The New Age of Bespoke Realities: How Influencers and Algorithms Shape Our Perception

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In 2024, the concept of a shared reality feels almost quaint. Thanks to the influence of algorithms and niche celebrities, billions worldwide live in customized versions of reality. This phenomenon, often termed “bespoke realities,” is explored in depth by disinformation researcher Renée DiResta in her new book, Invisible Rulers: The People Who Turn Lies Into Reality. DiResta, who has a notable history of unmasking online disinformation campaigns, lays bare the mechanics of how our individual worlds are shaped not by facts and evidence but by unseen forces operating behind black boxes and digital screens.

Diverging Realities: The Algorithmic Influence

The rise of bespoke realities can be mainly attributed to the algorithms that curate our online experiences. These algorithms, designed to maximize engagement, create echo chambers by feeding us content that aligns with our existing beliefs and interests. DiResta points out that this results in factions where groups are exposed to vastly different sets of information. One community might be in uproar over an event that another community is oblivious to.

The Power of Influencers

At the heart of these factions lie influencers—individuals who, through their vast followings, hold significant sway over public opinion. These influencers, ranging from mainstream celebrities to conspiracy theorists with millions of followers, are not to be underestimated. Unlike traditional media, influencers engage directly with their audience, fostering a sense of intimacy and trust. This relationship is pivotal for their influence, as algorithmic recommendations continually reinforce it.

DiResta notes that even conspiracy theorist influencers often have a more extensive reach than mainstream media. The algorithms push their content into our feeds, ensuring they remain visible and relevant. This visibility allows them to profoundly shape their followers’ realities, often promoting disinformation and conspiracy theories that further polarize society.

Ali Alexander, national organizer of Stop the StealPhoto byNick King/USA Today Network

Case Study: Ali Alexander and Stop the Steal

A striking example of influencer power is Ali Alexander, an influencer who played a pivotal role in organizing the Stop the Steal movement in 2020. DiResta highlights how Alexander commands significant influence within his niche despite some dismissing him as clownish. His followers trust him and are compelled to act based on his calls, illustrating influencers’ profound impact on political mobilization.

The Role of Algorithms

Algorithms are the gatekeepers of our digital experiences, dictating the content we see based on our online behavior. This curated content is not necessarily what we follow but what the algorithms predict we want to see. This prediction is based on intricate data analysis, creating a feedback loop that reinforces our beliefs and preferences.

DiResta emphasizes the importance of this algorithmic mediation in shaping influencer-audience relationships. An influencer’s reach would be significantly limited without the algorithm’s push. The algorithms amplify their messages, ensuring they reach a broad audience and maintain their influence.

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The Trump Effect

Former President Donald Trump exemplifies the adept use of these digital dynamics. Trump engages directly with his supporters on platforms like Truth Social, amplifying their messages and reinforcing their beliefs. This process, often referred to as the ‘Trump Effect,’ is described by DiResta as a ‘bottom-up rumor mill,’ where grassroots chatter is elevated by Trump’s endorsements, creating a powerful cycle of influence.

The Alarming Divergence of Realities

One of the most concerning aspects of this phenomenon is the creation of increasingly divergent realities. DiResta warns that repeated exposure to the same conspiracy theories and disinformation solidifies these alternate realities. Fact-checking alone cannot counteract this effect, as the deeply entrenched beliefs resist correction.

The Decline of Fact-Checking Institutions

The declining number of fact-checkers exacerbates the situation. DiResta’s experience at the Stanford Internet Observatory (SIO) highlights this issue. Despite her work unmasking significant disinformation campaigns, political pressures and spurious investigations led to the non-renewal of her contract. This chilling effect on research institutions means fewer resources are available to combat disinformation, allowing false narratives to proliferate unchecked.

Navigating the New Information Landscape

The rise of bespoke realities presents significant challenges for society. As influencers and algorithms increasingly shape our perceptions, the traditional notion of a shared reality becomes more challenging to maintain. DiResta’s work underscores the need for greater awareness and critical engagement with the content we consume. Understanding the mechanisms behind our curated realities is the first step in navigating this complex information landscape. As we progress, fostering digital literacy and supporting fact-checking initiatives will be crucial in bridging the divides created by our bespoke realities.