Big Tech's Silent Relentless Coup
Your Likes, Their Lies and the Data-Driven Propaganda Machine
January 6th marked a solemn day in modern history—a day when democracy was attacked by a violent mob fueled by lies, scapegoating, and fear. It was a spectacle of chaos that stemmed from a carefully orchestrated campaign of disinformation instigated by Trump, accelerated by algorithms, and exacerbated by the unchecked power of tech giants.
Dr. Emma Briant, a leading researcher on propaganda and disinformation, has illuminated the inner workings of these campaigns. Her insights remind us of the stakes: how our daily interactions with technology are mined, manipulated, and weaponized against us—not just as consumers, but as citizens.
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The Great Hack: A Wake-Up Call
Dr. Briant's work with The Great Hack documentary shed light on Cambridge Analytica's unethical practices during the Brexit referendum and the 2016 Trump campaign. The firm harvested Facebook data from up to 87 million people without their consent. This data was used to micro-target individuals with fear-driven narratives, conspiracy theories, and even voter suppression campaigns. What made this possible was the combination of personality profiling and a propaganda machine that thrives on fear and division.
“We’ve always had propaganda,” Dr. Briant explains, “but the infrastructure has transformed markedly.” The use of tools like the Ocean personality test enabled Cambridge Analytica to pinpoint individuals’ vulnerabilities—particularly those predisposed to anxiety—and exploit them with precision.
From Bear Spray to Fear Campaigns
This exploitation isn’t always obvious. Five years ago, I began planning a trip to Yellowstone and did a Google search for bear spray. That led to years of bear attack videos populating my social media feeds. I laughed it off, but by the time we finally got to take the trip to Yellowstone, my anxiety about bear attacks shocked me. I’d been camping my whole life, and my rational mind knew there was greater danger on the drive to the park than there was in back-country hiking. But that knowledge did not diminish my anxiety.
Similarly, fear campaigns don’t always come through the front door with obvious political objectives. They tap into subconscious anxieties, fanning tiny fears into a blaze of terror. (They’re eating the dogs. They’re eating the cats). Even when our rational minds and lived experience know better, the daily dose infiltrates our amygdala like a cerebral IV drip of fear. This dynamic fuels hyperpolarization, where even neighbors seem like strangers—and potential enemies.
The Billionaire Problem
Despite whistleblowers and exposés, the situation has worsened. Billionaires like Elon Musk now control platforms like Twitter (now X), wielding outsized influence over public discourse. Musk’s ownership exemplifies how power has become concentrated in fewer hands, where decisions are made to serve private interests rather than the public good. As Dr. Briant noted, “We’ve moved from exposing Cambridge Analytica to facing a reality where a defense contractor like Musk owns a major social media platform.”
The Education Front
Perhaps most chilling is how disinformation intersects with education. The gutting of public institutions and replacement with propaganda-driven curricula, as seen in Florida under Ron DeSantis, signals a broader strategy. Efforts to dismantle the Department of Education and replace it with profit-driven, ideologically charged alternatives would hollow out critical thinking and informed citizenship.
Hope in Resistance
So, where do we go from here? Dr. Briant urges us to embrace a “radical, futuristic, tech-savvy Luddite” mindset. This doesn’t mean rejecting technology entirely but rather critically evaluating its role in our lives. Disconnecting from manipulative platforms, fostering real-world relationships, and demanding transparency and regulation are essential first steps.
More broadly, we must recognize that small actions—talking to neighbors, building local community networks, and supporting independent journalism—can collectively counter the tide of disinformation. As Dr. Briant puts it, “If you feel powerless, remember that the small steps you take to connect and engage are building blocks for change.”
Fighting Back Against the Data Propaganda Machine
To push back against the weaponization of our data and its corrosive effects on democracy, we must start by reclaiming our personal and collective agency. This begins with building real-world connections—engaging with our local communities in person and fostering meaningful conversations. Relationships forged face-to-face are harder to manipulate and serve as a counterbalance to the divisive narratives spread online.
Equally important is refusing to feed the outrage machine. Constant panic and anxiety, perpetuated by algorithm-driven platforms, serve the interests of those who profit from division. By sipping responsibly, not chugging from the technological punch bowl, we can protect our mental health and remain effective advocates for the causes we care about.
Mindfulness about our technology use is critical. Recognize when these tools are doing more harm than good and actively resist the systems that prioritize fear over truth. Responsible, intentional engagement—both online and offline—can help us become stronger, more creative, and more resilient in the fight for a more just and democratic society.
Today, let’s remember not only the attack on democracy but also the ongoing battle to protect it. As we reflect on January 6th, let’s commit to resisting the machinery of disinformation—starting with how we engage with technology and each other.
P.S. A Quick Thank You
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