
Social Media Algorithms & the Decline of Free Will
By Mark Reinisch — July 21, 2017
If you’re a fan of free will and self-determination, the ramifications of algorithms controlling content in social media are bone-chilling.
In a 2016 MIT Sloan Management Review article (MIT Sloan Management Review — Fall 2016), the authors Bidhan Parmar and R. Edward Freeman detailed what’s at stake: “Are we designing algorithms, or are algorithms designing us? How sure are you that you are directing your own behavior? Or are your actions a product of a context that has been carefully shaped by data, analysis and code?”
To explore the answers to those questions, some background information may be necessary.
It all starts with content. The foundation of social media is content. And considering that the average person spends nearly two hours a day on social media, as you can imagine, social media content is BIG BUSINESS. In fact, for the social media provider, it is their business.
When you log into Facebook, or most other social media platforms, the content you see, even the order in which it is presented, is dictated by a secretive computer algorithm leveraging Big Data. Big Data is created by social media providers and search engines tracking and analyzing every online action you take, whether it’s content you post, like, share, search for, or simply browse.
Armed with deep insight into your preferences, behaviors, and personal circumstances, algorithms then attempt to predict your browsing preferences and commercial behaviors. That’s what drives what content you see in social media and which advertisements are presented to you.
What’s At Stake?
The issues at stake with the “Big Brother” algorithmic approach to social media are quite profound to individuals and society at large:
- Social media users aren’t exposed to a healthy dose of new ideas, but rather have their current mindset constantly reinforced. This can be the result of the social media provider’s algorithm creating an “echo chamber” by feeding a never ending stream of content it believes is aligned to the member’s interests. This can stymie personal growth and even influence societal views (and, arguably, alter election outcomes)
- Social media users are barraged by sophisticated advertisers armed with deep insight into the social media user’s personal circumstances and propensity to purchase the advertiser’s product. To what extent the social media user is “set up” to make a buying decision is unclear due to the non-transparency of the algorithm, but in the high-stakes world of Wall Street, there’s intense pressure for the algorithm to deliver profits, so one can imagine the level of influence exerted
- On a more personal level, social media users can never be sure if a post they created was distributed to their intended audience or whether they’re able to access all of the content their network intended for them to see. The social media user doesn’t control their experience, the algorithm does
As Norwegian Prime Minister, Erna Solberg was quoted after being censored by Facebook in 2016 (Facebook Deletes Norwegian PM’s Post As ‘Napalm Girl’ Row Escalates): “Already, Facebook and other media outlets’ algorithms narrow the range of content one sees based on past preferences and interests. This limits the kind of stories one sees,” she warned. “We run the risk of creating parallel societies in which some people are not aware of the real issues facing the world, and this is only exacerbated by such editorial oversight. As we move towards a more automated world, this is not a responsibility that should be surrendered to machines only.”
The Path Forward
As evidenced by the recent constriction of FCC privacy regulations (How a Telecom-Tech Alliance Wiped Out FCC’s Privacy Rules), the remedy to the current state of social media privacy and user control isn’t likely to come from government or the major social media providers. Too much money is at stake.
It is up to social media users to demand more control over their social media experience. It is up to innovative startups to offer algorithm-free approaches to social media, approaches which place control of the content and overall social media experience in the hands of the users.
Let’s make it happen!
About the Author
Mark Reinisch is the Co-Founder & Chief Product Officer at Paloozoo.com, an innovative social media site which empowers members to control their social media experience by enabling them to determine what content they want to see (rather than a computer algorithm making the choice). Paloozoo offers the most diverse content on the planet, including Social updates, Reviews, Classifieds and Lists. On a personal note, Mark is a recovering Fortune 500 Executive who is passionate about his family, screenwriting, history and designing amazing customer experiences. Contact him at MarkReinisch@Paloozoo.com.
