12 Comments

User's avatar
John Mutt Harding's avatar

Diagnosis OK! Waiting for your prescription for 'systemic reform'.

Elias Winter's avatar

Much of what we now call “alternative media” is really just internet-circulated media: channels, personalities, clips, newsletters, podcasts, fragments, screenshots, and little digital sermons moving through the bloodstream of algorithmic propagation.

And algorithmic propagation, as we all know by now, does not have a special affection for patience, proportionality, or thought. It does not wake up in the morning and say, “Today I shall reward methodological depth.” It rewards fear, outrage, escalation, certainty, theatrical suspicion, and the slightly more extreme version of whatever would have been reasonable.

So even respectable alternative media often ends up shaped by clickbait gravity. Not always vulgar clickbait. Sometimes it is very educated clickbait. Graduate-school clickbait. Footnoted clickbait. Clickbait wearing a linen jacket and quoting Hannah Arendt.

But it is still clickbait.

That is the sad part. A serious thinker today—someone careful, slow, methodical, unwilling to turn every thought into a tribal weapon—will often be buried by the very system that claims to democratize speech. The internet has made publication easy and distribution almost spiritually corrupt. It is not that we simply need a better algorithm, as if a committee of tasteful engineers could sprinkle virtue over the machine. The deeper problem is that the internet’s economic structure is built around clicks, and clicks are not the same thing as truth. Attention is harvested, not cultivated.

So yes, to the main point of the article: things are more complicated than the old institutional story allowed. But I also find the explanation rather American-centric, because many of these supposed truths were never really truths in the first place. They were stories America told about itself. There has always been narrative. There has always been myth-making. There has always been a gap between the republic as advertised and the republic as experienced.

The difference now is not that we have suddenly discovered propaganda. It is that the propaganda has become decentralized, gamified, monetized, and optimized by machines that have no soul but excellent engagement metrics.

America used to manufacture myths through institutions. Now everyone with a microphone, a ring light, and unresolved paternal trauma can manufacture counter-myths at scale.

That may be more democratic. It is not necessarily more truthful.

10 more comments...

No posts

Ready for more?