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https://www.wsj.com/articles/social-media-algorithms-rule-how-we-see-the-world-good-luck-trying-to-stop-them-11610884800


Emil Lendof/The Wall Street Journal
Personal Technology: Joanna Stern


SOCIAL-MEDIA ALGORITHMS RULE HOW WE SEE THE WORLD. GOOD LUCK TRYING TO STOP
THEM.


WHAT YOU SEE IN YOUR FEEDS ISN’T UP TO YOU. WHAT’S AT STAKE IS NO LONGER JUST
MISSING A BIRTHDAY. IT’S YOUR SANITY—AND WORLD PEACE.

Emil Lendof/The Wall Street Journal
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JOANNA STERN

 * Biography
 * @JoannaStern
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 * joanna.stern@wsj.com

Jan. 17, 2021 7:00 am ET
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It’s hard to pinpoint exactly when we lost control of what we see, read—and even
think—to the biggest social-media companies.

I put it right around 2016. That was the year Twitter and Instagram joined
Facebook and YouTube in the algorithmic future. Ruled by robots programmed to
keep our attention as long as possible, they promoted stuff we’d most likely
tap, share or heart—and buried everything else.

Bye-bye, feeds that showed everything and everyone we followed in an unending,
chronologically ordered river. Hello, high-energy feeds that popped with
must-clicks.

At around the same time, Facebook—whose News Feed has been driven by algorithms
since 2009—hid the setting to switch back to “Most Recent.”

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No big deal, you probably thought, if you thought about it at all. Except these
opaque algorithms didn’t only maximize news of T. Swift’s latest album drops.
They also maximized the reach of the incendiary—the attacks, the misinformation,
the conspiracy theories. They pushed us further into our own hyperpolarized
filter bubbles.

“There are bad people doing bad things on the internet—QAnon, white
supremacists—it’s not that Facebook, YouTube and other social-media sites allow
it on their platform. It’s that they amplify it,” says Hany Farid, a computer
science professor at the University of California, Berkeley.

Your browser does not support the audio tag.
Tech News Briefing
How Algorithms Shape Our Worldviews and What You Can Do About It
When social media first came on the scene, our feeds were all about reverse
chronology: Posts were organized based on the order in which they were sent.
Platforms said they introduced algorithms to help us sort through the noise, but
as we now know, those algorithms have had much further-reaching implications.
Senior Personal Tech Columnist Joanna Stern explains how we got here and shares
some ideas about potential solutions. Amanda Lewellyn hosts.
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The worst-case scenarios are no longer just hypothetical. People are shown
things that appeal most to them, they click, they read, they watch, they fall
into rabbit holes that reinforce their thoughts and ideas, they connect with
like-minded people. They end up in their own personalized version of reality.
They end up inside the U.S. Capitol.

Certainly social media isn’t alone to blame. And when the blame does fall on
social media, the robots aren’t the only ones culpable. The silencing of
President Trump’s Facebook and Twitter accounts revealed the opposite: The
humans running these companies still have final say over what does—and
doesn’t—appear. (And last I checked, we can still opt out of using social media
at all.)

But at the heart of it all, this is still a gigantic technology problem:
Computers are in charge of what we see and they’re operating without
transparency.

Usually, the goal of my column is to provide solutions to tech problems. In this
case, there isn’t one—certainly not a simple one. All I can do is share some
ideas.

IDEA #1: NO ALGORITHMS, NO ADS

Mark Weinstein, the founder of MeWe, a social network that markets itself as the
anti-Facebook, is very clear that the solution is going back to a pure
chronological feed with zero manipulation.

On MeWe you follow friends, pages or groups. The posts appear in your feed as
they were posted. “No advertiser, no marketer, no political operative and no
member can boost content into someone else’s feed. So we completely dismantle
the idea of disruptive, outrageous amplification,” Mr. Weinstein said. “It can’t
happen on MeWe.”

Specifically, he says, this limits the spread of misinformation. “You have to
choose to follow misinformation. You can’t be spoon-fed misinformation by an
algorithm or by a Russian government or a Chinese government,” he added.

In the recent week, however, as far-right users look for alternatives to
Facebook, Twitter and Parler, they’ve landed at MeWe, which currently reports
15.5 million users. Mr. Weinstein says the social network has invested heavily
in moderation and that its terms of service are clear: You will be kicked off
for inciting violence, posting unlawful material and more. In the wake of
Parler’s removal, MeWe has been in touch with Apple, Google and Amazon about
making sure the app meets their moderation guidelines.

MEWE, A SOCIAL NETWORK THAT MARKETS ITSELF AS THE ANTI-FACEBOOK, HAS A
NON-ALGORITHMIC FEED.

Photo: MeWe

The issue with a non-algorithmic timeline, however, is that the feed can become
flooded and hard to sort through. It’s exactly what Twitter, Facebook and
Instagram told me when I asked why they did away with chronological defaults in
the first place.

Mr. Weinstein says MeWe, which makes money from paid features and a premium
subscription option—not from advertising—solves for that with filters and tools
to manage your feed; you can sort by contacts, groups and pages you follow. And
because there aren’t targeted ads, MeWe isn’t constantly collecting data about
you, Mr. Weinstein says.

IDEA #2: DEPRIORITIZE THE DESTRUCTIVE

For the big guys which depend on advertising, however, removing the algorithm is
as likely as teaching my dog to write columns.

Instead, experts suggest that the platforms get serious about deprioritizing the
outrage, anger and conspiracy, and prioritizing the trustworthy, thoughtful and
reputable—even if they know it means less engagement.

“Algorithms simply have to just decide, ‘We think there is more value to the
Wall Street Journals, the Wikipedias, the World Health Organizations than the
Dumbdumb.coms,’” said Prof. Farid.

And there’s proof that it can work. In a March 2020 study, Prof. Farid and other
researchers found that YouTube had in fact decreased the promotion of conspiracy
videos after the company changed its recommendation algorithms.



FACEBOOK CEO MARK ZUCKERBERG TESTIFIED REMOTELY IN NOVEMBER DURING A SENATE
JUDICIARY COMMITTEE HEARING ON CENSORSHIP AND THE 2020 ELECTION.

Photo: Hannah McKay/Press Pool

Facebook has done the same. In the weeks leading up to the election, Facebook
and Instagram took steps to limit the spread of information its algorithms
classified as potential misinformation, including debunked claims about voter
and ballot fraud. It resulted in a boost to trusted news sources and a decrease
to partisan sites.

And there’s evidence that election-fraud narratives sharply decreased on Twitter
following the suspension of Mr. Trump’s account, according to media intelligence
platform Zignal Labs.

TWITTER BANNED PRESIDENT TRUMP’S PERSONAL ACCOUNT ON JAN. 8, SAYING POSTS
VIOLATED THE COMPANY’S POLICY AGAINST THE GLORIFICATION OF VIOLENCE.

Photo: Joshua Roberts/Reuters

Regulators could also step in. Beyond the various antitrust suits, there have
been specific calls to hold the companies liable for their algorithms. Reporting
from my colleagues has shown that Facebook has been well aware of its
recommendation system’s tendency to drive people to extremist groups. One bill,
introduced by Rep. Tom Malinowski (D., N.J.) and Rep. Anna Eshoo (D., Calif.),
aims to hold the platforms liable for “algorithmic promotion of extremism.”

IDEA #3: GIVE BACK CONTROL



The craziest idea of all? Oh, you know, just give us back some control.

“What if people could say, ‘I want to see news from a broad political spectrum
of sources,’ or, ‘I only want to see posts from friends and family,’ ” said
Jesse Lehrich, the co-founder of Accountable Tech, a nonprofit dedicated to
combating disinformation on social media.

Facebook does, at least, allow you to see some information about why you are
seeing something. Tap the three horizontal dots on any post in your feed and
then “Why Am I Seeing This Post?”

And if you think the good, old chronological feed is the answer, there are ways
to get it back, at least temporarily, on some services. The settings are as
hidden as Waldo, however:

Facebook: In a web browser, go to the home icon at the top of your feed, scroll
through the menu on the left side. Select “See More,” then “Most Recent.” In the
mobile app, go to the three horizontal lines on top or bottom right of your
screen and look for “Most Recent.” Just know, you’ll be bumped out of this feed
when you close the website or the app.

Twitter: Twitter is far easier. A small star in the upper right corner of the
website and app allow you to “See latest Tweets” instead of “Top Tweets.” While
it used to throw you back to the algorithmic feed, it now keeps you in the feed
you last used. I often toggle between the two.

TWITTER MAKES ACCESSING A CHRONOLOGICAL FEED EASIER THAN OTHER SOCIAL MEDIA
APPS. JUST CLICK THE SPARKLE IN THE TOP RIGHT OF THE APP AND WEBSITE.

Photo: Twitter

YouTube: You can’t turn off the entire set of algorithmic recommendations but
you can switch to “Latest videos” in each category or search query. You can also
turn off autoplay. In a web browser, look for the tiny toggle with a play button
on the bottom of the video player. In the app look for the tiny toggle at the
top of the video player.

TikTok: Next to the addictive, algorithmically driven For You feed is the
Following feed, showing just the people you follow on the service. Just know:
TikTok still uses algorithms here to show you videos it thinks you’ll want to
watch most.

SHARE YOUR THOUGHTS

Besides staying away entirely, what’s your best advice for steering clear of
social media’s rabbit holes? Join the conversation below.

Instagram: Sorry, no can do. Algorithms only. A Facebook spokeswoman explained
that with the old chronological feed, people missed 70% of the posts in their
feed—almost half their friends and family’s posts. After making the change to
the algorithmic feed, the company found that on average, people saw more than
90% of their friends’ posts.

If it were just about us and our friends and family, that would be one thing,
but for years social media hasn’t been just about keeping up with Auntie Sue.
It’s the funnel through which many now see and form their views of the world.

Will more algorithms that serve Big Tech’s bottom line continue to inform those
views, or will we get some real rules and control? Unfortunately, it’s not up to
us to decide.

—For more WSJ Technology analysis, reviews, advice and headlines, sign up for
our weekly newsletter.

Write to Joanna Stern at joanna.stern@wsj.com

Copyright ©2020 Dow Jones & Company, Inc. All Rights Reserved.
87990cbe856818d5eddac44c7b1cdeb8

Appeared in the January 19, 2021, print edition as 'Change How Social Media
Shows the World.'






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