The advent of social media in this age can be said as one of the more defining technological events that humans have ever witnessed. For many, it serves as a communication, entertainment and information tool. It is needless to say that behind the beautiful feeds is a complex structured array of social media algorithms that are customized for users. However, the question of what is the extent of such mechanisms affecting a particular person raises a lot of ethical and social concerns.
Essentially, social media algorithms are based on the interaction a specific user has with a previously posted content and that could be liking, sharing, commenting, or even the browsing history of the individual. While this improves the interaction with the user, it also leads to the creation of ‘recording chambers’ where users will have to see information that is in line with what they already believe. This further enhances the already existing prejudice as there is less exposure to counter narratives. The emergence of misinformation and divisive content can also be explained by algorithms that favour engagement rather than being accurate or unbiased.
The societal implications are even greater. The capacity wielded by social media algorithms threatens to sway the masses, partition the populace, and elevate
unorthodox views. These construct environments where opinions that are dissimilar are seldom seen, resulting in the misinterpretation of reality. This can
adversely affect democratic principles in practice as fake news and politically motivated content is very easily spread. Also, these mechanisms are highly addictive. The notifications and the algorithms encouraging people to scroll leads to dopamine rush which in turn leads one to stay on the app and very often at the expense of his/her mental health. Studies have identified the relation between insomnia, anxiety, depression and low self-esteem among the youth when there is a compulsive use of social media.
In a more general sense, the lines between organic and promotional content are being blurred with ads targeted towards consumers because social media algorithms are working in a much deeper level. This goes as far as advertising for a user by using ‘microtargeting’ strategies in which user data is analysed in depth to help the business.
Regardless of these threats, algorithms are not the source of all evil. All is not lost because of algorithms, there are a number of applications that use these tools to help raise awareness on key social or political issues, advocate for mental health support. Some apply these tools during climate change events in attempts to assist with raising awareness to the issue. Social media has empowered those with marginalized voices who fight for and promote changes to societal standards.
A few apps do make the world a better place, including some that raise awareness about political or social issues or educate people. The solution is compliance with ethical and other critical conditions concerning the construction of algorithms.
To summarize, human actions are influenced by social media algorithms to a certain degree but these algorithms are not the key to a giver complete control. In order for technology users to take control of their devices and use social media in a reasonable manner. Furthermore, society needs to press tech firms for greater accountability so that a healthier and more moralistic technology environment can be achieved.
REFERENCES: –
1. Zeng, J., & Chen, Y. (2021). “Social Media Algorithms and Content Moderation: An Overview.” Journal of Social Media Studies, 6(1), 1-16.
2. Binns, A. (2017). “Social Media Algorithms: Their Impact on User Experience.” Journal of Digital Culture & Society, 12(3), 34-45.
3. Leong, M., & DeLuca, K. (2017). “Social Media Algorithms and Behaviour: Investigating the Power of Personalization.” Journal of Media Psychology, 29(3), 200-212
