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288 pages, Hardcover
First published July 30, 2019
No-one who worked at the farm described themselves as trolls. Instead, they talked about their work in the passive voice ("a piece was written", "a comment was made"). Most treated the farm as if it was just another job, doing the minimum required and then clocking off. Many of them seemed pleasant enough young people, with open, pretty faces, and yet they didn't blink when asked to smear, degrade, insult, and humiliate their victims. [...] During the day Lyudmilla would see a fake reality being pumped out by the trolls. In the evening she would come home hoping to put the place behind her, only to hear relatives and acquaintances quote lines churned out by the farm back at her. People who considered themselves hardened enough to withstand the barrage of television still seemed susceptible to social media messages which slithered into and enveloped your most personal online spaces, spun themselves into the texture of your life.
Conspiracy theories have long been used to maintain power: the Soviet leadership saw capitalist and counter-revolutionary conspiracies everywhere; the Nazis, Jewish ones. But those conspiracies were ultimately there to buttress an ideology, whether class warfare for Communists or race for Nazis. With today's regimes, which struggle to formulate a single ideology - indeed, which can't if they want to continue sending different messages to different people - the idea that one lives in a world full of conspiracies becomes the world view itself. Conspiracy does not support ideology; it replaces it. [...] Conspiracy is a way to maintain control. In a world where even the most authoritarian regimes struggle to impose censorship, one has to surround audiences with so much cynicism about anybody's motives, persuade them that behind every seemingly benign motivation is a nefarious, if impossible-to-prove, plot, they lose faith in the possibility of an alternative, a tactic a renowned Russian media analyst called Vasily Gatov calls 'white jamming'.
Today, bots, trolls, and cyborgs [sockpuppets] could create the simulation of a climate of opinion, of support or hate, which was more insidious, more all-enveloping than the old broadcast media. And this simulation would then become reinforced as people modified their behaviour to fall in line with what they thought was reality. In their analysis of the role of bots, researchers at the University of Oxford called this process 'manufacturing consensus'.
It is not the case that one online account changes someone's mind; it's that en masse they create an ersatz normality.
There are some things that a few experts can at least occasionally agree on. First, that the Russian approach smudges the borders between war and peace, resulting in a state of permanent conflict that is neither fully on nor fully off. And in this conflict information campaigns play a remarkably important role. Summarising the aims of Russian 'next-generation warfare', J膩nis B膿rzi艈拧 of the Latvian Military Academy describes a shift from direct annihilation of the opponent to its inner decay; from a war with conventional forces to irregular groupings; from direct clash to contactless war; from the physical environment to the human consciousness; from war in a defined period of time to a state of permanent war as the natural condition in national life.
This leaves us with a paradox. On the one hand, it is necessary to recognise and reveal the way the Kremlin, with a military mindset, uses information to confuse, dismay, divide, and delay. On the other, one risks reinforcing the Kremlin's world view in the very act of responding to it. It is in Ukraine where this paradox plays out at its most intense.
War used to be about capturing territory and planting flags, but something different was playing out here. Moscow needed to create a narrative about how pro-democracy revolutions like the Maidan led to chaos and civil war. Kiev needed to show that separatism leads to misery. What actually happened on the ground was almost irrelevant; the two governments just needed enough footage to back their respective stories. Propaganda has always accompanied war, usually as a handmaiden to the actual fighting. But the information age means that this equation has been flipped: military operations are now handmaidens to the more important information effect. It would be like a heavily scripted reality TV show if it weren't for the very real deaths.
But if the need for facts is predicated on a vision of a concrete future that you are trying to achieve, then when that future disappears, what is the point of facts? Why would you want them if they tell you that your children will be poorer than you? That all versions of the future are unpromising? And why should you trust the purveyors of facts - the media and academics, think tanks, statesmen?
And so the politicians who makes a big show of rejecting facts, who validates the pleasure of spouting nonsense, who indulges in full, anarchic liberation from coherence, from glum reality, becomes attractive. That enough Americans could vote for someone like Donald Trump, a man with so little regard for making sense, whose many contradictory messages never add up to any stable meaning, was partly possible because voters felt they weren't invested in any larger evidence-based future. [...] And it's no coincidence that so many of the new breed of political actors are also nostalgists.
This sort of micro-targeting, where one set of voters shouldn't necessarily know about the others, requires some big, empty identity to unite all these different groups, something so broad these voters can project themselves into it - a category like 'the people' or 'the many'. The 'populism' that is thus created is not a sign of 'the people' coming together in a great groundswell of unity, but a consequence of 'the people' being more fractured than ever, of their barely existing as one nation.
... I see people I have known my whole life slip away from me on social media, reposting conspiracies from sources I have never heard of, some sort of internet undercurrent pulling whole families apart, as if we never really knew each other , as if the algorithms know more about us than we do, as if we are becoming subsets of our own data, which is rearranging our relations and identities with its own logic, or in the cause of someone else's interests we can't even see ...The trick with pro-grade "disinformation" seems to be not just creating one reality for each target audience, but the complete disregard with which you create a separate one for another target audience without alerting the first. Until the disinformer has mastered the art, he or she may be concerned with a unified spread of influence, across a broad range of a target population, but the opposite appears to be true. Narrowing and segmenting the target is much more important than any concern with "consistency". Micro-targeting sets specific mousetraps for specific, shortrange goals, undetectable shifts that can be expanded and later congealed as a position. And eventually a position that nobody would have agreed with in the first place. All is deniable, the important thing is outcome. Let them debate fairness, or moving goalposts, in the unflattering glow of defeat.