We’ve gone so far backwards on democracy, that many think we need to shout louder to prevent further erosion. But the louder we shout in the algorithmic age, the fewer people hear us.

𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗳𝗶𝗴𝗵𝘁 𝗶𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗯𝗮𝘁𝘁𝗹𝗲 𝗼𝗳 𝗶𝗱𝗲𝗮𝘀, 𝗮𝗻𝗱 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄, 𝘄𝗲 𝗮𝗿𝗲 𝗹𝗼𝘀𝗶𝗻𝗴. Anti-democratic movements thrive by offering visions that resonate deeply with disenfranchised mainstream audiences while pro-democratic forces resonate only in echo chambers.

Yes, algorithmic distribution drives polarization. But human nature drives polarisation, too, simply because people want to see what they want to see. And algorithms are designed to give us more of what we want. That’s why they work.

𝗪𝗲 𝗰𝗮𝗻’𝘁 𝗳𝗼𝗿𝗰𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗼 𝗲𝗻𝗴𝗮𝗴𝗲 𝘄𝗶𝘁𝗵 𝗼𝘂𝗿 𝗶𝗱𝗲𝗮𝘀. We can’t tell them, “we’re right, you’re wrong.” This kind of arrogance is killing us. It doesn’t work in a real life debate and it definitely doesn’t work online.

To turn things around, pro-democratic forces need to persuade the mainstream why democracy and fact-based information works for them. We need to show how it promises them better life outcomes for them and their families.

It is absolutely possible to grow support for pro-democratic ideas in the key mainstream battleground. But to do that, they need to use the available digital tech more effectively.

𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲𝗱 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗱𝗼𝗲𝘀𝗻’𝘁 𝘄𝗼𝗿𝗸 𝗳𝗼𝗿 𝗽𝗼𝗹𝗶𝘁𝗶𝗰𝗮𝗹 𝗶𝗱𝗲𝗮𝘀. The populists have figured this out. We need to understand that too.

We can use data to understand our audiences and talk to them about what they hope for, not just what we hope for.

And we can use iterative strategy, AB testing and data analysis to quantify our impact with key target audiences outside our echo chambers and grow support instead of growing polarisation. Because if we keep preaching to the choir as we’re doing now, the only change we’ll see is continued gains for the extremes.