In this blog post, we examine how the order of the imagination created by the Internet influences human collective behavior and social side effects.
In 2011, numerous protests broke out across the Middle East—including the Egyptian Revolution and the Algerian Revolution—in the quest for democratization. These protests led to the downfall of several dictators, and international media dubbed this phenomenon the “Arab Spring.” These protests can be seen as a prime example of the results achieved through flexible human cooperation. It can be argued that humans are the only species on Earth capable of demonstrating such organic, systematic, and collective movements. Historically, this human capacity has driven countless changes and enabled human progress that goes beyond mere survival.
In *Homo Deus: A Brief History of Tomorrow*, Yuval Noah Harari discusses why only humans are capable of flexible cooperation, citing belief in an imagined order as the primary reason. In the past, religion or the law served as these imagined orders. Behaviors driven by religious beliefs or the coercive power of the law have been common since ancient times. However, in recent years, a far greater variety of imagined orders has emerged. For example, cheering for a favorite sports team can be linked to collective behavior based on the imagined order that the team will win. This is not limited to sports alone but is expanding into various social and cultural phenomena. Political beliefs, economic ideologies, and even consumer brand loyalty can be considered examples of phenomena sustained by imagined orders.
I believe the internet plays a major role in the proliferation of these imagined orders. The internet currently serves as the largest platform for the distribution of information. As information flows freely, various types of imagined orders can be proposed, and it becomes much easier to engage in collective action. In reality, the internet itself is a space composed of electrical signals and cannot be considered an imaginary order in and of itself. In other words, the electrical signals that make up the internet are merely a medium containing information about various imaginary orders. Therefore, the information and imaginary orders generated through the internet possess the power to significantly influence the reality in which we live.
Consequently, the internet has led to an increase in collective human behavior. This phenomenon must be harnessed for the benefit of humanity. As mentioned earlier, it is acceptable if humanity’s collective tendencies are directed toward beneficial ends, such as revolutions or democratization movements. However, if they have a negative impact, they can produce significant adverse effects on society. For example, situations may arise where fake news or misinformation spreads, fostering hatred or prejudice toward specific groups. This demonstrates that the imaginary order disseminated through the internet can cause real-world problems.
In fact, recently, this collective tendency has sometimes become a cause that suppresses diversity and leads humanity as a whole to adopt uniform thinking. A prime example is the witch hunts or incitement directed at celebrities in the media. Such situations arise when individuals fail to critically evaluate information and are swept up by the prevailing social atmosphere. While the development of the internet has made it easier to access information, it has also led to a decline in critical engagement with that information. In other words, people come to believe that the reactions of a few represent the overall public opinion, leading to a phenomenon where they follow that opinion. This phenomenon clearly highlights a problem in modern society: individuals are easily swept away by the flood of information without being able to maintain their own sense of balance.
Portal sites like Naver in Korea serve to provide users with information, such as news articles. When an article is posted, there is a comment section where netizens can share their opinions. However, this comment section features a “like” or “dislike” system. I believe such systems are the primary culprits in stifling diverse perspectives and leading society as a whole to adopt uniform thoughts and ways of thinking.
There is a phenomenon where presenting an opinion that differs from the prevailing view of society results in a barrage of criticism online. I view this as one of the causes that suppresses diverse thinking and leads society as a whole to adopt a uniform mindset. In fact, this also creates a vulnerability where such systems can be exploited for incitement. For example, by manipulating the “agree” or “disagree” counts regarding a specific political event, it is possible to steer society toward a biased way of thinking.
I also believe that social media platforms like Facebook are a cause of our society’s tendency toward uniform thinking. Due to the nature of social media, users are constantly exposed to a vast amount of information. Consequently, there is a widespread tendency to accept this information unconditionally without critically evaluating it. As a result, it is evident that many users adopt a uniform mindset influenced by the information circulating on social media. This phenomenon reflects the psychology of modern people who get lost in a sea of information and easily conform to mainstream opinions.
As we have seen through numerous examples, failing to approach online information with a critical mindset inevitably leads to negative consequences. To live in a way that exerts a more positive influence on society, we must adopt an attitude of critically evaluating information and respecting diversity. Furthermore, there is a need for ongoing discussion and research on how our social, political, and economic structures can manage and regulate the imaginary order spreading through the internet and the collective behavior it engenders.
