Through my work at the Internet Observatory, I’d witnessed many attempts to push messages by gaming the algorithms that Twitter, Facebook, and other platforms use to identify popular content and surface it to users. Confronted with campaigns to make certain ideas seem more widespread than they really are, many researchers and media commentators have taken to using labels such as “misinformation” and “disinformation.” But those terms have fallen victim to scope creep. They imply that a narrative or claim has deviated from a stable or canonical truth; whether Pelosi should go is simply a matter of opinion.
In fact, we have a very old word for persuasive communication with an agenda: propaganda. That term, however, comes with historical baggage. It presumes that governments, authority figures, institutions, and mass media are forcing ideas on regular people from the top down. But more and more, the opposite is happening. Far from being merely a target, the public has become an active participant in creating and selectively amplifying narratives that shape realities. Perhaps the best word for this emergent bottom-up dynamic is one that doesn’t exist quite yet: ampliganda, the shaping of perception through amplification. It can originate from an online nobody or an onscreen celebrity. No single person or organization bears responsibility for its transmission. And it is having a profound effect on democracy and society…
Some ampliganda takes off because an influential user gets an ideologically aligned crowd of followers to spread it; in other cases, an idea spontaneously emerges from somewhere in the online crowd, fellow travelers give it an initial boost, and the influencer sees the emergent action and amplifies it, precipitating a cascade of action from adjacent factions. Most Twitter users never knew that #PelosiMustGo began because someone gave marching orders in a private Discord channel. They saw only the hashtag. They likely assumed that somewhere, some sizable portion of Americans were spontaneously tweeting against the speaker of the House. And they were right—sort of.
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