The Daily We - Is the Internet really a blessing for democracy? by, Cass R. Sunstein

Is the Internet a wonderful development for democracy? In many ways it certainly is. As a result of the Internet, people can learn far more than they could before, and they can learn it much faster. If you are interested in issues that bear on public policy—environmental quality, wages over time, motor vehicle safety—you can find what you need to know in a matter of seconds. If you are suspicious of the mass media, and want to discuss issues with like-minded people, you can do that, transcending the limitations of geography in ways that could barely be imagined even a decade ago. And if you want to get information to a wide range of people, you can do that via email and websites; this is another sense in which the Internet is a great boon for democracy.

But in the midst of the celebration, I want to raise a note of caution. I do so by emphasizing one of the most striking powers provided by emerging technologies: the growing power of consumers to "filter" what they see. As a result of the Internet and other technological developments, many people are increasingly engaged in a process of "personalization" that limits their exposure to topics and points of view of their own choosing. They filter in, and they also filter out, with unprecedented powers of precision. Consider just a few examples:

1. Broadcast.com has "compiled hundreds of thousands of programs so you can find the one that suits your fancy…. For example, if you want to see all the latest fashions from France 24 hours of the day you can get them. If you're from Baltimore living in Dallas and you want to listen to WBAL, your hometown station, you can hear it."

2. Sonicnet.com allows you to create your own musical universe, consisting of what it calls "Me Music." Me Music is "A place where you can listen to the music you love on the radio station YOU create…. A place where you can watch videos of your favorite artists and new artists."

3. Zatso.net allows users to produce "a personal newscast." Its intention is to create a place "where you decide what's news." Your task is to tell "what TV news stories you're interested in," and Zatso.net turns that information into a specifically designed newscast. From the main "This is the News I Want" menu, you can choose stories with particular words and phrases, or you can select topics, such as sports, weather, crime, health, government/politics, and much more.

4. Info Xtra offers "news and entertainment that's important to you," and it allows you to find this "without hunting through newspapers, radio and websites." Personalized news, local weather, and "even your daily horoscope or winning lottery number" will be delivered to you once you specify what you want and when you want it.

5. TiVo, a television recording system, is designed, in the words of its website, to give "you the ultimate control over your TV viewing." It does this by putting "you at the center of your own TV network, so you'll always have access to whatever you want, whenever you want." TiVo "will automatically find and digitally record your favorite programs every time they air" and will help you create "your personal TV line-up." It will also learn your tastes, so that it can "suggest other shows that you may want to record and watch based on your preferences."

6. Intertainer, Inc. provides "home entertainment services on demand," including television, music, movies, and shopping. Intertainer is intended for people who want "total control" and "personalized experiences." It is "a new way to get whatever movies, music, and television you want anytime you want on your PC or TV."

7. George Bell, the chief executive officer of the search engine Excite, exclaims, "We are looking for ways to be able to lift chunks of content off other areas of our service and paste them onto your personal page so you can constantly refresh and update that 'newspaper of me.' About 43 percent of our entire user data base has personalized their experience on Excite."

Of course, these developments make life much more convenient and in some ways much better: we all seek to reduce our exposure to uninvited noise. But from the standpoint of democracy, filtering is a mixed blessing. An understanding of the mix will permit us to obtain a better sense of what makes for a well-functioning system of free expression. In a heterogeneous society, such a system requires something other than free, or publicly unrestricted, individual choices. On the contrary, it imposes two distinctive requirements. First, people should be exposed to materials that they would not have chosen in advance. Unanticipated encounters, involving topics and points of view that people have not sought out and perhaps find irritating, are central to democracy and even to freedom itself. Second, many or most citizens should have a range of common experiences. Without shared experiences, a heterogeneous society will have a more difficult time addressing social problems and understanding one another.

Individual Design
Consider a thought experiment—an apparently utopian dream, that of complete individuation, in which consumers can entirely personalize (or "customize") their communications universe.

Imagine, that is, a system of communications in which each person has unlimited power of individual design. If some people want to watch news all the time, they would be entirely free to do exactly that. If they dislike news, and want to watch football in the morning and situation comedies at night, that would be fine too. If people care only about America, and want to avoid international issues entirely, that would be very simple; so too if they care only about New York or Chicago or California. If people want to restrict themselves to certain points of view, by limiting themselves to conservatives, moderates, liberals, vegetarians, or Nazis, that would be entirely feasible with a simple point-and-click. If people want to isolate themselves, and speak only with like-minded others, that is feasible too.

At least as a matter of technological feasibility, our communications market is moving rapidly toward this apparently utopian picture. A number of newspapers' websites allow readers to create filtered versions, containing exactly what they want, and no more. If you are interested in getting help with the design of an entirely individual paper, you can consult a number of sites, including Individual.com and Crayon.net. To be sure, the Internet greatly increases people's ability to expand their horizons, as millions of people are now doing; but many people are using it to produce narrowness, not breadth. Thus MIT professor Nicholas Negroponte refers to the emergence of the "Daily Me"—a communications package that is personally designed, with components fully chosen in advance.

Of course, this is not entirely different from what has come before. People who read newspapers do not read the same newspaper; some people do not read any newspaper at all. People make choices among magazines based on their tastes and their points of view. But in the emerging situation, there is a difference of degree if not of kind. What is different is a dramatic increase in individual control over content, and a corresponding decrease in the power of general interest intermediaries, including newspapers, magazines, and broadcasters. For all their problems, and their unmistakable limitations and biases, these intermediaries have performed some important democratic functions.

People who rely on such intermediaries have a range of chance encounters, involving shared experience with diverse others and exposure to material that they did not specifically choose. You might, for example, read the city newspaper and in the process come across a range of stories that you would not have selected if you had the power to control what you see. Your eyes may come across a story about Germany, or crime in Los Angeles, or innovative business practices in Tokyo, and you may read those stories although you would hardly have placed them in your "Daily Me." You might watch a particular television channel—perhaps you prefer Channel 4—and when your favorite program ends, you might see the beginning of another show, one that you would not have chosen in advance. Reading Time magazine, you might come across a discussion of endangered species in Madagascar, and this discussion might interest you, even affect your behavior, although you would not have sought it out in the first instance. A system in which you lack control over the particular content that you see has a great deal in common with a public street, where you might encounter not only friends, but a heterogeneous variety of people engaged in a wide array of activities (including, perhaps, political protests and begging).

In fact, a risk with a system of perfect individual control is that it can reduce the importance of the "public sphere" and of common spaces in general. One of the important features of such spaces is that they tend to ensure that people will encounter materials on important issues, whether or not they have specifically chosen the encounter. When people see materials that they have not chosen, their interests and their views might change as a result. At the very least, they will know a bit more about what their fellow citizens are thinking. As it happens, this point is closely connected with an important, and somewhat exotic, constitutional principle.

Public (and Private) Forums
In the popular understanding, the free speech principle forbids government from "censoring" speech of which it disapproves. In the standard cases, the government attempts to impose penalties, whether civil or criminal, on political dissent, and on speech that it considers dangerous, libelous, or sexually explicit. The question is whether the government has a legitimate and sufficiently weighty basis for restricting the speech that it seeks to control.

But a central part of free speech law, with large implications for thinking about the Internet, takes a quite different form. The Supreme Court has also held that streets and parks must be kept open to the public for expressive activity.1 Governments are obliged to allow speech to occur freely on public streets and in public parks—even if many citizens would prefer to have peace and quiet, and even if it seems irritating to come across protesters and dissidents whom one would like to avoid. To be sure, the government is allowed to impose restrictions on the "time, place, and manner" of speech in public places. No one has a right to use fireworks and loudspeakers on the public streets at midnight. But time, place, and manner restrictions must be both reasonable and limited, and government is essentially obliged to allow speakers, whatever their views, to use public property to convey messages of their choosing.

The public forum doctrine serves three important functions.2 First, it ensures that speakers can have access to a wide array of people. If you want to claim that taxes are too high, or that police brutality against African Americans is common, you can press this argument on many people who might otherwise fail to hear the message. Those who use the streets and parks are likely to learn something about your argument; they might also learn the nature and intensity of views held by one of their fellow citizens. Perhaps their views will be changed; perhaps they will become curious, enough to investigate the question on their own.

Second, the public forum doctrine allows speakers not only to have general access to heterogeneous people, but also to specific people, and specific institutions, with whom they have a complaint. Suppose, for example, that you believe that the state legislature has behaved irresponsibly with respect to crime or health care for children. The public forum ensures that you can make your views heard by legislators simply by protesting in front of the state legislature building.

Third, the public forum doctrine increases the likelihood that people generally will be exposed to a wide variety of people and views. When you go to work, or visit a park, it is possible that you will have a range of unexpected encounters, however fleeting or seemingly inconsequential. You cannot easily wall yourself off from contentions or conditions that you would not have sought out in advance, or that you would have chosen to avoid if you could. Here, too, the public forum doctrine tends to ensure a range of experiences that are widely shared—streets and parks are public property—and also a set of exposures to diverse circumstances. In a pluralistic democracy, an important shared experience is in fact the very experience of society's diversity. These exposures help promote understanding and perhaps, in that sense, freedom. And all of these points are closely connected to democratic ideals.

Of course, there is a limit to how much can be done on streets and in parks. Even in the largest cities, streets and parks are insistently local. But many of the social functions of streets and parks as public forums are performed by other institutions, too. In fact, society's general interest intermediaries—newspapers, magazines, television broadcasters—can be understood as public forums of an especially important sort, perhaps above all because they expose people to new, unanticipated topics and points of view.

When you read a city newspaper or a national magazine, your eyes will come across a number of articles that you might not have selected in advance, and if you are like most people, you will read some of those articles. Perhaps you did not know that you might have an interest in minimum wage legislation, or Somalia, or the latest developments in the Middle East. But a story might catch your attention. And what is true for topics of interest is also true for points of view. You might think that you have nothing to learn from someone whose view you abhor; but once you come across the editorial pages, you might read what they have to say, and you might benefit from the experience. Perhaps you will be persuaded on one point or another. At the same time, the front-page headline or the cover story in Newsweek is likely to have a high degree of salience for a wide range of people.

Television broadcasters have similar functions. Most important in this regard is what has become an institution: the evening news. If you tune into the evening news, you will learn about a number of topics that you would not have chosen in advance. Because of their speech and immediacy, television broadcasts perform these public forum-type functions more than general interest intermediaries in the print media. The "lead story" on the networks is likely to have a great deal of public salience; it helps to define central issues and creates a kind of shared focus of attention for millions of people. And what happens after the lead story—dealing with a menu of topics both domestically and internationally—creates something like a speakers' corner beyond anything imagined in Hyde Park. As a result, people's interest is sometimes piqued, and they might well become curious and follow up, perhaps changing their perspective in the process.

None of these claims depends on a judgment that general interest intermediaries are unbiased, or always do an excellent job, or deserve a monopoly over the world of communications. The Internet is a boon partly because it breaks that monopoly. So too for the proliferation of television and radio shows, and even channels, that have some specialized identity. (Consider the rise of Fox News, which appeals to a more conservative audience.) All that I am claiming is that general interest intermediaries expose people to a wide range of topics and views and at the same time provide shared experiences for a heterogeneous public. Indeed, intermediaries of this sort have large advantages over streets and parks precisely because they tend to be national, even international. Typically they expose people to questions and problems in other areas, even other countries.

Specialization and Fragmentation
In a system with public forums and general interest intermediaries, people will frequently come across materials that they would not have chosen in advance—and in a diverse society, this provides something like a common framework for social experience. A fragmented communications market will change things significantly.

Consider some simple facts. If you take the ten most highly rated television programs for whites, and then take the ten most highly rated programs for African Americans, you will find little overlap between them. Indeed, more than half of the ten most highly rated programs for African Americans rank among the ten least popular programs for whites. With respect to race, similar divisions can be found on the Internet. Not surprisingly, many people tend to choose like-minded sites and like-minded discussion groups. Many of those with committed views on a topic—gun control, abortion, affirmative action—speak mostly with each other. It is exceedingly rare for a site with an identifiable point of view to provide links to sites with opposing views; but it is very common for such a site to provide links to like-minded sites.

With a dramatic increase in options, and a greater power to customize, comes an increase in the range of actual choices. Those choices are likely, in many cases, to mean that people will try to find material that makes them feel comfortable, or that is created by and for people like themselves. This is what the Daily Me is all about. Of course, many people seek out new topics and ideas. And to the extent that people do, the increase in options is hardly bad on balance; it will, among other things, increase variety, the aggregate amount of information, and the entertainment value of actual choices. But there are serious risks as well. If diverse groups are seeing and hearing different points of view, or focusing on different topics, mutual understanding might be difficult, and it might be hard for people to solve problems that society faces together. If millions of people are mostly listening to Rush Limbaugh and others are listening to Fox News, problems will arise if millions of other people are mostly or only listening to people and stations with an altogether different point of view.

We can sharpen our understanding of this problem if we attend to the phenomenon of group polarization. The idea is that after deliberating with one another, people are likely to move toward a more extreme point in the direction to which they were previously inclined, as indicated by the median of their predeliberation judgments. With respect to the Internet, the implication is that groups of people, especially if they are like-minded, will end up thinking the same thing that they thought before—but in more extreme form.

Consider some examples of this basic phenomenon, which has been found in over a dozen nations.3 (a) After discussion, citizens of France become more critical of the United States and its intentions with respect to economic aid. (b) After discussion, whites predisposed to show racial prejudice offer more negative responses to questions about whether white racism is responsible for conditions faced by African Americans in American cities. (c) After discussion, whites predisposed not to show racial prejudice offer more positive responses to the same question. (d) A group of moderately profeminist women will become more strongly profeminist after discussion. It follows that, for example, after discussion with one another, those inclined to think that President Clinton was a crook will be quite convinced of this point; that those inclined to favor more aggressive affirmative action programs will become more extreme on the issue if they talk among one another; that those who believe that tax rates are too high will, after talking together, come to think that large, immediate tax reductions are an extremely good idea.

The phenomenon of group polarization has conspicuous importance to the current communications market, where groups with distinctive identities increasingly engage in within-group discussion. If the public is balkanized, and if different groups design their own preferred communications packages, the consequence will be further balkanization, as group members move one another toward more extreme points in line with their initial tendencies. At the same time, different deliberating groups, each consisting of like-minded people, will be driven increasingly far apart, simply because most of their discussions are with one another.

Why does group polarization occur? There have been two main explanations, both of which have been extensively investigated and are strongly supported by the data.

The first explanation emphasizes the role of persuasive arguments, and of what is and is not heard within a group of like-minded people. It is based on a common sense intuition: any individual's position on any issue is (fortunately!) a function, at least in part, of which arguments seem convincing. If your position is going to move as a result of group discussion, it is likely to move in the direction of the most persuasive position defended within the group, taken as a collectivity. Of course—and this is the key point—a group whose members are already inclined in a certain direction will offer a disproportionately large number of arguments supporting that same direction, and a disproportionately small number of arguments going the other way. The result of discussion will therefore be to move the group, taken as a collectivity, further in the direction of their initial inclinations. To be sure, individuals with the most extreme views will sometimes move toward a more moderate position. But the group as a whole moves, as a statistical regularity, to a more extreme position consistent with its predeliberation leanings.

The second mechanism, which involves social comparison, begins with the claim that people want to be perceived favorably by other group members (and to perceive themselves favorably). Once they hear what others believe, they adjust their positions in the direction of the dominant position. People may wish, for example, not to seem too enthusiastic, or too restrained, in their enthusiasm for affirmative action, feminism, or an increase in national defense. Hence their views may shift when they see what other people and in particular what other group members think.

Group polarization is a human regularity, but social context can decrease, increase, or even eliminate it. For present purposes, the most important point is that group polarization will significantly increase if people think of themselves, antecedently or otherwise, as part of a group having a shared identity and a degree of solidarity. If, for example, a group of people in an Internet discussion group think of themselves as opponents of high taxes, or advocates of animal rights, their discussions are likely to move toward extreme positions. As this happens to many different groups, polarization is both more likely and more extreme. Hence significant movements should be expected for those who listen to a radio show known to be conservative, or a television program dedicated to traditional religious values or to exposing white racism.

This should not be surprising. If ordinary findings of group polarization are a product of limited argument pools and social influences, it stands to reason that when group members think of one another as similar along a salient dimension, or if some external factor (politics, geography, race, sex) unites them, group polarization will be heightened.

Group polarization is occurring every day on the Internet. Indeed, it is clear that the Internet is serving, for many, as a breeding ground for extremism, precisely because like-minded people are deliberating with one another, without hearing contrary views. Hate groups are the most obvious example. Consider one extremist group, the so-called Unorganized Militia, the armed wing of the Patriot movement, "which believes that the federal government is becoming increasingly dictatorial with its regulatory power over taxes, guns and land use." A crucial factor behind the growth of the Unorganized Militia "has been the use of computer networks," allowing members "to make contact quickly and easily with like-minded individuals to trade information, discuss current conspiracy theories, and organize events."4 The Unorganized Militia has a large number of websites, and those sites frequently offer links to related sites. It is clear that websites are being used to recruit new members and to allow like-minded people to speak with one another and to reinforce or strengthen existing convictions. It is also clear that the Internet is playing a crucial role in permitting people who would otherwise feel isolated and move on to something else to band together and spread rumors, many of them paranoid and hateful.

There are numerous other examples along similar lines. A group calling itself the "White Racial Loyalists" calls on all "White Racial Loyalists to go to chat rooms and debate and recruit with NEW people, post our URL everywhere, as soon as possible." Another site announces that "Our multi-ethnic United States is run by Jews, a 2% minority, who were run out of every country in Europe…. Jews control the U.S. media, they hold top positions in the Clinton administration … and now these Jews are in control—they used lies spread by the media they run and committed genocide in our name." To the extent that people are drawn together because they think of each other as like-minded, and as having a shared identity, group polarization is all the more likely.


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