Moral orders of pleasing the algorithm

doi:10.1177/14614448241278674

Paper

Moral orders of pleasing the algorithm

Published Sep 11, 2024 · Jesse Haapoja, Laura Savolainen, Hanna Reinikainen

New Media & Society

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Abstract

This article examines how ‘pleasing the algorithm’, or engaging with algorithms to gain rewards such as visibility for one’s content on digital platforms, is treated from a moral perspective. Drawing from Harré’s work on moral orders, our qualitative analysis of Reddit messages focused on social media content creation illustrates how so-called folk theories of algorithms are used for moral evaluations about the responsibilities and worthiness of different actors. Moral judgements of the actions of content creators encompass ideas of individuals and their agency in relation to algorithmic systems, and these ideas influence the assessment of algorithm-pleasing as an integral part of the craft, as condemnable behaviour, or as a necessary evil. In this way, the feedback loops that arrange people and code into algorithmic systems inevitably make theories about those systems also theories about humans and their behaviour and agency.

Study Snapshot

Pleasuring algorithms in social media content creation is viewed as an integral part of the craft, condemnable behavior, or a necessary evil, influenced by individual agency and algorithmic systems.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

Moral orders of pleasing the algorithm

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