Instagram Algorithm Changing the Cultural Identity: The impact of the content recommended by the Instagram Algorithm on the of users’ cultural identity formation

Abstract

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.