I have often heard it said of social media: ‘when you cannot see the product being advertised, it’s because you are the product.’

Our preferences and opinions become part of the programme, encouraging certain types of thoughts and behaviours in others. The ‘like’ button is integral to the function of social platforms and yet what purpose does it serve in respect of the data or information that is being liked or disliked? Behind the like button lies one of the core values of the algorithm itself; the Sophistic assertion that truth is dependent upon likes. That ‘truth’ becomes truer when enough people ‘like’ it.

Human behaviour is predicated upon thought: what we do and when we choose to do it; how we portray ourselves; how we are perceived by others; all of these facts become lines of code within the algorithm.

If we can assert that the history of sublimation reaches as far back as the Greek mind; what can we say of the philosophy of the algorithm? When enough thought becomes manipulated, we may well move into a world where the dominant mode of thinking becomes that of the algorithm itself.

What if the algorithm has already become our new master, the predominant mechanism for thought and the architect of empirical reality? Does it contain a few lines of code that might define or preserve a moral truth of some kind? How would we know if the algorithm is out of control, if it has ‘gone viral’?

The Sophists may have had a counterbalance, a devil’s advocate in the form of Socrates the ‘old gadfly.’ Man has always had a counterbalance, a morality of some kind. If the advertisement and the algorithm have managed to move beyond morality, beyond good and evil, ‘it’ rather than we, has become what Nietzsche referred to as the ubermensch.

Marcus De Brun • The Algorithm of Evil | Cassandra Voices