Digital technologies indeed interact with every aspect of our modern lives, and the power wielded by big tech companies has grown exponentially. These digital giants shape how we communicate, access information, and think. Recent years have highlighted how big tech companies can influence public opinion, consumer behavior, and even democratic processes. This potential for big tech manipulation demands our cautious attention and scrutiny.
One of the most glaring examples of big tech manipulation is how social media platforms like Facebook, now Meta, and Twitter have been used to sway public opinion. The Cambridge Analytica scandal is one of the infamous cases. In it, millions of Facebook users’ personal data was harvested, which was used to create targeted political ads during the 2016 U.S. Presidential election. User data to influence voters without their knowledge or consent revealed the dark side of data-driven marketing and its profound impact on democracy.
However, the issue goes beyond social media. With its near-monopoly on internet searches, companies like Google can shape the information we see and, thus, what we believe. Google’s search algorithms prioritize certain content over others, which can subtly influence public opinion. The way search results are presented can lead users to particular conclusions, sometimes without them even realizing it. While the company asserts that its algorithms are neutral, the reality is that even slight adjustments can sway public perception on a massive scale.
Amazon, another tech behemoth, manipulates consumer behavior through its platform, pushing its products over those of third-party sellers. This practice, known as “self-preferencing,” undermines competition and limits consumer choice while feeding into Amazon’s bottom line. By controlling the marketplace, Amazon can dictate what products succeed or fail, shaping the market to its advantage.
Moreover, the rise of misinformation and disinformation on these platforms is another alarming aspect of big tech manipulation. Algorithms prioritizing engagement over accuracy exacerbate the spread of false information related to health, politics, or social issues. This has led to the erosion of trust in institutions and experts, with devastating consequences, as seen during the COVID-19 pandemic.
These examples illustrate that big tech’s manipulation ability is pervasive and powerful. The challenge lies in addressing this issue without stifling innovation or infringing on free speech. Governments worldwide are grappling with how to regulate these digital giants while maintaining a balance between oversight and creativity.
Consumers must know how big tech can manipulate our perceptions and choices. We must take responsibility and demand greater transparency, accountability, and ethical practices from these companies. Only through our vigilance, education, and thoughtful regulation can we hope to navigate this digital landscape and ensure that technology serves the public good rather than undermining it.
