In this day of video-everything, the old-time art and skill of puppetry is still hanging on, if by a thread, so to speak [and yes, it’s a terrible pun]. In fact, one well-known F&SF author – Mary Robinette Kowal – is also a successful professional puppeteer. And there still is something fascinating about what a skilled puppeteer can do.
Unfortunately, there are puppeteers in our lives that go totally unrecognized. Most people recognize slanted news as a form of puppetry, and, of course, “slanted” refers to the news we’d rather not hear, rather than inaccurate news. Most people don’t make a distinction between accurate slanted news and inaccurate slanted news, which is a shame. I’d define “accurate” slanted news as news where every fact is correct, but where facts are missing or where accurate facts are presented in a misleading context. Obviously, inaccurate slanted news is where both facts and context are wrong and deliberately mislead. Equally obvious is the fact that even accurate facts in a correct context can be perceived as misleading and totally slanted and inaccurate news can be perceived as accurate and truthful by those who wish to believe it.
Advertising can also be another form of puppetry, with a myriad of techniques used to influence and guide potential buyers. One could also call campaign donations as at least a form of attempted puppetry.
But there’s another form of puppetry that grows daily in its influence and sophistication, and that’s the online/internet algorithm. Everyone knows about algorithms, at least in the general sense, and how they pop up suggesting that you buy “X” because you purchased something similar. Because I periodically check on how my books are selling at certain outline retailers I get lots of emails and ads suggesting I buy more of my own books. This sort of puppetry is obvious, and often annoying, but among the algorithms that really bother me are the ones that govern search engines, because those algorithms are “optimized” for someone other than me, and for the most part, from what I can discern, for “popular” tastes and requests. That means it’s a lot more work for me to find what I want. In fact, it seems harder and harder every year.
But the deeper problem is that with more and more people using search engines and with the breadth of the internet and its comparative shallowness [unless you have access to an academic/university library database], what generally comes up in response to any inquiry on a given word and subject is pretty much the same. It’s popular, but is it accurate? How can you effectively cross-check it? Well… if you want to read every entry, you might get a better idea, or you might get a hundred versions of the same thing.
In a way, the convenience of the internet and algorithms can make an unsuspecting user a puppet, while conveying a sense of being informed that’s not always warranted. Despite the myth of the “wisdom of the crowd,” that was based on estimating numbers of physical objects that were physically present, not on evaluating the complexities of a high-tech society. Marketing and search algorithms have little to do with factual accuracy, only with popularity, and that’s something always to remember, because as human beings, we can be so easily seduced by popularity.