Technology: The silent controllers

Every design choice that social media platforms make nudges users toward certain actions, values and emotional states.

- BY LISA SCHIRCH

It is a design choice to offer a news feed that combines verified news sources with conspiracy blogs — interspersed with photos of a family picnic — with no distinction between these very different types of information. It is a design choice to use algorithms that find the most emotional or outrageous content to show users, hoping it keeps them online. And it is a design choice to send bright red notifications, keeping people in a state of expectation for the next photo or juicy piece of gossip.

Platform design is a silent pilot steering human behaviour.

Social media platforms are bringing massive changes to how people get their news, and how they communicate and behave. For example, the “endless scroll” is a design feature that aims to keep users scrolling and never reaching the bottom of a page where they might decide to pause.

I’m a political scientist who researches aspects of technology that support democracy and social cohesion, and I’ve observed how the design of social media platforms affects them.

Democracy is in crisis globally and technology is playing a role. Most large platforms optimise their designs for profit, not community or democracy. Increasingly, Big Tech is siding with autocrats and the platforms’ designs help keep society under control.

There are alternatives, however. Some companies design online platforms to defend democratic values.

Optimised for profit

A handful of tech billionaires dominate the global information ecosystem. Without public accountability or oversight, they determine what news shows up on your feed and what data they collect and share.

Social media companies say they are in the business of connecting people, but they make most of their money as data brokers and advertising firms. Time spent on platforms translates to profit. The more time you spend online, the more ads you see and the more data they can collect from you.