Page No:55-67
Dishita D. Gadoya, Dubari Baruah, Grizel L. Dias, Garima V. Gurbhele,
Diya Joy and Haniyah Habib
Kristu Jayanti College, Bengaluru
This study investigates the effect of social media algorithms on users’ ability to think
for themselves and expose themselves to other perspectives, while also contributing to
the formation of echo chambers. Echo chambers created by algorithmic content curation
serve to entrench prior beliefs and further distance opposing ideologies by limiting
exposure to alternative viewpoints. This study uses a qualitative phenomenological
methodology to analyse users’ individual experiences with algorithmically driven content
suggestions through semi-structured interviews. This study revealed that excessive
use of echo chambers increased resistance to dissenting perspectives while decreasing
cognitive flexibility. Alternatively, those who actively sought dissimilar content revealed
greater adaptability and transparency of opinion. The study emphasizes the importance
of media literacy interventions and supporting design modifications to create a more
balanced consumption of information, and also the psychological and cultural implications
of algorithmic filtering. With these outcomes, this research engages in ongoing
discussions about ways to mitigate polarization and promote critical engagement in
online environments