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In this episode of Misguided, I’m joined by Renee DiResta to talk about how she went from a winding career in tech, finance, and Silicon Valley startups to becoming one of the leading analysts of online influence. Renée traces the shift back to a personal moment: after having her first child in 2013, she noticed a concerning amount of anti-vaccine content across Facebook communities. She started quietly studying those communities and doing network analysis at night, work that eventually became her full-time focus.

We spend a lot of time on a core idea from her book Invisible Rulers “bespoke realities.” Renée argues that blaming everything on “the algorithm” misses what truly pulls people into false worlds. Algorithms may guide people toward certain groups, but it’s the communities themselves—identity, belonging, alternative experts, and self-contained information loops—that keep people inside and make outside institutions seem corrupt or irrelevant.

From there, we turn to AI. Renée sees chatbots and answer engines as the next major force in shaping reality. As more people skip searching and instead ask a preferred bot for the truth, the information battle moves upstream to the training and reference layer of the internet (especially Wikipedia). Influence those sources, and you can influence what AI confidently repeats back.

Finally, we talk about why scientific and medical institutions keep losing ground online. They’re limited by incentives, risk-averse cultures, and a decade-long “network debt” compared to misinformation influencers. Renée’s conclusion is direct: if institutions want to stay relevant, they need to show up where people actually are, build genuine relationships in communities, and treat communication as central to their mission, not a side task or liability.

Follow Renee on Threads

Follow Renee on Bluesky

Renee’s Book: Invisible Rulers

Renee’s articles mentioned during this episode:

For Expertise to Matter, Nonpartisan Institutions Need New Communications Strategies

Source Wars and Bespoke Realities: Wikipedia, Grokipedia, and The Battle for Truth

Free Speech Is Not the Same As Free Reach

Keywords: Renee DiResta, social networks, vaccine attitudes, AI, misinformation, AI chatbots, bespoke realities, invisible rulers

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