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.

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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

Books

Culture

4 April 2024

4 min read

Remembering red on red

The cultural revolution's factions have a disconcertingly contemporary feel.

Simon Burton-Jones

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

A Chinese stamp depicts a map of the country from which people march holding a little red book

Long Live the Overall Victory of the Great Proletarian Cultural Revolution, stamp, 1968.

Public domain, via Wikimedia.

Modern era China has suffered human loss on an unimaginable scale. The Taiping Rebellion in the mid-nineteenth century cost over 20 million lives, more or less the global total from the Great War of 1914-18. The vicious Japanese occupation in the 1930s led to 15 million Chinese deaths. The famine begun in 1958, precipitated by the Great Leap Forward, caused around 40 million deaths.

For one nation, however large, these are appalling losses. By contrast, the fatalities in the Cultural Revolution (1966-1976) amounted to one million or more. But the impact of this communist insurgency within a communist state is profoundly felt today, for its generation is still alive. The trauma of those years has wounded the bodies and minds of millions; people who are unsure how to come to terms with it because of the uncertainty of what can be safely talked about.

Mao’s incitement to younger people to turn on their teachers and elders in vitriolic criticism and violent attack, including torture and murder, was an attempt to re-boot the revolution by exterminating elements of western capitalism and traditional Chinese authority – the so-called Four Olds of ideas, culture, customs and habits. The humiliation of teachers and parents was profoundly at odds with the Confucian culture of respect for elders, and it was embedded in young minds whose frontal lobes had not fully developed and where empathy was unformed. The ensuing violence, pain and hardship was sickening, encompassing millions.

Many of the bereaved and injured, the perpetrators and the victims, are still alive. Some bury their memories as a way of coping; others search for meaning, but run up against an authoritarian government with new digital tools that make totalitarianism possible. In her book Red Memory (Faber and Faber, 2024), Tania Branigan has produced a masterpiece of literature. Interviewing survivors, bystanders and instigators of the violence, she has produced a history of their guilt and trauma, while reflecting on the uses of memory.

The collateral from this is human rights abuses on an industrial scale, to ensure there is no opposition to the CCP as the true expression of being Chinese.

The word remember is coded with meaning. When we piece together our memories of the past, we re-member them and the members are frequently not put back together again in the way an event happened. This becomes more pronounced with the passage of time and the known tendency for people to make themselves more central to a story than they were at the time. We also narrate the past in ways that burnish our reputation and preserve our conscience. The Cultural Revolution has been reassembled in fragments; there is, and there will be, no initiative like South Africa’s Truth and Reconciliation Commission. People can make of it what they want; but without justice, the losses fester.

The lack of a shared public memory also means the Cultural Revolution can be made to service any goal. Detached from the moorings of truth, it becomes a malleable symbol. Xi Jinping suffered himself. His father was purged, denounced as a counter-revolutionary, and sent to hard work in rural Shaanxi Province. This is his creation myth, and how it made a man out of him. But there are other lessons to be taken from that time which he has strategically and wilfully ignored. The leaders of the Chinese Communist Party (CCP) who followed Mao were determined that never again would one man develop a cult of personality like his, by ensuring limited presidential terms. Xi Jinping has abolished this limit and introduced Xi Jinping Thought in an echo of Mao’s Little Red Book. If there is one thing Xi has taken from his experience, it is the terror that chaos unleashes and the need to avoid it at all costs. The collateral from this is human rights abuses on an industrial scale, to ensure there is no opposition to the CCP as the true expression of being Chinese.

Idolatry is much harder to identify in our own culture, yet it is here we need to do this work

The cult of Mao was idolatrous, usurping Christ. Jesus said he would divide families: ‘father against son…mother against daughter…mother-in-law against her daughter-in-law’. This divisiveness was located in his claim to be the way, the truth and the life. He did not seek to divide families, but knew his claims would do so. Mao intentionally turned families against themselves - the foundation of a civil society - to ensure loyalty to him would not be compromised.

It is easy to identify this several decades on and at the safe distance of several thousand miles. Idolatry is much harder to identify in our own culture, yet it is here we need to do this work. It is also sloppy to make links between the ideological fervour and purity of Maoism and today’s social media culture. There is no direct link, despite some claims. But the story of how groups coalesce righteously and are manipulated into ever more extreme forms of factional purity has a disconcertingly contemporary feel.