Films by Martijn Kieft
Every day, billions of people are unwittingly taking part in what is the largest most comprehensive psychological experiment ever conducted. The old marketing and advertising world using billboards, advertisements and TV commercials to persuade us, has been comprehensively augmented by an entirely new field of “user experience architects” and “online persuasion agents.” These forces are given tremendous power from the proliferation of digital technologies. So how do these powerful forces ensure that we fill our online shopping carts to the brim, or stay on websites as long as possible? Or vote for a particular candidate? What Makes You Click examines how these prolific entities collectively and individually use, shape, and manipulate our experiences via an online world, not just when it comes to buying things, but also with regards to our free time and political perspectives. The manipulation has become so good that these powerful controllers, former Google employees among them, are themselves arguing for the introduction of an ethical code. What does it mean when the grand conductors of these huge experiments themselves are asking for their power, influence and possibilities to be restricted?
This culture runs on algorithms on a scale never before realised. Whether you get a job or a mortgage or insurance or healthcare, how you get from A to B, how huge fortunes are made or whom is driven into poverty, decisions on whom is sent to or released from prison, whom is voted for in manipulated elections—the reach of algorithms has captured so much of the major decisions of our lives, all in complete obscurity, inscrutable. So what are the implications of this? What sort of ‘decisions’ do machines make, to which we’ve come to regard as infallible and impartial, accurate and precise? Algorithms Rule Us All speaks to data scientists and programmers themselves to answer the question of what they think is unfolding with the so-called Big-Data society and how we’re continuing to hand over our lives and societies to the whim of machines that are driven by rapacious profit-driven companies, for the goal of commodification of everything. What are the implications for human autonomy, society, democracy?