In the expanding shadows of the digital age, as techno-feudalism tightens its grip, the media and advertising industries must emerge as catalysts for change. Techno-feudalism, a term coined by Yanis Varoufakis, describes a world in which data is the new capital, and digital platforms function as modern fiefdoms, wielding geopolitical power through their monopolistic control. We cannot ignore the cavernous influence of these platforms and their capacity to echo misinformation, reverberating polarisation. The stakes are high, leading to increased division and a rapid intensification of marginalisation. Recent uprisings involving supporters of the Far Right and Reform UK have highlighted how these dynamics can lead to alarming acts of terrorism. This situation brings back memories for us People of Colour who grew up in the 70s under the shadow of the National Front.
The UK riots serve as a stark reminder of societal fractures aggravated and amplified by unchecked digital narratives. Fuelled by discontent and misinformation, these incidents illustrate how digital platforms can swiftly ignite real-world unrest. As dissenting voices grow louder on social media, the line between justified outrage and chaotic destruction becomes blurred, leaving communities on the brink of turmoil.
In our increasingly interconnected world, the media industry must reflect this complexity
We must challenge echo chambers, combat misinformation, and address the power imbalances within our field. As UK media and advertising professionals, we hold a key to a new path, one that moves beyond the binary, linear methods that have contributed to these issues. We need to cultivate an environment that embraces a more integrated and holistic approach to digital communication, storytelling, ideation, and innovation.
This starts by acknowledging responsibility in perpetuating the myth that techno-feudalism inflames, that technology alone can solve (or communicate and amplify) all societal problems without addressing the underlying socio-economic structures. To approach this differently, it’s crucial to begin with the key characteristics that define techno-feudalism and distinguish it from traditional feudalism. First, there is a concentration of power and wealth in the hands of a few large technology* (*insert media) companies. Secondly, there is a lack of regulation and accountability for these tech giants (and their owners), allowing them to operate without much oversight or consequences, which act as modern ‘lords’ controlling significant portions of the digital economy. Thirdly, there is a significant dependence on digital platforms as primary channels for communication and information exchange, creating monopolies that enable these companies to control information flow. A recent lawsuit brought against Elon Musk and J.K. Rowling, who are, quite rightly, accused of cyberbullying Algerian boxer Imane Khelif during the Paris Olympics, underscores this issue.
As the owner of the social media giant X, Musk frequently shares unfiltered and provocative opinions without restraint. Is this a simplified perspective, or is there more to it? Given the interconnectedness of data, digital platforms, economics, and geopolitics, Musk and Rowling are certainly no fools. Using digital platforms to sow the seeds of discontent sends enduring ripples across the digital sphere, undoubtedly affecting the offline world as well. Users and consumers often find themselves in the role of ‘digital serfs,’ supplying data and content to access platforms without owning the production means or the value they generate. This dynamic highlights the power imbalance inherent in today’s digital economy and sets the stage for rethinking user rights and platform accountability.
This is where the media industry can take the lead and shift the status quo
The challenges we face with the rise of techno-feudalism, its connection, and the sleight of hand focus on the biases in the large language models of AI platforms compel us to look inward, to pause, and reflect on our true motivations and the long-term implications of our actions.
As an industry, we must critically examine the narratives we promote and the platforms we support. Are we motivated by genuine belief or influenced by external pressures and financial incentives? The biases in AI systems, social media platforms and their algorithms reflect our very human complexities, highlighting both strengths and weaknesses. To drive meaningful change, we must shift our perspectives and ask deeper questions. Only then can we transform not just our technologies but also ourselves and the industry as a whole.
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