The dangers of media algorithms
In the 2020 U.S. presidential election, Donald Trump won 46.9 per cent of the popular vote. One may ask, what possible qualities can be seen in a person like Trump? However, the problem does not lie in what viewers discern, but rather, what is hidden from them.
With social media consumption at an all-time high, there is no doubt that algorithms have transformed the way we consume and interact with media. However, certain media blinders are perpetuated by computer codes that feed increasingly radical content to consumers, a formula that inevitably poses a threat to the authenticity of society. Media algorithms sort a user’s feed based on relevancy, instead of date. Essentially, they take the reins in determining which content is delivered to viewers based on their behaviour. This feature is necessary due to the mass amounts of media published daily; however, it can send viewers down a rabbit hole of negative content.
For instance, in 2019, Prime Minister Justin Trudeau was publicly outed for wearing “blackface” makeup to a costume party 18 years prior. Were a viewer to research this, in the following days their social media feeds would be filled with scandals regarding Trudeau. As their interest peaks, they will begin to internalize an extreme opinion concerning the prime minister. Regardless of the politician in question, this segregation affects every individual on social media.
While politics provokes angry discussions at the family reunion, such polarity of opinions has a much heavier impact on the safety of society.
On Dec. 9, 2020, Health Canada approved the first COVID-19 vaccine. While many were eager to accept the moderate risks, those against the vaccine had strong opinions. Consider how social media algorithms play a role in these beliefs. What starts with a single TikTok or YouTube video about vaccine side effects, quickly becomes a slew of conspiracies following a like or comment.
For instance, former Boston Red Sox pitcher Tim Wakefield died of brain cancer recently. Anti-vaxxers concluded his death was a result of the COVID-19 vaccine. Of course, many credible sources refute this, yet, because of algorithms, those who have previously interacted with anti-vax content will never see these perspectives.
Who is really in control of a user’s opinions, the viewer or the algorithm? Clearly, this software can misinform a voter and it can lead to nationwide health risks. But how can a user prevent themselves from falling victim to the algorithms?
The complexities of this code are great; however, media consumers have the ultimate control over what content they interact with. Critical thinking skills are a learned habit and with the amount of technology readily accessible, it is a practice people should all be exercising. By remaining attentive to information, consistently verifying sources and avoiding the overgeneralization of opinions, individuals can train themselves to think critically about the information presented to them. Furthermore, selfawareness is extremely important when evaluating one’s beliefs. When people would like a certain idea or concept to be true, they end up believing it to be true. Just because individuals want their hypotheses to be established does not mean that they should only consume media that validates them. Whether it be by opening up to varying perspectives or researching opposing views, universal awareness is essential in preventing radical opinions.
Media algorithms are dangerous. They reduce viewers to a single perspective, blinding them from information that can diversify their views and prevent misconceptions.
Evidently, critical thinking skills are crucial to the authenticity of society. What one article says must be validated by an opposing one before a user can solidify their beliefs. Otherwise, a controversy surrounding vaccines will be the least of the nation’s concerns.