The Fragmentation of Our Consensus Reality Through New Technology
In modern times, the consensus reality — the shared understanding of what is real and true — seems to be fragmenting more than ever. This phenomenon is largely driven by the rise of new technologies and the influence of social media, algorithms, and online influencers. The dynamics of how information is disseminated and consumed have drastically changed, leading to a profound shift in our societal structures and perceptions. This analysis is based on the book “Invisible Rulers” (2023) by Renée DiResta, which builds on the concept of ‘Invisible Rulers’ as introduced by Edward Bernays.
The New Architects of Reality
Edward Bernays, often referred to as the ‘father of public relations,’ introduced the concept of ‘Invisible Rulers’ in his 1928 book “Propaganda.” Bernays argued that an invisible government existed, composed of PR experts, advertising executives, and propagandists who subtly manipulated public opinion and mass behavior. He claimed that these ‘invisible rulers’ were crucial for the functioning of a democratic society because they shaped the thoughts and opinions of the public through strategic communication and mass media.
Renée DiResta modernizes this concept by showing how these ‘Invisible Rulers’ have evolved in the digital age. In her book “Invisible Rulers,” DiResta explores the role of social media influencers, algorithms, and online communities in shaping public opinion. She emphasizes how today’s invisible rulers — often influencers and algorithms — have a profound impact on what people see, believe, and ultimately do. Instead of traditional media, this influence now occurs through decentralized networks and bespoke realities supported by technology.
The New Dynamics of Reality
In the past, mass media such as newspapers, radio, and television were considered the primary sources of information. These channels, though not without their biases, acted as gatekeepers that filtered information and exercised a certain degree of control over what reached the public. With the advent of the internet and social media, this dynamic has fundamentally changed. Instead of a centralized system where a few influential media houses shaped public opinion, we now find ourselves in a decentralized network where anyone with an internet connection has the potential to exert influence.
The new power triangle consists of influencers, algorithms, and the public. Influencers, ranging from social media stars to political figures, have direct lines to their followers and can spread information quickly and effectively. Algorithms, designed to maximize engagement, amplify content likely to be shared, regardless of its accuracy. The public, driven by emotional reactions and cognitive biases, actively participates in these new information streams, often without the critical evaluation necessary for a healthy democratic society.
Making a Trend Makes It True
A significant concept that DiResta introduces in her book is the idea that making something a trend makes it true. This phenomenon underscores the power of virality and social media in creating and reinforcing perceptions and beliefs. By making something trend, regardless of its veracity, it gains a sense of legitimacy and urgency. When an idea or story goes viral, it is automatically seen as important and relevant, simply because of the attention it receives. This reinforces the illusion of truth and consensus, even when the content is factually incorrect.
The Mechanisms Behind the Fragmentation
This mechanism is closely tied to the concept of ‘bespoke realities’ or custom-made realities. (In our book “Real Fake: Playing with Reality in the Age of AI, Deepfakes and the Metaverse” (2021), we discuss this concept too, although we refer to them as reality bubbles.) Social media platforms such as Facebook, Twitter, and Instagram use complex algorithms to curate and present content. These algorithms are designed to engage users by showing them more of the content they like or have previously engaged with. This creates a vicious cycle where users are increasingly exposed to content that confirms their existing beliefs, leading to the formation of reality bubbles.
In this context, virality plays a crucial role. Content that elicits emotional reactions is shared faster and more widely than factual or nuanced information. This has led to an information economy where sensational and outrageous claims dominate. The influence of influencers, who are often financially rewarded for their ability to generate engagement, reinforces this trend. They produce content tailored to the preferences of their followers and the demands of algorithms, often at the expense of the truth.
Filter Bubbles vs. Reality Bubbles
A filter bubble arises when an algorithm selectively filters information based on a user’s past interactions and preferences, causing the user to primarily see information that confirms their existing beliefs. Reality bubbles go a step further; they create an entirely new, bespoke reality for individuals, where their beliefs and worldviews are not only confirmed but also strengthened and expanded with new ‘facts’ and stories specifically designed to fit within that reality.
In a filter bubble, one only sees the information that algorithms deem relevant based on prior online behavior. This can lead to a limited and distorted intake of information, but the core of the shared reality largely remains intact. In contrast, a reality bubble creates an entirely new reality, where the boundaries between fact and fiction blur, and the user is presented with an alternative version of the world far removed from the generally accepted reality. These reality bubbles contribute to a hyper-segmented society where different groups hold completely different versions of the truth and can no longer reach or understand each other.
The Mass Production of Unreality
The influence of Generative AI on her narrative is clear and significant. Generative AI, capable of creating texts, images, videos, and even audio based on minimal input, further enhances the dynamics of reality bubbles. This technology can produce personalized content on a scale and at a speed previously unimaginable, making it even more challenging to distinguish fact from fiction.
Generative AI can be used to create convincing, bespoke disinformation specifically tailored to the beliefs and biases of individual users. This increases the efficiency of disinformation campaigns and allows for targeted attacks on the perceptions of large groups of people. The technology can also be used to produce deepfake videos, further blurring the line between reality and fiction and undermining trust in visual and auditory evidence.
The Consequences for Society
The fragmentation of our consensus reality has far-reaching consequences. First, it becomes increasingly difficult to achieve a shared understanding of facts and reality. This hampers our ability to undertake collective action, whether it involves tackling climate change, combating pandemics, or navigating political crises. The lack of a shared factual basis also undermines trust in democratic institutions and experts, leading to a rise in conspiracy theories and distrust.
Moreover, this fragmentation creates a breeding ground for polarization. People retreat into ideological camps where their beliefs are continuously reinforced, leading to the entrenchment of extremist views and a decline in the capacity for dialogue and compromise. Social cohesion is undermined, and societal tensions rise.
The Way Forward
Addressing these challenges requires a collective effort from various societal actors. Education plays a crucial role in developing critical thinking skills among the public, enabling people to better distinguish fact from fiction. Technology companies must take responsibility by providing transparency in their algorithms and actively combating disinformation and harmful content. Policymakers need to develop regulations that ensure the integrity of information without infringing on freedom of speech.
Finally, there is an urgent need for a renewed commitment to the concept of a shared reality. This requires a cultural shift where truth and facts are once again valued over sensationalism and emotion. Only by collectively working towards a restored consensus reality can we effectively address the challenges of the modern world and ensure a healthy, functioning democracy.
In Search of a New Unifying Narrative
Just as religion once served as a grand unifying narrative that brought communities together and provided a shared understanding of the world, we now need a new unifying narrative. A narrative that can counteract the fragmentation of our current reality and provide a common basis for collaboration and understanding. This new narrative must focus on universal values, shared facts, and a collective vision for the future. Only by embracing such a unifying narrative on a large scale can we bridge the gap created by modern technology and build a more united and resilient society.
In this new information society, we all have the power to influence public opinion. With this power comes a great responsibility to use it carefully and ethically. The future of our society depends on it.
