NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / New Zealand

Jacinda Ardern calls for 'ethical algorithms' to combat online extremism

By Nathalie Collins
Other·
18 May, 2021 01:31 AM5 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Prime Minister Jacinda Ardern, while noting the progress made by social media platforms, has singled out the need for ethical algorithms. Photo / Mark Mitchell

Prime Minister Jacinda Ardern, while noting the progress made by social media platforms, has singled out the need for ethical algorithms. Photo / Mark Mitchell

Prime Minister Jacinda Ardern has called for "ethical algorithms" to help stop online radicalisation.

She made her call on the weekend at the second summit of the "Christchurch Call" for action to eliminate terrorist and violent extremist content online.

The first Christchurch Call summit was convened by Ardern and French president Emmanuel Macron in May 2019. It took place two months after the Christchurch mosque shootings, in which a 28-year-old Australian gunman killed 51 men, women and children.

The Christchurch Call is a voluntary compact between governments and technology companies. So far 55 nations have signed on – with the most notable new signatory being the United States, which refused to join under Donald Trump.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Google (which owns YouTube), Facebook, Twitter, Microsoft and Amazon have also signed on, as well as Japanese messaging app Line, French search engine Qwant and video-sharing sites Daily Motion and JeuxVideo.

In light of clear examples of extremist behaviour still being fomented online – the storming of the US Capitol in January being a case in point – one might question how much has been achieved.

Extremist behaviour is still being fomented online. Photo / AP
Extremist behaviour is still being fomented online. Photo / AP

On the weekend Arden, while noting the progress made in areas such as the platforms' protocols for moderating and removing extremist content, singled out the need for ethical algorithms. Here's why.

How social media platforms serve content

Imagine a large, vast restaurant. Service here works in an interesting way.

Advertisement
Advertise with NZME.

The waiters dash around the restaurant to bring diners as much food as they can eat. They don't take orders but effectively direct you to what you will eat by putting that food in front of you.

The restaurant owner has designed it this way, to keep you eating as much as possible.

How do the waiters know what you like? They have a record of what you ate last time. They listen in on your table conversation. You mention you feel like French fries? They will bring you buckets of fries over and over.

At first you think: "Isn't this wonderful, these waiters know just what I like."

Discover more

World

After years of quiet, Israeli-Palestinian conflict exploded. Why now?

16 May 08:24 PM
World

Violence shakes Donald Trump's boast of a 'new Middle East'

16 May 12:05 AM
World

AOC says Marjorie Taylor Greene is 'deeply unwell' after confrontation

14 May 09:00 PM
World

Radical rabbi's followers rise in Israel amid new violence

14 May 06:29 AM

But the waiters don't care about what you like. They just want you to keep eating. Even if the food is unhealthy and increases your risk of disease or death. No matter. They'll keep bringing it as long as you keep eating.

If these waiters were ethical, if they cared about your well-being, they might bring you healthy alternatives. They might put a salad before you. If the restaurant owner was ethical, the service would not be designed to encourage overeating. It would seek to interest you in something else.

But then you might stop eating. You might leave the restaurant. That would hurt profits.

Online radicalisation is a social phenomenon. It is also a business. Photo / 123rf
Online radicalisation is a social phenomenon. It is also a business. Photo / 123rf

Algorithms are designed to decide what we see

Social media algorithms work the same as the service in our metaphorical restaurant. Algorithms are tech companies' secret recipes to keep users on their platforms.

The easiest way to do that is serve you content you like – perhaps with even more salt, sugar and fat.

On YouTube it's more of the same type of content you've been watching. Like videos of stray dogs being rescued? You'll get more of those recommended to you. If it's videos about governments hiding alien technology, you'll get more of those.

Advertisement
Advertise with NZME.

Facebook works a little bit differently. It will recommend groups for you to join based on your interests. If you've joined a group about native birds, or ascending to the fifth dimension, more such groups will be recommended to you. Those groups enable you to interact with and make "friends' with others who share your interests and beliefs.

Repetition and normalisation

These strategies reinforce and normalise our interests and views. They are crucial reasons for the viral-like spread of extremism.

An idea, no matter how absurd or extreme, becomes more acceptable if repeated over and over again. Advertisers know this. So do propagandists. The more we view videos and posts pushing the same ideas, and connect with people who share the same views, the more we feel we're normal and it's those who disagree with us who are deluded.

This radicalisation is a social phenomenon. It is also a business.

Online algorithms will connect people with shared beliefs, reinforcing and entrenching their views. Photo / 123rf
Online algorithms will connect people with shared beliefs, reinforcing and entrenching their views. Photo / 123rf

Those pushing or holding radical ideas often think they are opposing Big Tech and other corporate interests. They couldn't be more wrong. Extremist content is a lucrative market segment. Keeping your eyes on a page, enthralling you and reinforcing your views is a way for content creators, social influencers and the platforms themselves to make bank, boost their ego and spread their message. Which, in turn, legitimises their message.

Remember the fundamental business model: for Big Tech it is about selling your attention to advertisers, no matter the message.

Advertisement
Advertise with NZME.

Can math be made ethical?

Arden's call is for algorithms designed with intent – the intent to reduce the promotion of content which can harm you, kill you or – given the right conditions – someone else.

An ethical algorithm would encourage a more balanced diet, even if it meant you would stop consuming.

Limiting what the waiters can serve you doesn't completely avoid the need for important discussions. For example, then who should decide what healthy means? But this would be a less contentious, more productive debate than a stale argument about free expression versus censorship. Especially when the real discussion is the promotion and convenience of "junk" thinking.

Limiting consumption by making things harder to find, not delivered on a platter, is preferable to any outright ban.

Save

    Share this article

Latest from New Zealand

New Zealand

Serious crash closes SH1 between Taupō and Tūrangi, delays expected

04 Jul 09:01 AM
New Zealand|christchurch

Two pedestrians injured in serious Canterbury crash, road closed

04 Jul 08:40 AM
New Zealand|crime

'Please do not do it': Man inflicted intense pain on woman during violation

04 Jul 08:00 AM

There’s more to Hawai‘i than beaches and buffets – here’s how to see it differently

sponsored
Advertisement
Advertise with NZME.

Latest from New Zealand

Serious crash closes SH1 between Taupō and Tūrangi, delays expected

Serious crash closes SH1 between Taupō and Tūrangi, delays expected

04 Jul 09:01 AM

The crash involved two vehicles on SH1 near Jellicoe Pt around 7.45pm.

Two pedestrians injured in serious Canterbury crash, road closed

Two pedestrians injured in serious Canterbury crash, road closed

04 Jul 08:40 AM
'Please do not do it': Man inflicted intense pain on woman during violation

'Please do not do it': Man inflicted intense pain on woman during violation

04 Jul 08:00 AM
'Couldn't even walk': Hospo staff foil legless drunk driver who blew six times legal limit

'Couldn't even walk': Hospo staff foil legless drunk driver who blew six times legal limit

04 Jul 07:20 AM
From early mornings to easy living
sponsored

From early mornings to easy living

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP