Social media’s most powerful algorithm, the one driving climate denial on Facebook, creates streams of posts for Facebook users designed solely and without a single ethical consideration to maximise how long users stay and how many adverts they see”Stewardship of global collective behavior” – US National Academy of Science article on the crisis in the digital attention economy. https://www.pnas.org/content/118/27/e2025764118. We humans just react to emotional triggers so reliably and so predictably that Facebook has not only been able to build a massive global advertising business on it, but it’s leveraged it to the maximum extent that Silicon Valley’s smartest engineers could manage.
The side-effect of this ad revenue-generating click-bait dog-whistle marketing funnel is that it exacerbates our personal echo chamber with fear- and hate-based emotionally laden news factoids, personal stories, urban myths, truths even, lies and everything in-between.
Boring old reality just gets left behind, unless it’s a “climate porn” post featuring disasters and apocalypse. Facebook really has won the race to the bottom.
Facebook advertising is also incredibly targetted, because Facebook is able to amass so much data on every user, with profiling based on people’s interests recorded from their scroll behaviour. Not only does Facebook maintain data profiles on its own users, it also builds up ghost profiles of non-Facebook users from the contact lists of all Facebook, Instagram and WhatsApp users. Facebook has profiled the whole human population – consumer society heaven.
Researchers first brought the dangers of Facebook to light back in 2013 and came together to create the Center for Humane Technology, to promote a digital world where our attention was not up for grabs to the highest bidder. They coined the terms “persuasive technology” and the “attention economy”. As well as academic research, they also made or helped make full length documentaries like the Emmy Award winning “Social Dilemma” and a great podcast series featuring some excellent big names.
The social impact isn’t restricted to big, polarised issues or the “culture wars”. It has an all-pervasive effect on the human psyche and one of the big issues I have is what impact it has on the teenage brains of my children. What parent wants their child’s decision-making to be grossly affected by the needs of big business in areas like body image, the environment, consumer choice, or even when to put their mobile phone down?
Probably the biggest issue to make people steer clear of Facebook has been the corporation’s service as a platform to bad actors who need cheap advertising with a massive reach to spread lies and disinformation for political or financial gain. Dark money from Russia leveraged the Facebook data illegally provided by Cambridge Analytica to target undecided voters in the UK Brexit referendum, and again in the 2016 US Presidential election. Such is the lobbying influence of Facebook and so weak are the politicians affected, this all remains unresolved despite damning evidence from investigative journalists.
Climate Denial on Facebook
Fossil fuel corporations and their lobby groups use Facebook for their highly deceptive greenwash advertising to prevent and delay the transition away from their products. Facebook advertising was for many years the single most effective advertising venue for marketing campaigns, although now the costs are beginning to even up with other platforms like TV, newspapers, Google etc. Alongside the adverts, fossil fuel corporations can promote climate denial and disinformation in regular articles and videos, which frequently get massive hit counts. This was called out so frequently that Facebook reacted by setting up a Climate Science Information Center and promised to fact-check dubious posts. Ironically these policy efforts have been criticised for hurting pro-climate groups.
2021 has produced a tsunami of complaints and indictments of Facebook after the corporation fell out of favour with practically everyone by forcing a new set of abusive terms and conditions on their captive public. Suddenly everybody started taking the complaints seriously. Two whistleblowers came forward from the corporation detailing some of the outright exploitative practices that they witnessed, and provided insight into Facebook’s policy – or lack of it – in the light of what research uncovered about the platform’s negative impact in so many areas of society.
As an organisation that campaigns for the climate, there is little point for Carbon Watchdog to expect any results from operating on the Facebook platforms, let alone to consider buying adverts to promote the campaign. Running a climate campaign on Facebook pretty much defeats the purpose. Why seek support for a climate campaign by venturing into Facebook when it just provides more fodder for their grim algorithm and exacerbating all the issues caused by the ad revenue-generating click-bait dog-whistle marketing funnel?
It is significantly the worst of the social media platforms. Not even Twitter is actually quite so bad, quite so cynical, according to the whistleblowers. There are alternatives out there which the Center for Humane Technology endorses – Pinterest as an alternative for Instagram, Reddit for groups, Diaspora for Facebook, Signal or Telegram as an alternative for Whatsapp and Messenger.
In fact, I just deleted Facebook, Instagram and Whatsapp apps completely from my mobile phone and shut down those accounts. It was difficult because the social pressure to stay in the literal peer groups was intense – my subconscious fought against it, for sure. It has reduced my powers of communication noticeably, but was it worth it? I think the answer isn’t there yet, but I suspect it will be yes. As people who are climate-aware are all slowly coming to realise, to solve the climate crisis and keep the goal of staying under 1.5°C (2.7°F) Paris global warming limit alive, we are going to have to turn the world upside down. Let’s start with the climate denial on Facebook.
Carbon Watchdog is on a mission to combat climate change (including obviously, countering the denial out there) – if you want to help, please set up a small regular donation here via Patreon .
The Center for Humane Technology website: https://www.humanetech.com/
The rise of conspiracy theories and socially destructive polarisation of debate has led to this – “21 million Americans say Biden is ‘illegitimate’ and Trump should be restored by violence, survey finds” https://theconversation.com/21-million-americans-say-biden-is-illegitimate-and-trump-should-be-restored-by-violence-survey-finds-168359
The “Toxic Ten” key publishers of climate disinformation – a list compiled by the nonprofit Center for Countering Digital Hate – includes organizations with links to foreign governments or with ties to fossil fuel giants. “When you put it all together, you’ve got these two industries, Big Oil and Big Tech, and they are the two industries that pose the greatest threat to the survival of our species,” https://www.washingtonpost.com/technology/2021/11/02/facebook-climate-change-misinformation-breitbart/
This next one is a link to a TED talk which a dark money provider behind Britain’s Brexit campaign is trying to get taken down – the journalist was nominated for the Pulitzer Prize for her work:
The fossil fuel industry has spent millions of dollars promoting gas on Facebook and paying influencers on Instagram to champion it: https://www.channel4.com/news/revealed-facebook-received-millions-for-ads-promoting-fossil-fuel
A timeline of trouble: Facebook’s US privacy record and regulatory fines: https://guild.co/blog/complete-list-timeline-of-facebook-scandals/
Facebook’s climate of denial – Heated details the worst climate disinformation and Facebook’s response: https://heated.world/p/facebooks-climate-of-denial
Sophie Zhang, a former data scientist at Facebook, revealed that it enables global political manipulation and has done little to stop it: https://www.technologyreview.com/2021/07/29/1030260/facebook-whistleblower-sophie-zhang-global-political-manipulation/
Facebook whistleblower hearing: Frances Haugen calls for more regulation of tech giant – as it happened https://www.theguardian.com/technology/live/2021/oct/05/facebook-hearing-whistleblower-frances-haugen-testifies-us-senate-latest-news
Diaspora user feed: https://diasp.org/stream
You’ve decided to quit Facebook. Here’s how to migrate your online life elsewhere: https://www.washingtonpost.com/technology/2021/10/12/leave-facebook-alternatives/
Pink Floyd turn down a very attractive offer from Facebook https://ultimateclassicrock.com/roger-waters-facebook-deal/
A glimmer of hope in the darkness?
Facebook reaches 100% renewable-energy milestone (although it would be great if they also took the issue of data efficiency seriously to reduce the amount of useless data transfer and storage): https://www.cbsnews.com/news/facebook-renewable-energy-commitment-100-percent-milestone/
Michael Mann’s definitive guide to the present day climate denial: Michael Mann – The New Climate War: Book Review