In the context of personal data protection and our right to privacy, it is worth noting that according to the Global Digital report, by the end of 2020, the number of Internet users worldwide was nearly 4.7 billion, while social media users reached 4.1 billion. We are therefore dealing with a phenomenon of global reach that is not inclined to submit to regulations.
The Internet and social media have taken over our time and imagination, largely because they analyze vast amounts of information about us with our consent. Besides numerous benefits (for us), they also have their dark sides, which are warned against even by those who helped create them, as seen in the famous film by Jeff Orlowski titled “The Social Dilemma.”
Not only they warn us about the dangerous and unexpected consequences of the development of new technologies in social networks.
Social Media as a Business Process
The phenomenon of social media lies in the fact that they were created as attractive platforms for maintaining and establishing contacts and exchanging views, while simultaneously becoming unexpectedly hyper-efficient machines for generating enormous profits. By using useful tools, we ourselves provide a wealth of information about ourselves and create networks of contacts, thus forming groups of potential consumers of marketing content, and consequently potential buyers of real services and products, and in the not-so-distant future (as credible experts predict), we will create legions of followers…
Undoubtedly, social media serves as a carrier of many positive content and catalyzes numerous commendable actions and events. However, it should not be forgotten that, primarily – which is, after all, natural in business projects – they are intended to generate profit. By joining a given online platform, we agree to participate in a business process in which we are simultaneously consumers and… consumed (more specifically, our privacy) by the platform operator. While developing our own network of contacts, we inadvertently leave thousands of traces regarding our personality, opinions, and innermost desires, becoming (unwittingly) marketing agents for the platform operator. Looking from the outside – it must be surprising – we perform this profitable work, investing our time and skills, completely for free...
A New Form of Addiction
There is no doubt that addiction to the Internet and social media is already a diagnosed disease, a type of addiction that can have equally dire consequences for the body as habitual gambling in a casino or on a computer. The so-called scrolling of the feed on the phone is compared to playing a “one-armed bandit.”
The intention behind the creator of the “Like” button was to spread positive energy. Addiction to likes on Facebook may seem trivial, but it can lead to surprising consequences. FOMO (fear of missing out) is the fear of missing something… the need for constant access to information and contact, a continuous desire to participate in what others are doing. This sounds innocent, but it increasingly turns into a kind of pathological obsession. The fact that this is already a broader social phenomenon can be evidenced by the appearance of signs warning at pedestrian crossings: “Put down your smartphone and live!” This problem does not only concern children and adolescents; adults seem equally susceptible to this type of addiction.
Sophisticated Algorithms Feed Us Content
This is an important warning for the average Internet user, who is daily fed with ever-new, interesting content, often unaware that their selection and curation is the result of sophisticated algorithms designed to keep our attention on “consuming content” on that specific platform… for as long as possible!!!
By observing user activity, algorithms are able to predict future behaviors, and sometimes they know more about us than we do ourselves. Of course, although this was probably not the intention, there is now a financial motivation behind it (because it must be – that is business…) since we receive not only the content we are interested in but also countless advertisements that accompany it. We have known this for several years, but… do we realize that we are feeding the monster? A monster that feeds on personal data, since we provide it with our own… What will this entity do with that data in the future? Will it use all the available knowledge to profit from it? For now, this is inevitable; it must be this way, this is how the business world operates.
After all, we agree to this, treating advertisements as an unavoidable side effect, while the problem is much deeper: we are dealing with a situation where ultimately it is the algorithms analyzing our activity in the digital world, not people, that control us and even create our reality, constantly presenting us with content we prefer, providing accurate advice and our favorite entertainment. The price we pay is not only the time we spend but also the loss of privacy, and ultimately – which may be surprising – our freedom as well. Today we see advertisements and content tailored to us, and “thanks to them” we close ourselves in our “information bubbles,” but what about tomorrow? Will we ask Big Brother which specific car is ideal for us, which profession to choose, or even whom to marry? Yuval Noah Harari convincingly outlines such a future in his bestseller “21 Lessons for the 21st Century.”
The Risk of Being in an Information Bubble
Are we seeking information, or rather do we need a continuous influx of information? This can be well illustrated by the mechanism of the so-called information bubble or, as those politically engaged often refer to it, the echo chamber. By selecting specific content online, we demonstrate our interests, needs, preferences, tastes, opinions, and emotions: likes and dislikes. These are subject to algorithmic analysis, resulting in (of course instantly – in real time) content that best meets our personal needs and desires. In this way, we confine ourselves to a world of our beliefs, communicating only with people similar to us, who share our views, have similar needs, prejudices, and fears. Subjected to such constant "information saturation," which is close to manipulation, we initially consider other opinions unacceptable, and over time even hostile. Social media are filled not only with groups of supporters of any option but also with hostile, hate-filled camps. We see this on the Polish political scene, in the still united Europe, the USA, and it seems this is not the end. Nationalisms, populism, and isolationist movements are experiencing a renaissance, which is very concerning…
Can we distinguish fake news from the truth?
In conditions of such polarization of positions, fertile ground is created for the emergence of fake news. Can we distinguish them from the truth? According to the algorithmic rule, even unverified or outright false information, if aligned with our preferences or subconscious fears, will be amplified and fueled, sometimes leading to dramatic situations. There are known cases of self-harm, suicides, or even lynchings influenced by specific groups operating on social media. In the political sphere, there have been effective attempts to interfere with electoral processes for several years now.
Algorithm designers certainly did not intend this. Their primary goal was to suggest content that aligns with our preferences, but as a result, algorithms can simply maximize sales and ensure the so-called monetization of the online platform, which is often backed by a large global corporation. This discrepancy between intent and effect is a key argument for advocates of legal regulation of social media, who call for the introduction of swift and effective solutions. However, their opponents argue that social media is merely a communication tool, and the content is created by the users themselves, exercising their freedom of speech on the Internet.
The temptation to exploit a community of over 4 billion is great, hence the numerous attempts to use the "network" to achieve personal goals, including spreading disinformation or achieving specific political objectives. When "big operators" attempt to regulate these issues, mainly in cases of controversial content or organized actions promoting blatant lies or hatred, accusations of censorship and thus limiting freedom of expression online immediately arise, thus... the cycle continues.
How to reconcile freedom of expression with content control?
GDPR Compliance Diagnosis.
Do it yourself
It is not easy to chart a straightforward path in this global clash of new and opposing arguments, which is why specific solutions are still lacking. However, initial attempts are beginning to emerge, although, as usual, the focus is primarily on financial issues. Recently, Australian authorities announced that they would introduce regulations requiring internet companies to pay publishers for news content published on their platforms. In response, Facebook blocked users in Australia from viewing news content from external publishers. Consequently, internet users from around the world are also unable to post links to Australian sites.
Necessary Legal Regulations at the International Level
Undoubtedly, such solutions must be found, and at a global level, as the above example illustrates, regulating this issue at the level of a single country proves to be very challenging and, consequently, largely ineffective. However, an increasing number of countries, institutions, and even companies (recent changes in privacy policies on Apple devices) are recognizing the problems associated with the functioning of social media and are seeking appropriate legal solutions. The European Commission and the U.S. Federal Trade Commission also appear to be very determined in this regard.
