Disneyland fans who don’t want to promote ignorant, hateful or abusive content on social media have the power in their own hands.
Social media algorithms are built on the cliché that the opposite of love is not hate, it’s indifference. Posts that elicit indifference — as measured by a lack of shares, likes and comments — get buried. Want to get shown widely instead? You had better post something that elicits a reaction. What that reaction is, ultimately, does not matter.
Most of us learned at a very young age that the quickest and surest way to provoke a reaction is to do something that makes people angry. The angrier they get, the more extreme the reactions. That is what drives social media networks today. That also is why the fan networks that commune on these networks so often grow toxic. The algorithms reward voices that offer emotionally charged hot takes while they mute others who offer more considered nuance.
However, social networks ultimately are … social. The algorithms may be programmed to promote engagement, but the users ultimately have control over what they engage with. If you do not want to boost ignorant, hateful or abusive content, do not respond to it. Do not retweet or share it with a condemnation. Do not read or watch it through to its end. Quantifiable indifference is our defense against toxic social media when engagement metrics rule the algorithms.
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