Social Media, Algorithms, and Pseudo-Free Will

As social media becomes increasingly addictive, individuals find themselves trapped in a state where they believe they have control over their actions, when in reality, they do not. Every scroll through Instagram Reels, every tweet retweeted, and every like given on Facebook is leveraged against our very consciousness, undermining what we perceive as free will. While the debate between determinism and free will persists, it is crucial to focus on the actions of major social media companies that exploit user behavior on their platforms, ultimately influencing and suppressing our judgment — a fundamental aspect of human nature.

Between 2020 and 2022, the Global Web Index reported a notable increase in the time spent on social media, with daily usage rising by an average of 5 minutes.[1] In 2020, users spent approximately 2 hours and 23 minutes per day on platforms like Facebook, YouTube, WhatsApp, and Instagram. This figure gradually increased across different generations and genders, as shown in the chart below:[2]

Can you imagine the extent of control social media exerts over its users today? For every two hours spent on these platforms, sophisticated systems collect vast amounts of information—often data users are unaware is being gathered. This information, commonly referred to as the algorithm, can be divided into what I define as the "production category" and the "consumption category." The production category entails analyzing the themes of users’ posts, the formats and durations of their content, and various other factors to deduce their personality and preferences. Conversely, the consumption category focuses on users' following lists, engagement patterns, daily content interactions, retention rates, and more. Together, these categories are used to construct a meticulously tailored content ecosystem for each individual user.

What is even more alarming is that this tracking does not stop at platform interactions. It extends to monitoring users’ browsing history, cookies, and location data across the internet. In this system, individuals are reduced to mere tools for advertising and profit generation, manipulated to such an extent that their sense of free will is increasingly eroded. Every action becomes rooted in a constructed consciousness shaped by algorithms.

Among the various consequences of social media consumption, consumerism—particularly compulsive buying—is arguably one of the most tangible and harmful effects. Consider the following statistics: 81% of consumers report that their purchasing decisions are influenced by their friends’ social media posts.[3] Moreover, consumers are 600% more likely to buy a product if it is marketed through social media channels..[4]

First, they follow your will. Then, they modify your will. Finally, they manipulate your will.

I vividly recall January 21 of last year, when supporters of Donald Trump stormed the U.S. Capitol, driven by a viral social media statement claiming that the election results could be overturned by occupying the Capitol building in Washington. This incident ultimately led to Trump being banned from nearly all major social media platforms. According to the Gallup Global Emotions Report, the percentage of individuals reporting feelings of anger has risen.[5] Additionally, a study conducted by Yale University revealed that social media engagement actively encourages users to express anger online. This phenomenon occurs because displays of outrage typically garner more likes and interactions. The study analyzed data from 7,331 Twitter users and more than 12.7 million tweets.[6]

With such profound influence over society, social media poses a significant threat to free will, a fundamental aspect of humanity. For this reason, any effort to hold these platforms accountable should be seriously considered.

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[1]Kemp, Simon. 2022. Digital 2022: July Global Statshot Report. Data Reportal: https://datareportal.com/reports/digital-2022-july-global-statshot, accessed on 11 September 2022

[2] Ibid.

[3] Ahmed, Masroor. 2015. Is Social Media the Biggest Influencer of Buying Decisions?. Social Media Today: https://www.socialmediatoday.com/marketing/masroor/2015-05-28/social-media-biggest-influencer-buying-decisions, accessed on 11 September 2022

[4] Nosto. 2021. 14 Stats That Prove Social Content Influences Consumer Buying Behavior. Nosto.com: https://www.nosto.com/blog/how-does-social-media-influence-customer-behavior/, accessed on 11 September 2022

[5] Fleming, Amy. 2020. Why social media makes us so angry, and what you can do about it. Science Focus: https://www.sciencefocus.com/the-human-body/why-social-media-makes-us-so-angry-and-what-you-can-do-about-it/, accessed on 11 September 2022

[6] Brady, William J., et al. “How Social Learning Amplifies Moral Outrage Expression in Online Social Networks.” Science Advances, no. 33, American Association for the Advancement of Science (AAAS), Aug. 2021. Crossref, doi:10.1126/sciadv.abe5641.