These are the slides for what was perhaps my favorite lecture so far in BCM112. The lecture has three distinct parts, presented by myself and my PhD students Doug Simkin and Travis Wall. I opened by building on the previous lecture which focused on the dynamics of networked participation, and expanded on the shift from passive consumption to produsage. The modalities of this shift are elegantly illustrated by the event-frame-story structure I developed to formalize the process of news production [it applies to any content production]. The event stage is where the original footage appears – it often is user generated, raw, messy, and with indeterminate context. The frame stage provides the filter for interpreting the raw data. The story stage is what is produced after the frame has done its work. In the legacy media paradigm the event and frame stages are closed to everyone except the authority figures responsible for story production – governments, institutions, journalists, academics, intellectuals, corporate content producers. This generates an environment where authority is dominant, and authenticity is whatever authority decides – the audience is passive and in a state of pure consumption. In the distributed media paradigm the entire process is open and can be entered by anyone at any point – event, frame, or story. This generates an environment where multiple event versions, frames, and stories compete for produser attention on an equal footing.
These dynamics have profound effects on information as a tool for persuasion and frame shifting, or in other words – propaganda. In legacy media propaganda is a function of the dynamics of the paradigm: high cost of entry, high cost of failure, minimum experimentation, inherent quality filter, limited competition, cartelization with limited variation, and an inevitable stagnation.
In distributed media propaganda is memes. Here too propaganda is a function of the dynamics of the paradigm, but those are characterized by collective intelligence as the default form of participation in distributed networks. In this configuration users act as a self-coordinating swarm towards an emergent aggregate goal. The swarm has an orders of magnitude faster production time than the legacy media. This results in orders of magnitude faster feedback loops and information dissemination.
The next part of the lecture, delivered by Doug Simkin, focused on a case study of the /SG/ threads on 4chan’s /pol/ board as an illustration of an emergent distributed swarm in action. This is an excellent case study as it focuses on real-world change produced with astonishing speed in a fully distributed manner.
The final part of the lecture, delivered by Travis Wall, focused on a case study of the #draftourdaughters memetic warfare campaign, which occurred on 4chan’s /pol/ board in the days preceding the 2016 US presidential election. This case study is a potent illustration of the ability of networked swarms to leverage fast feedback loops, rapid prototyping, error discovery, and distributed coordination in highly scalable content production.