Valeria Maltoni in her post ‘Social Media Bubbles‘ reminds us that “Social media algorithms determine what you see when you search and scroll the platforms. Not your friends.” Therefore, we at the mercy of an algorithm update. Hence the idea by some governments to regulate those updates.
We all know that Google or Facebook algorithm updates create substantial disruptions in the way search results or screen results are displayed, creating considerable dismay to all those that depend on this natural or paid advertising for their enterprise. It also funds a coterie of search gurus and naturally increases GAFA revenues as people finally end up paying to get better visibility.
The Australian government has been particularly at the forefront of trying to regulate the GAFA. “If the bill passes in one form or another, which seems likely, the digital platforms will have to give the media 14 days’ notice of deliberate algorithm changes that significantly affect their businesses. Even that, some critics argue, is not enough for Big Tech.”
It is interesting to recognize that this shows that GAFA are increasingly seen as a sort of public service with real-life implications on the life of people and companies. Of course this is a bit contradictory with the commercial nature of those companies.
This tension between public service and the nature of the GAFA as commercial enterprises will only increase in the coming years as we become increasingly dependent on their services.
