An Interesting Idea

Writer Leah Libresco Sargent reviews a book in the latest edition of National Review on how the efforts to use social media algorithms to keep users scrolling have “flattened culture.” I haven’t read the book, by Kyle Chayka, but Sargent’s opinions on the same issues are interesting in themselves.

Other books and articles have shown us that social media algorithms are designed to keep our eyes on the app, and that they exploit some of humanity’s most atavistic traits to do so. We evolved to keep an eye out for danger, so we are drawn to bad news. It’s more informative than good news in terms of identifying threats. That’s why many of the articles we read have clickbait ads at the bottom such as one that tells us sugar doesn’t cause diabetes - this does! Or that doctors beg Americans not to eat this food. Often accompanied by grotesque pictures that have little to do with the subject at hand but which activate the part of the brain that wants to slow down and see the wreck, they are junk science at best. But the advertiser doesn’t care if these ads are true - only that you click on it.

Chayka says that social media as it currently exists is just a more genteel version of the same thing, designed to grab eyeballs with less grotesque but equally intriguing lures. Sargent says both hide an identical hook, and neither proprietor gives a durn about the impact of their offerings. Her suggestion that we think of Big Tech offerings as another so-called sin industry - like alcohol, tobacco or pornography - probably goes a little too far. But creating the idea that social media is best used, if at all, in sparing doses by grown-ups would probably make a bunch of things better.