Chomsky's Manufacturing Consent

I've been thinking a bit more lately on how we're manipulated online, not merely as consumers being sold products, but as citizens being sold ideas.

The more I observe this aspect of the digital landscape, the more I see an evolved form of what Noam Chomsky described decades ago, but now with a psychological precision that would have been impossible in the mass media era.

For those unfamiliar, Chomsky's propaganda model described how mass media functions as a system to inculcate beliefs that serve power structures.

He outlined five "filters" through which information must pass:

1. Ownership (corporate interests influence coverage).
2. Advertising (media caters to advertisers' interests).
3. Sourcing (reliance on "official" sources like government agencies).
4. Flak (criticism discourages challenging powerful interests).
5. Ideology (originally "anti-communism," now broader ideological conformity).

This model explained how consent could be manufactured without explicit censorship and today's digital ecosystem has transformed this process in ways that make Chomsky's model seem almost quaint by comparison, in my view.

Psychology And Propaganda

Our current information environment is more or less aimed at precisely targeting our psychological vulnerabilities.

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As a form of contrast, traditional propaganda was a blunt instrument, as in the same message broadcast to millions. Custom-fitted to each individual's psychological profile is the name of the game for the current era.

Experientially, I noticed how differently the same political event appeared in my feed versus my brother's, despite us following many of the same accounts.

Difference wasn't just in opinion but in which facts were emphasized. We were being guided toward different realities through invisible algorithmic hands.

Now, when I click on content that confirms what I already believe, I'm also subconsciously contemplating the trade off between feeding a confirmation bias algorithm that will narrow my worldview and making me feel more informed.

Obviously, by nature, headlines that spark outrage capture our attention more effectively than measured analysis.

And many of us are not immune to availability cascades. When I see the same perspective repeated across different sources, I tend to perceive it as consensus instead of a potential algorithmic curation.

Dopamine-Driven Consent Factory

Last month, I experimented with turning off notifications on my devices.

The mild withdrawal symptoms were quite revealing, a subtle anxiety from missing the dopamine hits of engagement.

That's when looking at hindsight realize that consent manufacturing has delved deeper into our neurological wiring.

The mechanics are subtle but effective:

• Outrage triggers shares and comments.
• Moral grandstanding earns social rewards.
• Emotional reactions drive engagement metrics.
• Engagement metrics determine content visibility.
• Visibility shapes perceived reality

Arguably, it's just opinion formation at neurological scale but on the background, there's a tangible sense of an illusion of information freedom.

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I can follow whomever I choose, read whatever publications I prefer, yet the algorithm more or less determines what actually reaches my attention.

Something that's also a bit concerning to me is that unlike traditional propaganda, these systems learn from resistance.

As an exercise, try to consciously seek alternative viewpoints, the algorithm eventually incorporates this preference into a more sophisticated profile of you, creating the impression of diversity while still optimizing for engagement.

Personal Psychological Self-Defense

So far, I've developed some practices that can serve as a firewall of sorts against algorithmic manipulation.

Consciously seek the most primary sources when a story triggers strong emotions and deliberately follow thoughtful people I often disagree with.

Also, regularly ask: "What would this issue look like from a completely different perspective?"

These are modest defense mechanisms that create friction in an otherwise frictionless system of influence.


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