Tech author Kyle Chayka explores the impact of algorithms on online content consumption and cultural diversity
In recent years, social media has transformed from a platform of community engagement to one dominated by algorithmic recommendations, leaving users feeling like they’re seeing more of the same content and less of what they want.
Kyle Chayka, a best-selling tech author, discusses how algorithms, the complex rules that determine what we see online, are gradually eroding our culture and promoting conformity.
Chayka points out that major tech companies have quietly increased the influence of algorithmic recommendations, shifting away from chronological feeds to personalized content. This change has led to a decrease in user agency and a passive engagement with online content.
Embed from Getty Images“Back in the early 2010s, social media was about what was most recent or what your friends shared,” Chayka says. “Now, our attention is controlled by algorithms.”
The widespread use of algorithmic recommendations has impacted not only what users see but also how they engage with content. Chayka notes that users are now shown what they like, rather than discovering content themselves, resulting in a “deadening of our tastes.”
Moreover, creators are pressured to conform to algorithms, leading to a flattening of culture. Chayka cites the example of the ubiquitous hipster cafe aesthetic, which has become standardized globally.
Paul Oliver, a senior research associate, adds that algorithms perpetuate bias by prioritizing content that conforms to dominant norms. This bias affects creative industries, limiting the visibility of diverse viewpoints and cultural expressions.
Chayka emphasizes that algorithms prioritize popularity, measuring content by likes or sales. This leads to a gatekeeping bias, favouring mainstream and popular content over emerging or marginalized voices.
Despite these challenges, Chayka sees hope in alternative platforms like Substack or Patreon, where users directly support creators they enjoy. While these platforms may not reach the scale of major social media companies, they offer a more sustainable and community-driven approach to content creation.
