Zeynep Tufekci studies social movements and technology. I’ve had the great good luck to have seen and listened to her in person over the past decade as she has developed her ideas and grown to become one of the most perceptive critics of social media we have. Tonight, she mentioned her latest TED talk, “We're building a dystopia just to make people click on ads,” on twitter and I read the transcript. Nailhead and hammer hit solid.
So in 2016, I attended rallies of then-candidate Donald Trump to study as a scholar the movement supporting him. I study social movements, so I was studying it, too. And then I wanted to write something about one of his rallies, so I watched it a few times on YouTube. YouTube started recommending to me and autoplaying to me white supremacist videos in increasing order of extremism. If I watched one, it served up one even more extreme and autoplayed that one, too. If you watch Hillary Clinton or Bernie Sanders content, YouTube recommends and autoplays conspiracy left, and it goes downhill from there…. So what's going on? Now, YouTube's algorithm is proprietary, but here's what I think is going on. The algorithm has figured out that if you can entice people into thinking that you can show them something more hardcore, they're more likely to stay on the site watching video after video going down that rabbit hole while Google serves them ads.Now, with nobody minding the ethics of the store, these sites can profile people who are Jew haters, who think that Jews are parasites and who have such explicit anti-Semitic content, and let you target them with ads. They can also mobilize algorithms to find for you look-alike audiences, people who do not have such explicit anti-Semitic content on their profile but who the algorithm detects may be susceptible to such messages, and lets you target them with ads, too. Now, this may sound like an implausible example, but this is real. ProPublica investigated this and found that you can indeed do this on Facebook, and Facebook helpfully offered up suggestions on how to broaden that audience. BuzzFeed tried it for Google, and very quickly they found, yep, you can do it on Google, too. And it wasn't even expensive. The ProPublica reporter spent about 30 dollars to target this category.
So in 2016, I attended rallies of then-candidate Donald Trump to study as a scholar the movement supporting him. I study social movements, so I was studying it, too. And then I wanted to write something about one of his rallies, so I watched it a few times on YouTube. YouTube started recommending to me and autoplaying to me white supremacist videos in increasing order of extremism. If I watched one, it served up one even more extreme and autoplayed that one, too. If you watch Hillary Clinton or Bernie Sanders content, YouTube recommends and autoplays conspiracy left, and it goes downhill from there….
So what's going on? Now, YouTube's algorithm is proprietary, but here's what I think is going on. The algorithm has figured out that if you can entice people into thinking that you can show them something more hardcore, they're more likely to stay on the site watching video after video going down that rabbit hole while Google serves them ads.Now, with nobody minding the ethics of the store, these sites can profile people who are Jew haters, who think that Jews are parasites and who have such explicit anti-Semitic content, and let you target them with ads. They can also mobilize algorithms to find for you look-alike audiences, people who do not have such explicit anti-Semitic content on their profile but who the algorithm detects may be susceptible to such messages, and lets you target them with ads, too. Now, this may sound like an implausible example, but this is real. ProPublica investigated this and found that you can indeed do this on Facebook, and Facebook helpfully offered up suggestions on how to broaden that audience. BuzzFeed tried it for Google, and very quickly they found, yep, you can do it on Google, too. And it wasn't even expensive. The ProPublica reporter spent about 30 dollars to target this category.
Zeynep has a book out, Twitter and Teargas (https://www.twitterandteargas.org). It will help you think through what is happening to us all in this great uncontrolled experiment we are living through.