The Dark Side of Social Media: "Can’t Look Away" Exposes Algorithmic Dangers and Legal Battles
In the digital age, social media platforms have become ubiquitous, shaping how we connect, communicate, and consume information. While offering undeniable benefits, these platforms also harbor a darker side, a realm of algorithmic manipulation and potential harm, particularly for vulnerable young users. The new documentary "Can’t Look Away," directed by Matthew O’Neill and Perri Peltz, shines a spotlight on this unsettling reality, exploring the devastating consequences of social media’s influence and the ongoing legal battles to hold tech giants accountable. Based on investigative journalism by Bloomberg News’ Olivia Carville, the film provides a chilling glimpse into the lives of families shattered by the loss of children to suicide, drug overdoses, and exploitation, all linked to the pervasive reach of social media platforms.
The documentary centers around the Social Media Victims Law Center in Seattle, where a dedicated team of attorneys fights for justice on behalf of grieving families. These legal professionals are challenging Section 230 of the Federal Communications Act, a 1996 law designed for a pre-social media internet landscape. This controversial provision shields internet service providers from liability for third-party content, a protection that has become increasingly contested in the face of social media’s pervasive influence. The filmmakers were drawn to the David-and-Goliath struggle of these lawyers taking on powerful tech companies, recognizing the profound implications of this legal battle for the future of online accountability. "The fact that this group of exceptional lawyers united to challenge Section 230 through product liability was a very intriguing angle for us," explains Peltz.
"Can’t Look Away" finds its initial audience through Jolt, an AI-powered streaming service specializing in connecting independent films with niche audiences. Jolt’s innovative approach utilizes Interest Delivery Networks, leveraging AI to match films with viewers based on their interests and online behavior. This targeted distribution strategy aims to overcome the challenges of reaching audiences in a fragmented media landscape. While specific viewership numbers for "Can’t Look Away" remain undisclosed, Jolt CEO Tara Hein-Phillips highlights the success of other documentaries on the platform, such as "Your Fat Friend," which benefited from the existing online presence of its subject, writer and influencer Aubrey Gordon.
The film’s distribution strategy underscores the evolving landscape of film release and audience engagement. Jolt’s AI-driven approach represents a departure from traditional distribution models, offering filmmakers new avenues to connect with viewers who might otherwise miss their work. This targeted approach allows for greater efficiency in reaching specific demographics and interest groups, maximizing the potential impact of independent films. The filmmakers acknowledge the importance of reaching a broad audience and see Jolt’s technology as a key tool in achieving this goal. "What also drew us to Jolt was its status as a tech company. They utilize innovative tools to identify and attract new viewers who may not typically engage with documentaries," notes O’Neill.
The complexities of audience building in the digital age are a central theme in the story of "Can’t Look Away." Hein-Phillips emphasizes the nuanced approach required for each film, acknowledging that there’s no one-size-fits-all solution. Jolt’s strategy involves tailoring marketing efforts to each film’s unique characteristics and potential audience. This may involve theatrical releases, impact campaigns, festival screenings, and other promotional activities. The platform’s commitment to data-driven decision-making allows for a more dynamic and responsive approach to audience engagement. While Jolt initially envisioned itself primarily as a launch platform, it has evolved into a more comprehensive partner for filmmakers, offering ongoing support in audience development and marketing.
The irony of utilizing social media to promote a film critical of its very nature is not lost on the filmmakers. Peltz clarifies their stance, stating, "We aren’t against social media. Our film aims to place responsibility where it truly belongs." This nuanced perspective highlights the complex relationship society has with these platforms. While acknowledging the potential harms, "Can’t Look Away" doesn’t advocate for abandoning social media altogether. Instead, it calls for greater accountability and transparency from tech companies, urging them to address the algorithmic dangers and protect vulnerable users. The film seeks to spark a conversation about responsible technology use and the need for stronger regulations to mitigate the risks associated with social media.
The potential audience for "Can’t Look Away" is diverse, encompassing parents, teenagers, legal professionals, educators, and anyone concerned about the impact of social media on society. The film’s relevance extends beyond the individual tragedies it portrays, raising broader questions about the ethical responsibilities of tech companies and the need for greater public awareness of the potential harms of algorithmic manipulation. With its upcoming release on Bloomberg Media Platforms in July, "Can’t Look Away" promises to further amplify the conversation about social media’s impact and the ongoing legal battles to hold tech giants accountable for their role in shaping the digital landscape. The film’s message is both a cautionary tale and a call to action, urging viewers to critically examine their relationship with social media and advocate for a safer and more responsible online environment.