if he shouldn’t touch you in fear that you’ll will away his reason for defecting, by the gods does he want to.
“What do you mean?” he mutters. The cord of his necklace is tucked into your dress now that he looks closer.
“If I’m right,” you say (and it’s rare that you’re not), “each version of you that comes to see me knows less, and each time I see you I learn more. You were 23 last time. Why didn’t you see me at 22?” You know he won’t have an answer, but this is the only time you’ll be able to ask the real him. The one that’s yours, just a few steps ahead.
“There’s already been a lot that’s happened since I last saw you.”
“Are you going to hurt me?” you offer him, like he hasn’t already. He can feel the bruise blooming on his cheekbone and he grimaces with what he’s about to say.
“Never intentionally. I’ll try not to.”
It sounds stupid coming out of his mouth and you feel stupid with how empty you feel just watching him. He’s made a home of you, choosing moments in time to visit, but when he inevitably leaves, then what? Luke taught you how to be a home, forgetting you exist until it’s convenient and now there are things about yourself that you can’t unlearn yet don’t know what to do with.
Your roommate knocks on your door asking if you want a shot of vodka before your date starts, and Luke is already walking towards it since he’s overstayed his welcome. He raises his sword to open a portal but you shake your head.
“Go out the way you came,” you swallow, fiddling with the copper pendant around your neck, “and take the purple umbrella in the hall. It’s raining outside.”
When you walk into the kitchen moments later, the front door shuts gently and Jo’s sitting at the table with a mouthful of ramen noodles.
“Is he warming up the car? Your date’s hot as fuck, babe,” she grins, steam coating her glasses.
Knock, knock.
Your phone buzzes and there’s another knock at the door. Kit is 15 minutes late.
iii. auld lang syne (ringing in the new year with an old friend, or more)
Your apartment is filled with friends and acquaintances, but who the fuck cares anyway? There’s 10 minutes to midnight and you’re crossed out of your mind. Holding onto a half-empty bottle of prosecco, your heels clomp over to the window in the living room as you crawl onto the fire escape.
Clack, clack.
The air is chilly as you hug yourself, and you hear someone step out onto the stairs behind you.
“What are you doing out here alone?”
You sigh, not even turning to look at him, “What are you doing here, period?”
He takes the bottle of prosecco out of your hands, making you swivel your head to look at him as he takes a big gulp. He’s younger again, and it makes you laugh at how fucked up your luck must be to never be able to see him when you want. It’s always been on Luke’s terms.
“You’re too young to be drinking that,” you drawl, knees bumping against his when he takes a seat next to you. Long Island is quiet at night, and the lack of city lights is nice when you can see the stars so clearly. Music blares through your JBL speaker in the living room, and the sound of cheers gets louder when The Neighborhood starts playing.
“We used to do worse,” he laughs, but something in it sounds hollow. The breeze picks up and you shiver, taking the bottle back from him and swigging it.
“All these visits…you sure do know how to make a girl feel special. But you never come in the summer.”
He clears his throat, before leaning back on his elbows, “ I haven’t gone a summer without you since we were 14.” This Luke doesn’t know what’s ahead of him yet, but you realize that he’s right. Even now, he keeps up the habit of pissing you off and raising hell on Camp Half-Blood every summer. You notice he’s not wearing his camp beads, and he notices you shiver again in the chill.
Clack, clack.
Your heels rattle the metal of the fire escape as you readjust your position. He takes off his jacket to sling it around your shoulders and neither of you realize you’ve missed the countdown until fireworks burst in the sky above you. The red and blue reflect off the planes of his face, but what stands out to you is the orange of his shirt, and you comprehend now where he just came from.
“I had to see you. I didn’t get to say goodbye when I left,” he says, and you take another sip before handing him the bottle to finish off. The only new years’ kiss you’re getting is through the lips that hold the last remaining drops of prosecco.
You nod, remembering it all too well as you both watch the fireworks in silence. He wasn’t able to watch them properly the last time he was with you, Annie, and Percy just a few hours prior.
iv. spring cleaning (only big days are ahead for the both of you)
It’s quiet in your college apartment this morning.
The moving boxes are half-packed and stacked against the wall of the entryway and the smell of freshly brewed coffee in the French press on your kitchen counter permeates the air. Perhaps the idea of caffeine is the last thing on your mind, hands twitching as they smooth over the black polyester of your graduation regalia. There’s a few hours still before the ceremony, but you’ve never liked being unprepared. Pollux is driving your dad down the Island because despite the war you’ll inevitably be fighting in once you cross the stage and get your degree, D specifically told Zeus that he’d wage another if he was made to miss your big day.
Parting your hair to fit under the ugly graduation cap, the tassel swings in front of your face as you grab a few bobby pins from the side table. A golden medallion of Castor’s smiling face almost whips into your cornea and you stifle a laugh. D said in his Iris message last night that all three of them would cheer so loud you’d be able to hear it from Elysium (and honestly, jokes aside—he probably has a way of making that happen). A staggered breath leaves your lungs, and you’re filled with anticipation, though you’re not sure what for.
Time is a thief and you know that too well by now. After all, you’ve spent the past four years running from the truth of your heritage—dodging monsters between study sessions and grief welcoming you every time you come home. Four years later, and who are you trying to fool? While walking across that stage later you might as well take a bow. After all, your ex-boyfriend is the reason why there’s going to be a war of both blood and ichor, mortal and undying and still, you find yourself in the middle of it. You’ve found yourself fielding questions this last semester like dodging celestial bronze, the questions always a little too close to home and the answers you give are too entertaining to be considered the truth.
So, what are your future plans?
Oh no big deal, just going home and dealing with generations-old family drama. If it drives me crazy enough I might enlist!
Gods.
How do you even articulate that these past few years were those future plans? That you didn’t expect to be alive this long, much less have the comfort of feeling secure enough to dream… It’s been years since you’ve had a good dream to work towards with a boy you once knew holding your hand through it all. But the expensive piece of paper you’ll be receiving later feels fake somehow.
Who does that belong to? Surely not you…surely, someone who dreams without bearing the weight that comes with it. Someone who doesn’t have to look over their shoulder everytime they walk to work in the mornings, who can convince children that monsters aren’t real without having to lie. Psychology was a great field to learn from the mortal side of things—to know the reasons why brain chemistry affects us so deeply instead of just willing it away with the touch of your fingers. You like making people feel better. But who can ever do that for you?
A gust of wind sweeps through your room, the multicolored tassels hanging off your neck swaying from the force and you shut your eyes knowing he’s there again. Citrus and musk, and something that’s just him. He knocks over your hamper, cussing under his breath until his eyes follow your motionless figure in front of the mirror.
“Shit. I can explain, um… I thought you’d still be asleep,” Luke sputters, his converse falling into your laundry pile like quicksand. He bends over, stuffing your pajamas and sweatshirts back into the bin with fidgety hands as his eyes take a quick scan of your room. There are no pictures of you and him on the bedside table. For a moment, he wonders what that means but then his cheeks redden when he picks up a pair of your lacy underwear. He shoves that down too.
“Big day today. You know I can’t sleep when I know something is about to happen,” you smile wistfully, and you keep your eyes shut for longer, because like this, it’s almost like he’s actually there in real time. In a world where things went your way, this would be his apartment too, and his clothes would be scattered around your shared bedroom like how they used to back in cabin 12. You always used to put them on The Chair, as he would call it—but Luke’s known to make a mess of your life regardless of your efforts.
“When isn’t there? Something’s always going on when you’re around, Trouble.”
Click. Scattered memories flicker in your head like images through a view-finder, spinning through your vision as you hear the sound of his laughter, gently tapping away at your heart again. Click. In the ones you pre-selected, he’s draped in sunlight, honey eyes sweet and kind, and his kisses are perpetual instead of an indulgence. Click. He’s always wearing faded orange, worn-out, but most of all well-loved. Click.
You open your eyes and they meet his own in the mirror. Time stops for once, letting you catch your breath.
Right now, he looks just as you like to remember him, as you knew him four years ago. Multicolored camp beads are resting easily against his broad neck instead of weighing him down, and he’s wearing the red converse his dad gave him. He’s too young, and so in love with you that it blinds him, but even then…now, he knows the look on your face and it makes him ask, “It’s not my first time visiting you is it?”
“You’re usually more discreet, the door right behind me wouldn’t have been your first option. But you’ve never failed to surprise me before. Tell me about your day, Luke.”
A hesitant smile crosses his face as he sheathes Backbiter against his hip, adjusting under the weight like he’s not used to it yet, and then he speaks, “We ate strawberries in the fields today, straight off the vine, but I argued that the ones you conjure will always taste sweeter to me. You smushed one against my face and I carried you home. You?”
You nod, turning around to face a ghost of your past, and the both of you meet in the middle only a hairs distance away as you admire each other.
“I graduate today. Annabeth’s driving up with her boyfriend and the rest of my family is coming to celebrate.”
He doesn’t know of Percy yet, of Chris’ insanity, of your brother’s death, and the immense hurt he’s caused everyone. The smile that lights up his face makes you realize he thinks he's still a part of this—with you. And you miss him—even when he’s right here, fuck, you miss all the versions of him that have come to visit, even the ones you don’t know of yet. Tears brim your waterline as you take a deep breath; the last thing you want to do is scare him away.
“This was his promise to me. By showing me something I was sure of—and I always knew you’d graduate and make it big. Wanted to see it for myself, baby,” he grins, tangling his fingers with yours like your strings of fate, and though you know the answer to your next question you still take a chance, just in case.
“If I tell you what’s happened since…you. Would it be too late to change your mind?”
“Trouble, do you want me to? Kronos’ plan is already set in motion. I think…” he swallows, and your vision blurs without your permission as tears start to fall. Through the film over your violet eyes, Luke frowns and pulls your fingertips to his lips, kissing each one. He hasn’t done that in years.
“Did I make a mistake? Do I lose you, in the end?”
“Angelface…” you sniff, leaning your cheek against his hand, “You were so scared of losing me that you didn't even stop to think of what losing you would do to me. I lost you so long ago, Luke. And you’re not mine anymore. I don't think you have been in a long time.” In these heels, your forehead is closer to his lips so he kisses that too, hoping that somehow this time he can will away your pain instead of his. He doesn’t know what to do but hold you until you say something again.
“I’ll tell you something you need to hear. And no matter what you say or think, babe—it’s the truth. Even without all the glory in the world I would still be yours. I still am, even if I can’t bear it.”
Though he’s holding you, it somehow feels like the opposite—a purer version of him in your embrace while he holds the broken pieces of you together with his golden touch. Right now, you look into honey instead of gold. The both of you look at each other in the mirror melded together like kintsugi, something good still shining through the cracks of you two together like this.
The sound of keys jangling in the lock of the front door lifts you from his embrace, and with one look you both know its time for him to go; Luke’s brows furrow as he mutters, “I’m sorry. I’ll fix this, and we’ll be together. I promise.” You nod anyway, hoping at least one of you believe it.
“Go home, Luke. She…I still need you. I’m always gonna.”
He’s already got Backbiter in hand and one foot through time when he looks back at you. Your voice sounds a lot like how it does when you tell him you love him. Luke wonders how long it’s been since you did. Your bedroom door opens with a bang and some laughter.
“Hey troublemaker, you left the dryer on! All your clothes are gonna shrink,” Jo grins, peeking her head through the doorway of your room and she’s looking at you in your graduation gown standing there alone.
“Were you on the phone? Who were you talking to?”
It’s quiet in the apartment again. Your fingernails make indents in your palms, bunching up into fists before you let go. A sad smile crosses your face as you let the settling wind kiss your cheeks, before reality kicks in and everything settles back to how it was before.
“Just someone I used to know.”
—
“And no one can ever figure out what you want, and you won’t tell them, and you realize the one person in the world who loves you isn’t the one you thought it would be, and you don’t trust him to love you in a way you would enjoy.” -Richard Siken
luke taglist (some won't let me tag, turn on my post notifs?)
1/2 luke taglist: @kissingyourgrl @dorcas4meadowes @lorarri @andrewgarfldsgf @noodlesketchbook @10ava01 @poppysrin @ashisabitgay @timhalamet @liv1104 @leeknows-wife @mxtokko@bugcuti3 @luvvfromme @midmourn @2hiigh2cry @yuminako @niktwazny303 @lukecastellandefender @intergalactic-padawan @iliketopgun @annybah @dangelnleif @thegrinningghost @alyssajunelle @obxstiles @m00ng4z3r@visndcaitswhore @b0ok-lover @elegant-face-tree @this-barbie-is-having-breakdowns @amortencjja @idonevenknow1359 @maliaaaa @targaryenluvs @sakyira @dhdjdjjdhsjdiri
#luke castellan x reader#percy jackon and the olympians#luke castellan x dionysus!reader#pjo x reader#made by ma1dita ♥︎#luke castellan imagine#percy series#luke castellan angst#thank you for reading my love ˚ʚ♡ɞ˚
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Ao3 HTML/Coding Resources Part II
This is the HTML/Coding for Website mimicking resources in Archive of our Own (Ao3). To find Part I where I go over the Basics, General Text HTML and some Fancy Formatting (images, dividers, columns, photos, tabs etc. CLICK HERE!
Other Websites:
Texting
-How to make iOS Text Messages on Ao3 by CodenameCarrot, La_Temperanza
-A Quick Generator for Embeddable iOS Text Messages by 221b_ee
-imessage Skin by Adzaema
-Retro imessage by Adzaema
-Basic Text Message Work Skin by ProfessorMotz
- Bubble platform [workskin] by Khashana
-Chat Log HTML by deathbymistletoe
-LINE Messenger/Chat by imperiousmarshmellow
-IDOLish Rabbit Chat Workskin by associate
-Replika workskin by FaeriMagic
-Texting Workskin to match light/dark mode by irrationalpie
Tumblr
-Tumblr style CSS Tweaks by Aposiopesis
-Ao3 Workskin Testing and Tutorials by junietuesday25 tumblr DM
-How to make Tumblr Posts on Ao3 by phyyripo
-Plain Text Social Media Platforms by anubisms
-Tumblr Post Work Skin by tsukinosaugi
Twitter
-Repository - Twitter by gadaursan
- How to mimic Social Media in an Ao3 work by aerynevenstar
-Twitter Work Skin Template by etc e tal
-Twitter Workskin: Tweets and Profile by starskin
-Twitter Mock-Up by TheBrookesNook
Ao3/Fandom
-How to mimic Authors notes and Kudos/Comment Buttons by La_Temperanza
-How to mimic AO3 Comments by bittermoons
-How to add mobile Ao3 in your fic by DemigodofAgni
-How to make a fanfic style header Ao3 style by ElectricAlice
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View Part I with HTML Basics HERE!
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sunshine
a/n: a continuation of this post, although altered to be a summer break instead of winter. completely got lost in that 😭 please excuse any informalities, i’m still getting used to writing in second person (or smut for that matter), and tumblrs post format! so don’t be mean ;(
context (if you don't want to read the previous post): Reader is visiting her hometown for the summer. A rising grad student who just so happens to bump into Sukuna at the airport. After quick introductions, he gives her his number in case she gets too lonely...
content ahead: southern sukuna au, black coded!reader, afab!reader, d referred to as dick bc i don’t like using “cock”, v referred to as cunt or pussy, age gap (reader in her early 20s, sukuna is in his early 30s), cowgirl, daddy kink, rough!sukuna (but he’s still a softie), needy!reader, clit stimulation, nicknames such as sweetheart, princess, baby/babydoll, creampie, ass/face slaps, lots of praise, a decent amount of plot
word count: 3.9k
MINORS DO NOT INTERACT
✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*
You’ve been texting Sukuna for a week now. Off and on, trying not to seem too interested, but interested enough to keep his attention. It sucked that he was a man very obviously out of touch with technology, because you can’t find pictures of him anywhere. Not even a Facebook page. You’ve just been grasping at straws, trying to remember each detail of his face. Each tattoo. You didn’t even get enough time to admire the one’s on his face, way too engulfed in his general appearance.
And oh, Sukuna. That poor man. He knew from the moment he saw you that you’d keep him up at night. From the curvature of your lips— only being the opening act to the beautiful smile you had hidden beneath. He tries to remember what color your shirt was, but can only remember how plump your tits looked. Practically spilling out of a… tank top? Or maybe it was a crop top. You had a jacket on, which he knows was gray because you kept trying to wrap it around your waist like you were embarrassed by your body. He couldn’t figure out why, though. You’re beautiful from head to toe, every part of you.
But today, today was the day you’d ask him to take you out. Or just ask to go out in general. Hell, you’d take anything at this point.
You: Hiii Sukuna. How’s your wrist feeling? I know a couple days ago you said it was progressively getting worse, any updates?
Sukuna: Hey babydoll. I think it’s all good now. Nothin a lil icyhot can’t fix. How are you?
You: I’m happy to hear that :) and I’m okay, just bored, per usual.
Sukuna: Ya know I’m always around.
You: It’s funny you mention that… I was wondering if you were busy later today? Or tonight. Either or, whatever works best for you. If you would even want to do anything of course.
Sukuna: City girl finally ready to get some sunshine?
You: Don’t make fun of me 😑
Sukuna: Oh I’d never do such a thing. Are you free right now? My lunch break’s comin up, could use the company.
You: Yes I am! I can be ready in 15, I’ll send my address.
✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*
You weren’t as nervous as you thought you’d be. You know you looked good, you felt good. You put on a casual outfit, just a pair of bell bottoms and some old t-shirt your mom left around. This wasn’t a date, and you didn’t want to scare him, so you treated it like a normal hang out with a friend.
He picked you up in an old pickup truck, run down from the years spent riding on dirt roads and an occasional swamp. (Things can get messy the further south you go.) It was normal where you’re from to have at least one beat up truck per household, so his car was not a problem. You were all smiles, nearly skipping your way to the passenger side. Sukuna rolled down the window and he too had a bright toothy smile plastered on his face. It almost looked malicious, but you overlooked it once you got in. Something about his presence had you in a trance, you couldn’t focus on anything else but him.
When you opened the door, he stretched his arm out to help you into the chair. You made it a point to act as if you were struggling to get in and shut the door, nerves suddenly keeping you from wanting to look him straight in the eye. “Damn sweetheart… just look at you,” he said while leaning his body back, taking a moment to take in your appearance. “Hiii Sukuna, you aren’t too bad yourself,” you said giggling.
“We’re just goin’ up to Milo’s, hope that’s luxury enough for ya.”
“You think I came dressed like this for somethin’ luxury?”
“Well if that ain’t luxury, I’d be curious to see what is.”
Smirking, Sukuna went back to putting his full focus on the road. The butterflies in your stomach had died down, finding his presence incredibly inviting and safe. You were looking out the window for a while, until his hand found yours which was resting on your thigh. You turn around to him surprised, only to see his eyes still trained on the road in front of him. His hand clasped yours and gripped it tight, and you found the silence warm, like a gentle hug you wanted to last forever.
The lunch date was sweet. You both ordered cheeseburgers, fries, and a large sweet tea; reveling in its taste since it had been some time since you had genuine sweet tea. He started asking you about your schooling, learning that you’re majoring in business and will soon start working on your master’s degree. This charmed him— you were both alike even if it was in different ways. You’ve always provided for your mother, and so has he. You won’t stop reaching new opportunities, and neither will he. As the date went on his attraction only grew deeper. Your physical appearance did not mean much to him, you were to die for, but right now he wanted to know every single thing about you and didn’t care about anything else.
But… this wasn’t to say he’s not a curious man.
When ordering the food, you took a step back to look at the entire menu. This caused your skin tight shirt to rise up ever so slightly, showing off your cute tummy and belly button piercing. You noticed him staring, and he was never one to lie.
“Sukuna, order some damn food and stop looking at me like that,” you slapped his large bicep jokingly, making that same smirk from earlier slowly grow on his face.
“Mmm, you hidin’ that accent from me girl. Soundin’ so pretty bossin’ me around.”
You could tell the cashier felt a bit awkward at this point, so you pushed Sukuna in front of you to get him to focus.
Even though he would have moments like those, you didn’t feel like he was objectifying you. It never became the focal point of your conversations. It seemed like he was genuinely interested in getting to know you and it made you feel so… different. Sure you were young, but you’d never experienced such a natural yet interesting conversation with a man. You were shocked by it, to say the least, and it only made you want him more.
✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*
After that day, you two were basically inseparable. He made it a point to try and see you after work, and if there was a day where he couldn’t do it, he’d make it up to you x2 the next day. He immediately started spoiling you, whether it was food or sending you money for new makeup, it’s like he couldn't do enough for you. You were always beyond grateful, and would even tell him to tone it down a bit, but he’d always say, “Princesses deserve princess things.”
It’d been around four weeks of this, the dates would get more romantic, and his time with you only more cherished. Although the flirting continued to grow, he never made a move on you. You definitely didn’t want to be the one to initiate anything. Maybe there was a reason for him not wanting to get physical, but not even a kiss? It was killing you at this point, every night you spent just dreaming of what his pretty lips felt like on yours. Not being able to help your hands traveling down to your aching pussy. You were so horny it hurt, and nothing you did could satiate the feeling; knowing good and well that his fingers— let alone his dick could reach spots you didn’t even know were there. Your own fingers would suffice for now, but you would be leaving in just a few weeks, you needed to know what Ryomen Sukuna was like in bed.
So, the next time he picks you up, you make sure to look drop dead gorgeous (not like he didn’t think that about you regardless.)
A few days ago, he paid for your hair and nail appointments. Large knotless braids with curly pieces coming out of them, and the prettiest french tip set you’d ever got done. You told him you wanted everything to be a surprise, and that you were planning to get a new outfit as well AND that he didn’t have to send you money for that. But you know he did anyway. The plan for this night was a drive-in movie closer to the heart of the city rather than where you both resided. There was a wing place you loved, different shops, and the movie would be the last activity.
After picking up a new sundress, a black one with thin straps and a slit at the bottom, you felt confident enough that tonight would go well. You took a shower when you got home, lathered your skin with shea butter from head to toe, and put on all the gold jewelry you owned.
There’s no way he wouldn’t want to fuck you dumb.
As always, dinner with Sukuna was to die for. He was such a gentleman, making sure to pull your chair out for you, telling you to get whatever you wanted from the menu. “Don’t be scared sweetheart, want you nice ‘n full.”
You shopped for a little while after, well, it was really window shopping. You felt so bad that Sukuna was paying for everything, even though he always insisted. You decided to just point out all of the things you liked, kind of like a test— if he really liked you then he’d remember all these things for a future event.
The drive-in was dead. Which I guess isn’t too surprising, you can’t remember the last time someone talked about seeing a movie here. Nonetheless, this was your dream scenario. With basically no one to catch you guys, it was the perfect breeding ground (literally.) The movie was some rom-com looking thing in black and white which you begged to watch, only because you knew neither of you would want to pay attention. Once he grabbed some popcorn and soda from the concession stand, he pulled up in front of the big projection, claiming he needed to be as close as possible because of his eyesight. After a few minutes of pretending to be interested, you turned to him and finally broke the ice.
“‘Kuna, do you like me?” Sukuna couldn’t believe the question.
“Of course I like you baby, why else would I be here?”
“Well,” you started, “I don’t know…”
“Oh, you know.”
“I know you like me, it’s just like— we aren’t like… you know.”
“Gonna have to use your words sweetheart.”
You looked forward as you tried to find the best way to say this, you decided to just rip the bandaid off.
“We haven’t kissed! Or anything! You just hug me or wrap your arm around my waist, but we haven’t done nothin’ ‘kuna. And I’m not sayin’ that’s any indicator of how much you like me, I’m just sayin’ it’d be ni—”
You anticipated this kiss, not only because you did everything in your power to set it up, but you could feel Sukuna’s eyes latching onto the way your lips moved while talking. His lips were just as soft as you imagined, tasting like cherry carmex and popcorn. His hand found its way to the side of your face, cupping it gently until he moved it to tilt your chin up towards him. Your mouth opened a little from the change in angle, giving Sukuna’s tongue access to the warmth yours had to offer. He melted deeper into the kiss, and so did you, as it continued to get more sloppy and wet. You could tell he was eager, swirling and dancing on the tip of your tongue, sucking it harshly like he was trying to gather as much saliva as possible. Just to pull back and have it leak out of his mouth, dripping down both his and your chin. It was downright nasty the way your fluids were colliding, but it turned you on an unbelievable amount. Whining and groaning into him, rubbing your thighs together, lacking the correct amount of friction from wearing a dress instead of pants.
Your hand started traveling to his chest and lower, and he could tell you were really riled up at this point simply from the way you were tugging on his shirt. He pulled his lips off yours, making you reach out for him still since your eyes were closed. When you opened them, you were able to see the true mess you two caused. Sukuna was drooling, his heavy lidded eyes not daring to move from your frame. His hair was everywhere, and you couldn’t be happier with your hairstyle of choice.
“Fuck baby,” he said while rubbing on the sides of your stomach, “I really need you. I’ve been needin’ you. Yer just so damn sexy, of course I’ve been wantin’ to do stuff. Just didn’t wanna make you uncomfortable.” He leaned in to kiss your cheek and up to the shell of your ear, “Never want you uncomfortable.”
And that sent you over, you cupped his face with both of your hands, kissing him hard. He growled from your sudden dominance, and with a few swift movements, pulled his seat back and slid you over the middle console and into his lap. Your dress hiked up to your thighs once you straddled him, allowing Sukuna to feel just how wet you were. With one hand on your face, and the other on your waist, he slowly made his way down to your cunt.
“So fuckin’ wet for me,” he whispered against your lips, making slow circles on your puffy clit. “This f’me? Say it’s for me babydoll.”
“It’s for you ‘kuna, it’s all for you. Please–” His fingers slid your panties to the side, revealing just how sticky you were for him. Your pussy was basically crying to be touched, and Sukuna was a gentleman, of course.
His mouth never left yours, left hand now resting behind your neck, while his other is furiously rubbing your bare clit. Your moans were being swallowed by Sukuna’s mouth, and when the pleasure finally got to be too much, you suddenly threw your head back with a yelp. Catching yourself immediately, you press your forehead into his.
“‘M sorry, fuck, ‘m sorry— it’s t-too much.”
“Don’t apologize princess, I love seein’ you act like this. So slutty.”
Your tits have barely been able to stay concealed in your already showy dress. They spilled out on their own from your sporadic movements, and once Sukuna could see one, he dropped everything to unveil the other and fondle them both. You kept grinding on his very hard dick, keeping up the rhythm he set up for you while he went to town on your boobs. Massaging them, pinching and flicking the nipples, mumbling things like “fuckin’ shit they’re so soft,” and “need to fuck you.” It wasn’t long before he popped one into his mouth, sucking on it, making it soo much more sensitive. You were squealing at this point, Sukuna looked up at you to see the tears forming at the corner of your eyes. With a ‘pop’ he brought his attention back to your beautiful face. Somehow fucked out just from dry humping. How cute, he thought to himself.
“Look at me, princess.” You struggled, but your eyes met his, still striving for your release. “‘M gonna fuck you, okay? Is that what you want?” You started nodding your head yes like a damn puppy.
“Need to hear you say it princess. Tell me you want it.”
“Wan’ it s-so bad baby, fuck me, I need you to fuck me.”
The thing about pick-up trucks is that there’s not really a backseat, which means you’d have to ride him right where you were. This wouldn’t have been a problem, until Sukuna quickly pulled down his pants and boxers, revealing probably the biggest dick you’ve ever seen. It was the fucking length that scared you. It wasn’t too thick, but girthy enough that it, plus his length, would have your legs shaking for days. He gave his dick slow strokes while you took off your dress, suddenly feeling embarrassed from being the only one naked. He could see you get self conscious by the way you try and hide yourself like the day he met you.
“Whatcha lookin’ at me like that for,” his eyes were still focused on yours while he prepared himself, licking his lips like he was genuinely going to eat you later.
“I can’t look at ya? You just look so damn good sweetheart. Can’t believe yer all mine.”
“You don’t have to gas me up now,” you said looking away.
“Nuh-uh,” he grabbed your cheeks and turned your face back to his, “I’ma always tell you how good you look. Don’t act so shy now baby.”
Your pussy clenched around nothing at his statement, still leaking from the previous foreplay. He pulled your forehead to his lips, kissing it tenderly, and when he let go of your face he asked you one last time if you were ready. You whisper out a shy yes and grab his dick cautiously, lining it up with your entrance as you slowly lower yourself onto it. You let out a sharp grasp as Sukuna rests his hands on the sides of your hips, trying to assist in any way he can. Once you’re close to bottoming out, he starts whispering praises.
“Doin’ so good babydoll.”
“Look at you takin’ me so well.
Every time he spoke your pussy would clench around him, making him hiss and choke back a whine. Once he was all the way inside you, you let out a breathe you didn’t realize you were holding. You raised your head to look at him instead of the way he was stretching you out. There’s that smirk again. One of his hands finds it’s way back to your clit, rubbing slow circles like before to help you relax. You were so tense but you tried to keep a level-headed face, even though it literally felt like you were being split in two.
You felt your walls get used to his size and shape, feeling them contort and mold into Sukuna’s cocksleeve. With that, you start riding him slowly, using his shoulders to stay balanced. You got the hang of it quickly and began picking up pace. He was still stimulating your clit, using his other hand to keep guiding your body up and down. It was clear that you were struggling to take him all in though, pausing every few seconds to catch your breathe or readjust yourself. And this would just not do for Sukuna.
He gripped and slapped your ass hard.
“Gotta do better than that baby.”
Smack
“C’mon sweetheart, put your fucking. back. into. it.”
Each emphasis on a word was coupled with a hard thrust and loud whines coming from the depths of your throat. The sounds you were both making at this point bounced around the truck. There wasn’t a moment of silence and you felt blissful. Lulling your tongue out just for Sukuna to catch between his teeth; moving his hand back to bully your clit, and using his free hand to grab your face and continue fucking his hips up into yours. He was growling obscenities into your ear, “Yeah baby, just like that keep fucking me like that.”
“Sukuna, please! Fuckfuckfuck I can’t,” you were bouncing on his dick beautifully, tits bouncing in unison and he truly believed you were unreal.
“Yes you can baby,” he gave your face light slaps, “keep those eyes open, keep lookin’ at me baby. Doin’ so good, I promise.” You were leaking like a faucet down his dick and balls, and with a certain thrust, you were sure he was hitting your cervix. The string of cries that came out of your mouth made him go faster, harder, knowing that he finally found the spot that makes you weak.
“Am I makin’ you feel good baby?”
“Mhmm, y-yesss, so so good.”
“Yes who?” Your eyes were crossing trying to look at him, confused at what he meant at first, but as his thrusts got rougher you knew exactly what he was getting at.
“Y-yes daddy, it feels so good.” You were slightly embarrassed by the things you were saying, the noises too. You felt so dirty, but in a good way. Searching for your release that was so close.
Sukuna was close too, but he didn’t want that to come before he made you gush all over his dick. When he found his way to your neck, kissing and biting and sucking on your precious skin, you were done.
“Fuck daddy right there!”
“Here sweetheart? You like this?”
“Yesyesyes don’t stop please don’t stop–” and with a cry you were creaming all over Sukuna’s dick. Your pussy clamped down on him so tight, he couldn’t help but look down at the beautiful mess you made all over his thighs. He kept fucking you through your orgasm, causing you to become incredibly overstimulated. Sukuna was getting close, you could tell by his relentless strokes, forgetting any type of consistent pace. His hands were on your hips now, pistoning up into you as your head rested gracefully on his shoulder.
“Mm babydoll gimme a kiss, c’mere.”
When your shaky lips met his, he was sent into overdrive.
“Fuck ‘m gonna cum. Fuck baby, where do you want it.”
Absolutely fucked out, you tried to come up with some sort of cohesive thought. “I-insi..de ‘kuna. In m-me.”
“You sure? Tell me you’re fuckin’ sure, yer milkin’ me baby.”
“I’m s-sure. Please please just cum inside me!”
“Oh, fuckkk…” Sukuna’s load filled your pussy to the brim, leaking out to coat the sides of his dick. He made you feel so full and warm. Finally stopping his thrusts, you hunch over his shoulder and he begins rubbing what feels like hearts on your back, humming into your ear how good you were for him, dick never leaving your pussy.
“Did such a good job princess. So fuckin’ good, are you an angel? Must be an angel, the way you dropped into my life like this.”
“Mmmm I’m your angel ‘kuna. I was made for you only.”
Although the moment was wholesome, your mind immediately flooded with the thought of you leaving in a few weeks.
How were you supposed to leave after this?
✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*✧・゚: *✧・゚:*
hope you enjoyed ;) and let me know if i missed anything as far as my content ahead section goes!
tags: @aiyaaayei
#📕 my books#sukuna smut#sukuna x reader#sukuna x black reader#x black fem reader#jjk men#ryomen sukuna#jjk smut#sukuna ryomen smut#sukuna x you#jujutsu kaisen#had so much fun with this#need more#but it took me a solid 24 hours#off and on#😭���
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One thing that frustrates me in a lot of fictional autistic or autistic-coded characters and makes them generally not relatable to me is how they handle their morality stereotypically. They tend to come in two flavors. The first is where the character is completely amoral, they just care about pursuing their special interest and don't have much thought to who gets hurt (which the narrative and/or fans might not quite blame them for because of how they get infantilized, they are amoral like a little kid who just cares about playing with their toys). This stereotype is where you get this horrible video I once saw on Facebook that was about a plan to train autistic people to launch missiles or something for Israel, the idea being they don't have empathy or morality and they will just care about the obsessive interest in getting things done and making things work.
And then the second one - which, note I do respect as relatable to a lot of people I've heard from, characters like this have their place, though it's not relatable to me and I'm sick of it being the only thing I see. And this one is often not in explicitly autistic characters but in the ones that most commonly get headcanoned as such by fans. This is where the character's morality is essentially formed by obsessively following the rules of their society, being obsessed with honor or law to the point of not really seeing the people they hurt in the process as humans. I can name so many characters like this that get headcanoned as autistic a lot here and elsewhere - for one it's a whole YA "honor society" archetype (i.e Zuko from Avatar the Last Airbender, Winter from Wings of Fire, Ax from Animorphs), and in adult books we have characters like Javert from Les Miserables.
And I get that moral inflexibility is a thing and some people really do relate to them realizing they don't intuitively grasp why social things are the way they are leading to them inflexibly following the letter of the law. But it gets a bit overdone to see a "strong sense of justice" always interpreted this way, and it often feels like the joke is on these character "they can't understand real morality like a neurotypical person so they have to just mindlessly ape the rules of it without getting the substance". just for once I would like to see an autistic character who forms their own set of moral rules from thinking through things and compassion, and they are still inflexible about the rules they've set for themselves and might seem completely weird/different in thinking to the average person morally, and aren't always right, but their moral compass is functionally coming from themselves, perhaps even rebellious, and not either just mindlessly outsourcing the rules and conventions of their society or having no sense of morality at all. I don't think I've ever quite seen this even though it's something I personally would relate to a lot. Like N from Pokemon Black and White (also often interpreted as autistic) definitely nailed the "defined by morality that is "weird" and inflexible but fundamentally sourced from compassion rather than rigid rule-following", but then they had to ruin it by establishing that he was actually conditioned from childhood to think that way and didn't come up with his beliefs on his own, and therefore they are invalid. I wonder if anyone knows any characters (whether canonically autistic or not) who fit this?
#autism in media#autism#pokemon#pokemon black and white#les miserables#avatar the last airbender#wings of fire#animorphs
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💙 Flashback Friday #11 💙 – DeviantArt
DeviantArt wasn’t just a website—it was a rite of passage for an entire generation of online creatives. Launched in 2000, it quickly became a haven for artists, writers, photographers, and daydreamers looking for a space to share their work and connect with others who got it. Whether you were posting anime fan art, angsty poetry, or lovingly crafted Sonic OCs, DeviantArt gave you a stage—and more importantly, an audience. For many teens, it was the first place they felt truly seen and validated for their creativity, especially in a world that didn’t always understand their passions offline.
The site’s culture was as colorful and chaotic as the art it hosted. There were unspoken codes of conduct, intense fandoms, and sprawling comment sections where critiques, collaborations, and conversations flowed freely. Watching your pageviews tick upward or getting a llama, “fav” or thoughtful comment could make your entire week. Profile pages became digital homes, each one meticulously customized with skins, journal entries, and stamps that proudly displayed your obsessions and identity. For some, DeviantArt was the first time they openly explored their interests or artistic voice—and that freedom to experiment shaped not just portfolios, but people.
Beyond just posting art, DeviantArt fostered a community culture of interaction and growth. Art trades and request threads built connections. Critique groups helped young artists improve their skills with peer feedback. And let’s not forget the legendary drama—flame wars, call-out journals, and mysterious profile disappearances were all part of the DA experience. But even the drama reflected how invested people were; it was messy, emotional, and deeply human. You weren’t just uploading drawings—you were participating in a digital ecosystem where artistry and self-expression ruled.
Though DeviantArt still exists today, it’s a very different space from the one many of us remember. The rise of faster-paced platforms like Instagram and TikTok has shifted the online art landscape, and DA’s redesigns and changes in community culture have left some longtime users nostalgic for the old days. Still, its legacy remains intact. DeviantArt taught countless young creators not just how to draw or write—but how to be artists. It was a place where imagination ran wild, identities formed, and creativity was currency. For many, it wasn’t just a website. It was home.
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What was the very first thing you ever posted on DeviantArt—and do you still have it? How did DeviantArt shape your creative identity growing up? If the old-school DeviantArt vibe came back, would you jump back in with your art today? Let us know!
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The long sleep of capitalism’s watchdogs

There are only five more days left in my Kickstarter for the audiobook of The Bezzle, the sequel to Red Team Blues, narrated by @wilwheaton! You can pre-order the audiobook and ebook, DRM free, as well as the hardcover, signed or unsigned. There's also bundles with Red Team Blues in ebook, audio or paperback.
One of the weirdest aspect of end-stage capitalism is the collapse of auditing, the lynchpin of investing. Auditors – independent professionals who sign off on a company's finances – are the only way that investors can be sure they're not handing their money over to failing businesses run by crooks.
It's just not feasible for investors to talk to supply-chain partners and retailers and verify that a company's orders and costs are real. Investors can't walk into a company's bank and demand to see their account histories. Auditors – who are paid by companies, but work for themselves – are how investors avoid shoveling money into Ponzi-pits.
Attentive readers will have noticed that there is an intrinsic tension in an arrangement where someone is paid by a company to certify its honesty. The company gets to decide who its auditors are, and those auditors are dependent on the company for future business. To manage this conflict of interest, auditors swear fealty to a professional code of ethics, and are themselves overseen by professional boards with the power to issue fines and ban cheaters.
Enter monopolization. Over the past 40 years, the US government conducted a failed experiment in allowing companies to form monopolies on the theory that these would be "efficient." From Boeing to Facebook, Cigna to InBev, Warner to Microsoft, it has been a catastrophe. The American corporate landscape is dominated by vast, crumbling, ghastly companies whose bad products and worse corporate conduct are locked in a race to see who can attain the most depraved enshittification quickest.
The accounting profession is no exception. A decades-long incestuous orgy of mergers and acquisitions yielded up an accounting sector dominated by just four firms: EY, KPMG, PWC and Deloitte (the last holdout from the alphabetsoupification of corporate identity). Virtually every major company relies on one of these companies for auditing, but that's only a small part of corporate America's relationship with these tottering behemoths. The real action comes from "consulting."
Each of the Big Four accounting firms is also a corporate consultancy. Some of those consulting services are the normal work of corporate consultants – cookie cutter advice to fire workers and reduce product quality, as well as supplying dangerously defecting enterprise software. But you can get that from the overpaid enablers at McKinsey or BCG. The advantage of contracting with a Big Four accounting firm for consulting is that they can help you commit finance fraud.
Remember: if you're an executive greenlighting fraud, you mostly just want to be sure it's not discovered until after you've pocketed your bonus and moved on. After all, the pro-monopoly experiment was also an experiment in tolerating corporate crime. Executives who cheat their investors, workers and suppliers typically generate fines for their companies, while escaping any personal liability.
By buying your cheating advice from the same company that is paid to certify that you're not cheating, you greatly improve your chances of avoiding detection until you've blown town.
Which brings me to the idea of the "bezzle." This is John Kenneth Galbraith's term for "the weeks, months, or years that elapse between the commission of the crime and its discovery." This is the period in which both the criminal and the victim feel like they're better off. The crook has the victim's money, and the victim doesn't know it. The Bezzle is that interval when you're still assuming that FTX isn't lying to you about the crazy returns they're generating for your crypto. It's the period between you getting the shrinkwrapped box with a 90% discounted PS5 in it from a guy in an alley, and getting home and discovering that it's full of bricks and styrofoam.
Big Accounting is a factory for producing bezzles at scale. The game is rigged, and they are the riggers. When banks fail and need a public bailout, chances are those banks were recently certified as healthy by one of the Big Four, whose audited bank financials failed 800 re-audits between 2009-17:
https://pluralistic.net/2020/09/28/cyberwar-tactics/#aligned-incentives
The Big Four dispute this, of course. They claim to be models of probity, adhering to the strictest possible ethical standards. This would be a lot easier to believe if KPMG hadn't been caught bribing its regulators to help its staff cheat on ethics exams:
https://www.nysscpa.org/news/publications/the-trusted-professional/article/sec-probe-finds-kpmg-auditors-cheating-on-training-exams-061819
Likewise, it would be easier to believe if their consulting arms didn't keep getting caught advising their clients on how to cheat their auditing arms:
https://pluralistic.net/2023/05/09/dingo-babysitter/#maybe-the-dingos-ate-your-nan
Big Accounting is a very weird phenomenon, even by the standards of End-Stage Capitalism. It's an organized system of millionaire-on-billionaire violence, a rare instance of the very richest people getting scammed the hardest:
https://pluralistic.net/2021/06/04/aaronsw/#crooked-ref
The collapse of accounting is such an ominous and fractally weird phenomenon, it inspired me to write a series of hard-boiled forensic accountancy novels about a two-fisted auditor named Martin Hench, starting with last year's Red Team Blues (out in paperback next week!):
https://us.macmillan.com/books/9781250865854/redteamblues
The sequel to Red Team Blues is called (what else?) The Bezzle, and part of its ice-cold revenge plot involves a disillusioned EY auditor who can't bear to be part of the scam any longer:
https://www.kickstarter.com/projects/doctorow/the-bezzle-a-martin-hench-audiobook-amazon-wont-sell
The Hench stories span a 40-year period, and are a chronicle of decades of corporate decay. Accountancy is the perfect lens for understanding our modern fraud economy. After all, it was crooked accountants who gave us the S&L crisis:
https://scholarworks.umt.edu/cgi/viewcontent.cgi?article=10130&context=etd
Crooked auditors were at the center of the Great Financial Crisis, too:
https://francinemckenna.com/2009/12/07/they-werent-there-auditors-and-the-financial-crisis/
And of course, crooked auditors were behind the Enron fraud, a rare instance in which a fraud triggered a serious attempt to prevent future crimes, including the destruction of accounting giant Arthur Andersen. After Enron, Congress passed Sarbanes-Oxley (SOX), which created a new oversight board called the Public Company Accounting Oversight Board (PCAOB).
The PCAOB is a watchdog for watchdogs, charged with auditing the auditors and punishing the incompetent and corrupt among them. Writing for The American Prospect and the Revolving Door Project, Timi Iwayemi describes the long-running failure of the PCAOB to do its job:
https://prospect.org/power/2024-01-26-corporate-self-oversight/
For example: from 2003-2019, the PCAOB undertook only 18 enforcement cases – even though the PCAOB also detected more than 800 "seriously defective audits" by the Big Four. And those 18 cases were purely ornamental: the PCAOB issued a mere $6.5m in fines for all 18, even though they could have fined the accounting companies $1.6 billion:
https://www.pogo.org/investigations/how-an-agency-youve-never-heard-of-is-leaving-the-economy-at-risk
Few people are better on this subject than the investigative journalist Francine McKenna, who has just co-authored a major paper on the PCAOB:
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4227295
The paper uses a new data set – documents disclosed in a 2019 criminal trial – to identify the structural forces that cause the PCAOB to be such a weak watchdog whose employees didn't merely fail to do their jobs, but actually criminally abetted the misdeeds of the companies they were supposed to be keeping honest.
They put the blame – indirectly – on the SEC. The PCAOB has three missions: protecting investors, keeping markets running smoothly, and ensuring that businesses can raise capital. These missions come into conflict. For example, declaring one of the Big Four auditors ineligible would throw markets into chaos, removing a quarter of the auditing capacity that all public firms rely on. The Big Four are the auditors for 99.7% of the S&P 500, and certify the books for the majority of all listed companies:
https://blog.auditanalytics.com/audit-fee-trends-of-sp-500/
For the first two decades of the PCAOB's existence, the SEC insisted that conflicts be resolved in ways that let the auditing firms commit fraud, because the alternative would be bad for the market.
So: rather than cultivating an adversarial relationship to the Big Four, the PCAOB effectively merged with them. Two of its board seats are reserved for accountants, and those two seats have been occupied by Big Four veterans almost without exception:
https://www.pogo.org/investigations/captured-financial-regulator-at-risk
It was no better on the SEC side. The Office of the Chief Accountant is the SEC's overseer for the PCAOB, and it, too, has operated with a revolving door between the Big Four and their watchdog (indeed, the Chief Accountant is the watchdog for the watchdog for the watchdogs!). Meanwhile, staffers from the Office of the Chief Accountant routinely rotated out of government service and into the Big Four.
This corrupt arrangement reached a crescendo in 2019, with the appointment of William Duhnke – formerly of Senator Richard Shelby's [R-AL] staff – took over as Chief Accountant. Under Duhnke's leadership, the already-toothless watchdog was first neutered, then euthanized. Duhnke fired all four heads of the PCAOB's main division and then left their seats vacant for 18 months. He slashed the agency's budget, "weakened inspection requirements and auditor independence policies, and disregarded obligations to hold Board meetings and publicize its agenda."
All that ended in 2021, when SEC chair Gary Gensler fired Duhnke and replaced him with Erica Williams, at the insistence of Bernie Sanders and Elizabeth Warren. Within a year, Williams had issued 42 enforcement actions, the largest number since 2017, levying over $11m in sanctions:
https://www.dlapiper.com/en/insights/publications/2023/01/pcaob-sets-aggressive-agenda-for-2023-what-to-expect-as-agency-enforcement-expands
She was just getting warmed up: last year, PCAOB collected $20m in fines, with five cases seeing fines in excess of $2m each, a record:
https://www.dlapiper.com/en/insights/publications/2024/01/pcaobs-enforcement-and-standard-setting-rev-up-what-to-expect-in-2024
Williams isn't shy about condemning the Big Four, publicly sounding the alarm that 40% of the 2022 audits the PCAOB reviewed were deficient, up from 34% in 2021 and 29% in 2020:
https://www.wsj.com/articles/we-audit-the-auditors-and-we-found-trouble-accountability-capital-markets-c5587f05
Under Williams, the PCAOB has enacted new, muscular rules on lead auditors' duties, and they're now consulting on a rule that will make audit inspections much faster, shortening the documentation period from 45 days to 14:
https://tax.thomsonreuters.com/news/pcaob-rulemaking-could-lead-to-more-timely-issuance-of-audit-inspection-reports/
Williams is no fire-breathing leftist. She's an alum of the SEC and a BigLaw firm, creating modest, obvious technical improvements to a key system that capitalism requires for its orderly functioning. Moreover, she is competent, able to craft regulations that are effective and enforceable. This has been a motif within the Biden administration:
https://pluralistic.net/2022/10/18/administrative-competence/#i-know-stuff
But though these improvements are decidedly moderate, they are grounded in a truly radical break from business-as-usual in the age of monopoly auditors. It's a transition from self-regulation to regulation. As @40_Years on Twitter so aptly put it: "Self regulation is to regulation as self-importance is to importance":
https://twitter.com/40_Years/status/1750025605465178260
Berliners: Otherland has added a second date (Jan 28 - THIS SUNDAY!) for my book-talk after the first one sold out - book now!
If you'd like an essay-formatted version of this post to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:
https://pluralistic.net/2024/01/26/noclar-war/#millionaire-on-billionaire-violence
Back the Kickstarter for the audiobook of The Bezzle here!
Image: Sam Valadi (modified) https://www.flickr.com/photos/132084522@N05/17086570218/
Disco Dan (modified)
https://www.flickr.com/photos/danhogbenspics/8318883471/
CC BY 2.0: https://creativecommons.org/licenses/by/2.0/
#pluralistic#big accounting#auditing#marty hench#martin hench#big four accountants#management consultants#corruption#millionaire on billionaire violence#long cons#the bezzle#conflicts of interest#revolving door#self-regulation#gaap#sox#sarbanes-oxley#too big to fail#too big to jail#audits#defective audits#Public Company Accounting Oversight Board#pcaob#sec#scholarship#Francine McKenna#William Duhnke#administrative competence#photocopier kickers#NOCLARs
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The Carbon Footprint of Amazon, Google, and Facebook Is Growing. (Sierra Club)
Excerpt from this story from Sierra Club:
IN MARCH The Information reported that Microsoft was in talks with OpenAI, the creator of ChatGPT, about spending an eye-popping $100 billion on a gargantuan data center in Wisconsin dedicated to running artificial intelligence software. Code-named “Stargate,” the data center would, at full operation, consume five gigawatts of electricity, enough to power 3.7 million homes. For comparison purposes, that’s roughly the same amount of power produced by Plant Vogtle, the big nuclear power station in Georgia that cost $30 billion to build.
Stargate is in the earliest of planning stages, but the sheer scale of the proposal reflects a truth about artificial intelligence: AI is an energy hog. That’s an embarrassing about-face for the technology industry. For at least 20 years, American electricity consumption has hardly grown at all—owing in part, say computer scientists, to steady advances in energy efficiency that have percolated out of the tech industry into the larger economy. In 2023, according to the US Energy Information Administration, total electricity consumption fell slightly from 2022 levels.
But according to a report published last December by Grid Strategies, a consultancy that advises on energy policy, multiple electric utilities now predict that US energy demand will rise by up to 5 percent over the next five years. One of the chief culprits responsible for the surge, say the utilities, are new data centers designed to run AI. To meet the growing demand for power, those utilities want to build new fossil fuel power plants and to dismantle climate legislation that stands in their way.
For environmentalists, this represents a giant step backward. Artificial intelligence was supposed to help us solve problems. What good are ChatGPT and its ilk if using them worsens global warming?
This is a relatively new story—the AI gold rush is still in its infancy, ChatGPT only having debuted in fall 2022. But computing’s energy demands have been growing for decades, ever since the internet became an indispensable part of daily life. Every Zoom call, Netflix binge, Google search, YouTube video, and TikTok dance is processed in a windowless, warehouse-like building filled with thousands of pieces of computer hardware. These data centers are where the internet happens, the physical manifestation of the so-called cloud—perhaps as far away from ethereality as you can get.
In the popular mind, the cloud is often thought of in the simple sense of storage. This is where we back up our photos, our videos, our Google Docs. But that’s just a small slice of it: For the past 20 years, computation itself has increasingly been outsourced to data centers. Corporations, governments, research institutions, and others have discovered that it is cheaper and more efficient to rent computing services from Big Tech.
The crucial point, writes anthropologist Steven Gonzalez Monserrate in his case study The Cloud Is Material: On the Environmental Impacts of Computation and Data Storage, is that “heat is the waste product of computation.” Data centers consume so much energy because computer chips produce large amounts of heat. Roughly 40 percent of a data center’s electricity bill is the result of just keeping things cool. And the new generation of AI software is far more processor intensive and power hungry than just about anything—with the notable exception of cryptocurrency—that has come before.
The energy cost of AI and its perverse, climate-unfriendly incentives for electric utilities are a gut check for a tech industry that likes to think of itself as changing the world for the better. Michelle Solomon, an analyst at the nonprofit think tank Energy Innovation, calls the AI power crunch “a litmus test” for a society threatened by climate change.
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Talibanian Case Taliban Andrew C-nopsyis
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NHL (583) | Facebook
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NBA (521 NEVER 125) | Facebook
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NFL (563 or 365) | Facebook
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Sports Center | Facebook
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#sports center
World Trade Center or Tower (mission statement) | Facebook
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Enoch Pratt Free Mission Statement | Facebook
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Enoch Prattの無料ミッションステートメント/Enoch Pratt no muryō misshonsutētomento | Facebook
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https://www.tumblr.com/blaze8403/612494842452459520/coincidentia-oppositorum-facebook
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Pogeki | Facebook
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Atropa Belladonna Peanut Butter & Jelly (Grilled option) | Facebook
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Atropa Belladonna Spaghetti | Facebook
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Atropa Belladonna Pankeki | Facebook
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Death In A Pancake | Facebook
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SNICKERBOCKER AVE | Facebook
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Death Written So Beautifully | Facebook
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Death Spoken So Beautifully | Facebook
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Death In Bottle | Facebook
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Loveologist / Lovecologist | Facebook
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Lifeologist/cologist ( an Ology) | Facebook
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The Bible Code (pythagorean numerology) | Facebook
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Professional Executionist | Facebook
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Профессиональный палач Professional'nyy palach | Facebook
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I noted Leaving Campuss routing to other townships for professional and or urgent or emergency reasons sure spelling of God and Providence Little National Areas as to God and Spoken tongue else where such Haneunim Shangdi Shen like Dio or Dios and sure Dieu like Deiu the same. Why not All and All , Allah ! , Step maybe the A to L twelve step era and Home or Hommewood and Home Groups and Experimentation also the outside or Alcoholic Anonymous and sure if that is what it is, Authorities Association maybe Alumni Association so many twist the place around for one self benefit with criminal conspiracy at the for most in criminal cases or activities not the reason for an Existence but 2633 Greenmount Avenue is not 2613 North Calvert street. 26 South Calvert Street & 31 Grant Street. The Well non Chip House Home Group and those whom are and the difference of the too. Much to say about such ! Even the most accumulated time outdoors and earnings of some such as to others earned dirty A bath can not cure indoors. I began an Investigation of the Taliban Andrew at Hopkins and began motioning my will and interest as we push for better times and response. I can not say the youth was ever Taliban, Atliban secured though. I fear most that students and people may take the words serious and one's character has not the abundance to cash one's check an A** can not write. Teli Terry among people there secured Tali , Lita ? maybe Tail ? Ai is love protected and secured. Teli Ly Hawkins , Hawkingson security spelling of Taliban .. Bantali secured Talibun secured identifying security. Much Reading Writing time at war and well in the mist of figuring things out along the way also following my Theory a bit like those of Street Fighter and Others that suggest the power found in Outdoors. The Ryu and others notion to existence of such. The time is rather well for me , And my works and records archives others well speak for works it's self even my words. Biggest Mistakes at the Time is "Homeless Man Panhandling Help Me Out " Case not properly identification and address upon introduction or request. Taliban Andrew is not A name and Andrew of The Taliban is or is not accurately spoken. Like Ban or NBA but Bandai secured like Powerplant or Power Rangers and my interest and hobby works. Drifting more to the Harbor and Hawkins maybe spell Bog and God sure Body element poetry titled Body Language also A Book Response and Report. O in Hopkins & Bog , A in Hawkins and Bag. But yes AH in Allah and All Association Hawkins, Hopkins. Secured. Sure encounters on Mulberry & Howard Street ????? After Hawkins and Hopkins be it spelling. Hawkins Versus Howard University Legal Suits and spelling secured. War in Howard and War is Wrong and Right. Howrongandrightrd!, I don't know Character is A minus but attempting to show forth! To many crimes against me and others of confession to wrongs it be. All to be listed upon completion only one person committed these acts. Light Rail or Light Street ... Ai is Love and Alumni House or Enoch Pratt Free Wavery , 3 am to 3:11 am Howard Street time , Sex of gender alone. China Town. Terry Alumni or Mulberry and spelling not poetry and literature. Post 311 Subway Saint Paul and 33rd Street. Yes encounters sure! , A later encounter relating to the Radisson Hotel . Mission or Million , Radillion ? . I was located on 300 Howard not Gay Street .. Hawkins Hopkins Baltimore spelling and i was birthed in York Pennsylvania. I don't know twice in this era , It's Person with Negative Character whom has not much to show honestly speak as if others are not whom the happen to be and it it's self is of importance and not much at all to be honest and frankly , Hotel Entrance and Admission Investigations first. Sure some time you have to sneak the Owner inside yes but i know when i am or am not being mislead. But as A Job yes i requested such. At times at the Radission we have guest and well to many vacancy and we will fill the hotel with people at will and request. I know my orders given. Ai in Radisson and Hawkins not Hopkins. On or No ?
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Back to uni to-dos: Final year edition
This will be my final year at university, which in itself is honestly unbelievable. Here's a list of things to do before and during your final year, although anyone can benefit from this advice!


1.Review your graduation requirements Make sure that everything is on track grade-wise and that you have enough credits to graduate. If there are any issues, meet with your academic advisor so that you have enough time to fix everything and graduate hassle-free.
2. Fix your sleep schedule before your classes are due to start. You can't be productive if you're always sleep-deprived and running on coffee. Your final year is especially important, so you need to be able to focus, which is practically impossible if you're sleep-deprived.
3. Exchange contact details with your favorite professors, advisors, etc. This may be a cultural thing, but here it's quite usual to remain in contact with your professors. You don't have to be facebook friends, but having someone you can ask for advice or request a LinkedIn recommendation from may be useful, which leads me to the next point.
4. Update your LinkedIn & other profiles This includes updating your email address to something more professional because the email address you had since you were 12 is unlikely to be all that professional now. Add any experience that you may have, whether it's an internship, freelancing or a job placement etc.
5. Plan what comes after or review your plan Are you jumping into a masters degree? Freelancing? Working abroad? Not many people have a 100% finished plan, but it does help to research your options and have an understanding of what you want to do after. Things change and as the past year has shown, some previously considered options are definitely not it.
6. Career fairs and networking events Chances are you may have attended some, but for final years these things are especially important. You have a chance to personally meet recruiters and to exchange contact details which may come in handy in the future. Obviously you can do that via LinkedIn, but I for one think that talking in person can add more of a personal touch. Regarding networking in general, it doesn't necessarily have to be a formal affair. Sure there are those formal meetings but they don't always have to be. There are plenty of facebook groups e.g. marketing, women in finance etc. which you can join and ask for mentoring, advice or even if you can meet up for a coffee and a chat. Alternatively, your university most likely has a careers/guidance office where you can find out about any networking meetings or organizations that have events going on.
7. Create an application schedule Many firms open their graduate student program applications at a certain time, so depending on where you're applying, or if you're skipping that, a schedule is a good idea. If you're targeting different sectors then your resume will have to be altered a bit to make it appropriate for the job that you're applying for. Many jobs also require cover letters, so it may be a good idea to have a rough template so that you know what exactly it is that you're supposed to include and then edit accordingly.
8. Try to get some work experience It doesn't have to be full-time at an office type of work, but any experience is good. Freelance language tutor, an internship, volunteer work, writing for your uni's paper. Experience doesn't automatically guarantee you a job, but it can be beneficial in standing out or giving you an extra boost.
9. Try to get some extra qualifications A language proficiency test, a coursera course (there are quite a lot of free ones), a LinkedIn powerpoint course, Code First Girls javascript course (also free!). You can add quite a lot of skills to your LinkedIn profile, but you do need to be able to back them up. These extra courses and qualification aren't just good for your resume, but they're also a good way for you to develop new skills and develop new interests. And who knows where they might end up taking you. My teachers former student ended up finding herself a husband on a study abroad language program in Korea and now they're happily married and living in Japan I think.
10. Make the most of it Uni certainly has it's ups and downs, but for most it's a pretty rewarding and occasionally enlightening journey. You may have different feelings towards it, but it is coming to an end so make some good memories.
11. Remember that life will go on after uni Many people may feel odd after graduating, you just spent 3-4 years living your life as a student and now you're not. Your previous routines that worked before may not work anymore. You may not be as close to your former dormmates. You may drift apart from your college bestie. But life goes on. Many things may stay the same and even more things may change and that's ok.
#slavic roots western mind#studyblr#college advice#life advice#advice#college life#student life#after university advice#college#student#travel blog#study motivation#study blog#aesthetic#adulting#life tips#tips#university#university life#academia
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RECENT SEO & MARKETING NEWS FOR ECOMMERCE, March 2024
Welcome to my roundup of SEO and marketing news and useful resources for ecommerce businesses, March edition. There is a lot going on with Google, and some really strong marketing pieces this time around, so let's get right to it.
SEO: GOOGLE & OTHER SEARCH ENGINES
Google launched both a core algorithm update and spam updates on March 5, with the spam update ending on the 20th. Core updates now include the Helpful Content algorithm. In early observations, Etsy and Reddit both picked up visibility in the UK.
The Helpful Content algorithm updates late last year destroyed a lot of sites’ Google traffic. Avoid the things they had in common. You can read the full study here.
Ecommerce sites were some of the biggest losers in Google visibility in 2023, with Amazon, Walmart, eBay, Etsy, Target and Best Buy in the top 10 of sites whose Google appearances slipped.
New to Google SEO? They’ve revamped their SEO starter guide for people like you. And if you are more advanced and want to learn how to optimize your website product pages, this is a good overview.
This lengthy article on backlinks for ecommerce websites covers pretty much all the angles, including the really difficult ones.
Reminder that if you want to rank on Google for a search term, you need to look at what is already ranking, and make decisions based on that content. [video and transcript] This works for most search engines, not just Google.
Yes, Google crawls “high quality” content more often. I used to refer to this as Google thinking the page is “interesting”, so I guess I will need to change my wording...
While Google sends the most traffic to websites, people spend a lot more of their online time elsewhere. Market where people are, not just where your stats say they came from.
Sadly, Google has stopped providing caches of website pages in its search results. While you can still see the caches of some pages by using the Google search Cache:[page link] as in cache:https://cindylouwho-2.tumblr.com that will eventually stop working as well. Bing still provides caches, but unfortunately both it and the Wayback Machine do not crawl often enough to give really recent results most of the time.
Missed Google news in February? Here’s your update. And just in case you are really behind, here is January.
Not Google
Unsure if your website has enough good backlinks? Bing Webmaster Tools will now tell you if you don’t.
Yandex - the top search engine in Russia - was sold by its Dutch ownership group to a consortium in Russia.
SOCIAL MEDIA - All Aspects, By Site
General
A US study of social media use found that the most popular site was YouTube, with 83% of adults using it. Two-thirds of American adults use Facebook, while TikTok is up to ⅓ of the US population.
Because they do change periodically, here are the latest image and video sizes recommended for the top social media platforms. [infographic]
Bluesky is now open to everyone - it was previously invite-only.
Facebook (includes relevant general news from Meta)
Meta has introduced several changes to its Ad options, applying to Facebook and Instagram.
Meta had a great 4th quarter in 2023, with revenue, users, and earnings per share up. “Fast-growing upstarts Temu and Shein, which originated in China, have been pouring money into ads on Facebook and Instagram. Li said on Thursday that revenue from China-based advertisers accounted for 10% of sales for the year and 5 percentage points of growth.”
Instagram
An updated post on Instagram's algorithm and how it works.
Instagram is still beta testing longer Reels for some users.
If your account is a brand account, you can now run ads on Instagram with coupon codes right in them. (Some Facebook users can already do this.)
LinkedIn
Among other recent changes on LinkedIn, the algorithm is now looking to boost important content longer than just the first day or two after publication.
Pinterest
Pinterest has its own stats package, called Pinterest Analytics, but only for “Business” accounts. They show how many people clicked on the outgoing links, how many people saw your pin on their screen, and much more. Here’s everything you need to know.
Reddit
Reddit successfully launched on the stock market this past week, but questions remain about how this will change the site.
Google is paying Reddit to scrape its content through the API instead of from the web.
Snapchat
Snap was a little later than most tech companies doing layoffs recently, waiting until February 5 to let 10% off staff go.
Threads
Threads is so new that the algorithm is bound to change a lot in the next year, but for right now, here is how it works.
TikTok
There is an overwhelming amount of info out there on the US attempt to either ban TikTok or force its sale, and much of it is incomplete, so I will let you Google to your heart’s content if you want to learn more. If you are relying on TikTok to drive sales, this would be a good time to make sure you diversify your promotional strategy.
You can now track trending terms on TikTok through the Creator Search Insights section. “Creator Search Insights will highlight frequently searched topics, which creators can organize by category (for example, tourism, sports, science) or tailor to their content type with the “For You” option. Additionally, creators can filter for “content gap” topics, which are highly searched but have relatively few videos on TikTok covering them.“
TikTok may be testing a photo app, which would obviously compete with Instagram.
Twitter
What? Twitter may have lied about its Super Bowl ad performance? I’m so not shocked.
Tumblr
Tumblr will be selling data access to AI companies.
YouTube
This is a pretty decent article on YouTube SEO.
(CONTENT) MARKETING (includes blogging, emails, and strategies)
Small and micro-businesses need an email list. An email list is:
portable (unlike most social media followers or marketplace buyers)
is available to almost everyone, as we all need at least one email address if we are online
less susceptible to the whims of algorithms (unlike SEO, marketplaces, social etc.)
I keep seeing people argue that no one opens emails, but the chart in the article above is proof that is still wrong. (My blog email list averages close to a 70% open rate, depending on the topic and the time I send it. My jewellery email list - which I hardly ever send to - still has an over 30% open rate. My click rates are well above the industry averages, usually 30 to 40% of all recipients for the blog list. These are much better numbers than social, and astronomically better than my clickthrough rate on Google and other search engines.)
Gmail and Yahoo both changed how they handle bulk emails such as newsletters in February. Here’s what you need to know on the basics, including authenticating yourself so your email gets through.
Find out how to get people to read all the way to the end of your content.
Get ready for April marketing with 5 topical ideas. National Handmade Day is April 6.
We should all think twice before deciding to use AI to create content. “Circa 2024, generative AI does not produce new ideas or even develop its own conclusions. Rather, it regurgitates information that it has indexed.” Not convinced? Here’s another article. “AI-generated content represents the literal “average of everything online.”
ONLINE ADVERTISING (EXCEPT INDIVIDUAL SOCIAL MEDIA AND ECOMMERCE SITES)
Google Ads can now be tracked in Google Analytics 4.
Both Google Ads and Microsoft Advertising were up in the 4th quarter of 2023.
STATS, DATA, TRACKING
Google Analytics 4 tracks organic traffic differently than the previous version. Here’s how to figure it out.
BUSINESS & CONSUMER TRENDS, STATS & REPORTS; SOCIOLOGY & PSYCHOLOGY, CUSTOMER SERVICE
I’ve probably posted this specific article before, but it is worth another read: how to communicate with customers. For example, “Mirroring your customer’s tone lets them know you’re on their side. If a customer is formal, for example, hold back on the LOLs. If they’re more casual, relax your tone.”
According to a US study, Generation Z is skewing the traditional marketing funnel. “Per Archrival’s data, 77 per cent of Gen Zs and 79 per cent of millennials in the US are actively seeking style inspiration at least monthly, with almost half of those looking for style inspiration on social media. When asked where they learn about new brands, products and experiences, video reigns supreme: YouTube is the most popular platform with Gen Zs, followed by TikTok, then Instagram.”
Trend alert: bag charms are back.
IMAGES, VIDEO, GRAPHIC DESIGN, & FREE ONLINE TOOLS
Almost all of these 12 video tools are free, and some can be used on your phone.
MISCELLANEOUS
This is an older piece, but it checks out: IKEA Hacks for Craft Show Displays. A few of these could be done with non-IKEA items.
Want to stay up-to-date on a nearly daily basis? Follow me on Bluesky or on LinkedIn, or become a member of my Patreon.
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✤ for ethan and jackie
send me ✤ + a ship and i’ll tell you…
putting it under the cut because i rambled....
who said i love you first? this feels… pretty ethan coded to me. there is a world where jackie blurts it out first but i think it would take a serious moment of vulnerability and/or fear on her part… i’m talking drastic measures.
who laughs when the other trips? …jackie :)
who pays the bills? tbh i think she has enough money from her parents that she can live comfortably but also ethan please work on your athletic career and start making bank. c’mon breadwinner!
which one makes a bigger deal around the holidays? i would guess ethan? i’m not sure how he actually feels about holidays in general but compared to her, he might as well be santa claus himself. i think she enjoyed them a lot more before shit went down.
who’s more clumsy? idk man for some reason i can’t stop picturing golden retriever ethan running too fast and tripping over his own paws, y’know??? sdhfhsd
who checks their daily horoscope? this feels like something jackie used to do so she might still keep the habit up for some attempt at normalcy… maybe she’ll start checking his too. now that's love!
who sings louder in the car? ethan this one is on you, bud. on rare occasions, she’ll join in with enough coaxing.
who leaves the cap off the toothpaste? hmm maybe jackie. not intentionally, but she probably gets distracted by something else or has too much on her mind to gaf. it is kinda gross though so girl, get it together.
who is more up to date in pop culture? a stereotypical popular girl trope so it has to be jackie. reading about celebrity drama could help make her feel better about her own life. slay!
who insists on going to see the newest movies? feels like something ethan would drag her out to do 😭 meanwhile she’s like bro i don’t care about the minecraft movie.
who cries when the abused animal commercials come on? what if i said both except jackie tries hiding it and fails.
who’s the lighter sleeper? jackie. i feel like she doesn’t sleep very well after everything went down. i mean she’s kinda disgusted with herself these days and i don’t think she even feels safe/relaxed enough to sleep properly?? probably has some bad dreams about that night too. queen of insomnia. someone help her.
who believes in ghosts? i mean if succubi can be real…… who’s to say what else is out there. if anything they should BOTH believe in them at this point lowkey
who does the grocery shopping? ok while she can and does still eat normal food, it obviously doesn’t do as much for her as the Other Things do so i feel like she only keeps essential stuff stocked and maybe like, a few of her old favourites. i imagine ethan would not be impressed and groceries would become his job. he’d open her fridge and be like okay listen, you GOTTA eat some greens or something.
who updates their facebook status more often? she definitely doesn’t use social media as much as she used to. for mindless scrolling, sure, but actual updates? not so much. maybe after a while, she’ll start feeling better about herself with his help and the selfies will be back… one can hope! the people miss the thirst traps!
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Simplest Way to Track Social Media Marketing ROI?
Social media marketing is vital for modern businesses, but many struggle with one crucial question: "Is our social media investment paying off?" If you've been searching for a straightforward way to measure your social media ROI without getting lost in complex analytics, this guide is for you.
...
What is Social Media ROI?
Social media ROI measures the value your business gets from investing time, money, and resources into social media marketing compared to what you put in. This value comes in various forms:
Direct revenue from social media campaigns
Lead generation and customer acquisition
Website traffic increases
Brand awareness growth
Community building and engagement
Understanding your social media ROI helps determine if your strategies are working and where to focus your resources for maximum impact.
...
Why Tracking Social Media ROI Matters
Smarter decision-making: Know where to allocate your budget based on what's actually working.
Accountability: Justify your social media investments to stakeholders with hard data.
Performance optimization: Identify your most successful content, campaigns, and platforms.
Resource allocation: Make informed decisions about where to spend your time and money.
Competitive advantage: Use data insights to refine strategies faster than competitors.
...
The Simplest Method for Tracking Social Media ROI
After analyzing various tracking methods, the most effective yet straightforward approach combines UTM parameters with Google Analytics for website traffic and online conversions, supplemented by unique promo codes for direct sales attribution.
Here's how to implement this method in 5 simple steps:

Step 1: Define Clear, Measurable Goals
Start by establishing what you want to achieve with your social media efforts. Your goals should be SMART:
Specific: "Increase website traffic from Instagram by 20%" rather than "Get more traffic"
Measurable: Include numbers that can be tracked
Achievable: Set realistic targets based on your resources
Relevant: Align with broader business objectives
Time-bound: Set a specific timeframe
Common measurable social media goals include:
Generate X leads per month from social media
Increase website traffic from social channels by X%
Achieve X direct sales attributed to social media campaigns
Grow follower count by X within a specific timeframe
Improve engagement rate by X% over a defined period
Step 2: Identify Your Key Performance Indicators (KPIs)
Select KPIs that directly relate to your goals:
For brand awareness:
Reach
Impressions
Follower growth rate
Brand mentions
Share of voice
For engagement:
Likes and reactions
Comments and replies
Shares and retweets
Click-through rate (CTR)
Engagement rate
For website traffic:
Website visits from social media
Referral traffic
Bounce rate of social traffic
Average session duration
For lead generation:
Number of leads from social media
Conversion rate of social media leads
Cost per lead (CPL)
Lead quality
For sales conversions:
Direct sales attributed to social media
Conversion rate from social media traffic
Revenue generated from campaigns
Return on ad spend (ROAS)
Step 3: Calculate Your Investment Costs
Track all costs associated with your social media efforts:
Advertising budgets for paid campaigns
Content creation costs (photography, videography, copywriting)
Staff time allocated to social media management
Software and tool subscriptions
Any other resources directly invested in social media
Be thorough here—accurate cost tracking is essential for true ROI calculation.
Step 4: Implement Simple Tracking Methods
For website traffic and conversions - UTM parameters + Google Analytics:
Create unique UTM parameters for all links shared on social media using Google's Campaign URL Builder or a similar tool
Structure your UTMs consistently:
utm_source = the platform (facebook, instagram, linkedin)
utm_medium = the type of traffic (social, paid_social)
utm_campaign = your specific campaign name
utm_content = the specific post or ad
Set up goals in Google Analytics to track conversions from social media traffic
Create regular reports showing traffic and conversions from each social channel
For direct sales attribution - Unique promo codes:
Create platform or campaign-specific promo codes (e.g., INSTA25, FB25)
Share these unique codes in your social media content
Track redemptions at checkout to directly attribute sales to specific platforms or campaigns
For broader impact - Platform analytics:
Use built-in analytics tools from each platform (Meta Business Suite, Instagram Insights, TikTok Analytics, etc.) to track engagement metrics and audience growth.
Step 5: Calculate Your ROI Using a Simple Formula
The fundamental formula for social media ROI is:
Social Media ROI = ((Value Generated - Cost of Investment) / Cost of Investment) × 100
For example:
If your e-commerce business generated $50,000 in sales from social media referrals
And you spent $18,000 on social media marketing
Your ROI would be (($50,000 - $18,000) / $18,000) × 100 = 178%
For B2B companies measuring lead value:
If you generated 100 qualified leads valued at $200 each (total value: $20,000)
And your social media costs were $4,000
Your ROI would be (($20,000 - $4,000) / $4,000) × 100 = 400%
...
Real-World Success Stories
Galaxy Theatres: By implementing targeted Facebook and Instagram campaigns with proper tracking, they achieved a 72% increase in ticket sales and significantly grew their Instagram engagement.
Incontact: This B2B company trained their sales team on social selling techniques with careful ROI tracking, resulting in a 215% increase in revenue.
Retro Kids: The toy company lowered their cost per acquisition by 31% and increased their return on ad spend to 4.27 through strategic social media campaigns with proper attribution.
...
Key Takeaways for Simple, Effective ROI Tracking
Focus on goals that matter to your business. Don't try to track everything—concentrate on the metrics that directly impact your business objectives.
Be consistent with your tracking methods. Use the same UTM structure and tracking processes every time to ensure accurate data.
Combine quantitative and qualitative data. Numbers tell only part of the story—customer feedback and sentiment are also valuable.
Start simple and build complexity over time. Begin with the basic tracking methods outlined here, then add sophistication as you become more comfortable.
Review and optimize regularly. Check your social media performance data at least monthly and adjust your strategy based on what's working.
By following these straightforward steps, any business can effectively track their social media ROI without getting overwhelmed by complex analytics or expensive tools. The key is consistency in tracking and a focus on the metrics that directly connect to your business goals.
Remember: The goal isn't perfect attribution, but rather a consistent framework that helps you make better decisions about your social media investments.
...
This article (https://theendearingdesigner.com/simplest-way-to-track-social-media-marketing-roi) was first published on The Endearing Designer.
#Social Media Marketing#Marketing Tips#Digital Marketing#Marketing Strategy#Social Media ROI#Content Marketing#Online Marketing#Marketing For Beginners#Track Your ROI#Marketing Hacks#Small Business Marketing#Social Media Tools#Business Growth#Marketing Guide#Social Media Tips#social media
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SLB Electrical Contracting Inc.
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SLB Electrical Contracting Inc.
SLB Electrical Contracting, with 40 years of experience, is a premier full-service electrical contractor in New Jersey. Established in 2003 and based in Middletown, NJ, we’re a licensed, insured, and bonded company, recognized by the Building Trades Association and certified as a Public Works Contractor, NJ Schools Development Authority, and by the New Jersey Small Business Enterprise. Our team, led by V.P. Steve Burke, has successfully served over 1000 homeowners, delivering top-notch electrical solutions for residential, commercial, and industrial projects. Services include home backup generators, emergency EV charging, 24/7 electrical emergency response, and efficient lighting upgrades. SLB Electrical is renowned for excellent customer service and satisfaction. We pride ourselves on our professional approach, punctuality, and leveraging the latest technology for safe and reliable service. We offer competitive rates and free estimates. For superior electrical services, contact us at (732) 889-7914, Monday-Friday from 9am to 5pm. Trust SLB Electrical for all your electrical needs where safety and quality are guaranteed.
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Lysergic Acid Diethylamide - Part 1
My memory begins sitting alone in my room listening to music. On the wall, I noticed a pattern overlaid on reality. It was an invisible line of energy weaving in and out of every point in space. I had seen this pattern before but was always just like 'ooh, pretty' and never paid it much attention. I could see the pattern clear as day, on everything, as everything, but couldn't quite pin down exactly what it was. I stood there in my room, staring at the wall, trying to figure out what in the world this strange pattern was. I attempted to draw the pattern but could not because it was fractal and, when I came nearer, the pattern would scale down in size relative to my position. It also wouldn’t stop moving. I grabbed a notebook and wrote 'there is only one thread in the universe and it is you and you are everything.' I sat there and thought about it. It felt glorious. Like I had put into words the origins of reality. Vivid memories of writing parts of the bible and other ancient scriptures in monasteries came to mind. I began having delusions of grandeur thinking I had figured 'it' out--that I had cracked the universal code and was about to change the course of history. I posted what I wrote on facebook, truly believing it was going to spread like wildfire. I sat there at the computer for a few minutes. Nothing happened. I started to think there was a reason why this information wasn't generally known to the public. Then, all of the sudden, reality shifted and a light-bulb went off in my mind saying 'the powers that be are concealing knowledge of Self with illusion and hiding it from the masses, keeping us imprisoned within our own minds as a means of control.' I immediately sensed government agents, having read my post, as being on their way to kill me (and my roommates) in order to cover it up. I could hear and feel the blades of the helicopters in my mind’s eye. I deleted the post as fast as I could, unplugged my computer, turned off my phone, and sat silently on my bed, petrified, waiting for my assassination. The delusions of grandeur had shifted into paranoid schizophrenia. After a few minutes, the pendulum swung back and I once again felt like I was pioneering a new universal religion in the name of love and connection. I ran upstairs, ranting to my roommates about how I'd figured out the universe and that we were all one. I told everyone we were going to be millionaires and convinced them to chant what I had written. They knew I was tripping and played along but I thought they were being sincere. After a bit, the pendulum swung once again, leaving me in gut-wrenching fear. I stopped talking, moved away from everyone, and sat down quietly on the couch. My heart was pounding out of my chest. I believed I was about to have a heart attack and could see death as a thin veil separating me from a bright loving light, near my body, which was there to take me. Thinking back on life, friends, and all the things I wanted to do here, I turned away from the light. I saw how it would hurt my friends and family if I left. I also had a strong feeling of not wanting to start over again. The light faded away and my heart settled. I made my way back downstairs to my room where the shifting between positive and negative continued for the rest of the night. It was very unsettling. At one point I could feel the presence of aliens monitoring me from their spaceship above my home but just outside the veil of our reality. I thought they were going to take me. I saw many symbols in my mind such as ouroboros, ♾, and ☯️. I could see all lives throughout eternity linearly connected and curving out into the past & future, with my present life as the centerpiece (which was equally true for all other lives). It was like facing two mirrors toward one another and seeing my reflections trail off to infinity in both directions. I could see that the 'I' in me was the same 'I' in everyone and everything. I tried to tell my roommate this but he didn’t believe me.
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OKAY SO something really weird has been happening to my Midnights thematic analysis blog post. Randomly one day it started getting like THOUSANDS of views from Facebook (unable to see where exactly, just that it was Facebook). Like. Look at this viewership spike.

With the influx of viewers I also started getting flooded with really odd, obviously Boomer-coded comments like:



Oddly, many of the comments seemed convinced I *was* Taylor Swift and many were thanking "me" (read: Taylor Swift) for my generosity. I am baffled and puzzled because NOTHING in my post suggests that I am Taylor (I explicitly talk about being a fan of hers) and I haven't the earthliest clue wtf they are all talking about and why THOUSANDS of them are here. I know they're coming from Facebook but I have no way of telling who posted my blog there and under what context.
Until. I get this comment today.

It's? Some sort of AI scam? An AI generated video of Taylor Swift promising some sort of giveaway if they comment, classic scam. Except they are linking to MY BLOG POST? For some reason?
Anyway. I deleted all the comments that had been left seemingly by these confused boomers. I can only hope Bob will report whatever fucking post is directing all of this traffic to my blog for a fake giveaway.
But I have to wonder... wtf is the scam here? Why are they linking to my blog??? What the hell is going on???
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elsewhere on the internet: AI and advertising
Bubble Trouble (about AIs trained on AI output and the impending model collapse) (Ed Zitron, Mar 2024)
A Wall Street Journal piece from this week has sounded the alarm that some believe AI models will run out of "high-quality text-based data" within the next two years in what an AI researcher called "a frontier research problem." Modern AI models are trained by feeding them "publicly-available" text from the internet, scraped from billions of websites (everything from Wikipedia to Tumblr, to Reddit), which the model then uses to discern patterns and, in turn, answer questions based on the probability of an answer being correct. Theoretically, the more training data that these models receive, the more accurate their responses will be, or at least that's what the major AI companies would have you believe. Yet AI researcher Pablo Villalobos told the Journal that he believes that GPT-5 (OpenAI's next model) will require at least five times the training data of GPT-4. In layman's terms, these machines require tons of information to discern what the "right" answer to a prompt is, and "rightness" can only be derived from seeing lots of examples of what "right" looks like. ... One (very) funny idea posed by the Journal's piece is that AI companies are creating their own "synthetic" data to train their models, a "computer-science version of inbreeding" that Jathan Sadowski calls Habsburg AI. This is, of course, a terrible idea. A research paper from last year found that feeding model-generated data to models creates "model collapse" — a "degenerative learning process where models start forgetting improbable events over time as the model becomes poisoned with its own projection of reality."
...
The AI boom has driven global stock markets to their best first quarter in 5 years, yet I fear that said boom is driven by a terrifyingly specious and unstable hype cycle. The companies benefitting from AI aren't the ones integrating it or even selling it, but those powering the means to use it — and while "demand" is allegedly up for cloud-based AI services, every major cloud provider is building out massive data center efforts to capture further demand for a technology yet to prove its necessity, all while saying that AI isn't actually contributing much revenue at all. Amazon is spending nearly $150 billion in the next 15 years on data centers to, and I quote Bloomberg, "handle an expected explosion in demand for artificial intelligence applications" as it tells its salespeople to temper their expectations of what AI can actually do. I feel like a crazy person every time I read glossy pieces about AI "shaking up" industries only for the substance of the story to be "we use a coding copilot and our HR team uses it to generate emails." I feel like I'm going insane when I read about the billions of dollars being sunk into data centers, or another headline about how AI will change everything that is mostly made up of the reporter guessing what it could do.
They're Looting the Internet (Ed Zitron, Apr 2024)
An investigation from late last year found that a third of advertisements on Facebook Marketplace in the UK were scams, and earlier in the year UK financial services authorities said it had banned more than 10,000 illegal investment ads across Instagram, Facebook, YouTube and TikTok in 2022 — a 1,500% increase over the previous year. Last week, Meta revealed that Instagram made an astonishing $32.4 billion in advertising revenue in 2021. That figure becomes even more shocking when you consider Google's YouTube made $28.8 billion in the same period . Even the giants haven’t resisted the temptation to screw their users. CNN, one of the most influential news publications in the world, hosts both its own journalism and spammy content from "chum box" companies that make hundreds of millions of dollars driving clicks to everything from scams to outright disinformation. And you'll find them on CNN, NBC and other major news outlets, which by proxy endorse stories like "2 Steps To Tell When A Slot Is Close To Hitting The Jackpot." These “chum box” companies are ubiquitous because they pay well, making them an attractive proposition for cash-strapped media entities that have seen their fortunes decline as print revenues evaporated. But they’re just so incredibly awful. In 2018, the (late, great) podcast Reply All had an episode that centered around a widower whose wife’s death had been hijacked by one of these chum box advertisers to push content that, using stolen family photos, heavily implied she had been unfaithful to him. The title of the episode — An Ad for the Worst Day of your Life — was fitting, and it was only until a massively popular podcast intervened did these networks ban the advert. These networks are harmful to the user experience, and they’re arguably harmful to the news brands that host them. If I was working for a major news company, I’d be humiliated to see my work juxtaposed with specious celebrity bilge, diet scams, and get-rich-quick schemes.
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While OpenAI, Google and Meta would like to claim that these are "publicly-available" works that they are "training on," the actual word for what they're doing is "stealing." These models are not "learning" or, let's be honest, "training" on this data, because that's not how they work — they're using mathematics to plagiarize it based on the likelihood that somebody else's answer is the correct one. If we did this as a human being — authoritatively quoting somebody else's figures without quoting them — this would be considered plagiarism, especially if we represented the information as our own. Generative AI allows you to generate lots of stuff from a prompt, allowing you to pretend to do the research much like LLMs pretend to know stuff. It's good for cheating at papers, or generating lots of mediocre stuff LLMs also tend to hallucinate, a virtually-unsolvable problem where they authoritatively make incorrect statements that creates horrifying results in generative art and renders them too unreliable for any kind of mission critical work. Like I’ve said previously, this is a feature, not a bug. These models don’t know anything — they’re guessing, based on mathematical calculations, as to the right answer. And that means they’ll present something that feels right, even though it has no basis in reality. LLMs are the poster child for Stephen Colbert’s concept of truthiness.
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