Professional Documents
Culture Documents
If these algorithms are not scientifically computing answers to questions with objective
right answers, what are they doing? Mostly, they optimize output to parameters the
company chooses, crucially, under conditions also shaped by the company. On
Facebook the goal is to maximize the amount of engagement you have with the site and
keep the site ad-friendly. You can easily click on like, for example, but there is not yet
a this was a challenging but important story button.
Software giants would like us to believe their algorithms are objective and neutral,
so they can avoid responsibility for their enormous power as gatekeepers while
maintaining as large an audience as possible. Of course, traditional media
organizations face similar pressures to grow audiences and host ads. At least, though,
consumers know that the news media is not produced in some neutral way or above
criticism, and a whole network from media watchdogs to public editors tries to
hold those institutions accountable.
The first step forward is for Facebook, and anyone who uses algorithms in subjective
decision making, to drop the pretense that they are neutral.