About a dozen years ago I wrote a Blog post titled "The Modern-Day Molech Machine" about how distorted ideas about beauty were distorting us, and our children, in the name of the almighty dollar. Well, here's Round 2, this time about Media, and particularly Social Media.
My Bachelor’s degree is in Mass Media and Organizational Communication, and I have been a lifelong student of Media and Society. Most people (myself included) do not use media wisely, especially Social Media. A tool that can (and should) create connection between people instead created division and contentiousness. I’d like to explore some of the mechanisms behind that.
The primary thing that one has to remember is that the product of the Media, whether print, broadcast, streaming, or social is NOT the media itself. Content is not the product. You and I are the product, or, more precisely, our attention.
Media content is a farm, and the crop is eyeball/seconds.
This fact drives all of media, and business decisions in media. Remember “soap operas”? Originally, those (radio, at the time) shows were actually produced by the advertiser, generally a laundry soap, hence the name. They didn’t do so to entertain housewives, but to get their attention, and to present a world where any housewife who was worthwhile used the advertised detergent.
Of course, this was at the time when advertising hadn’t passed much beyond the “billboard” stage, where the advertiser didn’t know much about the audience. Today we have “big data” of which A.G. Nielsen was a big pioneer in the media world.
You know Nielsen if you’ve ever heard about “Nielsen ratings” which is a measure of how popular a program is, and that is a direct measure of how big a “crop” the “farm” has. However, Nielsen’s audience research goes far beyond just counting eyeballs.
Nielsen developed audience analytics, where “how many” is important, but “what kind” is equally important. Nielsen began early on characterizing the audience, so a show would have a rating, and a view of the demographic of the audience. Certain shows were more popular with certain advertisers, because those shows drew an audience that the advertiser wanted. That particular “crop” became more profitable, so that kind of show proliferated.
A sidebar: Many Conservatives have decried “liberal media bias”. I’m sorry, but that’s a thing. Media as a whole has developed a liberal / progressive bias. While many think that this is a vast conspiracy, I see a simpler, and more likely1, cause. People on the liberal / progressive end of the political philosophical spectrum are more likely to try something new, including trying a new product. Advertisers will pay more for an audience that will, on the whole, be more likely to buy. This creates a natural financial push towards that political philosophy, which creates a hiring bias (after all, you hire people who will make you more money), which leads to newsrooms filled with people who think alike. Those staff writers grow up to become Editors, who hire people who think the way they do, and the newsroom becomes an echo chamber.
This isn't a conspiracy, it's financial incentives plus human nature. For more on this, I highly recommend the book Republican
like Me, written by the former President of NPR.
That
also explains Fox News, because some products are favored by
politically and fiscally Conservative people. Fox News and other
conservative media draw those advertisers.
Nielsen created “audience segmentation”, and it affected every aspect of broadcast programming, even the news. You have probably seen the internet meme about Walter Cronkite, and how he “just read the news”. Well, there was media bias and market segmentation back then, too. “Uncle Walter” appealed to political conservatives, and this was a result of on-air demeanor, how the stories were written, and what stories were reported on, and for how long. Liberal / Progressive households (like the one I grew up in) favored Chet Huntley and David Brinkley, as well as PBS for news. Those in the middle, tended to watch ABC news.
The social divisiveness we see today is a natural progression from audience segmentation, and it’s logical extension into Social Media, where the “audience” is also the “content creator”. Social Media faces the same financial pressures as any other form of media, and responds in the same way, with audience segmentation. Audience segmentation in social media, becomes audience polarization. Again this is a natural outcome of the financial pressures and the business model.
However, with social media, the process of audience segmentation is automatically performed by the algorithm. Remember, making money is driven by getting, and keeping, attention. The algorithm is designed to identify the content people are attracted to, and presenting that content to them, on an ongoing cycle. This self reinforcing process (feedback loop) creates polarization, because what people see is more and more biased towards their preconceived notions of truth and reality.
The natural tendency and outcome of these processes is to divide us. Resisting that outcome takes effort, because tribal identity is so easy and comfortable.
But resist it we must.