I posted on Instagram what the algorithm regarded as heresy: My video exceeded the 3-Minute limit of the ideal reel. Thankfully, it warned me, twice: “Your reel won’t be recommended to new audiences.” I respected the bluntness of the admonition. Turn from your wicked ways, it urged me, lest you become invisible and therefore insignificant.

Even though it gave me a chance to repent of my erring ways, I refused the offer. It was my way of fighting the demon of algospeak, which Griffin Gooch describes at length in his essay for Christianity Today: “The Algorithm Is Changing How We Speak—And Strive.”

It’s about the ways that algorithms are rewiring, not just our brains, but our habits of relationships and our assumptions about the good life. Good work here, Griffin.

““Algospeak” is essentially how social media algorithms transform our communication. Sometimes this looks like self-censoring content so that it doesn’t get “shadowbanned” (when a post gets hidden because the algorithm detects inappropriate or controversial language). Killbecomes unalive, for example.

Beyond euphemisms, though, algospeak is also about prioritizing trendy keywords. Starting a TikTok video with the phrase No because or I’m sat for this has more potential for virality because the algorithm knows those phrases attract more engagement.”