Right-wing content dominates social media feeds, finds new study
Algorithms are at the core of every social media platform, shaping what users see in their feeds and how information spreads online. This influence becomes particularly significant when it comes to political content, a field that is often emotionally charged and can shape how young Europeans engage politically. Today, social media platforms have become central sources of information for younger audiences.A new study by the Finnish Innovation Fund Sitra, conducted with the Behavioural Insights Team (BIT) and research firm Bondata, found that right-wing content dominated across social media platforms, including Instagram, X and TikTok. They accounted for 58% of political posts, compared to 26% left-wing and 16% centrist content.Notably, this pattern persisted even when the researchers’ test accounts (avatars) signalled an interest in left-leaning political content.From research carried out in France, Romania and Finland, the findings raised concerns about the unpredictability of algorithmic recommendation systems. Engagement signals, such as interacting with certain posts or following specific accounts, did not consistently influence the type of political content shown to users.In one example from the study, an avatar that had not encountered political content during its first six browsing sessions was suddenly exposed to extreme right-wing memes during the final session, despite showing no prior interest in similar material.This unpredictability raises questions about how much control users actually have over their information environment.Ilkka Räsänen, director of EU Affairs at the Finnish Innovation Fund Sitra (pictured above), said the results challenge common assumptions about how social media feeds operate.“The original value proposition of social media is that algorithms should know what types of content you want and feed those to you. Users should feel they are in control of the content they see,” he said.“It’s a good thing that citizens are also exposed to opposing views. But if that works only in one direction, it creates an imbalanced situation,” he added.User agency is a key element of healthy online information environments. If algorithms appear to recommend content unpredictably, without clear signals of user interest, this can undermine citizens’ ability to make informed choices.Räsänen argues that greater transparency is needed. “In general, platforms should be much more transparent about how their recommendation systems operate, and user controls should be much more effective.”Political discussions on social media are also associated with strong emotional responses. According to the study’s survey results, half of respondents reported feeling frustration, anger, fear or sadness when encountering online political debates.Despite these negative reactions, 41% said such content still increased their willingness to engage in public debate, while only 17% felt that it reduced their willingness to participate.AI and misinformation add new risksAnother concern raised by the study is the accuracy of political content circulating online. In the age of artificial intelligence, creating and spreading misinformation or manipulated content has become easier than ever.Younger users may be particularly vulnerable. Research suggests that the ability to distinguish between true and false information tends to improve with age, meaning younger audiences may be more susceptible to misleading content.Out of the 1,719 political posts analysed in the study, only 455 (26%) could be fact-checked. Among those, 54 posts (12%) were classified as misinformation and 42 (9%) as malinformation.Young users also frequently reported encountering conspiracy theories, hate speech and hostile speech on social media platforms.The findings add to calls for stronger measures to protect children and young users online.Need for fact-based informationOne potential solution currently being explored is age verification for social media platforms. The European Commission has developed a privacy-preserving age verification blueprint, allowing users to prove they are above a certain age without sharing additional personal data.“It’s encouraging that the European Commission has moved to concrete actions that can support the implementation of age restrictions, if Member States decide to introduce them,” Räsänen said.However, he warns that the current social media environment remains problematic.“What young people – and everybody – need is access to fact-based information in an environment that is safe and encourages healthy democratic debate and participation. As they currently operate, social media is not such an environment.”Instead, Räsänen argues that new digital tools for civic participation should be explored.“We need young people to participate in democracy and learn to take ownership of it. But that cannot happen on current major platforms,” he said.“We need alternatives and new ways of participatory democracy, such as civic tech platforms, which provide balanced and safe environments to discuss political and societal questions.”
It’s not just you, all social media platforms steer their users more towards right wing content and ads, regardless of the users obvious political affiliation from their own posts and engagements www.thebulletin.be/right-wing-c...