The Dark Side of Social Media: How Algorithm-driven Feeds are Manipulating Gen Z
A Growing Concern in India
With a staggering 407 million Indians falling within the 14 to 29 years age group, Gen Z is set to play a pivotal role in shaping the country’s future. According to the UN World Population Prospects data, this demographic constitutes nearly 28 per cent of the national population. However, the widespread adoption of social media among this age group has raised concerns about their susceptibility to fake online propaganda.
Hooked on Social Media
A recent study by the Indian Institute of Management (IIM) in Rohtak found that a significant portion of Indians aged 18-25 spend an average of seven hours per day glued to their screens, with a substantial chunk of that time devoted to social media. This is a disturbing trend, considering the vast influence that social media platforms wield over the minds of young Indians.
The Algorithmic Trap
When hundreds of millions of young people spend hours each day consuming algorithm-driven social media feeds, it’s imperative to acknowledge the concerning reality that the content they’re exposed to is not a neutral reflection of reality. These algorithms, driven by the sole purpose of maximizing engagement, are essentially “attention merchants” that prioritize sensationalism over truth. They don’t ask what’s good for society or what’s true; their sole question is: what will keep this person scrolling longer, so more advertisements can be sold?
The Consequences of Algorithm-driven Social Media
The consequences of this algorithm-driven social media landscape are far-reaching and alarming. By prioritizing engagement over truth, these platforms distort public debate, suppress inconvenient information, and even intensify real-world political violence. The design of these algorithms often rewards outrage, polarisation, and emotionally charged content, creating a toxic online environment that’s detrimental to public discourse.
A Call to Action
As the Indian government and social media platforms grapple with the complexities of regulating online content, it’s essential to acknowledge the root of the problem. Algorithm-driven social media is not a neutral mirror of reality; it’s a deliberate design choice that prioritizes engagement over truth. It’s time to rethink the way we consume social media and to hold platforms accountable for the content they promote. By doing so, we can ensure that Gen Z is not manipulated by fake online propaganda and that the democratic process remains free from the influence of algorithm-driven social media.
The Need for Transparency and Regulation
To mitigate the risks associated with algorithm-driven social media, there’s a pressing need for greater transparency and regulation. Platforms must be held accountable for the content they promote, and users must be empowered to make informed choices about the information they consume. By working together, we can create a more equitable online environment that prioritizes truth, accuracy, and public discourse.
A Brighter Future for Gen Z
As India’s Gen Z continues to grow in influence, it’s essential to ensure that they’re equipped with the critical thinking skills and media literacy needed to navigate the complexities of social media. By promoting digital literacy and encouraging responsible social media practices, we can empower this demographic to make informed decisions and to participate in public discourse in a meaningful way. The future of India’s democracy depends on it.