Bokelskere.no

This is the potential nightmare of the new media: the idea that our data might know more about us than we do, and that this is then being used to influence us without our knowledge. What’s unsettling isn’t so much that ‘they’ know something about me that I considered private, hidden – though that’s unpleasant, it’s also somehow comforting, reinforcing the idea that there’s a stable ‘me’ I am fully aware of, to protect me from ‘them’; more disconcerting is the idea that ‘they’ know something about me which I hadn’t realised myself, that I’m not who I think I am – one’s complete dissipation into data that is now being manipulated by someone else.

During glasnost, it seemed like the truth would set everybody free. Dictators appeared so afraid of the truth they had it suppressed. But something drastic has gone wrong. We have access to more information and evidence than ever, but facts seem to have lost their power. There is nothing new in politicians lying, but what seems novel is that they seem to be making a thing out of showing that they don’t care about whether they tell the truth or not. When Vladimir Putin went on international television during his army’s annexation of Crimea and asserted, with a smirk, that there were no Russian soldiers in Crimea, when everyone knew there were, and later, just as casually, admitted that they had been there, he wasn’t so much lying in the sense of trying to replace one reality with another as saying that facts don’t matter. Similarly the president of the United States, Donald Trump, is famous for having no discernible notion of what truth or facts are, yet this has in no way been a barrier to his success. According to the fact-checking agency PolitiFact, 76 per cent of his statements in the 2016 presidential election were ‘mostly false’ or down-right untrue, compared to 27 per cent for his rival. He still won.

When one hears so many stories of fake accounts that seem to be supporting freedoms and civil rights, but which in fact turn out to be nothing of the sort, one starts doing a double take at everything one encounters online. Is that American civil rights poster over there actually being run out of St Petersburg? Is anything what it says? When the Kremlin crawls inside American protest movements online, the very notion of genuine protest starts to be eroded. Getting caught is half the point, making it easier for the Kremlin to argue that all protests everywhere are just covert foreign influence operations.

Today bots, trolls and cyborgs could create the simulation of a climate of opinion, of support or hate, which was more insidious, more all-enveloping than the old broadcast media. And this simulation would then become reinforced as people modified their behaviour to fall in line with what they thought was reality. In their analysis of the role of bots, researchers at the University of Oxford called this process ‘manufacturing consensus’. It is not the case that one online account changes someone’s mind; it’s that en masse they create an ersatz normality. Over the decades there have been many studies showing how people modify their behaviour to fit in with what they think is the majority point of view. In 1974 a German political scientist and pollster called Elisabeth Noelle-Neumann looked into research that showed how people will go along with the majority opinion in order to fit in. The need to belong is one of the deepest human inclinations, Noelle-Neumann argued, and people are motivated by fear of isolation; that is why exile, expulsion from the group, is one of the oldest forms of punishment.

...if all the world is a conspiracy, then your own failures are no longer all your fault. The fact that you achieved less than you hoped for, that your life is a mess – it’s all the fault of the conspiracy. More importantly, conspiracy is a way to maintain control. In a world where even the most authoritarian regimes struggle to impose censorship, one has to surround audiences with so much cynicism about anybody’s motives, persuade them that behind every seemingly benign motivation is a nefarious, if impossible-to-prove, plot, that they lose faith in the possibility of an alternative, a tactic a renowned Russian media analyst called Vasily Gatov calls ‘white jamming’.