One algorithm to rule them all
mar garcia
Mar Garcia Sanz is the Co-Founder and Co-Director of the European Center for Digital Action. Mar has a background in local and European politics.
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One for the Dark Lord. One algorithm to rule them all. One algorithm to find them. One algorithm to lure them all and bind them in darkness in the land of Mordor, where the shadows stretch.
This is how J.R.R.Tolkien might have begun the Lord of the Rings saga if he were talking about algorithms.
We live in an era of uncertainty, fear, and a loss of social cohesion. As trust in our institutions erodes, demagoguery, disinformation, and conspiracy theories find fertile ground. Polarization grows. In such environments,two impulses emerge: the search for strong leadership and the need to assign blame – blame that is always directed outward.
In times like these, incendiary and reactionary messages find fertile ground. Social networks amplify their visibility. Lies and misinformation run rampant. And the first objective of the propagators of fake news is to make us believe in alternative truths. It is to no one's surprise that one of the biggest crimes against humanity architect Joseph Goebbeles, the chief propagandist of the German Nazi Party, is credited with saying, “A lie repeated a thousand times becomes the truth”. The second, as Hannah Arendt warned us of, is much more insidious: “The aim of constant lying is not only to make people believe a lie but to ensure that they do not believe anything at all.”
Both objectives succeed in degrading public debate and, by extension, our democracy, itself. This is the precariousness of truth in the 21st Century. What began as an era of hyper-information and hyper-connectivity has morphed into one of hyper-fragmentation. Social media creates parallel realities , governed by the rules of surveillance capitalism.
Algorithms of control
Digital platforms have vested interests. They are oligopolies—massive-corporations with a near-monopoly on digital space. Their algorithms are not neutral. These systems determine what goes viral and dictate what content users see. The owners of these platforms have optimized algorithms to prioritize content that fuels hate, outrage and conspiracy theories because these are the emotions that attract more users and keep them engaged longer. In effect, algorithms have become the instruments of social and ideological control.
For many, especially young people, social media is the primary source of news. In Spain, for example, 88.2% of young people between 16 and 24 rely on social media for news, and similar trends are seen across Europe.
The rise of the extreme right
The extreme right has mastered the influence of social networks. During Spain’s 2023 general elections, Vox, the extreme right party, was number one on YouTube and Instagram in terms of followers and second on Facebook. They dominated TikTok with over 16 million views. In stark contrast, the two major parties, Partido Popular (PP) and Partido Socialista Obrero Español (PSOE), had little presence or impact on these platforms.
Adding to this dynamic, is the proliferation of influencers, many whom command immense followers. Considered “authentic” and relatable, these individuals excel at storytelling and embody a sense of ‘coolness’ that politicians struggle to replicate. Across interests like fashion, health, design, home decor, and DIY, they often subtly weave in reactionary messages.
In Spain, 8 out of the country’s top influencers, who collectively reach millions, regularly frame their political views with an anti-political narrative. This influence has real-world consequences.For example, three members of the European Parliament were elected with a million votes, largely due to the sway of now MEP – Alvise Perez, a Spanish influencer whose telegram boasts almost as many subscribers - over 800,000.
A European Vulnerability
Former President of the European Central Bank and Former Prime Minister of Italy, Mario Draghi, stated that in today’s current unstable geopolitical context, dependencies have been transformed into vulnerabilities. This sentiment applies to Europe’s reliance on social media platforms, none of which are European-owned or managed. Expanding the principles of the Digital Services Act globally could help mitigate these vulnerabilities. But this is not the only solution.
Time is running out and progressives are already losing—badly. If digital platforms aren't made a top priority, the narrative will continue to be shaped by others – to the detriment of democracy and social cohesion.
Simone de Beauvoir said, “It is not enough to know the truth; it is also necessary to make it heard.” We must rise to this challenge and ensure the truth is not drowned out by the noise.