"Here’s an exercise: The next time you hear someone talking about algorithms, replace the term with “God” and ask yourself if the meaning changes. Our supposedly algorithmic culture is not a material phenomenon so much as a devotional one, a supplication made to the computers people have allowed to replace gods in their minds, even as they simultaneously claim that science has made us impervious to religion.
"It’s part of a larger trend. The scientific revolution was meant to challenge tradition and faith, particularly a faith in religious superstition. But today, Enlightenment ideas like reason and science are beginning to flip into their opposites. Science and technology have become so pervasive and distorted, they have turned into a new type of theology.
"...The algorithmic metaphor is just a special version of the machine metaphor, one specifying a particular kind of machine (the computer) and a particular way of operating it (via a step-by-step procedure for calculation). And when left unseen, we are able to invent a transcendental ideal for the algorithm. The canonical algorithm is not just a model sequence but a concise and efficient one. In its ideological, mythic incarnation, the ideal algorithm is thought to be some flawless little trifle of lithe computer code, processing data into tapestry like a robotic silkworm. A perfect flower, elegant and pristine, simple and singular. A thing you can hold in your palm and caress. A beautiful thing. A divine one.
"But just as the machine metaphor gives us a distorted view of automated manufacture as prime mover, so the algorithmic metaphor gives us a distorted, theological view of computational action.
"“The Google search algorithm” names something with an initial coherence that quickly scurries away once you really look for it. Googling isn’t a matter of invoking a programmatic subroutine—not on its own, anyway. Google is a monstrosity. It’s a confluence of physical, virtual, computational, and non-computational stuffs—electricity, data centers, servers, air conditioners, security guards, financial markets—just like the rubber ducky is a confluence of vinyl plastic, injection molding, the hands and labor of Chinese workers, the diesel fuel of ships and trains and trucks, the steel of shipping containers.
"Once you start looking at them closely, every algorithm betrays the myth of unitary simplicity and computational purity. You may remember the Netflix Prize, a million dollar competition to build a better collaborative filtering algorithm for film recommendations. In 2009, the company closed the book on the prize, adding a faux-machined “completed” stamp to its website.
"But as it turns out, that method didn’t really improve Netflix’s performance very much. The company ended up downplaying the ratings and instead using something different to manage viewer preferences: very specific genres like “Emotional Hindi-Language Movies for Hopeless Romantics.” Netflix calls them “altgenres.”
"...If algorithms aren’t gods, what are they instead? Like metaphors, algorithms are simplifications, or distortions. They are caricatures. They take a complex system from the world and abstract it into processes that capture some of that system’s logic and discard others. And they couple to other processes, machines, and materials that carry out the extra-computational part of their work.
"Unfortunately, most computing systems don’t want to admit that they are burlesques. They want to be innovators, disruptors, world-changers, and such zeal requires sectarian blindness. The exception is games, which willingly admit that they are caricatures—and which suffer the consequences of this admission in the court of public opinion. Games know that they are faking it, which makes them less susceptible to theologization. SimCity isn’t an urban planning tool, it’s a cartoon of urban planning. Imagine the folly of thinking otherwise! Yet, that’s precisely the belief people hold of Google and Facebook and the like.
"...Computers are powerful devices that have allowed us to mimic countless other machines all at once. But in so doing, when pushed to their limits, that capacity to simulate anything reverses into the inability or unwillingness to distinguish one thing from anything else. In its Enlightenment incarnation, the rise of reason represented not only the ascendency of science but also the rise of skepticism, of incredulity at simplistic, totalizing answers, especially answers that made appeals to unseen movers. But today even as many scientists and technologists scorn traditional religious practice, they unwittingly invoke a new theology in so doing."
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