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Instagram Algorithm Changing the Cultural Identity: The impact of the content recommended by the Instagram Algorithm on the of users’ cultural identity formation
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Autores
Orientador(es)
Resumo(s)
Algorithms can be seen as mere calculations and machine learning models. However, the
algorithm's recommended content allows the interconnectivity and exchange of perspectives
and values of individuals from all walks of life. Content filtering is becoming increasingly
powerful on social media, influencing users' perspectives, identity, and culture. As
acknowledged, culture is presented in all ways, including online platforms, which are notstatic
and evolving through time and space. In our research, we aim to fill this gap by providing a
comprehensive framework of the impact of Instagram algorithm recommendations, since it is
one of the most used social media, on user cultural identity formation. This study used an
online survey (n=181) exploring six constructs: content recommended by the algorithm, global
identity, cultural identity, average time of use, type of content the users engaged with the
most, and power of the algorithm based on statements from strongly disagree to strongly
agree. The findings highlight the impact of the algorithm recommendations on users' cultural
identity formation. On the other hand, the mediator (global identity) and the moderators (type
of content, average time of use, power of algorithm) do not support the relationship algorithm
recommendations vs cultural identity, which leaves space for exploring other constructs and
interactions or the same constructs in a different data sample. This research contributes to
the existing algorithm and culture identity literature, merging two distinct yet related concepts
and implications on the algorithm consumer culture and the consumer culture theory. In
addition, the study has a practical impact on the social aspects arising from the relationship
between social media and identity.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Cultural identity Algorithm Global identity Instagram Type of content Time of use Content recommended SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption