Is The Algorithm The New Gatekeeper Of Content?
Carat Sydney’s Head of Digital, Fiona Harrop, examines the flip side to our ever-increasing levels of content personalisation, and the role it has to play in in ‘attitude isolation’.
The increased personalisation of content on the internet and our ability to harness this is becoming the holy grail of marketing. As marketers, this personalisation has a huge number of benefits, driving more effective and efficient communications.
However there is another side to this personalisation that we have a duty as marketers to think about. The internet is perceived as an open democratic source of information, an enabler to diversity. However, the reality is not as idealistic, as the use of algorithms by multiple platforms, means we are increasingly being steered towards topics that reflect our own ideologies.
This leaves a gap as we then aren’t being exposed to points of view that veer away from our own. In marketing, we use this personalised approach to steer people towards products that we know they will either like or believe they will like due to life stage, demographic, behaviour and geographic location.
A number of terms have been coined for this personalisation, including ‘Social media bubble’, ‘filter bubble’ and ‘echo chamber’.
The term ‘echo chamber’ has been used by researchers from Boston University, describing it as “like-minded people who share controversial theories, biased views, and selective news.” The information is often repeated back and ends up being believed as fact. The term is also now being applied in the social media space.
Facebook is one such ‘echo chamber’ that 1.13 billion (11 million daily AU) people peruse each day. The Facebook algorithm means that we are seeing news in our feeds and views from people we follow, limiting our exposure to those with potentially similar view points.
One experience I had of this was with Brexit, where the majority of content in my news feed and opinion from people I followed on Twitter were all ‘vote remain’. If my reading had been limited to social media platforms I would have been given a false perception that this was the majority viewpoint for the vote. This was obviously far from the case with the final vote being to leave.
This insular exchange of information consumption and shared views is leading to ‘attitude polarisation’. Cass Sunstein, a Harvard law professor has been studying these affects and highlighting how this narrow view of information in the social space is leading to polarisation of opinion.
Being around people with a similar attitude or within the social space where we are only reading similar opinions will just make that opinion more valid in your mindset.
Taking this a step further, could it be influencing people to become even more extreme in their views on a particular issue?
Is it easier to become more radicalised?
Polarisation has always been present but is new media speeding up the way this information is spread?
Looking at this from a political standpoint, Facebook likes and shares are what voters are now using to communicate their political views. These views are then reinforced as content skews towards these behaviors.
Removing the opportunity for them to be exposed to differing opinion and information, instead they continue to be served information backing their own beliefs.
In Jan 2016, 44 per cent of US adults reported having learned about the 2016 presidential election from a social media channel, outpacing both local and national print newspapers. Following these candidates gave a view of the campaign through a narrow window.
CNN tagged Donald Trump as the first ‘social media president’. He strategically gained traction through social media and syndicated news networks like Breitbart and Infowars rather than trying to gain ground with the media elite; a method now being heavily reviewed by politicians.
Editors were the original gatekeepers of content, however technology is now taking control in a more effective way. If algorithms continue to curate in this way, our society is not only at risk of bias to particular views, and points of difference, but this continued personalisation of media is detrimental to diversity of thought.
We have a responsibility to ensure this evolves, so we get a balanced diet of content and information, not reinforcement of our own beliefs, and our social circle’s opinion and perspective. As more channels become personalised we need to address this before we reach the tipping point of a homogenous society.
As Eli Pariser summarised “if algorithms are going to curate the world for us, then… we need to make sure that they also show us things that are uncomfortable or challenging or important”.
We have a stake in the way this plays out and have the ability to take control back from the new gatekeeper of diversity of thought. We can actively seek other views and opinions by clicking on links that share diverse opinions, break out and follow new people in the social sphere and open up our news feeds to a wider array of topics, don’t limit yourself.
Please login with linkedin to comment
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.