Cat Content and Clickbait

Why treats always appear at eye level—no matter how tall you are

Social networks live on our attention. Every click brings in money—and we are the product. The platforms sell our time to their advertisers. In order for them to play us their commercials for as long as possible, they need to keep us scrolling further and further. And we will only do this if they show us content that interests us. Or if we see content that provokes strong reactions: polarizing, emotional or shocking posts. Controversial subjects like gender-inclusive language or climate change attract a disproportionately high number of likes, shares and comments.

Platforms achieve this effect with the help of algorithms. An algorithm functions like a digital recipe: it solves a problem according to precisely defined rules—in this case, the question of how we can see as many posts as possible that appeal to our specific, individual emotions. Then even more people will like and share them, creating a self-reinforcing loop.

This process has consequences: emotional, often negative or extreme opinions receive more visibility than rational discussion. False information spreads like wildfire, without anyone questioning it. This makes it seem like the most heated voices are especially abundant—but actually, the algorithm, as the platform’s controlling force, has made sure that so many people see this false news. This process can distort discussion, ignite shitstorms and ultimately even influence democratic processes. And what is especially problematic is that high-engagement accounts and opinion leaders can use this mechanism in a targeted way to increase uproar or put pressure on individuals. Algorithmic reinforcement makes the internet louder, more emotional—and sometimes more toxic.

Turn the dial to activate the algorithm!