Opinion | Technology & Society
Researchers and lawmakers are raising concerns about a new kind of power struggle, centered on data and algorithms. These systems decide what billions of people see online every day.
The world still faces traditional conflicts. The 2025 Global Peace Index reports 59 active state-based conflicts worldwide. But today, influence is not just about land or weapons. It is also about information, and who controls it.
From Facebook’s recommendation system to federal action against TikTok, leaders are debating how digital platforms shape public opinion.
What Is an algorithm?
An algorithm is simply a set of instructions that tells a computer what to do. The Oxford English Dictionary defines it as “a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.”
On social media, algorithms decide which posts show up in your feed. They decide which videos go viral. They even decide which ads you see.
Some experts use the term “algorithmic colonialism” to describe what happens when powerful companies use these systems to collect data and shape what people see online. Instead of taking land, they collect information and attention.
Do algorithms affect politics?
Research shows algorithms can affect what content people see. A 2022 report by NBC News found that Facebook’s 2018 algorithm change boosted engagement for local Republican Party groups more than Democratic groups. The study did not say the change decided elections. But it did show that the system increased visibility for some political pages.
At the same time, social media use remains high.
According to the Pew Research Center’s 2025 social media fact sheet, YouTube and Facebook are still among the most widely used platforms in the United States. TikTok is especially popular among younger users.
The more people use these platforms, the more influence their algorithms have.
Visibility Concerns about digital control increased after Congress passed H.R. 7521. The law requires TikTok’s Chinese parent company to sell its U.S. operations or face a possible ban.
In a Jan. 30 column for The Guardian, media scholar Paolo Gerbaudo argued that platforms may not directly censor speech. Instead, they can limit how many people see certain posts. Content may still exist online but become harder to find.
This kind of control over visibility can shape public debate without users realizing it.
How advertising uses your data
Algorithms also shape what we buy. According to the University of Southern California’s Applied Psychology program, the average person sees about 5,000 ads per day. More than 5.3 trillion display ads appear online each year, as explained in USC’s article on the psychology of advertising.
Many of these ads are targeted. That means companies use your search history and online behavior to decide which ads to show you.
Privacy and data lawsuits
Questions about data collection have also led to lawsuits.
According to BBC News, Google agreed to a $68 million settlement over claims related to data collection practices. The company did not admit wrongdoing.
In a separate report, BBC News said Apple agreed to a $95 million settlement over allegations involving its Siri voice assistant. Apple also did not admit wrongdoing.
These cases show that courts are starting to examine how companies collect and use personal data.
Who controls the digital world?
Some experts argue that people and countries should have more control over their digital systems.
This idea is often called digital sovereignty.
The basic question is simple: Who controls the rules that shape what we see online?
As more of our lives move to the internet, algorithms will continue to shape how we get information, shop and form opinions.
The battle may not be over land anymore. It may be over attention — and the systems that quietly guide what we believe is important.
