Facebook’s 2016 Election Team Gave Advertisers a Blueprint to a Divided US
All in all, this is why there is no dislike button. The entire Facebook system incentivizes division because division creates revenue. It’s a perpetual loop.
Let’s walk through how it works:
Step 1) A person posts, or shares, something incredibly divisive. Note: There is no feedback button to let the poster know the content is hateful and that broader society disapproves of it. There is also no consequence to posting it most of the time.
Step 2) The content attracts likes. Since there is no dislike button, or negative feedback, any likes received makes the poster feel good.
Step 3) The poster is emboldened and increases his/her frequency of posting divisive or hateful content. This attracts a following and more engagement for the original poster. The poster has no need to create inclusive content. They are incentivized to find and highlight divisive thoughts from their life because it rewards them with engagement and the Facebook system re-enforces those thoughts.
Step 4) Repeat
Each subsequent post creates more comments, more engagement, more passion. This is great for Facebook because it means more time on site and increased usage frequency. The handout Facebook is giving advertisers is proof of that. They are monetizing the system. Make no mistake, it is designed to work this way and they are profiting from it.
.. I think there’s more psychology at play then just this though. In a way, Facebook helps minorities find each other, and then isolate themselves virtually to be “just amongst them”. Possibly its the no consequence framework that has given them the courage to continue to pursue finding others of similar values. As they grow though, and realize they are not alone, the isolated group can now open itself to others and recruit into the group, promoting its values.
Now, for a lot of minority groups, this can be great, maybe positive overall for society. Unless a group with vicious values comes along, then it turns into a problem. Especially if it is found that this minority was in fact never small, just very well amortized across all of our society.
.. I think there is a bigger danger in this sort of isolationism (quite the euphemism!) than just vicious values being allowed to coalesce. The isolationism results in individuals’ values not being challenged, which can push them further and further away from reality. Let’s create an imaginary example. We’re trying to solve a math problem. The correct answer to this problem is 0. However, one side believes the answer is absolutely at least 50. And the other side believes the answer must be no more than -50. When these two groups remain within contact, they counter balance each other. But now let’s isolate these groups. In the past when the -50 side chose to go -60 there would be some push back against that and it would help create a more of a central equilibrium. But in isolation without opposition, -60 sounds awesome. Why not -70, or even lower? And on the other side an equal but opposite push for 60, 70 and more is simultaneously happening.
Taking this into real life, I think this is arguably what is happening with politics today. There is absolutely nothing wrong with being right leaning or left leaning. But as we have begun to segregate ourselves into ‘only right leaning’ or ‘only left leaning’ the individuals within these groups have started becoming increasingly radicalized
.. This study on the community effect of downvotes [1] came to rather different conclusions. They conclude that downvoting has a paradoxical effect. It actually incentivizes the poster to post even more content, of even lower quality. And just as importantly, upvotes similarly have no positive effects. They do not result in users posting more regularly, nor generating more well received content. Upvoted users actually tend to leave the community more quickly than downvoted users. The one and only response that negatively incentivizes users is no response at all – which causes them to leave much earlier than up or down votes. And it gets even better. Downvotes tend to spread. Downvoted users tend to downvoter others who in turn begin downvoting others as well. This study on the community effect of downvotes [1] came to rather different conclusions. They conclude that downvoting has a paradoxical effect. It actually incentivizes the poster to post even more content, of even lower quality. And just as importantly, upvotes similarly have no positive effects. They do not result in users posting more regularly, nor generating more well received content. Upvoted users actually tend to leave the community more quickly than downvoted users. The one and only response that negatively incentivizes users is no response at all – which causes them to leave much earlier than up or down votes. And it gets even better. Downvotes tend to spread. Downvoted users tend to downvoter others who in turn begin downvoting others as well.