Culture War Churn and the YouTube Rabbit-Hole
The New York Times recently profiled a man named Caleb Cain who had been radicalized by far-Right videos on YouTube. It’s easy to dramatize this familiar story with statements like, “I fell down the alt-right rabbit-hole” and “I just kept falling deeper and deeper into this…” and ultimately, “I was brainwashed.” But the brainwashing didn’t stick. Cain was eventually de-radicalized. The NYT, and most other commentators besides, painted Cain’s journey as a redemption story and a cautionary tale about the dangerous influence of YouTube algorithms. However, it’s worth lingering on the fact that Cain is not the only person who was radicalized and then de-radicalized in relatively quick succession. In reality, Cain’s story is simply one case study in the context of an overlooked phenomenon: churn in the culture wars. Churn is the business concept that some percentage of service subscribers will fall away after a certain period of time. In order for a business to grow its clientele, it must have a higher client acquisition rate than a client loss rate. This concept maps …