SOCIAL media plays a crucial role in today’s digital age, and TikTok, as one such popular app, has raised concerns about its algorithmic content filtering and the phenomenon of filter bubbles.

TikTok’s content filtering algorithm is based on machine learning and user behaviour data. It collects information such as user interaction, video preferences, and browsing history to provide personalised recommendations to each user.

These recommendations aim to increase the engagement of users by helping them find content that matches their interests.

A filter bubble refers to users’ tendency to be exposed primarily to the information that reinforces their existing viewpoints and beliefs, limiting their exposure to diverse perspectives. It can lead to several problems.

First, users are prone to cognitive biases when they only information that is consistent with their viewpoints while ignoring other perspectives.

Second, this can contribute to the polarisation of society as users are steered towards increasingly extreme views and beliefs.

Additionally, users’ exposure to information becomes limited, preventing them from accessing diverse viewpoints.

Malaysia is a culturally diverse country, and the filter bubble phenomenon has a pronounced impact on its society.

If the TikTok algorithm only recommends content that matches the user’s cultural background, users may lack understanding of other cultures.

The filter bubble created by TikTok can exacerbate divisions and barriers among cultural groups in society. In a multicultural country like Malaysia, this issue needs to be addressed.

Cultural influence and algorithmic biases contribute to the filter bubble phenomenon on TikTok.

Its algorithm may favour certain cultures, identities, or viewpoints, resulting in the frequent appearance of content related to those biases in recommendations while other cultures and perspectives are less presented.

This can lead to reduced visibility of some cultures and the formation of stereotypes.

However, it is essential to note that this bias towards a particular culture is not a conscious discrimination or prejudice but the result of machine learning and data analysis of user preferences.

Still, it can influence users’ perspectives and understanding and limit their exposure to diverse cultures.

Take, for example, the 2022 general election. DAP and PAS campaigned intensely on TikTok for support.

If one had been immersed in the TikTok videos of just one side, one would have missed learning the manifesto of the other party. That was likely to have happened because of the algorithm that promoted similar content to the user.

In the long run, this filter bubble becomes an echo-chamber. Complex issues are discussed through a one-dimensional narrative.

Within these echo chambers, stereotypes can spread and gain tractio as users are less likely to be exposed to dissenting or nuanced viewpoints.

As a result, extreme or sensational content that perpetuates stereotypes can thrive within these isolated online communities.

We should recognise that its impact on society is complex and multifaceted. It has the potential to facilitate cultural exchange, understanding, and inclusivity.

However, we must also acknowledge the risks associated with its personalised recommendation algorithm.

Users play an essential role in minimising such risks. We can actively expand the range of content we engage with and seek out information from different cultures to build a more comprehensive understanding.

In doing so, we can break free from the limitations of filter bubbles and broaden our horizons beyond our personal preferences.

As users, we can follow creators from different cultural backgrounds and engage with videos on topics to which we have not been exposed.

Such efforts not only foster our critical thinking skills but also contribute to promoting a diverse and understanding society.

In conclusion, the TikTok filter bubble phenomenon can potentially deepen the the emotional divide between people.

In a multicultural country like Malaysia, the filter bubble issue must be addressed and mitigated.

By actively seeking diverse perspectives and engaging with content beyond our preferences, we can overcome the limitations of algorithmic recommendations and contribute to a more inclusive and culturally rich society. – June 12, 2023.

* Chu Min Wei holds a degree in Journalism (minor in Political Science) from UTAR and is a member of the Agora Society. She is interested in the study of subculture and media, and believes that institutional reform could have a greater impact on marginalised subcultures and the media landscape.