If you’re reading this, it’s meant for you: The reflexive ambivalence of algorithmic conspirituality

Abstract

Growing awareness of the ubiquity of algorithms online has established a new discursive space for making sense of their role in individuals’ lives and society writ large. Within this space, social media users have come to think of algorithms as uniquely powerful forces shaping everyday experiences. This article explores how people make sense of algorithms, as seen through (dis)belief in algorithmic conspirituality, where users ascribe divine significance to algorithmic curation on TikTok. We ask: how do users understand algorithmic conspirituality, and under what circumstances do they believe (or not) in the mystical power of algorithms? Drawing on focus groups and interviews with TikTok users ( n = 25), we observed what we call reflexive ambivalence. This refers to a reflexive process in which participants examined their cognitive and affective responses to algorithmic conspirituality videos to untangle seemingly contradictory logical and mystical mentalities. With this insight, we complicate past work by demonstrating the co-occurrence and interdependency of rational, technical vs. affective, socially situated ways of knowing algorithms. We additionally highlight conditions under which belief in algorithmic conspirituality gained plausibility for our participants and how they rationalized the phenomenon as grounded in the worldly realm.