We Can’t Hear You? Polarization, the Decent Center and Social Media

We often hear social media being blamed for the polarization we are seeing today. The thesis goes something like this – social media’s business models (and algorithms) are geared toward capturing attention, and attention is fostered by doing things that stand out, by offering extreme views, snippets without context, or manufacturing outrage. When the extreme views on both sides get amplified – there are adverse societal affects like polarization. This problem is compounded when attention requires the manufacture of outrage using fake news, leading to different fact nets on both sides without any common frame for engagement.

The thesis has credibility. However, the impacts may be more pernicious than this. Let’s consider three segments of society – the fringe group on the left, the fringe group on the right, and the center. The two fringe groups might be growing, but still represent the minority, with the majority being in the center. By definition, fringe groups are ideologs – that see everything through their predetermined political lens, and often are motivated to achieve their ends (spread their view) through any means (e.g., make up facts to create outrage). The majority, which we can label for convenience as the “decent center,” is not as zealous – and is more inclined to recognize merits of both sides and offer a more nuanced view that on average is somewhere in the middle. The orchestrator of this enterprise is social media with its private motivation to generate advertising revenues through keeping people engaged. To do so, it uses powerful tech tools like algorithms and data to (a) pump out individualized content that is aligned with interests but a bit more edgy to get traction, (b) simultaneously connect likeminded individuals, and (c) provide metrics, like likes and user counts, that set competitive and aspirational goals for participants. ?All three, (a), (b) and (c) drive the business model of engagement (to revenue).

What are the effects of such a setup? The decent center wants to engage — they feel frustrated by the fringe commentary and have a compelling need to inform and educate and provide context and to present other sides. They do through engagement that is moderate (and thoughtful). Unfortunately, these moderate voices get shouted down by the fringes. Why? Because with empty vessels making the loudest sounds (and threats), the decent center feels fearful, renders this a hopeless cause, and ultimately retract from engagement. Many leave the forums. This leaves the extreme voices with positive reinforcing feedback, i.e., attention and amplification. To make things worse, the moderate voices are subject to negative feedback. If there is nuanced (moderate) engagement – where discussions are not pre-framed but discussed rationally based on their merits and tradeoffs, these discussions are not rewarded by the metrics. This is simply because nuanced arguments are complex and have knowledge and fact barriers which lower attention and lowers amplification. In contrast, performative displays of outrage (based on emotional content, and manufactured facts) get the eyeballs, likes, and have a greater propensity to be spread. After all, standing out among others trying to stand out requires outrageousness. Ironically, the buzz social media over-weighted by the extremes, is tracked, and often get picked up by mainstream media. They figure, hey - if it’s getting attention, it must be something important that everyone cares about so let’s cover it. This creates another positive feedback loop – amplifying the buzz of the fringes. The irony here is that the fringes on the left and right might have more in common than they do with the decent center!

?So, is social media responsible for our polarization…. or is it merely mirroring the ills of society? Is it the social media business model? The lack of decency in people? The lack of critical thinking skills in society? The agency of big data and algorithms? Poor journalism? The lack of trust in institutions? The list could go on. But it seems like there is a confluence of forces and feedback loops that being manifested that are dysfunctional for society.

?It’s like we have created a communication system of gladiators battling it out in the Colosseum with the massive crowd watching, cheering, and reveling in the damage!