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Malia Politzer
Editor of piqd.com. International Investigative Journalist
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piqer: Malia Politzer
Sunday, 24 September 2017

Facebook's Secret War on Free Will

This article is equal parts reportage and a musing of moral philosophy: We know that technology changes the way that humans behave, and that the tech giants -- the Facebooks, Twitters and Googles of the world -- are radically redefining how we interact with one another, both on an individual and social level.  The question at the heart of this piece is not whether they are changing human behavior, but how, and at what cost?  The algorithm plays a pivotal role in this query: Today, Facebook algorithms -- essentially, the filters that decide what posts viewers will see in their newsfeed -- have to interpret more than 100,000 "signals".  Facebook engineers and data scientists then take the role of subtly altering algorithms to change the viewer experience.  Journalist Foer writes how, 

"With even the gentlest caress of the metaphorical dial, Facebook changes what its users see and read. It can make our friends’ photos more or less ubiquitous; it can punish posts filled with self-congratulatory musings and banish what it deems to be hoaxes; it can promote video rather than text; it can favour articles from the likes of the New York Times or BuzzFeed, if it so desires. Or if we want to be melodramatic about it, we could say Facebook is constantly tinkering with how its users view the world – always tinkering with the quality of news and opinion that it allows to break through the din, adjusting the quality of political and cultural discourse in order to hold the attention of users for a few more beats."   

This, of course, has significant implications on the behavior of its users: Already, Facebook has published an article in the scientific magazine, Nature, boasting an increase in voter turnout and blood donations of its users due to subtle algorithm tweaks. However, while increasing voter turnout and blood donation is arguable positive, the capacity for a large corporation to engage in the massive manipulation of billions of users is a pretty frightening prospect. 

Facebook's Secret War on Free Will
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