I disagree that this is a social media, I don't even look at the names of those who leave comments or those I reply to. It's like I'm reading and talking to the hivemind.
I can contribute and participate actively by doing critical thinking and leaving comments but I can also read passively and barely even think my own thoughts. For me that passive version is the default.
I agree that social media is not the most accurate term. I wonder what a good alternative would be. “Mindless feed reading” could refer to the act of consuming it.