Trish's Blog

Social media platforms often claim their algorithms are neutral. That the systems are objective, fair, and free from bias. On the surface, it sounds convincing. Algorithms run on data, logic, and code; they don’t have feelings, opinions, or agendas.

But algorithms reflect the humans who design them. Every choice about which data to include, which signals to weigh more heavily, and how outcomes are structured carries human judgment. Those humans bring assumptions, habits, and unconscious biases. Even without intention, those biases shape what content gets seen, shared, and promoted.

The consequences are real. Some voices are amplified, while others disappear. This affects influence, opportunity, and public discourse. Content that aligns with historic patterns or dominant norms is favoured, while alternative perspectives may be buried, regardless of their value or accuracy.

Claiming “neutrality” ignores responsibility. Platforms must acknowledge that algorithms are designed by people and have real-world effects. They need to:

Audit for bias: Regularly check systems for patterns that unfairly amplify or suppress voices.

Be transparent: Help users understand why some content gets promoted and other content doesn’t.

Correct unfairness: Adjust algorithms and processes to reduce bias when it’s identified.

Accept accountability: Algorithms are tools, but platforms are responsible for the human decisions baked into them.

Algorithms aren’t neutral. Platforms could be. Their choices affect whose ideas, voices, and perspectives are seen and whose are left invisible. It’s time for platforms to take responsibility, not hide behind code.