The Effects of Algorithms on our Mediasphere

Good morning, 

Today, we’ll be looking at the effect algorithms and digital convergence have had on our mediaspheres, specifically the influence of media platforms and the echo-chambers we’ve seen crop up in recent years. As well as the strategic communication techniques and professional ethics that people must now consider before they produce or interact with media. 

First, I’ll quickly explain what an algorithm is and the impact it is having on our digital media consumption. Algorithms are pieces of code that essentially tell a computer, or other electronic device, how to accomplish different tasks. Every time you look up something on Google, like an Instagram post, or create a Pinterest board, you’re interacting with an algorithm. That algorithm watches and listens. Recording every like and dislike. Every comment you make.

The information that the algorithms are collecting from each user, is then used to personalise the content that is directed towards that user in the future. Algorithms, particularly those utilised by media platforms such as TikTok, Instagram and Facebook, often prioritise content that aligns with their users’ past behaviours and preferences. The problem with that though, is that the personalisation of media content being delivered to individuals can create echo-chambers, where individuals are fed more content that serves only to reinforce any existing opinions or ideologies that the user has shown. This reinforcement of existing opinions serves only to narrow a users’ willingness to listen to contrary opinions, due to their declined exposure to diverse viewpoints.

Another consequence of these types of algorithms is that the environments they create through the reinforcement of existing opinions can negatively influence the quality of public discourse surrounding social and political issues by continuing to feed biased or misinformed ideologies and opinions to them, while withholding diverse viewpoints from the audience. 

And the combination of these algorithms with the digital convergence that people now have, with the ability to access and stream media on your laptop, phone and smart-watch simultaneously has had a tumultuous effect on mediaspheres. The convergence of our digital media has forever changed the way information is now consumed, produced and distributed. People are now surrounded with an endless array of media access opportunities, and the media itself is often designed for multi-platform access. So how is that application of algorithms and the development of digital convergence, affect how opinions are formed in mediaspheres? 

Before I go any further, I’ll break down what a Mediasphere is. A mediasphere is effectively a collective ecology of all the worlds media, including print, radio, advertising, television and so on. 

Jurgen Habermas first introduced the concept of a ‘public sphere’ back in 1962, essentially where public discourse takes place and where public opinion is formed after having been influenced by the ‘power brokers’ within the sphere. Such as government or corporations. Then in 2014, Fuchs adapted the original concept of the public sphere to include the role that social media now plays in the public sphere and the effects it has had on media-controlled power struggles as well as the vast social and political influence it now possesses. 

Thanks to the inclusion of the effects of digital technologies and online media, we’ve also seen the concept of ‘mediaspheres’ in recent years. Mediaspheres still allow for public discourse and the formation of public opinion, however where Mediaspheres differ from public spheres, is that there are billions of websites and different online communities available to individuals where they can find similar-minded people to discuss social and political issues within their communities. This is where the algorithms come back into play. By customising a user’s feed and repeatedly showing them content that only reaffirms their own beliefs, algorithms can bias the information available in that specific ‘mediasphere’ to make the user think that their opinion is the only opinion. Because without diverse public discourse an informed opinion cannot be formed. 

Another issue with ‘mediaspheres’ is that the monopolisation of digital media ownership has also brought with it the emergence of a small group of media companies oligarchical control and influence in the society. Media platforms like Facebook, Instagram and X control significant portions of our global media consumption. And using their algorithms, they determine the visibility of the content their user’s see. And with billions of people using social media apps, they hold substantial influence over cultural narratives and information dissemination worldwide.

This concentration of power can also lead to the marginalisation of local media voices and diverse perspectives, which then leads to the homogenisation of media content globally. Having a huge influence on shaping public opinion and dictating public discourse in the recent alpha-male and far-right extremism debates that you may have seen from people like Donald Trump online. And Elon Musk’s company X recently got in a bit of trouble after being accused of supporting of far-right extremism messaging on their platform. But it’s hard to prove whether this messaging is deliberate or an accidental side-effect of the algorithms programming. 

Regardless of the reasoning, this feeding of biased opinions can severely disrupt social cohesion within mediaspheres. And this is where we start to see ‘echo-chambers’ forming. The fragmentation of mediaspheres can create echo-chambers where an individual’s ideologies and opinions are reinforced by repeated confirmation of the users existing viewpoints. And with the widespread implementation of these algorithms in our digital media, and the now constant exposure to these media platforms thanks to digital convergence it’s easy for people to fall into these online echo-chambers. 

Digital convergence is the concept of the integration of traditional and new media forms —print, television, digital—into a unified platform accessible via a single device such as a smartphone, that people can access anytime, anywhere. This integration has consequently altered how consumers access and engage with media, often favouring convenience and personalisation of algorithms over traditional consumption patterns. While this shift has increased access to information, it has also led to challenges in maintaining journalistic standards and ensuring content diversity. 

So how do we ensure that we aren’t spreading dis or mis information, and instead delivering quality, unbiased information? That’s where communication strategies and the ethics of social media come into play. Communications and ethics are an intrinsic part of all human interactions, and as such they are an intrinsic part of all media. The ethical standards of; accuracy, objectivity, transparency, accountability, inclusivity, respect, and a social and cultural responsibility towards their audiences, must be considered by all content producers and distributors.

Because maintaining high professional ethics is essential for obtaining public trust and influence within the public sphere and individual mediaspheres. Strategic communications plays a large role in capturing audiences attention and obtaining ‘trustworthy’ branding with audiences. The World Health Organisation (WHO) put together some guidelines for effective strategic communications in the post Covid-19 era.  

The WHO principles for effective communication are; accessible, actionable, credible and trusted, relevant, timely, and understandable. These principles ensure journalistic integrity, uphold media trust, and effectively communication with audiences, and are an excellent framework for strategic communications delivery that can be adapted across many fields outside of healthcare. 

While there are many challenges facing our society while we try to enforce protections and mandates on the power that these algorithms are having on mediaspheres, specifically the monopolised control of major mediaspheres and the various echo-chambers we’ve seen crop up in recent years. With the implementation of strategic communication techniques and adherence to professional ethics, media producers and distributors can better help ensure our social cohesion.