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.

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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

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Culture

Music

6 September 2024

4 min read

Oasis: If feuding brothers can get together again, maybe the country can too

Some might say Liam and Noel Gallagher’s reunion is reminiscent of Joseph, Prince of Egypt.

Krish Kandiah

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

Two middle age rock star brothers pose for the camera in a black and white picture

Any dream will do.

Liamgallagher.com.

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There’s a man with a black rainhat and jacket on the stage swearing at over 50,000 teenagers. It’s Liam Gallagher, the lead singer of Oasis, that iconic 90s rock band. He’s singing his way through the entire Definitely Maybe album to mark the 30-year anniversary of its release. Somehow, these 50,000 teenagers know all the words, as they sing along on a warm summer evening for their rite of passage that is the Reading Festival.

I feel strangely alone in the crowd. I remember where I was when the album was first released - nobody around me was even born then. On the stage, Liam too is strangely alone. For 15 years he’s been estranged from his brother Noel – the song-writing genius behind all of Oasis’ greatest hits. He’s in a reflective mood as he sings ‘Live Forever’:

“Maybe I will never be, all the things that Ii want to be, now is not the time to cry, now’s the time to find out why”

(Live Forever)

This lyric has aged well. Back when Liam was 21 years old, about to be biggest band in the world, about to see their album become the fastest selling debut album of all time, he wasn’t seriously considering the question.

Back then, fame didn’t seem to suit him. He famously ditched a huge US tour with the band, when he was about to board the plane from Heathrow. He stubbornly refused to go on stage for the MTV unplugged concert at the Royal Festival Hall despite a packed-out audience and a full orchestra on the stage. Maybe it was youth. Maybe it was anxiety. Maybe it was some illegal substance.

Even now, at Reading, with rumours rife of a reunion tour, Liam seems a little vulnerable. He delivers a brilliant vocal performance to a huge crowd, but his hat covers most of his face for the entire concert. He mentions that he had thought the young people getting their GCSEs might have let their academic excellence go to their heads, but they turned out to be “alright” after all. And then, with more swearing, more swaggering guitar chords and more defiant sneering vocals, there comes more vulnerability:

Their song brought the country together in a pledge of hope. While terrible things are going on around us in our world, we need all the togetherness and hope we can get.

“All this confusion, nothings the same to me, I can’t tell you the way I feel, because the way I feel is oh so new to me”

(Columbia)

Liam dedicates “Half a World Away” to his brother Noel, and then the promise of something more… “27/08/2024 8am” is revealed on the huge screen. Is there going to be more to the Oasis story? Could the feuding brothers have buried the hatchet? Have they listened to their own lyric – don’t look back in anger – and decided to drop the bitterness and animosity and find a new way forward?

I wonder how the reconciliation happened. I like to imagine it was like Joseph, Prince of Egypt and wearer of coat-of-many-colours, finding himself face-to-face with the brother who tried to murder him all those years earlier, and privately breaking down in tears before declaring “God meant it for good”.

I like to imagine it was like Joseph’s father Jacob, Patriarch of Israel and hot-headed runaway, returning to his twin brother Esau after two decades of separation, praying he would be received favourably, and overwhelmed when his prayer was answered.

‘Some might say’, excuse the pun, that the timing of this impossible reconciliation is less to do with making peace and more to do with making money. The Gallagher brothers have both been through costly divorces. Perhaps they have seen the appetite for megatours as demonstrated by Taylor Swift’s Era’s extravaganza.

A few days later there is controversy brewing around dynamic pricing which is adding to the rumours of extortionate profiteering. Presale tickets initially range from £73 to £205, with standing tickets priced around £150. Then resale prices skyrocket, with some tickets listed for as much as £6,000—approximately 40 times the original price. It remains uncertain how much of these profits Oasis directly receives.

And then there is the timing. Next year the ownership of the Oasis back-catalogue reverts back to Noel. Only a few months ago Queen sold the rights to their back-catalogue to Sony Music in a record-breaking $1.27 billion, surpassing previous deals such as Bruce Springsteen's sale for $500 million. A sell-out tour will go a long way to upping the value of the Oasis catalogue.

Whatever the motivations, whoever is profiting, and however genuine the reconciliation, the reforming of Oasis, in my eyes, is a great moment for our country. I’ll never forget the woman who spontaneously sang “Don’t Look Back in Anger” after the minute’s silence to remember the 22 Ariana Grande fans killed at the Manchester Arena terrorist attack in 2017. While Noel and Liam were still feuding, their song brought the country together in a pledge of hope. While terrible things are going on around us in our world, we need all the togetherness and hope we can get.