Public Sphere Distortion in the Age of Internet Giants

In an era of information profusion, Internet giants play a key role in determining the content that individuals consume online. Social media platforms, for instance, claim that their automated filters can provide users with a personalised online experience and end internet chaos. However, these platforms today use automated filtering extensively to curate content disseminated online in an opaque way to their users. Some believe that the negative impact of automated filtering is overstated since it empowers individuals to enjoy a tailored online experience based on their preferences; however, others argue that it has severe repercussions. This paper first sheds light on the Internet’s role in reshaping the future of the media sector and its role as a watchdog. Secondly, it discusses the so-called “Automated Online Content Filtering” and a number of correlated concepts. It then analyses using a socio-legal approach the related controversy and the consequential implications of employing automated filtering on public sphere. Finally, it comparatively explains the adopted regulatory measures and recommended steps to minimise the prejudice caused by these filters. The paper concludes that due to profit-based engagement optimisation which drives social media platforms to de-prioritise content likely to be less engaging, automated filtering may amplify biases and extremism, induce the proliferation of false news and inflammatory content, and exacerbate the manipulation of the electorate, algorithmic bias, and censorship. Thus, the international community must take concrete regulatory measures to mitigate such ramifications and sway Internet giants to adopt standards that would lead to a healthier digital public sphere.