Safiya U. Noble points out the damaging power of social media algorithms. In fact, the issue she points out is a problem with the entire Internet. This is the systems in place the decide what we see while we’re scrolling online. It effects what YouTube videos come up, what Reels cross our paths, and what search results appear in Google. Algorithms are the code instructions that our devices use to track what we interact with and provide similar content in hopes of catching our attention. The issue with that is it works as an external reinforcment of confirmation bias.
In the case that Noble speaks about with the killer Dylann Roof, Google fed him exactly what he was looking for. He typed, “Black on white crime” and was given exactly what he asked for. This only worked to reinforced the bias he had entered with. Google, as a tool, is relatively faultless. It was only doing what the user had asked of it. Dylann Roof is the one who didn’t think to question his own wording or thought process. And yet, the way Google’s algorithm was functioning was still a contributer. The way Google is formatted, it presents itself as an authority. Which is silly, because it’s barely more than a glorified Wikipedia. Anyone can post anything on it, anyone can say anything. But if they format it correctly, people will believe the words on the screen no matter the mind they came from.
Algorithms and Influencers
The meer existence of algorithms create a cycle of influencers doing their best to take advantage of the way any one works. Journalists cohere to SEO guidelines, TikTokers speak quickly and dramatically, YouTubers remind you to “like and subscribe” in every video. Each stereotype of social media influencer is what’s required by that site’s algorithm to be noticed. In that way, social media algorithms have their own inherent confirmation bias.
Apps’ algorithms are designed to present what it considers “desirable content” to viewers. So the people who use those apps recognize that, and contort themselves to match those requirements. That’s what the audience is required to then consistently interact with. The algorithm then feeds people more of that desirable content. It’s a land of facade and confirmation bias.
It’s not only on apps like TikTok and YouTube where algorithms change the landscape. But the influence of algorithms plague search engines as well. Article publishers conform to SEO requirements to be seen. And, of course, we live under capitalism. So larger companies can pay for their websites to appear first on Google, bypassing the supposed randomness of the algorithm.
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