A wild card in the digital age: How social media algorithms reshape interactions
Social media algorithms, now over 15 years old, have dramatically reshaped online interaction since their introduction with Facebook’s personalized news feed in 2009. These algorithms, like rebellious teenagers, are posing challenges to regulators who aim to curb their influence. This year, governments worldwide have introduced measures to limit the spread of harmful content and misinformation, often amplified by these algorithms.
In Brazil, authorities temporarily banned X (formerly Twitter) until it complied with local regulations, while the European Union has imposed strict rules to prevent election interference on platforms. The UK's new online safety act pushes for stricter content moderation, and the US is considering a law that could ban TikTok unless it severs ties with its Chinese parent company.
However, these regulations have sparked concerns about government overreach and free speech suppression. Some critics, like Adam Candeub, a law professor and free speech advocate, argue that while social media can be divisive, government regulation risks turning platforms into tools for political control. Instead, he advocates for a “marketplace of ideas,” where speech competes freely without interference.
Algorithms and the ‘digital town square’
When Elon Musk took over X, he envisioned it as a “digital town square,” where all voices could be heard. But critics argue that social media algorithms undermine this ideal. Unlike the real-world public square, platforms like X are driven by algorithms that determine what content users see, favoring posts that generate high engagement—often controversial or sensational content.
Asha Rangappa, a lecturer at Yale University, highlights that social media platforms do not provide an even playing field for ideas. The algorithms prioritise engagement, meaning that ideas aren’t competing fairly based on their merit but on how well they perform within the algorithm.
The evolution of algorithms
In the early days of social media, platforms functioned as digital public forums where speech flowed freely. But now, algorithms have reshaped this landscape by controlling who sees what. As Professors Kai Riemer and Sandra Peter from the University of Sydney argue, social media algorithms amplify or suppress content, disrupting the once open exchange of ideas.
Facebook, a pioneer in using algorithms to rank content, shifted from showing posts in chronological order to prioritizing content that generates the most interaction. This often leads to the amplification of polarizing topics, further distorting public discourse.
Do algorithms threaten free speech?
While governments argue that social media threatens free speech, some critics say the platforms' own algorithms may pose a bigger threat. By shaping what content gets amplified, these algorithms can distort the conversation and marginalize moderate voices.
Former TikTok VP Theo Bertram acknowledges that while algorithms influence what we see, they don’t block content outright. However, Arvind Narayanan, a computer science professor at Princeton, emphasises that algorithms determine who hears our speech, thus disrupting the direct connection between speaker and audience.
The ‘algorithmic society’
As our society becomes increasingly governed by algorithms, traditional free speech protections may no longer be sufficient. Jack Balkin, a Yale law professor, argues that current laws, like the First Amendment, don’t address the way algorithms control speech. Social media platforms shape conversations in ways the law doesn’t yet recognize.
Some experts call for more transparency and regulation of algorithms, while others, like Frances Haugen, the Facebook whistleblower, advocate for a return to chronological content ranking, where users, not algorithms, decide what to focus on.
A third way: Middleware
US political scientist Francis Fukuyama proposes a “third way” to regulate algorithms. Instead of relying on platform self-regulation or government oversight, he suggests the development of “middleware” services that allow users to control how content is curated on their feed, giving them more autonomy over what they see online.
The future of algorithms
While algorithms are here to stay, there are signs that users are becoming more deliberate about how they interact with them. For example, many TikTok users actively shape the platform’s recommendations by engaging with specific types of content.
Moreover, social media behavior is shifting. People are moving away from public documentation of their lives and toward private group chats with trusted friends, signaling a preference for more controlled and less algorithm-driven spaces.
As social media platforms mature, their future may lie in giving users more control over how algorithms shape their online experience—moving from centralized corporate control to a more user-driven, personalized approach. In the end, the conversation about free speech, algorithms, and regulation continues, as societies around the world grapple with how to manage the complex relationship between technology and communication.
