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WORLD ANTHROPOLOGICAL UNION

CONGRESS 2024​

Paper

Social media and algorithmic distribution of content: questioning power and inequality

presenters

    Adrija Bose

    Nationality: India

    Residence: WEST BENGAL

    Presence:Online

    Dr. Hari Charan Behera

    Presence:Online

Keywords:

algorithmic governance, digital politics, India, power, anthropology

Abstract:

The following paper focuses on digital politics and algorithmic governance in order to understand a new social stratification and inequal power distribution, a characteristic feature of the current social media platforms. Algorithmic power behind content and news distribution have become a palpable policy issue in a country like India with the question of misinformation, propaganda content and doctored and fake news constantly gaining attention. Today, algorithm controls what kind of news should a user see on one’s platform based on their previous search history and ideological standpoint. Although this may seem normal to a layman, but under this mechanism lie a bigger role of algorithmic power distribution who not only controls contents but also the general human psyche. Added to it, a lack of fact checking and information bubble make it troublesome for a common person to distinguish truth and falsehood. This has sowed a seed of disbelief among the diverse communities existing in the country, resulting in production of stereotypes, further exacerbated by algorithm. As a result, society is now predominated by polarized individual rather than well- informed public. In order to address this issue and find a solution, this work follows an anthropological perspective on inequality in order to seek out a way to deal with this moral issue of our times. Addressing the general digital divide or undertaking an initiative of media literacy will not function unless power and inequality in India is addressed anthropologically.