In the attention economy, engagement is king. But this simple truth leads to a troubling reality: the most inflammatory, divisive, and emotionally manipulative content often rises to the top while thoughtful, nuanced discussions sink into obscurity.
The Algorithm Doesn’t Care Why You’re Mad
When you share that infuriating article to tell everyone how wrong it is, you’re doing exactly what its creators wanted. The algorithm doesn’t distinguish between positive and negative engagement. A thousand angry comments are just as valuable as a thousand supportive ones – maybe more so, since anger tends to spark longer discussions.
The Amplification Cycle
When you share content that makes you angry, you’re not just engaging with it – you’re amplifying it. Your outrage becomes free marketing for the very ideas you’re trying to fight against. Think of it like a virus: every share, even a critical one, helps it spread to new hosts.
That inflammatory headline wasn’t written by accident. It was crafted specifically to trigger an emotional response that would make you want to share it, even if that sharing comes in the form of criticism.
Breaking the Chain
The most powerful response to manipulative content isn’t a clever takedown or an angry rebuttal – it’s silence. When you see content designed to provoke, resist the urge to engage. Don’t comment, don’t share, don’t quote-tweet with your devastating critique. Don’t even share a screenshot – even if the algorithm doesn’t register that as engagement, you’re still distributing that content to your followers. Each interaction, no matter how negative, signals that you think people should see this content.
A Better Way Forward
Instead of amplifying what you hate, put that energy into promoting content you believe in. Share thoughtful articles that advance the conversation. Boost voices that bring nuance and depth to important discussions.
Consider moving to platforms that don’t algorithmically reward engagement above all else. While no platform is perfect, some newer alternatives like Bluesky are experimenting with different models that don’t automatically amplify inflammatory content.
The Hard Truth
This approach isn’t satisfying. When we see something wrong or misleading, we want to correct it. We want to show others why it’s wrong. But in a system designed to profit from engagement, that natural response often backfires, making harmful content more visible and profitable.
Sometimes the most powerful response is no response at all. Let bad content fade into obscurity while you focus on amplifying what’s good.
Remember: Your attention is valuable. Don’t give it away to those who are trying to manipulate it for profit.
THE INTERNET IS SCARY 