Filterworld: algorithmic anxiety is flattening our culture

The rule of vanilla lets our unfeeling gadgets decide what’s best for us.

Simon Burton-Jones

Simon is Bishop of Tonbridge in the Diocese of Rochester. He writes regularly round social, cultural and political issues.

A podcast guest speaks in front of a mic.

What's next on the playlist?

Sebastian Pandelache on Unsplash.

Here’s another diagnosis to add to modern malaise: algorithmic anxiety. It’s described by Kyle Chayka in his excellent book Filterworld (Heligo Books, 2024) as the:

…awareness that we must constantly contend with automated technological processes beyond our understanding and control, whether in our Facebook feeds, Google Maps driving directions, or Amazon product promotions.

We don’t understand algorithms. Even if we did, we wouldn’t know how they actually work on us as every tech company keeps it a secret, lest competitors learn from them. This has led to the algorithm becoming the century’s newest bogeyman, a phantom we can reference in conversation to make us sound tech savvy and culturally knowing even while we remain in the dark.

‘Algorithmic has become a byword for anything that feels too slick, too reductive, or too optimised for attracting attention’.

Kyle Chayka

One of the oddest outcomes of the ascendency of the algorithm is the seemingly diametric effects on politics and culture. In politics it has polarised people, sorting us into opposing camps and then ensuring we hear only good things about our ‘side’ and only maddening things about the ‘opposing’ side. Instead of calmly listening to a different view, we hurl insults, as performative as Prime Minister’s Question Time and about as enlightening.

Something different is happening with culture. Here, the algorithm makes culture more homogenous; in the words of Kyle Chayka, it is ‘flattened’. The basic rule of what he calls Filterworld is that ‘the popular becomes more popular, and the obscure becomes even less visible’. It is a strange re-mix of Jesus for the digital age: ‘to all those who have, more will be given…but from those who have nothing, even what they have will be taken away.

The life of an Instagram post is said to be determined in the first five minutes. If it has engagement, it can be sure of more; if it gets none, it will sink. Visibility on social media is vital for artists of all kinds, because this is where all publicity begins. Artists try and game the system, figuring out what kind of content the algorithm will promote. In the process, their creative expression is subtly compromised. People begin to write in a style that gets attention, and what gets attention is decided by the algorithm. Those who tweet will know how the short, pared back medium starts to influence their life away from X. Musicians know that art which is safe and mainstream – the public’s crowded middle where performers like Ed Sheeran have thrived – is likely to succeed.

‘Much of culture now has the hollow, vacant feeling of having been made by algorithm’ according to the cultural commentator Dean Kissick. Chayka observes that: ‘algorithmic has become a byword for anything that feels too slick, too reductive, or too optimised for attracting attention’.

It is often at the margins that breakthroughs emerge; art that makes us see this world in a new and divine light.

There is a valid counter to this development. Previously, what we read, heard and saw as cultural consumers was determined by a small set of experts who filtered content for us. These experts were often drawn from a narrow section of society who inevitably brought their own biases to bear. While this may be true, it is hardly a triumph for the public to have an unfeeling gadget decide what’s best for them, based on what we have liked before and what seems to appeal to most people. At the ice cream vendor, this is like reaching for vanilla every time.

The truth is, in necessarily surrendering to the algorithm (for what alternative is there online?) we miss huge volumes of culture that might appeal to us. It is about as effective as deciding what sea life we like based only on what pops up to the surface of the water.

The best art is not always the most popular and there is a risk that the divine spark of invention that the creator God has placed within each of us – the unlimited potential of being made in the image of God – will not be fanned into existence as often as it could be. Chasing likes is no substitute for patient inspiration. It is often at the margins that breakthroughs emerge; art that makes us see this world in a new and divine light.

‘Behold, I am making all things new’ says the one who sits on the throne in Revelation. That algorithms are making all things similar is the reality we are learning to live with.

Review

Belief

Culture

Music

Romance

22 May 2025

3 min read

Is Alex Warren singing a love song, or a worship song?

Ordinary's lyrics speak to a fundamental human desire, even when we don’t realise.

Ed Chan-Stroud

Ed is a Research Fellow at the Faculty of Theology and Religion at Oxford University.

A singer holding a guitar raises his head with closed eyes.

Warren on stage.

Mike M. Cohen, CC BY 3.0, via Wikimedia Commons.

Alex Warren’s Ordinary is number one in the UK charts. At first glance the song appears to be a love song, and I would guess this is how it’s been heard during its 400million streams.

Spend more time with the song, though, and it becomes hard to ignore the theological imagery. “stayin’ drunk on your vine,” sings Warren – a conscious (he’s a Catholic) borrowing of St John’s image of the human person as united to God like a branch to a vine. “You’re the sculptor, I’m the clay,” is a direct reference to St Paul. Warren adds to these biblical allusions images primarily associated with Christian worship, including references to ‘holy water’ and ‘kissing the sanctuary.

So, Ordinary is certainly a love song, it’s just not clear who Warren is singing to. A human lover? Or a song to the Triune God, the One revealed in Jesus Christ?

I’m not really interested in the meaning Warren intended to convey. But I am interested in what the popularity of the song might say about the human heart.

As St Paul stood before the Athenians he told them he came with news of the ‘Unknown God’; one whom the Athenians did not know but who they deeply desired to know. Might the popularity of songs like Ordinary reveal the deep desire that human beings have for a God they do not yet know? To my mind, the 400,000,000 streams of Ordinary speak of a desire to meet with the God who is Love, the God who invites us into a union, a love, more intimate than the branch and the vine.

In one of my favourite songs, Florence + the Machine insightfully explores what it might mean to love someone without knowing it. In South London Forever, she tells us about a time when she was ‘young and drunk and stumbling in the street’. The tone is light, and the regular refrains of ‘it doesn't get better than this’ capture the (sometimes literal) ecstasy which often accompanies youth.

Yet the song also captures a real sense of loss. Florence describes how ‘I forgot my name, And the way back to my mother's house’. As the song builds, the refrain becomes deeply melancholy, with Florence moving from belting out that life had never been better to describing how:

‘Everything I ever did, was just another way to scream your name, over and over and over and over again’.

It is with these words that the song finishes.

But whose name is Florence screaming?

The song does not say. But, might it be God’s name? Indeed, Florence hints at this with a singular reference to God at the heart of the song. On this reading, South London Forever becomes a story about recognising one’s own failed attempts to find happiness as an attempt to find God. It becomes a story about seeking God without even knowing it.

Intriguingly, the great North African Bishop, St Augustine of Hippo tells a similar story in his Confessions. Augustine’s spiritual autobiography is, at least in part, a story of his deep struggle with a desire for sexual intimacy. It is a story of seeking out fulfilment in strange places such that Augustine slowly becomes a stranger to himself, and as Florence puts it, loses the way back to his mother’s house. Looking back over these attempts to find happiness, Augustine comes to recognise that it was God all along that he was looking for ‘how deeply even then, the depths of my heart were sighing for you’.

The story of songs like Ordinary and South London Forever is that the human heart always desires God, even when the heart is looking for God in strange places.

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