Clotheshorse with Amanda Lee McCarty

Episode 245: I'm With The Brand (bots in the algorithm), part six
Released: October 13, 2025

Overview:

In this sixth installment of the “I'm With The Brand” series, Amanda delves deep into how social media algorithms and bots distort our perceptions of fashion trends, brand popularity, and even political realities. She unpacks the mechanics of algorithms and bots, demonstrates how brands and individuals manipulate visibility online, and features listener stories that bring to life the emotional and community-driven entanglements we develop with brands. Ultimately, Amanda offers a toolkit for cultivating critical awareness as consumers—and humans—navigating an era of hyper-targeted digital marketing.

Key Discussion Points & Insights

1. The Social Media Algorithm: What It Is and How It Shapes Our Feeds

• Definition & Everyday Examples:
  Amanda demystifies the concept of an algorithm by drawing analogies to recipes and sorting laundry. She clarifies that algorithms are not inherently digital— they're sets of rules for processing inputs and producing outputs, shaped by human values and intentions.

  "An algorithm is only as impartial as the human or companies creating those algorithms are." (09:15)

• Subjectivity of the Algorithm:
  The content Amanda sees is often entirely different from what her husband Dustin sees, even on the same platforms:

  "Whenever I see something going wild on social media...I always ask him, like, hey, is everyone XYZ a big thing on your side of the Internet? And about 75% of the time it's total news to him because he's not seeing it and vice versa... Social media distorts our perception of the world as a whole." (02:40)

• Personal Influence & Engagement:
  Every action—liking, commenting, even pausing to read—teaches the algorithm what to show you.

  "If you want to see more Clothes Horse stuff... you need to engage with, like, my posts, right? Save, share, like, comment. This will signal the algorithm..." (18:55)

• Rage Bait & Controversy:
  Algorithms often prioritize outrage and conflict because these generate engagement, regardless of the effect on user wellbeing:

  "If the humans who are creating the rules are saying actually do please push a lot of content to people that upsets them...Well then your feed...is going to be full of rage bait." (14:55)

2. Algorithmic Distortion & Societal “Consensus”

• False Consensus Effect:
  Trends or controversies can seem omnipresent simply because of algorithmic reinforcement, not actual popularity or importance in the real world.
  • Example: Amanda’s feed filled with Cracker Barrel controversy, but in real life, many people are unaffected or unaware.

  “Now, when it comes to brands or fashion trends that it seems like everyone is talking about, this is 100% at least partially a function of how the algorithm functions…” (37:59)

• Shadow Banning & Content Suppression:
  Certain content—especially political or anti-corporate posts—can be “shadowbanned” or scored lower, suppressing their reach. Amanda cites her fast fashion critique posts reaching fewer people compared to her thrifting content.

  “I suspect [shadow banning] is to a certain extent. I really doubt that these platforms are completely innocent and unbiased...” (35:30)

• Example: Halloween Outrage:
  Algorithms can foster manufactured outrage, making individuals feel isolated for enjoying benign things like holidays.

  “My friend was concerned...she was like, I post about Gaza nonstop. I’m giving money...but I feel like I’m a selfish monster if I wear a costume this year.” (51:30)

3. Bots: The Invisible Manipulators

• Definition & Types:
  Automated social media accounts (bots) mimic genuine users, and are deployed to inflate engagement, push narratives, and create the illusion of widespread consensus or controversy.

  “Social media bots are automated accounts that perform actions on social media without a human actually doing them...They exist purely to manipulate visibility...” (68:02)

• Case Study — Cracker Barrel “Woke” Rebrand:
  Nearly half of the posts about Cracker Barrel’s logo change were generated by bots, turning a mundane corporate rebrand into culture war fodder.

  “According to data...nearly half of the early posts about Cracker Barrel’s logo change appeared to be generated by bots.” (66:05)

  • Bots on both sides (right-wing outrage and left-wing mockery) rapidly amplified the discourse, convincing many that there was a massive public outcry.
  • Bots are also used to artificially boost followers and engagement for influencer accounts, further distorting perceptions of legitimacy.
• Political & Cultural Outcomes:
  Bots have influenced elections and public opinion on everything from celebrity trials (Amber Heard/Johnny Depp) to consumer boycotts and fashion trends.

  “Bots distort our perception of what’s really happening in the world and can lead us to some dangerous decisions...These bot accounts definitely help Trump get elected twice.” (73:29)

• Quote on the ripple effect:

  “Bots amplified the conversation in a big way, creating that feeling of everyone is talking about it, which then got more and more people to post about it.” (81:30)

4. Emotional Branding in the Digital Age

• Building Brand Communities:
  Brands succeed by not just selling products, but becoming part of customers’ identities—often through fostering online communities.
  • Amanda features several listener stories about nostalgia and cult-brand attachment.
  • Pop culture brands leverage nostalgia and emotional connection to drive repeated purchases, even as quality and authenticity decline.
• Listener Stories Illustrate Theories:
  • Hot Topic’s Decline:
    Longtime fan Kat voices disappointment at declining quality and loss of authenticity, framing it as a betrayal of emotional loyalty.

    “It's all fast fashion, I guess…” (88:45)

  • Heritage Outdoor Brands:
    Kevin observes a wave of “heritage” brands exploiting nostalgia, then declining in quality post-acquisition.

    “Wax, cotton, wool and leather get super hot…slithered back to being ignorant optimists…now I’m suspicious.” (97:10)

  • Cult Brands and Overconsumption:
    Bonnie and Karina discuss how brands (Wool& and Smash + Tess) build exclusive-feeling communities that inadvertently encourage overconsumption and groupthink.

    “It was like part of my identity...I was constantly posting about it, constantly wearing their dresses, constantly talking about how life changing this challenge was.” —Bonnie (120:35) “There were people who would talk about saying, I have to get this, I must get this. And they would have 30 rompers in their closet…” —Karina (126:45)

5. Personal Agency and Community Outside Consumerism

• Question Your Reactions:
  Amanda encourages listeners to interrogate why certain brands, controversies, or aesthetics “stick” so much—often, it is a digital artifact, not a reflection of reality.

  “Why do I feel so connected to this brand that isn’t even a person, much less an entity that cares for me?” (70:36)

• Take a Break, Build Real Community:
  Amanda shares strategies for reclaiming perspective (e.g., social media “detox”, real-life check-ins with Dustin), and highlights the need for non-consumerist forms of connection.

  “We need more opportunities to build community outside of shopping. And it’s happening, right?...Community is inconvenient, okay?...But it’ll also be awesome, and it will become more comfortable.” (131:00)

• Lead by Example:
  The best way to challenge emotional branding and online manipulation is to be a public example of thoughtful, imperfect, deliberate consumption and community participation.

Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote/Story | |-----------|---------|-------------| | 09:15 | Amanda | "An algorithm is only as impartial as the human or companies creating those algorithms are." | | 18:55 | Amanda | "If you want to see more Clothes Horse stuff... like my posts. Right? Save, share, like, comment. This will signal the algorithm that you are interested in seeing similar content." | | 35:30 | Amanda | "I suspect [shadow banning] is to a certain extent. I really doubt these platforms are completely innocent and unbiased..." | | 51:30 | Amanda | "My friend was concerned...she was like, I post about Gaza nonstop. I’m giving money...but I feel like I'm a selfish monster if I wear a costume this year." | | 66:05 | Amanda | "According to data...nearly half of the early posts about Cracker Barrel’s logo change appeared to be generated by bots." | | 73:29 | Amanda | "Bots distort our perception of what’s really happening in the world and can lead us to some dangerous decisions...These bot accounts definitely help Trump get elected twice." | | 81:30 | Amanda | "Bots amplified the conversation in a big way, creating that feeling of everyone is talking about it, which then got more and more people to post about it." | | 88:45 | Kat | "It's all fast fashion, I guess, you know, and. Yeah, so I just wanted to share my disappointment..." | | 97:10 | Kevin (via Amanda) | "Wax, cotton, wool and leather get super hot…slithered back to being ignorant optimists…now I’m suspicious." | | 120:35 | Bonnie | "It was like part of my identity...I was constantly posting about it, constantly wearing their dresses, constantly talking about how life changing this challenge was." | | 126:45 | Karina | "There were people who would talk about saying, I have to get this, I must get this. And they would have 30 rompers in their closet..."| | 131:00 | Amanda | “We need more opportunities to build community outside of shopping...Community is inconvenient, okay?...But it'll also be awesome, and it will become more comfortable.” | | 70:36 | Amanda | “Why do I feel so connected to this brand that isn’t even a person, much less an entity that cares for me?” |

Timestamps for Key Segments

• 00:00–13:00 — Introduction; Amanda and Dustin’s different algorithms; what is an algorithm.
• 13:00–24:00 — Everyday examples of algorithms; recipe, laundry, traffic lights, email.
• 24:00–36:00 — Social media algorithms, manipulation, engagement, and rage bait.
• 36:00–52:00 — Shadow banning, political content, the algorithm’s subjectivity, and the Halloween controversy.
• 52:00–65:00 — Amanda’s mental health, viral trends, and Cracker Barrel’s “woke” rebrand.
• 65:00–85:00 — Deep dive: What bots are, engagement manipulation, political consequences, and the Cracker Barrel bot army.
• 85:59–102:23 — Listener messages: Kat on Hot Topic, Amanda’s commentary and nostalgia in branding, Kevin on heritage outdoor brands.
• 102:23–116:58 — Miriam’s shoe breakup, sustainability of basics, Amanda’s responses.
• 116:58–131:00 — Bonnie and Karina on cult brands, emotional communities, overconsumption, and the challenge of building community outside shopping.
• 131:00–End — Amanda’s reflections, leading by example, and how to build more meaningful community and consumer habits.

Flow & Tone

Amanda strikes an inviting, personal, and candid tone—equal parts educator, friend, and cultural critic. She frames complex technical concepts in accessible metaphors and openly shares her struggles, anxieties, and coping strategies, inviting listeners into a shared journey of learning and unlearning. Listener voicemails provide real-life illustrations and emotional resonance.

Conclusion & Takeaways

Clotheshorse 245 is a masterclass in deconstructing the facade of digital consensus—unpacking how algorithms and bots, wielded by brands and bad actors alike, can shape (and warp) our beliefs, consumption, and communities. Amanda and listeners demonstrate that the antidote to manipulation is discomfort: questioning our reactions, continually reevaluating our relationships with brands, and investing our time and identity in communities not defined by what we buy, but what we build together.

For complete resources, the episode transcript, and future submissions on the branding series, see closehorsepodcast.com.