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.

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Attention

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Digital

19 June 2024

3 min read

When standards fail, what next?

Media’s fragmentation reflects our own shattered attention.

Jamie Mulvaney

Jamie is Associate Minister at Holy Trinity Clapham, London.

Seat on an underground train carraige, a passenger holds and reads a newspaper.

Evening Standard headline 2013.

Derek Key, CC BY-SA 2.0, Wikimedia Commons.

News about newspapers is never good news. So, the not wholly unsurprising announcement that London's daily Evening Standard will only be printed weekly comes with sadness. There are fewer commuters and those who are on the tube or overground are making use of the Wi-Fi. Even the paper's editor, Dylan Jones, recently admitted he never reads a print newspaper. These shifts are hardly breaking news anymore, but they do need us to take out our earphones and pay attention.

Earlier this year, as if predicting the newspaper’s daily demise, Lord Hague wrote, 'Even a few years ago you would see, on the London Tube, a high proportion of people reading the Evening Standard, cheek by jowl sharing the commentary on the fortunes of the capital. Today, they sit with headphones on in their fragmented worlds.'

Most of us haven't noticed, because our heads are down staring at our screens, but he's right. Hague argues that we should fight against the plight of local newspapers, but even a recent ‘editorial pivot’ to local London news couldn’t save its daily edition. It's a newspaper known for pivoting a lot over the decades, but this is a step change.

Losing the daily printing of a two-century-old institution is more than the end of an era. Even for someone like me who has lived in London recently, the change in our reading habits that Hague describes is one that is unmistakable. I'm sure I will look wistfully at the empty trays of newspapers, without the obstacle of a newspaper in my face as I descend the steps to the tube.

The people are what makes these institutions: whether it’s the bellowing by the tube at rush hour, or those who write the articles. Journalist Tom Leonard's sepia-toned reflection is that the Standard was 'the closest you could get in the real world to a newspaper in a classic Hollywood film, with reporters and photographers actually rushing out together on stories… and editors actually occasionally saying dramatic things like “hold the front page”.’ But we're losing more than nostalgia, and even more than the life-altering job losses.

At the heart of that liberation wasn't agony-aunt good advice, but the heralding of good news for all people.

We are going through the largest shift in information dissemination since the arrival of the printing press five hundred years ago. They called that the Reformation. What will they call this? The Fragmentation? Or the Liberation? Information is not always illumination, and the new world we are creating is indeed an increasingly fragmented one. There's the threat to democracy, as Hague soberly warns. Never before have we felt the need to hold power to account, yet without the focused resources to do so.

And it's focus itself we're also losing. My scattered senses fling me to the urgent, rather than the important. They take me to ephemera rather than what really matters. Our attention spans drive us to snippets rather than stories, bitesize over background. It could be argued that rather than the power residing in the newspaper editor, the power is now in the hands of the person holding their phone, but let's not be naive about the quality and the neutrality of what we consume, and the echo chambers we're locking ourselves in. The power of the daily habit of reading what we will and won't agree with is the power of the printed press. Holding the Bible in your hands, in your own language for the first time was challenging, confronting, but also liberating. At the heart of that liberation wasn't agony-aunt good advice, but the heralding of good news for all people. This good news included repairing of the fragments that broke people apart from each other. It became the must-read.

As we adapt to a new standard in news, perhaps some old news might reveal a new standard.