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 likely,
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.