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A lot of us who are perpetually online have likely considered at some point that we should have something of a digital detox, that perhaps being constantly glued to our smartphones isn’t good for our physical or mental health, or for the relationships we have with people in the same room as us. There is a lot of sense in this, but reading Fisher’s book highlights that this is so much more than an individual problem, that social media has impacted people’s lives in ways unimaginable when it first popped up. This is a book which calls for systemic, international change in the ways social media is run and how it is legislated.
At the heart of the problem seems to be the algorithms which drive engagemen,. The aim of the companies is to keep you using their services, to watch more videos, comment on more posts etc. As a result, the most inflammatory posts are promoted the most as they are most likely to encourage engagement. People searching for information about vaccines will more often than not be shown posts arguing against their efficacy. These posts will keep users online, reading and watching more on the topic than promoting pages where people agree that vaccines are a force for good, which don’t encourage ongoing engagement. YouTube, the pioneer of this type of algorithm, experimented with suggesting radicalising videos to those who had never searched for related content. For those that do have a passing interest in less extreme versions of topics, within a few clicks they are likely to be shown videos promoting extreme positions. If you allow the site to play videos unchecked it quickly becomes clear how an innocent search can quickly turn dark. The impacts of this are very real.
Social media has been shown to play an important role in political opinions, and even in creating radical groups who go out and do harm in the world. An independent audit of Facebook in 2020 concluded that its policies allowing misinformation could undermine elections, and that its algorithms and recommendations push people into echo chambers of extremism, training them to hate. Studies have also shown the very real part social media played in genocide in Rwanda and violence and riots in Sri Lanka. When warned about the unintended outcomes of the way their services are run, for the most part, the companies did nothing to prevent further harm. It seemed that it was only when it would harm their business were they willing to act.
These radicalising algorithms combined with the addictive quality of our smartphones and specifically social media lead to a dangerous, volatile world. The way we are manipulated by these systems are likened to gambling addiction and abusive behaviours. Never knowing how much engagement we’ll get from a post makes us want to keep posting, forgetting that social media is an intermediary, who the algorithm decides to show your content to has much more to do with the reaction you get to it than what you’ve actually posted. Studies have shown that even relatively short breaks from social media can increase happiness levels and decrease anxiety, yet we have been trained into an addiction that keeps us acting against our own best interests.
Fisher acknowledges that in the early days of social media there was the possibility of people finding a sense of community and understanding, connecting people with similar experiences. However, the lack of regulation and the constant push to increase engagement meant that what once felt like a support group so often turns into hate groups, blaming others for members’ perceived suffering and injustices. Pile ons happen regularly, with the distance provided by your screen helping users to forget that the person on the receiving end is real and will have negative emotional reactions to what is being said to them. It has gone much further than this however, with death and assault threats common, people sharing the victim’s addresses and other personal details, encouraging others to carry out the threats that appear online. Lives have been ruined in this way, with victims having to leave jobs and move away from their loved ones for fear that they will also become unsafe. This can happen whether or not the victim is actually guilty of the perceived indiscretion.
This is an enlightening, terrifying read which reveals just how dark large sections of the internet are, and how this content is now part of the mainstream. You don’t have to go looking for it, the algorithm will deliver it to you. This has been shown to create groups of radicals where participants had previously not felt hard done by or indeed even cared about the issue that they become inflamed by through manipulation. It is genuinely worrying to see how much social media has negatively impacted the world around us, that people have lost their lives for the sake of watch time and engagement targets. As someone who has mercifully managed to stay in the more positive realms of the online world, it was shocking to discover how far reaching the inflammatory aspects are, how easily anyone can stumble upon radicalising content, and how this is manifesting offline. A difficult, anxiety inducing read, but an important one.
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