Ideological amplification describes how beliefs within a group can become normalized and expected among group members through positive feedback loops. This process can be beneficial for marketers seeking to appeal to niche markets but can also have negative effects if the amplified ideology promotes separation, prejudice, or discrimination. While the internet and social media seem democratic in providing platforms for all beliefs, in reality they may encourage the rapid formation of online tribes and echo chambers where dissenting views are unwelcome, potentially hindering diversity within groups and societies.

1. Ideological Amplification
A Saviour or Problem?

2. Ideological Amplification
When a belief within a tribe (or niche) becomes
the “norm” or “accepted” and often “expected”
and is then exponentially amplified among its
members. - chris hambly
good examples: any religion, football fan, free
masons, social media evangelists (yep)..

3. Cool Bananas for Marketing
Marketers want small niche tribes
“it’s not how many, it’s who”
The “power” is in the tribal belief to the product
Can be considered “viral” I prefer “pathological”
;)
Not cool when the amplified ideology is
negative in intent. – which is often unknown at
inception.
A company needs a great product or BALLS,
both is better!

4. Some Facts
You are biased … you cannot help it

5. Thomas Schelling
1971, he published a widely cited article dealing with racial dynamics
called quot;Dynamic Models of Segregationquot;. In this paper he showed that
a small preference for one's neighbours to be of the same colour could
lead to total segregation. He used coins on graph paper to
demonstrate his theory by placing pennies and nickels in different
patterns on the quot;boardquot; and then moving them one by one if they were
in an quot;unhappyquot; situation.
The positive feedback cycle of segregation - prejudice - in-group
preference can be found in most human populations, with great
variation in what are regarded as meaningful differences -- gender,
age, race, ethnicity, language, sexual preference, religion, etc. Once a
cycle of separation-prejudice-discrimination-separation has begun, it
has a self-sustaining momentum.
Dangerous stuff…

6. So what are we supporting here
with social media adoption?
Increase of niche gangs
Distain for “mainstream” which actually forces
us to segregate, isn’t that good?
Adoption of tribal mentalities, actually
enthused, embraced, encouraged.
Polarisation, amazon knows what you like
every time, you are profiled.
Additional views which support your views add
to your perception of correct, or right.

7. But isn’t the Internet
Democratic?
Not necessarily…
Perhaps the future is not utopia after all.
Segregation occurs rapidly on the Internet free
from mechanical constraints.
Like-minded people find each other fast, and
build tribes.
Outsider opinions are unwelcome, ostracised.

8. social media does not aid diversity within
a tribe
good for niche marketing bad for our
culture
Discuss?