Algorithms as Cultural Gatekeepers

In the past, editors, broadcasters and record labels decided which stories, films and songs reached audiences. Today recommendation algorithms on streaming and social platforms increasingly perform this gatekeeping role. When Netflix expanded to 130 more countries in January 2016, it became one of the first truly global entertainment services, and its recommendations helped non-English shows find audiences abroad. Algorithms can lift little-known artists to fame, but critics argue they also narrow what people see.

Activist Eli Pariser warned in 2011 of a filter bubble, where personalization shows people more of what they already like or believe; later research has found mixed evidence on how strong this effect is. Some governments now regulate platforms, such as the European Union's Digital Services Act of 2022, which requires more transparency about recommendation systems. The question of who curates global culture has shifted from editors to code designed by companies.