INVISIBLE RULERS: People Who Turn Lies into Reality
Renee DiResta / reneediresta.com
Whatever original ideas conspiracy theories may give rise to, we still live in the real world. At least for now, this conclusion about the Nature of the world can be considered a universal consensus. But what lens do we choose to view the natural world through?
The new book by American writer Renee DiResta offers another opportunity to discuss the image of the world shaped by engagement-driven social networks. The trends they set are increasingly becoming the measure of truth, highlighting the need for heightened awareness and critical thinking.
ASYMMETRY OF PASSION
For many years, Renee DiResta led research at Stanford’s Internet Observatory (SIO), which studies the impact of information technologies, particularly social media, on public consciousness. In addition, she has served as an advisor to the U.S. Congress, guiding combating online disinformation.
Summarizing her experience, DiResta described the tactic of «asymmetry of passion», whereby fabricated stories and memes, deliberately distorting the image of reality, are systematically amplified in social networks to intensify extremist narratives. For example, Renee unveiled the mechanism used by Russian intelligence services to influence the 2016 U.S. elections, which involved creating thousands of fake accounts that distorted Facebook and Twitter algorithms.
Her new book, Invisible Rulers: People Who Turn Lies into Reality, was released in 2024 and recently reviewed by the international scientific journal Nature.
The review’s author, Sander van der Linden, a social psychologist at the University of Cambridge in the U.K., highlights the immense pressure Renee DiResta faced during her academic work dedicated to fighting disinformation. He notes that scientists often have to fend off political accusations and attacks from ideologically motivated adversaries.
FANTASY ON AN INDUSTRIAL SCALE
Unfortunately, in today’s world, any ideologically inconvenient scientific evidence can be easily discredited and buried through the use of social media and the internet. In Invisible Rulers, DiResta also recounts her negative experiences.
Her research group at SIO was abruptly disbanded following an improperly conducted investigation by the U.S. House Judiciary Committee. DiResta candidly documents her personal and professional journey into what she calls a «fantasy industrial complex».
Renee illustrates how, over the past twenty years, opinion leaders, social media algorithms, and the power of the crowd have taken over public discourse on crucial issues—from vaccination campaigns to election legitimacy.
The main point DiResta seeks to convey to her readers is this: the profound influence on public opinion is increasingly monopolized by a small number of propagandists who operate under the principle, «If you make it a trend, you make it the truth».
THE NEW ELITE PROFITS FROM ANTI-ELITISM
The title of DiResta’s book references the classic work Propaganda, written in 1928 by the renowned public relations expert Edward Bernays. In it, Bernays describes the «invisible» individuals who shape public opinion. However, today’s invisible rulers are no longer the advertisers and PR professionals of Bernays’ time; they are charismatic figures with vast numbers of followers online.
The most prominent possess the skills and capabilities of a large marketing department head. They command audiences comparable to those of the most prominent television networks, yet they create an intimate, personal atmosphere akin to a phone conversation with a close friend. These individuals make enormous amounts of money by pretending to be simple, relatable «liberators» from the shackles of mainstream media.
By using the metaphor of «invisible rulers», DiResta aims to emphasize that social media influencers exploit the anti-elite sentiments of the masses. However, they merely present themselves as anti-elite while, in fact, they belong to a new elite generation. The key distinction, though, is that, unlike the «traditional» elite, these invisible rulers often wield immense power without bearing any proportionate responsibility.
ALGORITHMS AND THE DISINFORMATION SPIRAL
DiResta’s journey into the world of disinformation-driven alternate realities began with her concern as a mother. In 2014, she noticed that, despite a measles outbreak in California, vaccination rates in schools were inexplicably dropping.
When she began actively supporting a state bill aimed at removing «personal beliefs» as a valid exemption from mandatory vaccination, she became the target of a barrage of online attacks from bots and trolls. This occurred despite the fact that the majority of children in California were vaccinated, and there was broad public consensus on the issue.
However, alternative views about government and pharmaceutical industry conspiracies can dominate social media for years, fueling other pseudoscientific theories. Often, the influencers spreading these ideas are not celebrities but ordinary citizens discussing topics that interest them.
They typically don’t begin by promoting rumors and disinformation. It’s only when they realize that doing so brings more attention to social media that they shift their focus. This triggers a disinformation spiral: the more people «like» and share the content, the more frequently the algorithm recommends it.
HOW TO COUNTER ALTERNATIVE REALITIES
The «fantasy industrial complex» has another class of actors who find advocates among educated professionals, such as doctors or philosophers. The latter often employ postmodernist principles to blur concepts like «scientific fact» or «disinformation».
Unfortunately, such individuals often provide intellectual cover for anti-scientific statements. To counter the industry of anti-scientific falsehoods, DiResta suggests introducing discussions on the role of education, free speech, and content moderation into the fragmented and heterogeneous media landscape.
She insists on returning power in social media to the people rather than algorithms. Audiences should be able to decide for themselves how much moderation and algorithmic ranking they want in their feeds. Moreover, the general public needs to be educated on propaganda methods.
For scientists facing political threats, DiResta advises against burying their heads in the sand. Instead, they should make scientific facts public and debunk false claims before alternative realities start to take on a life of their own.
Original Research:
