Social media algorithms pose a threat to democracy in Finland by eroding political discourse, according to a recent study by Sitra, the Finnish Foundation for the Future.
Algorithmic Bias and Political Content
Sitra bases its conclusions on research from a respected British research institute. The study found that as much as 67 percent of all political content on social media in Finland is categorized as right-leaning. Similar trends were observed in France and Romania, though to a lesser extent.
The algorithms also appear to favor provocative and emotionally charged political posts. “Platforms are not neutral conveyors of information, but they guide social discourse, people’s behavior and emotions through algorithms,” says Kristo Lehtonen, Head of International Affairs at Sitra.
Researchers have observed a shift towards more conservative values among young adults globally. Algorithms recommend right-leaning publications more often than left-leaning or centrist content, regardless of whether a user has expressed interest in them.
“Now is the time to wake up to the fact that social media platforms are critical societal infrastructure. Our youth get most of their news from social media, and if there are these kinds of distortions there, it is a real problem,” Lehtonen says.
The Economics of Engagement
According to Lehtonen, the bias in algorithms stems from the business logic of social media companies. Modern social media platforms are optimized to maximize user engagement, which generates revenue for the companies.
Algorithms recommend sensational and demeaning content because it evokes strong emotions. “Gradually, users learn to communicate in this style themselves, and thus it becomes more common,” Lehtonen says. Approximately half of young European adults report feeling disappointment, fear, anger, or sadness when encountering political updates on social media.
Around one-third of young adults in Finland regularly encounter misinformation, hate speech, and conspiracy theories in their feeds. The algorithms on different social media platforms vary in their emphasis. X, formerly known as Twitter, showed the strongest preference for right-leaning content in the study.
Lehtonen notes that left-leaning publications also contain polarizing, demeaning, and offensive content, though to a lesser extent than right-leaning content.
Recent years have seen an increase in bot accounts spreading problematic content, much of which is AI-generated, including videos featuring racist and sexist jokes and memes supporting Nazism.
EU Regulation and User Control
Lehtonen does not see encountering differing political content as a problem in itself, but rather the quality of the publications and discussions. “At the moment, it is highly sensational and demeaning,” Lehtonen says.
A recent example of the concrete effects of biased content occurred in Romania, where presidential elections had to be rerun due to suspected Russian interference via TikTok targeting young voters.
The European Union has recognized that social media platforms can destabilize society and harm the well-being of EU citizens. The EU’s Digital Services Act came into effect two years ago, giving users the ability to see the basis for advertisements and who paid for them. Users can also opt out of targeted advertising based on collected data.
The EU is also addressing the addictive nature of these services. In early February, the Commission threatened TikTok with substantial fines unless it makes its service less addictive, potentially up to six percent of the parent company Bytedance’s turnover.
Users can also protect themselves by considering turning off the recommendation algorithms on social media platforms, which would display updates in chronological order instead of being algorithmically curated.
Frequently Asked Questions
What did the study find regarding political content in Finland?
The study found that 67 percent of all political content on social media in Finland is categorized as right-leaning.
What is driving the algorithmic bias?
According to Kristo Lehtonen, the bias stems from social media companies’ business logic, which prioritizes maximizing user engagement through emotionally charged content.
What is the EU doing to address these issues?
The EU’s Digital Services Act allows users to see the basis for advertisements and opt out of targeted advertising. The EU is also addressing the addictive nature of social media platforms.
Given the potential for algorithms to shape political discourse, how can individuals become more mindful consumers of information on social media?
