That we inhabit a post-truth world seems to accepted wisdom. But that’s only half of it. We also live in a post-trust world. In a post-truth world, everything is shaped by the implicit goals of the entity claiming to state the “truth,” as the entire point of claiming to state the “truth” is to persuade the target populace to agree to something favorable to the issuer of the claimed “truth.”
In other words, the “truth” as something that has no intentional spin of self-interest no longer exists. What is passed off as “truth” is spin intended / designed to serve the interests of those doing the spinning.
This is the definition of propaganda and marketing, which are pure expressions of self-interest, and they’ve been around since the dawn of civilization, as persuading others to do what serves your private interests is much lower cost / more profitable than having to modify their behaviors with force.
The first step in the con of propaganda and marketing is to win the trust of the mark. This is a fascinating process, as some people are willing believers and others are skeptical, and so the trust campaign must speak to both the skeptics and those primed to embrace the message for reasons that have less to do with the entity issuing the message and more to do with their internal beliefs.
The trick with skeptics is to present persuasive evidence–the “facts.” These can be first-person accounts, scientific studies, or something presented as self-evident. The con artist presents the facts as if they are objective and the mark is invited to “decide for yourself:” the con artist claims he has no intent to persuade.
This is humorously illustrated in Melville’s classic novel The Confidence-Man.
The rise of the collection of data and the scientific method introduced the idea of “objective truth” that was based on facts collected from observations that were repeatable by anyone able to isolate the same variables. In other words, these truths could be verified by anyone using the same tools to collect data that isolated the same variables, so it wasn’t a private truth, it was a public truth everyone had to accept as fact.
The power of “objective fact” was too good to pass up, and so manipulating the metrics of data collection and analysis became the new territory of developing trust and establishing “truth” to serve private interests. Sample sizes were kept small, subjects were selected for their likelihood of yielding the desired data, and analytic tools weeded out outliers that undermined or contradicted the pre-selected “results.”
As McLuhan observed, The medium is both the message and the massage, and so the synthetic media that broadcast the human voice and visual images captured our attention and imagination in ways the written word could not. Now we have AI, which mimics human speech so engagingly that we attribute it with human characteristics: intelligence, emotions, empathy, etc.
With social media and smartphones, these media/ AI technologies have scalable visibility and virulence: they are ubiquitous (everywhere) and extremely contagious / virulent, spreading quickly through vast populations.
Hellbound and Down 