Science Magazine – July 28, 2023 issue: This artwork depicts social media users that are engaged (and often enraged) from the “left” (liberals, blue) and the “right” (conservatives, red) perched on Meta’s logo. Social media algorithms personalize users’ online experiences, recommending engaging content that will interest them and possibly spark outrage.

Social media and elections

The advent of social media forever changed how we consume news. At least half of Americans rely on it for news, and Facebook (owned by parent company Meta) is the most popular. Meta’s Facebook and Instagram platforms are funded through advertisements and generate more revenue when users spend more time on their platforms. To make platforms alluring and increase screen time, tech companies operate on business models that incentivize algorithms that are designed to elevate eye-catching content to the top of users’ feeds—content that captures attention and may go “viral” by stimulating “engagement” through comments, likes, and resharing.