Ideologies in the Age of Algorithms

In every society, ideologies have served as frameworks through which individuals can understand their lives and find meaning.

- ■ DR ASHWANI KUMAR

These frameworks emerge from various cultural institutions, including religion, education, media, and polity, all reflecting their historical, social, and economic contexts. However, the digital society brings a new type of ideology, called algorithmic ideology. This ideology does not result from public discourse or cultural exchange; it silently emerges out of the logic of algorithms, deeply influencing societal norms and aspirations.

Algorithmic ideology works through code that monitors user behaviour across platforms such as social media, e-commerce, and entertainment. Instead of promoting community engagement or collective improvement, it focuses mainly on predicting behaviour and generating profit. This focus leads to a highly curated reality, immersing users in a digital world filled with images, products, relationships, and aspirations that often starkly contrast with their real-life experiences and contexts.

In contrast to classical ideologies, which are usually instantiated with identifiable sources like political figures or religious groups, algorithmic ideology is produced anonymously in and through data and machine learning. This invisibility poses a substantial threat, as people engage with online platforms without realizing the forces that shape their experiences.

Ideology usually forms from complex interactions among family influence, education, social class, and cultural exposure. However, the prevalence of algorithmic content a direct result of digital consumption, has changed the sources of aspiration, especially for young people. Images and stories pushed by algorithms often celebrate excess, showcasing fantasies centered around spending, wealth, and material success. This shift places consumption at the centre of identity formation and personal value rather than community involvement and social responsibility.