Could an algorithm become feminist one day? Maybe. In any case, for the moment, that of Facebook and Instagram (of the Meta group) is misogynistic and sexist. This is what explains a study by several Australian journalists who looked into the subject. And the conclusion is rather worrying.
In order to analyze the impact of algorithms on our use of social networks, a study group decided to create several fake profiles of young men aged 24 on Instagram and Facebook. The intention was to observe what kind of content would initially be shown to these new, completely neutral users.
These imaginary accounts were not in initial contact with the platforms. The researchers used cell phones not linked to previous accounts. And the results are clear: for these first-time users of Instagram and Facebook, in three days the algorithm offers them stereotypical, then sexist and misogynistic content. And all this, for free and effortlessly.
“Their own choices”… Or not
In its submission to the Federal Parliament inquiry into social media, Meta said it uses “a range of different algorithms” to help classify content displayed in feeds on Facebook and Instagram, with some helping “to understand what content is more meaningful to people so we can order it accordingly in their feeds,” as reported The Guardian.
Meta stated that what people see is “heavily influenced by their own choices and actions” and that “each person’s feed is highly personalized and specific.” “Our ranking system personalizes content for over a billion people and aims to show each of them the content we hope is most valuable and meaningful, every time they come to Facebook or Instagram. »
A reality amplifier
However… According to tests carried out in Australia, the algorithm starts with a sexist bias upon registration. On Instagram, the “explore” section does not wait to know the user’s tastes to show images of naked women or profiles that degrade the image of women. But the Meta group is not the only one, TikTok and YouTube also spread more harmful content for certain groups: minorities.
TikTok, Instagram and Facebook reflect society and exacerbate the problems: they are dominated by white men, highlighted using algorithms. The algorithm often reflects persistent societal biases and reinforces existing stereotypes. “Social networks are an amplifier of society. If there are more and more progressive young women, there are also more and more retrograde young boys,” explains Anaïs Loubère, social media specialist.
But to spread sexist content, you need sexist content, so… who is to blame? The egg or the chicken? “The mascus have understood well how to buzz on the backs of women, and the algorithm seeks to sell… so we are going to highlight content that provokes a reaction and unfortunately it is only rarely cute and nice publications that do not harm anyone. Between sexist accounts and the algorithm, it’s ultimately a snowball effect. And behind it, there are users to benefit from it,” summarizes Emmanuelle Patry, founder of Social Media Lab.
We must then also educate the algorithms in addition to the boys to move society forward and not backward.