Words: Chloe Sutton (she/her)
Algorithms feel like they dictate more and more of what we are seeing and doing. From finding your aunt’s friend’s mum on Instagram recommendations, a tailor-made Netflix show, or a Spotify playlist prepared for every conceivable mood or situation, it can feel like there is no end in sight to the ability and speed at which one can consume personalised and newer media. But is devouring film, TV, and music at this pace healthy? Have we lost the thrill of the chase?
In comparison to algorithms spoon-feeding us our next choice of media, there is a sense of nostalgia for hunting through scratched CDs and DVDs for a weekend film, or hearing your next new favourite song in a club. However, starting in 2006 with Facebook’s News Feed, there have increasingly been AI-driven algorithms which are used to curate customised feeds through mathematical analysis of scrolling habits and patterns. This has fundamentally reshaped the way we use social media, making it easier to consume by removing the hunt and self-discovery of it. The effects of these new habits have been linked to increased depression, especially in teenagers. This results from both the addictive nature of scrolling as well as a loss of individuality and creativity. Now that there is no longer the need to look for new media, there is also no longer the excitement from finding it or the rarity that makes the findings so unique and fulfilling. The preferences and tastes that develop from digesting a broader range of media could, in fact, make people more individualistic.
The algorithms that shape social media and streaming sites work by measuring engagement with posts, and so time spent watching videos, popularity of posts, and recency of posts are used to formulate the ‘perfect’ page. This also creates echo chambers, reflecting back the same viewpoint, areas of interest and types of people. This is perhaps one of the most dangerous consequences of algorithms. It allows people to become trapped in groups that perpetuate the same ideas, even tunnelling them into more extreme versions of it. Concerns over algorithms causing the end of politics seem almost too real as politics becomes more and more polarised. By never finding an opposing view or discovering other perspectives, there is a risk that people become increasingly unsympathetic, which has real consequences both online and offline. When people are only offered 1 viewpoint, they become less likely to engage in the thoughts and ideas of other people, leading to a fragmented society which can cause tensions within the wider community.
Algorithms also perpetuate similarity by ignoring smaller creatives to follow higher-ranking creators. This can be detrimental to diversity in media, as small but equally important stories are hidden as people instead consume increasingly similar content. Films are only suggested if they have a high enough Rotten Tomato ranking, some books are advertised less by comparison to other “booktok” books, and posts which take too long to read are skipped. With 67% of the world on the Internet, this is a key factor in the westernisation of culture and the creation of a global character. Now that media is arguably less of a ‘digital town square’ (as Elon Musk described Twitter), should concerns go as far as the eradication of free speech?
The changes algorithms pose go beyond the infosphere – they also shape our surrounding landscapes. Coffee shops or storefronts scurry to look like the places that get algorithm attention. Even the physical journeys we take lack discovery – Google Maps uses algorithms to choose the fastest route. Getting lost is no longer an issue, but perhaps the charms that come with discovering an area may also be lost as a result. Our perception of the world around us is following the same pattern as the world shown in the media – it is losing its originality.
There are, of course, many positives to using algorithms in media – in essence they are used to help show relevant and enjoyable media. Despite a distrust of the word ‘algorithm’, fundamentally it is mathematical coding which can be utilised as far as humans choose to. The joy of discovery can happen with or without the aid of algorithms, although they arguably make it easier. However, as our appetite for media grows and we gorge on more of it than ever before, it’s important to question how we choose it, and if this choice is even our own… Perhaps it’s worth maintaining the art of hunting for new media, as it’s an even more satisfying journey as a result.
Words: 756
Sources:
Auditing algorithms: the existing landscape, role of regulators and future outlook – GOV.UK
How algorithms and filter bubbles decide what we see on social media – BBC Bitesize
How AI Is Reshaping Social Media Platforms And 5 Tips For Success
Georgetown Law Technology Review
