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The Role of Social Media Algorithms in Shaping Public Opinion During Political
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IJSH, Vol. 01, No. 2 Desember 2024
E-ISSN: 3064-7592
https://dejournals.org/index.php/ijsh

The Role of Social Media Algorithms in Shaping Public

Opinion During Political Campaigns
Effiati Juliana Hasibuan1, Alifiansyah Deto Rahmana Putra2, Annisagita Sungga
Dirgantari3
Universitas Medan Area, Indonesia1
Universitas Gadjah Mada, Indonesia2
Universitas Muhammadiyah Papua, Indonesia3
Email: [email protected], [email protected],
[email protected]

Keywords Abstract
Social Media This study examines the role of social media algorithms in shaping public
Algorithms, Public opinion during political campaigns through a qualitative, literature review-
Opinion, Political based approach. Utilizing library research, the study analyzes existing
Campaigns, Echo academic and policy-oriented literature to explore how algorithms on
Chambers, platforms like Facebook, Twitter, and YouTube influence users' political
Misinformation views and engagement. The research highlights how these algorithms
prioritize content based on user behavior, often creating echo chambers
and filter bubbles that reinforce pre-existing beliefs. It also addresses the
phenomenon of algorithmic bias, where certain political viewpoints are
amplified while others are marginalized, affecting democratic discourse.
Additionally, the study explores the ethical implications of algorithmic
curation in relation to transparency and accountability, especially in the
context of misinformation and political manipulation. By conducting a
comparative analysis of various case studies from recent elections, the
study identifies common patterns in algorithmic influence across different
platforms and regions. The findings reveal that while social media
algorithms play a significant role in shaping public opinion, their impact is
complex and often controversial, depending on the platform's design and
the socio-political context. The study concludes by calling for greater
transparency in algorithmic processes and regulatory reforms to mitigate
the risks of political manipulation and ensure a more balanced digital public
sphere.

INTRODUCTION
The rapid growth of social media platforms has transformed the way political campaigns
are conducted and how public opinion is shaped. Social media algorithms, which curate and
prioritize content based on user engagement and behavior, have become key players in

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The Role of Social Media Algorithms in Shaping Public Opinion During Political Campaigns

influencing political discourse and shaping voter preferences (Tufekci, 2014). Platforms like
Facebook, Twitter, and YouTube utilize sophisticated algorithms to present users with
personalized content, often reinforcing existing political beliefs and creating what is commonly
referred to as "echo chambers" (Pariser, 2011). This has raised concerns about the potential for
algorithms to polarize political opinions, limit exposure to diverse viewpoints, and even spread
misinformation during critical periods such as election campaigns (Bakshy et al., 2015). The
increasing reliance on social media as a primary source of political information highlights the
need to understand the role these algorithms play in shaping public opinion.
Despite the extensive use of algorithms in social media, there remains a significant
research gap in understanding their exact influence on political campaigns. While many studies
have examined the relationship between social media use and political engagement, few have
focused specifically on the mechanisms through which algorithms contribute to shaping public
opinion during campaigns (Tucker et al., 2018). Furthermore, most existing research primarily
addresses Western democracies, leaving a gap in understanding how these dynamics play out in
non-Western contexts or emerging democracies where social media usage is rapidly increasing
(Aral, 2020). This gap in the literature necessitates a more comprehensive, comparative analysis
that includes diverse geographical and political environments.
The urgency of this research is underscored by recent political events, such as the 2016
U.S. Presidential Election and the Brexit referendum, where the role of social media algorithms
in amplifying political content and misinformation became a topic of widespread debate (Allcott
& Gentzkow, 2017). With political campaigns increasingly moving online, the potential for
algorithms to influence voter behavior and the outcome of elections has raised important ethical
and regulatory questions (Vaidhyanathan, 2018). Addressing these issues is critical for ensuring
the integrity of democratic processes and promoting a more informed electorate.
Previous studies have largely focused on user behavior and content dissemination on
social media but have often overlooked the specific impact of algorithms in driving political
engagement and shaping opinions (Klinger & Svensson, 2015). This study aims to fill this gap by
examining how social media algorithms curate political content during campaigns and their role
in creating echo chambers and spreading misinformation. The novelty of this research lies in its
comparative analysis of algorithmic influence across multiple platforms and political contexts,
providing a broader understanding of how these technologies impact public opinion globally.
The primary goal of this research is to explore the mechanisms through which social
media algorithms shape public opinion during political campaigns and to assess their broader
implications for democratic engagement. The findings are expected to contribute to the growing
body of literature on digital media's role in politics by offering insights into the ethical challenges
posed by algorithmic curation. Moreover, this research will offer recommendations for
policymakers and tech companies on how to enhance transparency and mitigate the risks of
political manipulation in the digital public sphere.

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The Role of Social Media Algorithms in Shaping Public Opinion During Political Campaigns

Social media algorithms are designed to present users with content that aligns with their
interests, based on prior engagement and behavior (Bakshy et al., 2015). During political
campaigns, this personalization often leads users to receive more of the same political content,
reinforcing their existing views. By filtering out opposing viewpoints, these algorithms contribute
to the creation of echo chambers, where users are less likely to encounter diverse perspectives.
This can result in a polarized electorate, with individuals becoming more entrenched in their
beliefs and less open to dialogue or compromise (Pariser, 2011).
Another critical issue is the spread of misinformation during political campaigns, which
can be exacerbated by social media algorithms that prioritize content likely to generate
engagement, such as sensational or emotionally charged posts (Allcott & Gentzkow, 2017).
Misinformation, including fake news, can quickly go viral, shaping public opinion in ways that
undermine democratic processes. Algorithms often fail to distinguish between accurate and
misleading content, making it difficult for users to verify the reliability of the information they
encounter. This highlights the need for platforms to adopt stricter content moderation policies
and transparency regarding how political information is curated.
The role of social media algorithms in shaping public opinion during political campaigns
raises significant ethical concerns. The lack of transparency in how these algorithms operate
means that users are often unaware of how their information consumption is being shaped by
algorithmic choices (Vaidhyanathan, 2018). This lack of accountability presents challenges for
regulators, who must balance the need to protect free speech with the need to prevent the
manipulation of voters through algorithmic curation. As political campaigns increasingly rely on
social media platforms, it is imperative that both policymakers and technology companies work
together to develop regulations that ensure fair and transparent elections.

METHODS
This study employs a qualitative research design, specifically using the literature review
method, to explore the role of social media algorithms in shaping public opinion during political
campaigns. A literature review is an appropriate approach for synthesizing and analyzing existing
knowledge on the topic, providing a comprehensive understanding of the various ways in which
algorithms influence political communication and public discourse (Snyder, 2019). By examining
prior research, this study aims to identify patterns, key themes, and gaps in the literature
concerning the impact of algorithmic curation on public opinion during election periods.
The data for this study are derived from secondary sources, including peer-reviewed
academic journal articles, books, policy reports, and case studies from the past twelve years. The
selection criteria for these sources focused on their relevance to social media algorithms, political
campaigns, and public opinion, with an emphasis on empirical studies and theoretical analyses.
Major databases such as Google Scholar, JSTOR, and Scopus were used to collect the literature,
employing search terms like “social media algorithms,” “political campaigns,” “public opinion,”

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The Role of Social Media Algorithms in Shaping Public Opinion During Political Campaigns

“echo chambers,” and “misinformation.” This allowed for a diverse set of studies from different
political contexts, including Western democracies and emerging political systems (Okoli &
Schabram, 2010).
Data collection involved a systematic review of the literature, following the PRISMA
(Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, which
ensured the inclusion of relevant and high-quality studies. The key themes identified in the
literature, such as the creation of echo chambers, the spread of misinformation, and algorithmic
bias, were used to categorize the data and focus the analysis (Moher et al., 2015).
For data analysis, a thematic analysis approach was applied. This method involves coding
and identifying recurring themes and patterns in the literature to understand how social media
algorithms influence political opinion formation (Nowell et al., 2017). The analysis was conducted
in three phases: initial coding of the relevant themes, comparison of findings across different
studies, and synthesis of these findings to draw conclusions about the broader impact of social
media algorithms on public opinion. The goal of this approach was to offer an integrated
perspective on how algorithms shape voter behavior and influence democratic processes, while
also highlighting potential regulatory and ethical considerations (Clarke & Braun, 2013)..

RESULTS AND DISCUSSION

The table below presents 10 selected articles that form the foundation of this study, filtered
and curated from a larger pool of literature on the role of social media algorithms in shaping public
opinion during political campaigns. These articles were chosen based on their relevance to the
study’s focus on algorithmic influence, public opinion formation, and political campaigns. Each
article provides unique insights into various aspects of the topic, including echo chambers,
algorithmic bias, misinformation, and the ethical implications of social media algorithm usage in
political contexts.
Table 1 Article Provides Unique Insights Into Various Aspects Of The Topic

No. Author(s) Title Key Concepts Year

1 Tufekci, Z. Big questions for social media Social media algorithms, big 2014
big data data
2 Pariser, E. The Filter Bubble Echo chambers, filter bubbles 2011
3 Bakshy, E. et al. Exposure to ideologically Ideological polarization, 2015
diverse news algorithms
4 Allcott, H., & Social media and fake news in Misinformation, political 2017
Gentzkow, M. the 2016 election campaigns
5 Tucker, J. A. et Social media, political Disinformation, polarization 2018
al. polarization, and

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The Role of Social Media Algorithms in Shaping Public Opinion During Political Campaigns

disinformation
6 Aral, S. The Hype Machine Social media algorithms, 2020
political manipulation
7 Vaidhyanathan, Antisocial Media Democratic integrity, social 2018
S. media manipulation
8 Klinger, U., & Network media logic in Network media logic, political 2015
Svensson, J. political communication communication
9 Sunstein, C. Republic: Divided Democracy Polarization, public discourse 2017
in the Age of Social Media
10 Bradshaw, S. & The global organization of Disinformation, global politics 2019
Howard, P. N. social media disinformation
campaigns

The data from the selected articles provide a comprehensive overview of how social media
algorithms influence public opinion during political campaigns. One of the key themes that emerge
is the concept of echo chambers and filter bubbles, as explored by Pariser (2011) and Sunstein
(2017). Both scholars argue that algorithms often create environments where users are exposed
predominantly to content that aligns with their pre-existing beliefs, reinforcing political
polarization. This phenomenon is especially problematic during political campaigns, as it limits the
diversity of information that individuals are exposed to, reducing opportunities for balanced
discourse and increasing ideological segregation.
Another significant theme is the spread of misinformation, as examined by Allcott and
Gentzkow (2017) and Bradshaw and Howard (2019). During political campaigns, social media
algorithms prioritize content that is likely to generate high engagement, often elevating
sensational or false information. This manipulation of information flow by algorithms has been
shown to influence voter perceptions and decision-making, making misinformation a critical issue
that undermines the integrity of democratic processes. The 2016 U.S. Presidential Election and
Brexit campaigns are prime examples where the spread of fake news via algorithmic amplification
played a significant role.
The role of algorithmic bias is also highlighted in several studies, such as those by Bakshy
et al. (2015) and Aral (2020). These authors point out that social media algorithms are not neutral;
they are influenced by commercial incentives and user behavior, leading to the amplification of
certain political views over others. Algorithmic bias can thus result in an uneven playing field for
political candidates, where certain viewpoints are disproportionately represented in users’ feeds,
impacting how public opinion is formed during political campaigns.
Disinformation and political polarization are closely related issues discussed by Tucker et

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The Role of Social Media Algorithms in Shaping Public Opinion During Political Campaigns

al. (2018) and Klinger & Svensson (2015). These studies highlight how the design of social media
platforms and their algorithms contributes to the deepening of political divisions. By constantly
feeding users information that aligns with their preferences, social media platforms create a fertile
ground for disinformation campaigns that exploit existing social and political cleavages. This
further exacerbates polarization and diminishes the potential for constructive political dialogue, a
trend that has been observed in various elections globally.
The ethical implications of algorithm-driven content curation are another critical issue
raised in the literature. Vaidhyanathan (2018) and Tufekci (2014) discuss the lack of transparency
in how social media algorithms operate, which raises concerns about accountability. Without clear
understanding or oversight, users are often unaware of how algorithms shape the information they
consume, and by extension, their political opinions. This opaque nature of algorithms poses a
significant challenge for regulators and policymakers seeking to protect democratic processes from
undue manipulation.
Finally, the global perspective provided by Bradshaw and Howard (2019) underscores the
international dimension of social media algorithms in political campaigns. Disinformation
campaigns are not confined to national borders; they are increasingly orchestrated by
international actors seeking to influence foreign elections. Social media algorithms, by prioritizing
engagement over accuracy, provide an effective tool for these actors to manipulate public opinion
on a global scale. This highlights the urgent need for more robust international regulations and
cooperation to mitigate the influence of social media algorithms on political campaigns across
different political systems.
In conclusion, the findings of this literature review reveal that social media algorithms play
a critical role in shaping public opinion during political campaigns by curating personalized content,
amplifying misinformation, and contributing to political polarization. These algorithms, while
designed to enhance user engagement, have significant implications for democratic processes,
often reinforcing echo chambers and filter bubbles. The lack of transparency and accountability in
how these algorithms operate poses serious ethical challenges, suggesting a pressing need for
regulatory reforms. This study emphasizes the importance of understanding and addressing the
influence of social media algorithms to protect the integrity of elections and foster a more informed
and balanced public discourse.

CONCLUSION
The role of social media algorithms in shaping public opinion during political campaigns is
significant and multifaceted, as evidenced by the findings from the selected literature. Social
media platforms, through their algorithms, often create echo chambers and filter bubbles that
limit exposure to diverse viewpoints, reinforcing existing beliefs and deepening political
polarization. This selective exposure reduces opportunities for balanced discourse, particularly
during critical periods such as elections. Furthermore, the algorithms prioritize content based on
engagement, which can lead to the amplification of misinformation and fake news, significantly

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The Role of Social Media Algorithms in Shaping Public Opinion During Political Campaigns

affecting voter perceptions and decision-making.

The influence of algorithmic bias further complicates the role of social media in
democratic processes, as certain political viewpoints are elevated while others are marginalized.
This imbalance in representation can distort public opinion and create an uneven playing field for
political candidates. Disinformation and political polarization, exacerbated by these algorithmic
systems, undermine the quality of political dialogue, contributing to divisions within societies.
Moreover, the ethical implications of algorithmic curation are substantial, particularly
regarding the lack of transparency and accountability. Users are often unaware of how their
information feeds are shaped, raising concerns about the manipulation of public opinion and the
integrity of elections. Finally, the global impact of these algorithms, particularly in orchestrated
disinformation campaigns that cross national borders, underscores the urgent need for
international cooperation and regulation to safeguard democratic processes worldwide.
In summary, social media algorithms wield considerable power in shaping public opinion
during political campaigns, and their influence raises critical questions about fairness,
transparency, and accountability in the digital age. Addressing these challenges is essential to
protect democratic integrity and foster more informed, balanced public discourse.

BIBLIOGRAPHY
Allcott, H., & Gentzkow, M. (2017). Social media and fake news in the 2016 election. Journal of
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Aral, S. (2020). The Hype Machine: How Social Media Disrupts Our Elections, Our Economy, and Our
Health—and How We Must Adapt. Harper Business.
Bakshy, E., Messing, S., & Adamic, L. A. (2015). Exposure to ideologically diverse news and opinion
on Facebook. Science, 348(6239), 1130-1132.
Clarke, V., & Braun, V. (2013). Teaching thematic analysis: Overcoming challenges and developing
strategies for effective learning. The Psychologist, 26(2), 120-123.
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Copyright holder:
Effiati Juliana Hasibuan, Alifiansyah Deto Rahmana Putra, Annisagita Sungga Dirgantari (2024)
First publication right:
International Journal of Social and Human (IJSH)

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