It’s been reported this week that after 100 years of the device showing content designed for it, the television is now the preferred medium for people of all ages to watch algorithm-driven content on Youtube. ….. one of the biggest creators of content in the world

It’s no longer the case that we, the viewers, watch only what production companies make for us. We film ourselves on our phones, upload them ourselves and watch ourselves. The Victoria and Albert Museum in London has just recognised the importance of short form video as a cultural development by exhibiting the very first video uploaded onto the platform. Entitled ‘Me at the Zoo’, it’s a 19 second clip that has been viewed 380 million times since it was first posted in April 2005.

The fact that we are watching, even on our traditional televisions whatever we want when we want is part of a development that has been happening for some time. It’s a development that reveals to us what we value, what we will pay for, what we will put effort into. It appears to tell us that what we want more than anything - is to maximise our ability to choose.

It is one of the axioms of our contemporary culture that individual choice is not only desirable but essential for a fulfilling happy life. And that’s of course true. At the opposite extreme, a person who is not able to exercise any choice is enslaved, something that is both immoral and illegal.

Freedom to choose how we live, what we eat, what we do, is a fundamental aspect of human nature not least according to Christian teaching, which insists that human beings have had free will, from the Garden of Eden onwards, made as we are in the image of God. But Christian spiritual practice will also teach us to stay alert to the illusions and deceptions that accompany the elevation of choice above all else. And what we now know is that as we’re scrolling, we’re not so much acting as a free human being, but more as an impressionable consumer, subject to the power of the algorithm.

Fundamental questions are raised by an ethic that pursues choice above everything else, especially when it sits in the corner of our living space. The new tipping point we’ve reached faces us afresh with the questions we face when we choose: in whose interest, to whose benefit and, ultimately together, to what end.