The Silent Takeover social media algorithm It may feel like you choose what you see online, but social media algorithms decide most of it for you. They quietly control your feed and influence what you think and notice.

Abstract

Social media has grown from a networking application into a rich and personalised content engine that's driven by artificial intelligence algorithms. This article discusses the idea behind the “silent takeover” of social media algorithms, ones that are more often than not driven by predictive systems that dictate what content ends up in the feeds of users. It explores the use of behavioural data on social media platforms like TikTok, Instagram, YouTube, Facebook, and others to tailor content delivery to maximise engagement and maintain audience attention. These systems improve personalization and user engagement, but can also lead to problems with limited user control, addictive scrolling habits, echo chambers, and the dissemination of information that is incorrect. The article then examines the advantages and disadvantages of algorithmic media use, as well as its impact on attention, perception and digital behavior. Finally, it examines how the user can take back the control of his/her digital life and gain insight into the invisible mechanisms influencing his/her digital world. The aim of this analysis is to offer a balanced understanding of the ways in which algorithms are quietly shaping the contemporary digital society.