In an era dominated by digital communication, the line between truth and fiction has become increasingly blurred. Renée DiResta’s new book, “Invisible Rulers: The People Who Turn Lies into Reality,” offers a compelling exploration of how social media influencers and algorithms are reshaping public opinion and distorting our shared reality.
The Rise of the Fantasy-Industrial Complex
DiResta, a former research manager at the Stanford Internet Observatory, draws on her personal and professional experiences to paint a vivid picture of what she terms the “fantasy-industrial complex.” This ecosystem of social media influencers, algorithms, and engaged crowds has the power to hijack public debates on crucial topics, from vaccination campaigns to the validity of elections.
The book’s central thesis is both simple and alarming: a small number of social media propagandists wield an outsized influence on public opinion. Their guiding principle, as DiResta puts it, is “if you make it trend, you make it true.”
The New Invisible Rulers
DiResta’s title pays homage to Edward Bernays’ 1928 work “Propaganda,” which described the ‘invisible’ people shaping public sentiment. Today, however, this power is no longer limited to PR experts and advertising executives. Instead, it’s in the hands of charismatic individuals with large online followings.
These new “invisible rulers” possess a potent combination of skills:
- The storytelling prowess of top marketing executives
- The audience reach of television anchors
- The intimate, personal touch of a close friend
Crucially, many of these influencers profit by positioning themselves as ordinary people helping their audience “break free of the lying mainstream media,” while ironically becoming a new form of elite themselves.
The Mechanics of Misinformation
DiResta’s book sheds light on how misinformation spreads and takes hold:
1. Algorithmic Amplification: Controversial topics often generate more engagement, leading algorithms to recommend such content more frequently.
2. Emotional Appeal: Misinformation that is moral, emotional, and shocking tends to spread more rapidly.
3. Alternative Realities: The trinity of influencers, algorithms, and crowds can create alternate versions of reality that feel true to their believers.
4. Real-World Consequences: These misinformation spirals can lead to tangible, often violent, outcomes in the real world.
Personal Experiences and Case Studies
DiResta’s work combating misinformation has made her a target of online attacks and unfounded accusations. She recounts her experiences with anti-vaccination campaigns and election integrity research, illustrating how quickly false narratives can spread and take on a life of their own.
One particularly telling example is the distortion of her team’s work on the 2020 US presidential election. Their efforts to fact-check misleading statements about the electoral process were twisted into a conspiracy theory about mass censorship, despite the fact that only a tiny fraction of posts were ever flagged for removal.
The Role of Academia and Apologists
While DiResta focuses primarily on social media influencers, the reviewer notes that she overlooks another important group: academic apologists. These are professionals who, while not specializing in the relevant field, lend credibility to anti-scientific claims. This intellectual cover can be particularly troubling in legitimizing misinformation.
Potential Solutions
DiResta offers several nuanced suggestions for addressing the misinformation crisis:
1. User Empowerment: Give social media users more control over content moderation and algorithmic ranking in their feeds.
2. Education: Teach the public about propaganda techniques to help them identify and resist manipulation.
3. Proactive Fact-Sharing: For scientists facing political threats, it’s crucial to pre-emptively release facts and debunk falsehoods before alternative narratives take hold.
4. Shared Reality: Addressing societal issues requires a shared understanding of reality.
Conclusion
“Invisible Rulers” provides a timely and crucial examination of how misinformation spreads in the digital age. By unmasking the mechanisms behind the “fantasy-industrial complex,” DiResta offers readers valuable insights into navigating our increasingly complex information landscape. As we grapple with the challenges of discerning truth in the digital age, books like this serve as essential guides in our quest for a shared, fact-based reality.
