The problem is that we’re confusing automated persuasion with automated targeting. Laughable lies about Brexit, Mexican rapists, and creeping Sharia law didn’t convince otherwise sensible people that up was down and the sky was green.https://locusmag.com/2018/07/cory-doctorow-zucks-empire-of-oily-rags/
Rather, the sophisticated targeting systems available through Facebook, Google, Twitter, and other Big Tech ad platforms made it easy to find the racist, xenophobic, fearful, angry people who wanted to believe that foreigners were destroying their country while being bankrolled by George Soros.
Remember that elections are generally knife-edge affairs, even for politicians who’ve held their seats for decades with slim margins: 60% of the vote is an excellent win. Remember, too, that the winner in most races is “none of the above,” with huge numbers of voters sitting out the election. If even a small number of these non-voters can be motivated to show up at the polls, safe seats can be made contestable. In a tight race, having a cheap way to reach all the latent Klansmen in a district and quietly inform them that Donald J. Trump is their man is a game-changer.
I’m thinking about all those times I agreed to debates with creationists, and I’d show up at the venue to see church buses lined up outside and a crowd of people clutching Bibles filling the seats. There was no hope that I’d convince them (OK, maybe I deluded myself that I’d win over a few), and really, my role was to play the heel at a fixed match, to draw in the congregation to listen to the face, who got all the adulation. ...https://freethoughtblogs.com/pharyngula/2020/11/28/cory-doctorow-1/
The creationists were smarter than I was. They knew these events weren’t intended to inform or educate; the debate was all about rallying a crowd, drawing in more true believers who wanted to see that university egghead taught a lesson — and it didn’t matter that I wasn’t crushed, because they’d gather together all the conservative Christians and they’d find each other. It’s both sides, too. Debates at atheist events are also a sham, primarily about grooming a particular audience rather than teaching anything new.
Doctorow is focused on politics and the media, but it’s the same old story. The goal isn’t to persuade, it’s to align people with a gang.